7 Produk (Product)
7 Produk (Product)
PRODUK
Old:
Old view of service = Service =
Customer Service Center wrench time
APA ITU SERVICE ? THE NEW VIEW
SERVICE MENCAKUP SETIAP INTERAKSI,DIANTARA SETIAP
PELANGGAN & SIAPAPUN YG MEWAKILI RS, TERMASUK:
Dealer
Manajemen &
Service Employees
Eksekutif
KENAPA SERVICES PENTING ?
INTANGIBILITY
UNSEPARABILITY
VARIABILITY
PERISHABILITY
INTANGIBILITY
MENINGKATKAN TANGIBILITY SHOW TANGIBLE BENEFITS
,MAKE IT TANGIBLE)
MENEKANKAN MANFAAT,TDK ADA DISPLAY
INTERAKSI DG PROSES/INDIVIDU PROVIDER KUAT
INTERAKSI SBG BASIS EVALUASI AKTUAL SERVICES
BRAND NAME
MENGGUNAKAN TOKOH TERKENAL (MPR)
SERVICES TDK MUDAH DIPATENKAN
PRICING LEBIH SULIT
UNSEPARABILITY
PRODUKSI & KONSUMSI SIMULTAN TDK TERPISAH
BEDSIDE MANNER PENTING
PENAMPILAN DIRI & KEPRIBADIAN PROVIDER PENTING
MUTU INTERAKSI SANGAT PENTING(SERVICE SBG PROSES)
EVALUASI APPROACH > CUSTOMER CONTACT AUDIT (FLOW
CHART POINT INTERACTION)
CUSTOMER IKUT PARTISIPASI & PENGARUHI TRANSAKSI
CUSTOMER SALING MEMPENGARUHI SATU SAMA LAIN
PETUGAS MEMPENGARUHI OUTCOME PELAYANAN
MASS PRODUCTION SULIT
VARIABILITY(INCONSISTENCY)
VARIASI TERGANTUNG SIAPA & KAPAN
EXACT STANDARD SULIT (INHERENT VARIABILITY)
STANDARDISASI/SOP PENTING
TRAINING MENGURANGI INCONSISTENCY
SUPERVISI LEBIH KETAT DARI PD PRODUK BARANG
UJI KOMPETENSI (SERTIFIKASI)
SERVICE DELIVERY & CUSTOMER SATISFACTION TERGAN -
TUNG PETUGAS & ACTIONS PELANGGAN
KUALITAS SERVICE TERGANTUNG PD BANYAK FAKTOR YG
TDK BISA DIKENDALIKAN
TIDAK ADA YG BISA MEMASTIKAN SERVICE DELIVERY
SESUAI DG YG DIRENCANAKAN & DIPROMOSIKAN
PERISHABILITY (INVENTORY)
PEOPLE BASED
EQUIPMENT BASED
COMBINATION
KEPUTUSAN PRODUK
Augmented Product
Tangible Product
CORE
BENEFIT
Core Product
KEPUTUSAN JENIS PRODUK
(PRODUCT ITEM )
PRODUK NYATA (TANGIBLE PRODUCT)
- PAKET PERSALINAN : MUDAH/AMAN (CORE)
- RUANG BERSALIN (TANGIBLE PRODUCT)
- KARAKTERISTIK
1. STYLING (GAYA : KUNO,MODERN )
2. FEATURES (FITUR) : LUAS/SEMPIT,JAM PERIKSA
3. QUALITY : TINGKAT KERJA
4. PACKAGING (KEMASAN) : PAKET LENGKAP
5. BRANDING (MERK)
KEPUTUSAN JENIS PRODUK
(PRODUCT ITEM )
ANALISIS PRODUK :
PANJANG,LEBAR & KEDALAMAN PRODUK
DIAGRAM PLC
DIAGRAM SIMPUL PELAYANAN ( VALUE CHAIN)
ANALISIS PENILAIAN PRODUK
Perubahan ekonomi
sales
time
TAHAP PERKENALAN
PRODUK
PLACE
PROMOSI
PRICE
PROSES PELAYANAN JASA
PROVIDER CUSTOMER
SERVICE /CARE
NEED WANTS
PERCEIVED
PERFORMANCE EXPECTATION
EXPECTATION
MOMENT OF TRUTH
CUSTOMER
SWITCHING BARRIER SATISFACTION VOICE
LOYALTY
REPEAT PURCHASE
WORD OF MOUTH
RECOMENDATION
PROFIT&GROWTH
MOMENT OF TRUTH
Gap 5
PERSEPSI YAN
Gap 4
SERV DELIVERY KOM EXT DG KONS
Gap 3
Gap 1
INTERNAL FOKUS
STAF MEMUASKAN MANAJER
PROMOSI BERDASAR SUKA TDK SUKA/SENIORITAS
HANYA EFISIENSI
