Implementation of Performance Measures on the Organizer System of Higher

Education through the concept of Customer Experience Management Framework

Prionggo Hendradi1

1. Student, BINUS University, Jakarta - Indonesia

E-mail: prionggo.hendradi@gmail.com

Abstract

College performance contained in Permendiknas no.14 of 2006 dated April 7, 2006 containedis a Performance Accountability Reports (LAK) Higher Education (PT). Through LAK, all universities in the environment of National Education (Diknas) is expected to carry out and report it to the Department of Education and are also published through the website or social media. With the publication of socially mediated LAK, so LAK become food for the community and LAK hoped to become a community measurement will be good and bad LAK issuing institution. However, due the LAK are sourced from the strategic plan of PT, then of course the public difficult to judge good and bad PT because people have to translate the academic to the language of the society especially to people who lay or community-level education was lacking that could not measure up to assess a PT. Therefore, the community or the public should be involved in contributing to the SARs reporting. With the help oftechnology information technology to further facilitate in receiving feedback that will be used as a framework in social media, PT will facilitate the public to assess their performance of PT. Sound public / customer in this case as a customer can mean prospective students, students, and alumni who contribute to performance measurement PT will certainly be of competition between PT because the customer can assess PT chosen is good and quality. This will be the voice of the customer concept of Customer Experience Management (CEM) which is used as a framework on the higher education system.

Keyword: Performance Accountability Reports (LAK), Higher Education (PT), Strategic Planning, Customer Experience Management (CEM).

1. INTRODUCTION

In tThis chapter contains the research background research, formulation of the problem

that gave rise to research questions, scope of the study, the purpose and benefits of the research,

as well as the significance of research for academics and practitioners.

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1.1. Background

If you see LAK made by several universities, then the contents of the LAK are not all standard means LAK made by PT does not have the same content and the drafting stages. This occurs because the contents of LAK adapted to the Strategic Plan of the respective PT. Thus the measurement is based on the Strategic Plan LAK cannot be used as a standard of measurement for judging good or bad PT. LAK were published in which the measurement of the strategic plan of PT each contain implementation and internal policies are governed by PT. LAK has been done by PT, of course, performance results are not widely understood by many people that in fact, it will be academic and certainly people need an explanation of what will be published on the website and social media by PT. Thus, if there is a connectedness with the public / society, then it implies that the public should understand the contents of the LAK. Readiness of this needs to be considered for the Ministry of Education and for PT so that people can come to understand or comprehend the content, intent, and purpose published its LAK and this is a major challenge for the Department of Education and the PT, because at the time the LAK published to social media and website will be a fine dining the public so that people can come to measure the performance of PT.

Seeing the development of information technology is very fast and with a lack of transparency in this era that did not rule out the public will be more critical in every respect for what they do not know, everything that is published in social media and website in a matter of discussion to debate the whole community, Therefore, this openness to realize by PT, that the public / customers need to know will be chosen PT is indeed worthy and good in the eyes of the public (customers). Eligibility is meant here is the assessment of the performance of PT. Of course, this will impact customer ratings on PT competition among others. Hence PT should be better prepared in terms of transparency so that the PT could still exist for profit and gain added value compared to other universities. Thus, PT will indirectly increase the image, value and quality through opinion or voice of the customer.

In the era of globalization of IT-based, as of now, many companies are using the tool in its efforts to improve customer service (customer experience). The term customer experience has become a common term in the business world. Many types of traditional publications and also the publication of the company's network is more to search for information from groups, individual interviews, contextual inquiry, ethnographic techniques and others. Process customer experience derived from a set of interactions between customers and product, company, or part of the company, where it caused the reaction of customers to the product and the company. This experience is very personal and implies the involvement of customers at different levels (rational, emotional, sensorial, physical and spiritual) (gentile, spiller and Noci 2007).Schmitt (2003) says that "customer experience management (CEM) is a strategic process to manage the overall customer experience with a product or company. CEM framework explicitly focuses on the customer experience. This approach allows organizations to obtain information about the world of customer experience. The world consists of what the customer experience is used consciously and thoughts, feelings, and behavior when engaging in an experience with in a

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public area. Within the framework of CEM, it implements a strategy, in which the organization must look at ways to improve the assessment of customers and society ".

