strengthening brand through touchpoints management
TRANSCRIPT
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STRENGTHENING BRAND THROUGH
TOUCHPOINTS
MANAGEMENT
Muhammad Trieha, Rabi’ul Awwal 1438 H/Dec 2016
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1. Peta pertarungan berubah. Dari jualan
PRODUK ke SERVIS
2. Pelanggan semakin DEMANDING
3. Perlunya perusahaan melihat, TITIK
SENTUH MANA YANG PALING MEMBERI
DAMPAK bagi pelanggan & perusahaan
Mengapa Ini Penting?
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TOUCH POINTS : WHAT & HOW
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TOUCHPOINTS :
http://www.mcorpcx.com/publication/customer-touchpoint-management-find-firm-stands/
Touchpoints are all of the communication, human and physical
interactions your customers experience during their relationship
lifecycle with your organization.
Whether an Ad, web site, sales person, store or office, Touchpoints
are important because customers form perceptions of your
organization and brand based on their cumulative touchpoint
experiences.
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Hadits Anas -Radiallahu anhu-, ia berkata:
« ع جل الذي ينز ى يكون الر ع يده من يده حت جل فصافحه لا ينز ولا يصرف ، كان النبي إذا استقبله الر
جل هو يصرفه ولم ير مقدما ركبتيه بين يدي جلير له ى يكون الر «وجهه عن وجهه حت
"Adalah Nabi jika menyambut seseorang (yang datang) beliau menjabat tangannya,
beliau tidak menarik tangannya dari tangannya hingga orang itu yang menariknya.
Beliau tidak memalingkan mukanya dari mukanya, hingga orang itu yang memalingkan
nya, dan tidak pernah terlihat beliau menjulurkan kedua lututnya di hadapan orang
yang duduk di sisinya."
(Tirmidzi: 2539, Baihaqi: 21250, Dhaif Tirmidzi: 444. Lihat juga Mu'jam al-Kabir: 13495,
al-Ausath: 300 dari Ibnu Umar)
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MENINGKATKAN CUSTOMER EXPERIENCES
MENINGKATNYA MARKET SHARE, SALES, DAN LOYALITAS
SERTA ADVOKASI BAIK DARI PELANGGAN MAUPUN
KARYAWAN
MENINGKATNYA HUBUNGAN PELANGGAN
(CUSTOMER RELATIONSHIP)
TUJUAN TOUCHPOINTS :
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Positioning
Segmentation
Targeting
Differentiation
Marketing Mix
Selling
Brand
Service
Process
ELEMEN MARKETING
CUSTOMER
MANAGEMENT
PRODUCT
MANAGEMENT
BRAND
MANAGEMENT
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Apakah Organisasi Anda Tahu…
1. TOUCHPOINTS apa saja yang dipergunakan untuk berinteraksi dengan
pelanggan Anda?
2. TOUCHPOINTS manakah yang paling tinggi interaksinya dan paling
memberi value bagi pelanggan?
3. Apa saja KEBUTUHAN PELANGGAN dalam setiap tahap hubungan dengan
perusahaan kita?
4. Bagaimana urutan TOUCHPOINTS yang paling PAS ketika menawarkan
kepada prospek kita?
5. Bagaimanakah klasifikasi pelanggan berdasarkan interaksi dengan
TOUCHPOINTS kita? (misalnya : puas, tidak puas, loyal, siap membela)?
http://www.mcorpcx.com/publication/customer-touchpoint-management-find-firm-stands/
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CUSTOMER JOURNEY & TOUCHPOINTS
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RZ TOUCHPOINTS
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RUMAH AQIQAH T.P
• Out of Home Promotion
• Brosur
• Kartu Nama
• Proposal
• Salesperson
• Website
• Call/SMS Centre
• Social Media : FB, Instagram,
WA, dll
• Email Prospekting
• Marketing Booth
• Kantor Layanan
• Dapur
• Kandang
• Mobile Aqiqah
Pra Penjualan
• Parkir
• Front Office
• Frontliner
• Kuitansi
• Merchandise
• Online Store
• Mobile Apps
Penjualan
• Petugas pengantaran
• Kendaraan pengantaran
• Paket Aqiqah : nasi box/sate/
gule
• Risalah Aqiqah
• Event Aqiqah (jika pesan)
Pengantaran
• Remindering Moment
• Customer Gathering
• Aqiqah Experience
Purna Jual
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Farnborough, Inggris, 12 Juli 2016 –
UNTUK KETIGA KALINYA, GARUDA INDONESIA KEMBALI DINOBATKAN
SEBAGAI “WORLD’S BEST CABIN CREW” SEJAK TAHUN 2014.
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• Website
• Call Centre
• Garuda Miles Centre
• Service Centre
Pre-Journey
• Ticket Sales (Airport)
• Custom Service Desk
• Garuda Miles Membership
Service
• Check-in Service
• Transfer Desk
• Executive Lounge
• Boarding Gate
• Delay Management
Pre-Flight
• Cabin Service
• Cabin Comfort
• Lavatory
• Lavatory
• Onboard Catering
• In-flight entertainment
• Amenity Kit
• Sales on Board
• Gesture, Greeting, Announce
ment
In-Flight
• Arrival Assistance
• Baggage Found
• Lost and Found
• Service Recovery
• Complaint Handling
Post-Flight
• Customer Affairs
• Loyalty Program
Post-Journey
GARUDA INDONESIA TOUCHPOINTS
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"SERAGAM KAMI
mengambarkan
kebudayaan Asia,
dan mereka terlihat cantik
dengan itu. Pada uji publik
yang kami lakukan,
mereka mengatakan
menyukainya. Seragam
kami telah menjadi ikon”
kata David Lau,
General Manager
Singapore Airlines
Indonesia
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BIG ISSUE
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IN HAND TOUCH
POINT
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TECHNOLOGY IS
A MUST
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LET’S START
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Terima Kasih
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http://www.ziliun.com/fenomena-buat-apa-punya-barang-kalau-bisa-serba-minjem/
Referensi
http://executive.kontan.co.id/news/saya-membebaskan-bawahan-untuk-berkreasi
http://www.mcorpcx.com/publication/customer-touchpoint-management-find-firm-stands/
https://qzprod.files.wordpress.com/2016/02/airbnb-los-angeles-loft-e1455723706267.jpg?quality=80&st
rip=all&w=1600
http://www.flawlessmilano.com/wp-content/uploads/2016/10/drivenow-car-sharing-milano-bmw-mini-app.j
pg?91694a
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Muhammad Trieha Chief Business Officer PT CNA Holding
IdeasPreneur
0811 2247 261
@trieha
www.trieha.com