3 pengalaman pelanggan
TRANSCRIPT
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Pengalaman Pelanggan dan Menciptakan Nilai bagi Pelanggan
Diah Priharsari2014
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Pertanyaan untuk pelanggan?
• Bagaimana rasanya berbisnis dengan kami?
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Customer experience is the cognitive and affective outcome of the customer’s exposure to, or interaction with, a company’s people, processes, technologies, products, services and other outputs.
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Pengalaman pelanggan tentang e-commerce
• Menemukan website• Menerima produk• Dukungan setelah penjualan• Penggunaan produk dan layanan• TOTAL CUSTOMER EXPERIENCE persepsi
pelanggan pada layanan loyalty
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Joseph Pine & James Gilmore
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Pengalaman berawal dari layanan
• Karakteristik layanan (HIPI):– Intangible– Tidak dapat dipisahkan (inseperable)– Berbeda-beda (heterogeneity)– Tidak dapat disimpan/hancur (perishable)
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Pengalaman
• POSITIVE pengalaman as-is• NORMATIVE pengalaman seharusnya
dialami pelanggan
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Konsep pengalaman pelanggan
• Touchpoint– websites, service centres, warehouses, contact
centres, events, exhibitions, trade shows, seminars, Webinars, direct mail, e-mail, advertising, sales calls and retail stores.
– Tantangannya: Konsisten!• Moment of truth• Engagement
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Moment of truth
• Terjadi saat konsumen berhubungan dengan touch point
• Saat ketika konsumen melakukan evaluasi, positif ataupun negatif, mengenai pengalaman saat berhubungan
•
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Engagement
• Menciptakan keterikatan dengan pelanggan• Merupakan tantangan!
Customer experience bisa menjadi basi dan pengalaman yang basi tidak menimbulkan keterikatan.
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Bagaimana cara memahami pengalaman konsumen?
• Mystery shopping• Experience mapping• Participant observation• Non participant observation
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Experience mapping
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• Nilai adalah persepsi pelanggan mengenai keseimbangan antara pengorbanan dengan manfaat yang didapat dari sebuah produk/layanan
• Pengorbanan pelanggan:– Uang– Biaya mencari (akomodasi,dll)– Biaya fisik (stress dan frustasi)
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Apa peranan CRM?
• Customization
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