Customer Service Quality

(Service Design)
Compiled By:
Dr. Arief Rahmana, S.T., M.T., CIPMP.
What is SERVICE?

Intangibility
Nondurable
Good
Inseparability

Durable
Service
Good
Variability

Perishability
Intangible versus Tangible
Tangibles Versus Intangibles

Tangibles Intangibles

100% 75% 50% 25% 0% 25% 50% 75% 100%

Self-service groceries
Automobile
Installed carpeting
Fast-food restaurant
Gourmet restaurant
Auto maintenance
Haircut
Consulting services
SERVICE Development
Ekstraktif
(Primer)

Jasa Produksi Barang

(Kuiner) (Sekunder)

Perdagangan Jasa Domestik

(Kuarter) (Tersier)

Service
Setiap tindakan atau perbuatan yang dapat ditawarkan oleh suatu pihak kepada
pihak lain, yang pada dasarnya bersifat intangible (tidak berwujud fisik) dan tidak
menghasilkan kepemilikan sesuatu
SERVICE Quality (E=Expectation, P=Perception)
Perception
High
Over Skill Keep UP

P>E P=E

Expectation
Expectation

High
Low

P=E P<E
Low Priority Concentrate Here
Perception
Low
Komponen SERVICE QUALITY

Kualitas Output:
Technical Quality Search Quality, Experience Quality,
and Credence Quality

Functional
Kualitas Penyampaian Jasa
Quality

Profil, reputasi, citra umum, dan

Corporate Image daya tarik khusus suatu perusahaan
 Dimensi SERVICE QUALITY
Ten to Five
Before After
Tangibles Tangibles
Reliability Reliability
Responsiveness Responsiveness
Competence
Courtesy Assurance
Credibility
Security
Access
Communication Empathy
Understanding/Knowing
Customer
 Dimensi SERVICE QUALITY
Bukti langsung (tangible), meliputi:
Fasilitas fisik, perlengkapan, pegawai, dan sarana komunikasi.

Keandalan (reliability):
Kemampuan memberikan pelayanan yang dijanjikan dengan segera, akurat, dan
memuaskan

Daya tanggap (responsiveness):

Keinginan para staf untuk membantu para pelanggan dan memberikan pelayanan
dengan tanggap

Jaminan (assurance)
Mencakup pengetahuan, kemampuan, kesopanan, dan sifat dapat dipercaya yang
dimiliki para staf, bebas dari bahaya, resiko atau keragu-raguan.

Empati (empathy), meliputi:

Kemudahan dalam melakukan hubungan, komunikasi yang baik, perhatian pribadi,
dan memahami kebutuhan para pelanggan
 Model Kualitas Jasa
WORD-OF-MOUTH
PERSONAL NEEDS PAST EXPERIENCE
COMM.

EXPECTED
QUALITY
Gap 5
PERCEIVED
QUALITY

Gap 1 Gap 4
QUALITY DELIVERY EXTERNAL COMM TO
(incl. pre- & post contract) CUSTOMERS
Gap 3

TRANSLATION OF PERCEPTIONS INTO

QUALITY SPECIFICATION

Gap 2
MANAGEMENT PERCEPTIONS OF
CONSUMER EXPECTATIONS

9
 A “Gaps” Model of Service Quality
CUSTOMER SERVICE ORGANIZATION

Market Organization’s Service

Information Understanding of Standards Gap
Gap Expectations
Customers’
Service Organization’s
Expectations GAP 1 Service Standards
GAP 2
Service Service
Quality GAP 5 Performance Gap
Gap GAP 3
GAP 4 Organization’s
Customers’ Service Performance
Service
Perceptions
Organization’s Internal
Communications to Communication
Customers Gap

10
SERVICE based on CUSTOMER
CUSTOMER
NEEDS
Proactive Tools: Quality Planning
DEFINITION

DESIGN
DEVELOP-
MENT
PRODUC-
TION
SALES &
SERVICE
DELIVERY

Reactive Tools: Quality Control USE

DISPOSAL
What is SERVICE DESIGN?
Service design is the activity of planning and organizing people, infrastructure,
communication and material components of a service in order to improve its
quality and the interaction between service provider and customers. The
purpose of service design methodologies is to design according to the needs
of customers or participants, so that the service is user-friendly, competitive
and relevant to the customers.