The pPower of social media is increasingly felt by the rapid advancement of mobile technology that enables all mobile communication equipment already adopted it. By using regular phones were already able to access all social media sites, do not need a sophisticated smartphone. Currently most of the largest generation of the so-called Generation Y (Gen Y) are those born from 1977 until 1994. This generation is also said to be a generation that has intelligence technology (technology-savvy) is very high (Greenberg, 2010).

Contrary to the need for information from customers in order to get an assessment of the performance that PT can improve its customers ratings, the CEM concept should be implemented on a system of higher education through the Performance Accountability Reports (LAK) PT. LAK Currently only reported through the strategic plan that the source is obtained from the PT's internal PT so it needs no external input obtained from the source data obtained from the assessment or opinion voice of the customer (VoC). So, to get a performance measurement PT will be created path / external channels which cannot be combined with track / channel internal source of the strategic plan of PT. Thus, the external canal this is one form of performance measurement PT that will be understood by the customer.

To obtain data on customer assessment done in many ways for the customer assessment data is not enough by any electronic or mobile, but uses the power of social media. Encourage social customer ecosystem of customers, the company is no longer ecosystem. With the ecosystem of customers, the way the company treats its customers have been very different. The company's strategy is no longer on managing relationships with customers but shifted to how to engage customers into the company's business (customer engagement), so that customers feel part ownership of the company. This resulted in a significant change in business conditions, social, and political, also applies to all institutions, including educational institutions (Meyliana, 2015).Based on the description above, under this scheme will be to get a picture of the contribution of customers to anticipate the assessment of fair competition between PT through the SARs. Figure 1.1. shows CEM is athe schematic relationship of CEM in LAK PT.

Figure 1.1.: Schematic relationship CEM on LAK PT.

1.2. Formulation of the problem

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LAK PT

Internal

External

Renstra

CEM Customer

a. To determine the Voice of the Customer (VoC) that is required by Customer Experience Management (CEM). Schmed (2003) offers five (5) steps to implement CEM Frame work, namely:

1) Analyze world customer experience.

2) Build a platform experience.

3) Designing the brand experience.

4) Structuring a meeting point with the customer.

5) Consistently perform continuous innovation.

Figure 1.2.: CATI (left) and Mobile Apps (right).

Source: frontier consulting group

CEM is a concept to measure customer satisfaction with products with gathering information from the customer. Such information can be obtained either by methods Customer assisted Telephone

Interview (CATI), namely data collection techniques using telephone conducted by trained interviewers using a

structured questionnaire which or through Mobile Apps is an online data collection techniques use the device in mobile applications.

Based on the two (2) methods of the above, then by Colin Shaw and John Ivens needed seven in implementing CEM philosophy that includes:

1) Sources of long-term competitive advantage.

2) Created consistently.

3) Focus on customer emotions stimulate a planned.

4) Created when driven by leadership.

5) Designed by starting from the customer's perspective (outside-in), compared to the company's management side (inside out).

6) Generate long term benefits and implications on cost reduction.

7) The embodiment of the brand.

From the description to encourage the formulation of the following research:

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How performance of PT measurement methods PT with two (2) channels, namely internal (strategic plan) and external (CEM) through VoC resulting the formulation of a performance report value for PT.

b. Definition of Customer Experience by Colin Shaw and John Ivens that "the customer experience is a mix of the company's performance and emotion that evokes, intuitively measured against customer expectations in all the moments of physical contact.

This implies the formulation of the following research questions:

With the implementation of CEM, Frame work such as whether the merger is in line with the mechanism of the prospective customers (prospective student, students, and alumni) of the external canal with that of the internal canal (strategic plan) so that it becomes a standard of performance.

1.3. Scope

a. Enterprise architecture framework that is used as the framework base is the Zachman framework CEM and The Open Group Architecture Framework (TOGAF).

b. Universities that are the object of research is a private college under the coordination Kopertis 3 of Jakarta, has a college site and included in the Webometrics Ranking 4ICU Top 400 and Top 400 in Indonesia and has the same accreditation standards.

c. Respondents who researched is the manager private universities under the coordination Kopertis 3 Jakarta and customers.

d. Customers are college students.

The background of this restriction of the depth of research that will be conducted and the time period specified research.

1.4. Objectives and Benefits Research

The purpose of this study is to:

[a.] Generate a form of standards performance in higher education administration through CEM concept for channel External and Internal channels as accommodated on the strategic plan of the college.

