The document discusses several principles for providing excellent customer service in the pharmaceutical industry in Indonesia. It outlines 18 principles for service with character, including serving customers consistently with sincerity and commitment, avoiding letting customers down, implementing service ethically according to company values, and encouraging environmental consciousness. The document also discusses strategies for improving customer loyalty, retention, and experience through positive interactions, addressing sources of dissatisfaction, and focusing on low-attrition customer segments.

1. SERVICE WITH CHARACTER TO CREAT CUSTOMER VALUE
IN INDONESIA PHARMACEUTICAL INDUSTRY PART 4
Moch Kurniawan

2. THREE WAYS TO GROW A BUSINESS:
RETENTION, ADVOCACY, PURCHASING
http://businessoverbroadway.com/customer-loyalty-measurement-framework

3. THE BASICS OF CUSTOMER LOYALTY
https://www.washaccess.com/home/whatisloyalty.aspx

4. 3 DIFFERENT PERSPECTIVES ON LOYALTY
Mark D. Uncles et al ,Journal of Consumer Marketing October 2002

5. www.marketingmag.com.au/blogs/customer-loyalty-programs-too-much-love-not-enough-action-16465/#.UwjWW87zqkw

6. CUSTOMER LOYALTY PROGRAMS
•raising purchase/usage levels
•increasing the range of products bought from the supplierA
Increase sales
revenues
•building a closer bond between the brand and current
customers
More
defensive
•furthering cross-selling
•creating databases
•aiding trade relations
•assisting brand PR
•establishing alliances
Peripheral
goals
Mark D. Uncles et al ,Journal of Consumer Marketing October 2002

7. http://blogs.salesforce.com/company/2012/08/53-of-customer-loyalty-is-from-sales.html

8. RECOVEREY PARADOXON
Customer Loyalty in the Oilfield: Experience | Gelb Consulting Group, Inc.

9. COMPANIES WITH HIGHER LEVELS OF
CUSTOMER LOYALTY EXPERIENCE ACCELERATED
BUSINESS GROWTH.
http://businessoverbroadway.com/customer-loyalty-measurement-framework

10. ECONOMIC VALUE TO THE CUSTOMER
www.mckinseyquarterly.com/strategy/deva00.asp

11. http://businessoverbroadway.com/customer-loyalty-measurement-framework

12. GREAT CUSTOMER EXPERIENCE AND HOW TO
CREATE IT
Listen to your employees
Hire for attitude, not aptitude – then reinforce
Give people purpose, not rules
Tap into the creativity of your front line
The secret to delighting customers? Put employees first , Mc Kinsey&Company

13. TEN BEST WAYS TO EXCITE
Extreme simplicity: Devise processes that are exceptionally easy
and intuitive to use
Premium quality and design: Develop products that are
outstanding in look and feel as well as performance
Exceptional service: Create a friendly personalized approach
that takes the pain out of purchasing
Innovative technology: Develop revolutionary solutions that
raise the bar of customer expectations for all competitors
Exclusivity: Appeal to status-seekers with premium-priced
luxury services
Can a goldfish show you how to excite your customers? | McKinsey on Marketing & Sales | ebruari 2014

14. TEN BEST WAYS TO EXCITE (CONT’)
Hedonism: Provide fun, freedom, and shared experience
through adventure or entertainment
Mystique: Cultivate an aura of secrecy or intrigue around a
product specification or launch
Taboo breaking: Reject stereotypes for a more daring approach
Co-creation: Foster shared ownership through participation,
contribution, and community
Authenticity:Show unusual frankness and openness to win – or
woo back – skeptical customers
Can a goldfish show you how to excite your customers? | McKinsey on Marketing & Sales | ebruari 2014

15. NEW TRENDS IN CUSTOMER EXPERIENCE
consumer
expectations
are rising
consumer
empowerment
increasingly
sophisticated
channels and
tools to work
well
For customer loyalty, only the best will do | McKinsey on Marketing & Sales | Februari 2014

16. WHAT TO DO ABOUT CHANGES IN CUSTOMER
PREFERENCES AND BEHAVIOR
Customer
segmentation
Segment
Needs and
Performance
(SNAP) charts
Customer
ethnographic
research
Loyalty and
retention
The revenue
sieve
http://www.businessknowhow.com/marketing/anticipatechange.htm

17. EXPERIENCE RADAR UNCOVERED FOUR CUSTOMER
SEGMENTS BASED ON THEIR MEDICATION BEHAVIOR
AND DESIRED EXPERIENCE
PwC Health Research Institute | Customer experience in the pharmaceutical sector: Getting closer to the patient | November 2013

18. A SERIES OF POSITIVE INTERACTIONS GOES
BEYOND “COMPLETELY SATISFIED”
Delighting the customer behind the meter |Copyright © 2011 Bain & Company, Inc. All rights reserved.

19. MAPPING THE CUSTOMER EXPERIENCE HELPS
HIGHLIGHT INTERDEPENDENCIES AND DIFFERENT
TRIGGERS OF A UTILITY’S CUSTOMER INTERACTIONS
Delighting the customer behind the meter |Copyright © 2011 Bain & Company, Inc. All rights reserved.

20. 5 STEPS TO INCREASE CUSTOMER RETENTION
Improve customer
"stimulation."
"Red flag" high-
risk customers
and act quickly
to retain them
Address key
sources of
customer
dissatisfaction
Resist
downward
pricing pressure
among existing
customers
Focus customer
investment in low-
attrition segments
http://www.inc.com/karl-and-bill/5-ways-to-improve-customer-retention.html?cid=readmore

21. STRATEGIES THAT INCREASE CUSTOMER VALUE
Cost: Lower the cost
to serve
Loyalty: Retain
customers
longer
Sales: Increase
per customer
sales
http://www.genroe.com/blog/the-only-3-strategies-that-increase-customer-value/1787

23. HOW TO PRIORITIES YOUR MULTICHANNEL
MARKETING
http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]

24. THE ‘RIGHT PERSON’
What is the role of different groups within my target universe in influencing
and determining prescribing behavior?
What are their core information needs professionally (in order to do their job
and to reach prescribing judgements)?
How do they use different channels to find and assimilate this information?
http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]

25. THE ‘RIGHT CHANNEL’
http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]

26. THE ‘RIGHT CHANNEL’
http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]

27. THE RIGHT ‘MESSAGE’
http://bluelatitude.net/how-to-prioritise-your-multichannel-marketing-and-why/[19/02/2014 11:39:04]

28. SO THE MOST IMPORTANT IS.......

29. HOW TO MAKE THAT..............

30. 18 PRINCIPLE SERVICE WITH CHARACTER
True Blue
• Service never lies !
• Be brave, serve the right way consistently
• Keep your promise, serve with commitment
Golden Rule
• Customer is your friend, not your KING !
• Always show sincerity to everyone
• Involve customers, create experiences
Green
• Follow your service script in natural way
• Service failure is not an option
• Always ready to serve and make things done

31. 18 PRINCIPLE SERVICE WITH CHARACTER
Orange
• Be open, allow customer to know what they should know
• Never let your customer down, even if you down
• Avoid personal biases in serving customers
Red
• Show kindness in every service touch point
• Consider customer’s hidden needs in all service processes
• Know what customer feels is good, able to serve it is great
Purple
• Implement your service ethically, live your company’s value
• Spread the caring spirit to the society
• Encourage customers to be more environental conscious