Five PRINCIPLE
User-
Co-Creative Holistic Evidencing Sequencing
Centered

Three TOOLS
Customer Service
Personas
Journey Map Blueprinting
 Kategori SERVICE DESIGN

1 7 4
Process Line
Style Change Major Service Innovation
Extension

2 5
Service Product Line
Improvement Extension

3 6
Supplementary Major Process
Service Innovation Innovation
 Customer PERSONAS
A fictional character who represents the essential
traits of your customers.

Product Usage What is it for and when is it used?

Customer Demo/Geographies • Understand in depth needs, wishes
and characteristics of key
customers’ types
• Create and provide services
tailored to specific needs
• Change the focus of services to the
wants and needs of real people

Market Profile
Who can use it?
Employees (front desk, concierge,
house-keeping, etc.), managers, ideally
a group of people with different
functions
Customer Journey MAPPING
The process of tracking, describing and understanding customer
experiences over the lifecycle of an encounter. Journey Mapping isn’t just
about understanding what happens to them, but also how they respond
throughout the experience(s)
Service BLUEPRINTING
Five COMPONENT
Customer Actions
1 Include all of the steps that customers take as part of the service delivery process.
Customer actions are depicted chronologically across the top of the blueprint

Onstage/Visible Contact Employee Actions

2 Those actions of frontline contact employees that occur as part of a face-to-face
encounter are depicted as onstage contact employee actions

Backstage/Invisible Contact Employee Actions

3 Everything that appears above the line of visibility is seen by the customer, while
everything below it is invisible

Support Processes
4 Activities carried out by individuals and units within the company who are not contact
employees but that need to happen in order for the service to be delivered

Physical Evidence
5 These are all the tangibles that customers are exposed to that can influence their
quality perceptions
Service BLUEPRINTING
CUSTOMERS ACTION, memperlihatkan urut-urutan, pilihan-pilihan,aktivitas-
aktivitas dan interaksi yang dihadapi konsumen dalam proses , membeli,
menikmati, dan mengevaluasi suatu pelayanan

“ONSTAGE” CONTACT EMPLOYEE ACTION, yaitu langkah-langkah dan

aktivitas-aktivitas karyawan, dimana mereka berinteraksi atau berhubungan
dengan konsumen atau dapat dilihat oleh konsumen

“BACKSTAGE” CONTACT EMPLOYEE ACTION, yaitu langkah-langkah atau

aktivitas yang dilakukan karyawan di belakang layar untuk mendukung “onstage”
contact employee actioN.

SUPPORT PROCESS (INVISIBLE PROCESS), meliputi langkah atau kegiatan

internal untuk mendukung contact employees dalam menyampaikan pelayanan

PHYSICAL EVIDENCE, meliputi semua bukti fisik yang dapat mempengaruhi

ekspektasi konsumen
ServiceBLUEPRINTING

Tiga Buah Garis:

a. Garis interaksi line (line of interaction), menunjukkan adanya
interaksi langsung antara konsumen dan perusahaan penyedia
jasa
b. Garis batas pandang (line of visibility) adalah garis yang
memisahkan antara aktivitas-aktivitas pelayanan yang terlihat dan
aktivitas-aktivitas pelayanan yang tidak terlihat oleh konsumen,
sekaligus memisahkan antara “onstage” contact employee action
dan “backstage” contact employee action
c. Garis interaksi internal (line of internal interaction),
memisahkan aktivitas contact employee dari karyawan atau
aktivitas pendukung pelayanan lainnya
 Example Service BLUEPRINTING
Overnight HOTEL
STAY