This document discusses various aspects of customer service in language training organizations (LTOs). It covers the definition of customer service, the roles of administrative staff in providing good first impressions, and examples of good and bad receptionist behavior. It also outlines the range of services an LTO can provide customers, including social, recreational, and career development opportunities. Key aspects of service quality like reliability, responsiveness, assurance, and empathy are examined. The document provides examples of how LTOs can gather student satisfaction feedback and handle complaints. It emphasizes that high quality customer service is important for customer loyalty and retention.

1. Arif Nur Hidayat
Widya Alfiani
Mullynanda Pontiaka
Customer Service

2. Customer Service in LTO01
Role Play Do and Don’t02
Range Service in LTO03
The Customer Journey04
05
06
07
08
Dimensions of Service Quality
Handling Complaints
Students’ Satisfaction
Questionnaire
Blueprinting

3. Customer service also known as Client
Service is the provision of service to customers
before, during and after a purchase
What is Customer Service ?
According to Turban et al. “Customer
service is a series of activities designed to
enhance the level of customer satisfaction
that is, the feeling that a product or service
has met the customer expectation.”

4. Customer Service in LTO
Once teachers enter the
world of the LTO, they will
find that it is the quality of
the service and particularly
the service that they
provide in the classroom,
which helps to differentiate
one LTO from another

5. Administrative Staff as
Customer Service in LTO
Smile
Communicative
Emphaty
Integrity
LTO should well selective about the
administrative staff in the front desk
which serves information about the
English course program, who
welcomed the new students and help
the registration form to be as friendly as
possible to make a good first
impression.
Name Here

6. Role Play:
Do Vs Don’t
as
Receptionist
Staff in LTO
Bad Manner
Good Manner

8. Customer Service at English
Cafe

9. Background Research
OFFSHORE MARKET
ONSHORE MARKET

10. Customers & Consumers
Internal Customer
External Customer
Not actually members of the
LTO
All LTO staff, and all staff need to
behave competently in line with
the organization’s service
standards

11. Range of LTO Services
1
2
3
4
5
6
Preparation for assessment
leading to credentials
Social Contacts
Recreational opportunities
Cultural experience,
information
Development of desired
competencies
7
8
9
Gateway to next step in
career
Access to participation in the
global world of business, tourism,
popular culture
Access to knowledge resources

12. Social Contacts
“Anak saya biasanya di sekolah
kurang bisa bergaul di sekolah,
pengenya kalau disini bisa lebih
bersosialisasi” – A mother

13. Recreational Activity
Saya itu kerja seharian
sudah mumet mas, jadi
kalau disini itu bisa untuk
refreshing” – A company
manager

14. Access to participation in the
global world of business,
tourism, popular culture
“Saya dua bulan lagi mau ada interview
buat kerja di Dubai mas” – A mbak-mbak
“Aku udah diterima kerja di Kuwait mas,
biar nanti nggak bingung pas disana” – A
mas-mas

15. Cultural experience, information
“Kakak sepupuku tu orang turki mas, biar bisa
ngobrol kalo pas di rumah” – A student

16. Access to knowledge resources
“Mas, nanti kalau ada yg bingung aku nanya lewat
WA ya” – A student

17. Development of desired competencies
“Aku pengennya bisa ngomong Bahasa Inggris aja
sih mas” – A student

18. Preparation for assessment leading to
credentials
“Mas, nanti kalau ada yg bingung aku nanya lewat
WA ya” – A student

19. Gateway to next step in career
“Ya kan di hotel Bahasa Inggris tu penting mas” – A
hotel employee

20. Quality of Services
LEADERSHIP
People
management
Processes
Enquiries
Enrolment
Placement
Teaching
Testing
Accomodation
Social
Programme
Transfer
People
Satisfaction
Business
Result
Policy and
Strategy
Customer
Satisfaction
Academic
Result
Resources Impact on
Society
Staff training
and
qualifications

21. The Customer Journey
Awareness
.
Consideration
Advocacy
Knowledge Selection Loyalty
Trial Satisfaction

22. Pre-purchase and purchase phase
Feedback Follow-up
Information
enrolment forms, registration procedures,
pre-course information
1. Pre-course
arrival information, charters, complaints procedure,
feedback questionnaires
2. During the course
follow-up information, new offers
and opportunities, newsletters
3. Post-Course

23. Example of LTO Documentation
From LTO to Customer
Title of
Document
Content Purpose Customer’s
Requirement
Evaluation in use
General
course
brochure
Course offerings To inform customer
about services,
availability and prices
To achieve a sale
To obtain sufficient
information to make
comparisons and
choice
Options not clear
large quantity of
enquiries to clarify
choices
From Customer to LTO
Title of
Document
Content Purpose LTO’s
Requirement
Evaluation in use
Registration
form
Specification of
customer’s
details and
choices
To inform the LTO about
the customer, their
preferred purchase and
other personal
requirements
To obtain sufficient
information to reserve
a place and initiate
other downstream
actions
High percentage of
confusing choices
made by customers,
requiring follow-up
to clarify

24. Parasuman et al (1991) shown that customer
has two level of expectation
High
Low
High
Low
ExpectationWhat they find acceptable
Adequate
Desired
What they hope to receive

25. The Zone of Tolerance
Desired Adequate
Zone of Tolerance
High Low
Expectation of service level

26. Reliability
The ability to give
service based on
program offered by
LTO Tangibles
Physical
facilities offered
by LTO
The responsiveness
of staff in serving
customers
Responsiveness
Assurance
The quality of
attention and
hospitality in
providing
information
Emphaty
The ability of staff
to understand
customers want
and need
5 Dimensions of Service Characteristic

