Employee's roles in service delivery

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another slide of service marketing. this knowledge help us to participate our employee in making a service delivery.

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Employee's roles in service delivery

  1. 1. Magister Management Universitas Indonesia Service Marketing EMPLOYEES’ ROLES IN SERVICE DELIVERY 28.11.2013 presented by : Ferry, Frisca, Gita, Dwi
  2. 2. Contents 2      Service Culture Service Marketing Triangle Employee Satisfaction + Customer Satisfaction = Profit Boundary Spanning Roles and Source of Conflict Strategy Delivery Qualified Service through People
  3. 3. Service Culture “ a culture where an appreciation for good service exists and where giving good service to internal as well as ultimate, external customers is considered a natural way of life and one of the important norms by everyone Exhibiting Service Leadership Developing a Service Culture Transporting a Service Culture
  4. 4. They are the services They are the organization of the customer’s eyes They are the brand They are the marketers
  5. 5. ABCDXPARTICIPANTYZ CENTRALEFGHIJKLYFS MNOPHYGGFLEARNING PARTICIPANTHYHBDLO YUJHMDUNKLCENTRAL LEARNINGKJBBNUHNKS ABXPARTICIPANT CENTRALEFGHIJKL MNOPHLEARNING 5 PARTICIPANTHYHBDLO YUJHMDUNKLCENTRAL LEARNINGKJBBNUHNKS ABCDXPARTICIPANTYZ CENTRALEFGHIJKLYFS MNOPHYGGFLEARNING PARTICIPANTHYHBDLO YUJHMDUNKLCENTRAL
  6. 6. PLEASE EXPLAIN THE SERVICE TRAINGLE. 6 1#
  7. 7. The Service Marketing Triangle
  8. 8. EMPLOYESS SATISAFACTION CUSTOMER SATISFACTION PROFIT + 2# 8
  9. 9. 9
  10. 10. 10 Source : Halogen Software
  11. 11. WHAT IS THE BOUNDARY SPANNIN GROLES & SOURCE OF CONFLICT ? 11 3#
  12. 12. The frontline Service employees are referred to as Boundary Spanners because they operate at the organization’s boundary
  13. 13. Person/ Role Conflict (personalities, orientation, or values) Organization/Client Conflict (boss, organization and individual customers) Interclient Conflict (incompatible expectation and requirements arise from 2 or more customers)
  14. 14. STRATEGIES FOR DELIVERING SERVICE QUALITY THROUGH PEOPLE 14 4#
  15. 15. Strategies for Delivering Service Quality Through People *Hire the Right People  Compete for the Best People  Hire for Service Competencies and Service Inclination  Be the Preferred Employer *Develop People to Deliver Service Quality  Train for Technical and Interactive Skills  Empower Employees  Promote Teamwork
  16. 16. Strategies for Delivering Service Quality Through People *Provide Needed Support System  Measure Internal Service Quality  Provide Supportive Technology and Equipment *Retain the Best People  Include Employees in the Company’s Vision  Treat Employees as Customers  Measure and Reward Strong Service Performers
  17. 17. Customer-Oriented Service Delivery Customers Frontline Employee Frontline Employee Frontline Employee Frontline Employee Supervisor Frontline Employee Supervisor Manager Frontline Employee
  18. 18. Inverted Service Marketing Triangle Interactive marketing Providers Customers “Delivering the Promise” Internal marketing External marketing “Enabling the Promise” “Making the Promise” Company (management) If you sincerely believe that” the customer is king”, “the second most important person in this kingdom must be the one who has a direct interaction on a daily basis with the one who is king.
  19. 19. issue 20 Call one of the big call centers in Jakarta. Test its agents capabilities in answering queries and in solving problems. Are you impressed? Visit its office and use “Human Resource strategies for delivering Services Quality through people” framework (figure 11.4) to verify your impression. What are your suggestions to improve its service delivery.
  20. 20. Case Study : Call Center 21 Regular Customer 3rd Party Usage < Rp. 750.000/month 817 Premium Customer and Corporate Usage > Rp. 750,000/month Internal Staff
  21. 21. Call Center Organization 22 CEO COO Marketing Director VP Customer Service QA Manager Back Office Support CS Data Analysis Outbound Survey System Development Training Call Center
  22. 22. Customer Oriented Service Delivery Strategies 23
  23. 23. 24 Hire the right people Retain the best people - Min D3 from any dicipline - Able speaking in english min passive and able to write in english - Career path - Performance Reward (KPI, i-attendances) - Permanent Employee
  24. 24. 25 - Gadget training Develop people to deliver Service Quality - Technical (cust system dbase, SAP) - Speak training (min 20 words/minute with 85% accuracy) - Communication Skill
  25. 25. 26 Develop Serviceoriented internal processes Provide Needed Support System 1. team QA 2. team knowledge management/Training 3. Back Office Support 4. CS Data Analyst 5. CS Outbound Survey 6. CS System Development 7. Work Force Management 8. RTFM (Real Team Floor Monitoring) Provide Supportive Technology and Equipment Measure internal Service Quality - CSI 95% by giving customer pooling SMS after call - Employee Retention Rate 5%
  26. 26. 27 supplemen slide.
  27. 27. 28
  28. 28. 29
  29. 29. 30 THANKYOU.

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