CUSTOMER FOKUS
MANAJER MENUNJANG STAF DAN STAF MELAYANI PELANGGAN
PROMOSI BERDASAR KETRAMPILAN/KINERJA MELAYANI DG BAIK
BALANCE ANTARA EFISIENSI DAN KEPUASAN KONSUMEN
MODEL MANAJEMEN CUSTOMER DRIVEN
PROCESS
ALIGNMENT CUSTOMER
BY EMPLOYEES
CUSTOMER
SATISFACTION
RANTAI NILAI MUTU PELAYANAN
(VALUE CHAIN)
KUALITAS LINGKUNGAN KERJA
KEPUASAN KARYAWAN
LOYALITAS KARYAWAN
PRODUKTIFITAS KARYAWAN
NILAI PELAYANAN
KEPUASAN PELANGGAN
LOYALITAS PELANGGAN
Accessing
Primary
Activities
Care Delivery Value Chain for Glaucoma
(Buhlmann, 2009)
*life style *explanation of *education on *medication *medication *medication
counseling the diagnosis & procedures counseling counseling compliance
Knowledge *diet counseling implications *life counseling *lifestyle follow-up
Management counseling *lifestyle
counseling
*IOP, tonometry *IOP, tonometry *procedure- *Procedure- *IOP, tonometry *IOP, tonometry
*visual field test specific pretesting specific Retinal nerve fiber
*Ocular fundus measurements layer thickness
Informing *Nerve fiber scan
*office visits *office visits *various *office visits *office/lab visits *office visits
*lab visits *lab visits *hospital visits *Telephone/ *Lab visits
internet Telephone/
Measuring interaction internet
interaction
Monitoring/
Preventing
Diagnosing Preparing Intervening Recovering/
Rehabilitating
Monitoring/
Managing
Patient
*monitoring IOP *medical & family *procedure- *pharmaceutical: *fine-tuning of the *managing IOP Value
*monitoring & history specific IOP lowering drug regimen *monitoring visual
addressing risk *Dedicated preparation drugs/eye drops *determining field
factors advanced testing *tight IOP control supporting *managing
*early specialist *consultation with *procedures: nutritional aqueous fluid
Accessing referral for other specialists trabeculectomy/mi modifications production
abnormal IOP or *formal diagnosis cro plugs
ocular fundus *formulate a
treatment plan
RANTAI NILAI PERUSAHAAN
Firm Value Chain(Swayne et al)
Primary Pre-Service Point-of-Service After-Service
Activities *marketing/marketing *clinical operations *follow-up
research - quality - clinical
*services - process - marketing
offered/branding innovation *billing
*pricing *marketing *follow-on
*distribution/logistics - patient -clinical
*promotion satisfaction -marketing
Add
Support Organization Culture
Activities *shared assumptions *shared values * behavioral norms Value
Organizational Structure
*function * division * matrix
Strategic Resources
* Financial * human *information * technology
Proses Pasca
Pelayanan Pelayanan
Pra Pelayanan
Aktivi- (selama (setelah
(sebelum
tas Pela- mendapatkan pasien
pasien datang
yanan pelayanan di meninggalkan
ke RS)
RS) RS)