27. Measuring Performance
Content A Content B Content C
To measure the whole staff
performance, LTO could use
questionnaire to provide the customer
with a way of indicating their
satisfaction. LTO could also use
textual question to give information
which provides the basis for action

28. Students’ Satisfaction (Tangibles)
No Indikator Layanan Jasa WIN ENGLISH TP KP N P SP
Tangibles
1 Ketersediaan Modul yang menarik dan mudah
dipahami
2 Adanya sistem pengajaran menggunakan multimedia
3 Ruangan yang nyaman dan kondusif
4 Kebersihan, kerapihan, dan kenyamanan ruang belajar
5 Jumlah staf pengajar yang memadai
6 Penampilan para staf pengajar yang rapi dan sopan
7 Penampilan front desk yang rapi dan sopan
8 Adanya tempat untuk murid membeli jajan

29. Students’ Satisfaction (Reliability)
No Indikator Layanan Jasa WIN ENGLISH TP KP N P SP
Reliability
1 Kemampuan pengajar memberikan penjelasan yang jelas
akan struktur bahasa dan materi yang disampaikan
2 Kemampuan pengajar memberikan penjelasan ketika
murid bertanya
3 Kemampuan staf pengajar dalam memberikan suasana
belajar yang kondusif dan aktif
4 Menciptakan suasana yang aktif dan menyenangkan
5 Pembagian kesempatan yang sama bagi setiap murid
6 Pemberian kapasitas games yang tepat dan seimbang
dengan materi yang dipelajari
7 Ada perbaikan yang konstruktif dari staf pengajar
8 Kesesuain pelayanan dengan janji yang ditawarkan
9 Kapasitas murid tepat di dalam suatu kelas

30. Students’ Satisfaction
(Responsiveness)
No Indikator Layanan Jasa WIN ENGLISH TP KP N P SP
Responsiveness
1 Prosedur administrative yang baik dan tidak
berbelit
2 Memberikan umpan balik yang positif terhadap
murid
3 Staf front desk yang dapat menjelaskan kepada
pelanggan dengan baik dan jelas
4 Staf yang cepat dan tanggap akan keluhan para
murid
5 Melakukan follow up terhadap murid lama
6 Resepsionis yang tanggap dan cepat disaat terjadi
mati lampu dan kejadian mendadak lainnya

31. Students’ Satisfaction (Assurance)
No Indikator Layanan Jasa WIN ENGLISH TP KP N P SP
Assurance
1 Terciptanya suasana kekeluargaan yang dirasakan
oleh para murid
2 Keramahan dan kesopanan staf dalam melayani
pelanggan lama maupun baru
3 Pengetahuan dan kecakapan staf dalam
memberikan informasi kepada murid
4 Keramahan dan kesopanan staf dalam menerima
masukan

32. Students’ Satisfaction (Emphaty)
No Indikator Layanan Jasa WIN ENGLISH TP KP N P SP
Emphaty
1 Pemberian motivasi oleh staf pengajar kursus
bahasa inggris
2 Kedekatan antara pelanggan dengan staf
3 Keberadaan kuesioner kepuasan pelanggan
4 Resepsionis yang mampu memberi konsultasi
dalam pemilihan program
5 Perasaan aman yang dirasakan oleh pelanggan

33. Making use of feedback
Does it need immediate action,
or can it be deferred, and if so,
for how long ?
Urgency
What constraints and opportunities
are there for taking action ? Do we
have the capacity to act ? If not,
consider the resource and training
requirements involved
Feasibility
How important is this to customer ?
How will it affect future recruitment
and satisfaction ?
Importance
Facilities and equipment,
additional services, systems and
processes, teaching and learning,
etc.
Area
Survey

34. Codes of Practice
A statement of the key
principles and standards
which an LTO, as a service
provider, is expected to follow
and uphold.
Customer’s
requirement
Procedures
Outcomes

35. Handling Complaints
12
3
4
5
Guidelines
Students will be given in
writing a procedure for
complaints.
All complaints and the action
taken will be recorded.
LTO must have a complaints
handling policy

36. Duty of care: health and safety
Taking care or managing any possible risks is
the duty of customers. Customers should know
their work place setting and their own health,
such as next fire exit or even first-aid box.
Duty of care to many customers
(internal & external)

37. Benefits inmaintaning relationship
with customers
LTO
Customers
Increased purchases
Lower cost
Word-of-mouth
publicity
Employee satisfaction
and retention
Lifetime value of the
customer

38. Costumer Loyalty
Costumer catching
Costumer keeping

39. Customer Retention Strategies
COSTUMERS SUPPLIER
oFinancial incentives oDesigning solutions into the service
provision system
oSocial bonds

40. Blueprinting

41. Good Services make
the differences 
Thank You

42. References
1. White, Ron, et al. (2008). From Teacher to Manager. Managing Language Teaching
Organization. Cambridge: Cambridge University Press
2. Soma, Raden RRI. (2007). Analisis Kepuasan Pelanggan terhadap lembaga kursus Bahasa
Inggris (Studi Kasus English Avenue, Bogor)
3. Dermawan, Muhammad HA. (2017). Pengelolaan Program Kursus Bahasa Inggris pada
lembaga kursus English Cafe Yogyakarta
4. Kemdiknas. (2010). Prinsip-Prinsip Kewirausahaan dalam Penyelenggaraan Kursus
5. Kemdiknas. (2010). Apa dan Bagaimana Pembinaan Kursus dan Kelembagaan
6. Pagita, R & Hariawan, P. (2015). Analisis Preferensi Konsumen terhadap Kursus Bahasa
Inggris di Bandung