2 customer service and logistics
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8/7/2019 2 Customer Service and Logistics
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Customer Service and Logistics
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Definisi Pelayanan Pelanggany Pelayanan pelanggan adalah proses pemenuhan
kebutuhan, yaitu proses untuk memenuhipermintaan konsumen secara keseluruhan.
y Proses tersebut termasuk catatan permintaan baiksecara manual ataupun elektronik, pembayaran,pemilihan barang, pengiriman dan penyediaanbarang, serta memberikan pelayanan kepada pemakai
barang, juga mengatur penanganan untuk barangyang dikembalikan konsumen pada saat komplain.
y Customer service is a process for providingsignificant value added benefit to the supply chain ina cost-effective way.
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THE IMPORTANCE OF CUSTOMER
SERVICE
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THE IMPORTANCE OF CUSTOMER
SE
RVICE
y Efek Pelayanan pada Penjualan
y Efek Pelayanan pada Pelanggan
- meningkatkan loyalitas pelanggan- menjaga hubungan baik dengan pelanggan denganmenciptakan kepuasan pelanggan.
- biaya mempertahankan pelanggan lama lebih murah
daripada mendapatkan pelanggan baru (6X lipat biaya)
Peningkatan
Pelayanan
Peningkatan:
-Volume-Harga-Reputasi
Peningkatan
Pangsa Pasar
Peningkatan
Laba
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THE COMPONENTS OF CUSTOMER
SERVICEy Pre-transaction elements: customer service
factors that arise prior to the actual transaction
taking placey Transaction elements: the elements directly
related to the physical transaction and are thosethat are most commonly concerned withdistribution and logistics.
y Post-transaction elements: these involve thoseelements that occur after the delivery has takenplace
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Pre-transaction elements
Merupakan penetapan strategi layanan konsumen yang akandijalankan, menyediakan catatan tertulis tentang kebijakanpelayanan konsumen. Misalnya, menetapkan bagaimanabarang dikirim setelah order diterima, menetapkan prosedurpengembalian barang (back order), dan metode pengirimanagar pelanggan mengetahui pelayanan yang akan didapat.
y written customer service policy;
y accessibility of order personnel;
y single order contact point;
yorganizational structure;
y method of ordering;
y order size constraints;
y system flexibility;
y transaction elements.
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Transaction elements
Merupakan penetapan strategi yang menyangkut pelaksanaanpengiriman barang/produk ke konsumen. Elemen ini merupakanhasil langsung pada saat pengantaran barang ke konsumen,mengatur tingkat persediaan barang, dan menyeleksi saranatransportasi.
y order cycle time (siklus waktu mulai pesanan s/d pesanan diterima)y order preparation;
y inventory availability;
y delivery alternatives;
y
delivery time;y delivery reliability;
y delivery of complete order;
y condition of goods;
y order status information.
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Post-transaction elements
Merupakan penetapan prosedur pemberian layanan yangdilakukan untuk menunjang produk yang diproduksi dipasaran. Misalnya, melindungi konsumen dari produk cacat,menyediakan pengembalian barang, menjamin penerimaankembali, memberi garansi, dan mendengarkan komplain
konsumen.y availability of spares;
y call-out time;
y invoicing procedures;
y invoicing accuracy;
y product tracing/warranty;y returns policy;
y customer complaints and procedures;
y claims procedures.
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MULTIFUNCTIONAL DIMENSIONS
of Customer service1. Time usually order fulfilment cycle time;
2. Dependability guaranteed fixed delivery times of
accurate, undamaged orders;3. Communications ease of order taking, andqueries response;
4. Flexibility the ability to recognize and respond toa customer's changing needs.
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CONCEPTUAL MODELS OF
SERVICE QUALITYy Service quality is a measure of the extent to which
the customer is experiencing the level of service
that he or she is expecting.y Service quality is that it is the match between what
the customer expects and what the customerexperiences.
yService quality =
nsExpectatio Desired
100xePerformanc Perceived
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DEVELOPING A CUSTOMER
SERVICE POLICYSix-step plan to identify key customer service components:
y Identify the main elements of service and identify suitable market segments.
y Determine the relative significance of each serviceelement.
y Establish company competitiveness at current servicelevels offered.
yIdentify distinct service requirements for differentmarket segments.
y Develop specific customer service packages.
y Determine monitoring and control procedures.
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Referensiy Douglas M. Lambert, James R. Stock, & Lisa M. Ellram.
Fundamentals of Logistics Management. IrwinMcGraw-Hill, Inc.
y Siagian, Yolanda M. 2005. Aplikasi Supply ChainManagement Dalam Dunia Bisnis. Jakarta: Grasindo.
y
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