[b.] Formulation Formulate the standard measurement of performance through the voice of the customer (VoC) is usually done with qualitative and quantitative analysis.

a.[c.] Assess the success of higher education of Performance Accountability Reports (LAK PT).

The benefits of research from the academic forum is:

a. Getting a new shape to produce a performance at a college.

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b. Getting the concept of CEM by the method of VoC, social media usage and preferences for the benefit of the college.

1.5. Significance of Research

Gentile, Spiller, and Noci (2007). Customer Experience Management is "customer

experience derived from a set of interaction between the customer and the product, a company,

or part of an organization, which provoke a reaction. This experience truly personal and implies

the involvement of customers at different levels (rational, emotional, sensory, physical, and

spiritual). These relate to opinion. Meyer and Schwager (2007)

CEM is a process that involves three kinds of monitoring, i.e. monitoring the pattern of past,

current patterns and potential patterns. If companies monitor transactions that occur on a large

and complex by individual customers, the company will look at the pattern of the past.

Monitoring patterns of the past is now catching experience aimed at improving transaction

experience, following the trend and destination experiences, assess the impact of new initiatives

and identifying emerging issues.

Indonesia is the country with the largest social media owner to 3 in Asia Pacific after China and

India (STATISTICA, 2015), it provides an opportunity for the college to take advantage of the

social media. As a communication channel in the Social Customer Relationship Management

(CRM), social media plays a very important because so much information and conversations

prospects and customers who are in it. By listening to the conversations of prospective students,

students, and alumni, the college can determine the desired educational needs of prospective

students and how the expectations expected and perception perceived by students and alumni

(Greenberg, 2010).

With the concept of CEM is expected to establish a framework to get a new measurement

performance / standards in higher education systems that can be used by all colleges. It is given

that the system of higher education has a concept implementation system of different so as to

measure the level of success of the implementation of the system of higher education does not

exist.

2. METHODOLOGY

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The approach used in this study is qualitative and quantitative approaches. A qualitative approach by building a model based on a model that already exists and see the existing problems. Proposed models will be confirmed to the relevant stakeholders (domain expert, which in this study is the head manager of private universities: Rector / Chairman / Director and consultant / vendor implementation of CEM in college). Based on the variables of the study of literature will be lowered into a research instrument to be tested quantitatively to obtain generalizations.This study observed the behavior and conduct of comparative research object where the object of the research is theories and models / framework that already exists and to support this research.

This type of research conducted in this study are is conducted in three (3) types, namely:[1)] Research The theoretical exploration that researchers are eExploring concepts / theories

associated with models CEM preexisting, thus producing elements builder business architecture in the Enterprise Architecture Framework and get the building blocks for developing a CEM Model.

1)[2)] Describes the process or condition of the reduction in data and more detailed information to identify an element, the relationship between elements and element requirements.

[3)] Research explanatory is tTo test weights and priorities of components empirically, as well as testing the model qualitatively.

Figure 1.3.: flowchart cem old model into a new model

3. EXPECTED RESULT

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Element of Business Architecture in EAF

CEM New Model

explanatory research

DescriptiveResearch

Zachman Framework and

TOGAF

Theory CEM Old

ModelCEM

Theory

In accordance with the research objectives to be achieved, it in this quantitative study will

use descriptive and explanatory researches conducted through data collection in the field, the

research method used is descriptive survey.

As for the qualitative research using qualitative descriptive research where this research

will produce a CEM new Framework-based social media channels for college.

4. MILESTONE / TIME TABLEDescription 2017 2018

M A M J J A S O N D J F M A M J J A S O N D

Requirement,

initiation, Data

Collection

Investigation &

verification

Analysis & Designee

Implementation

Testing

Maintenance

Figure 1.4. Time table

REFERENCES

Denzin, N. K. & Lincoln, Y. S. (2011). The SAGE Handbook of Qualitative Research, 4 ed. SAGE Publishing, Inc., USA.

Gravetter, F. J., & Forzano, L. A. (2012). Research Methods for the Behavioral Sciences, 4th Edition. Wadsworth, Cengage Learning. Belmont, USA.

Greenberg, P. (2010). CRM Customer Relationship Management, Social CRM Strategies, Tools, and Techniques for Engaging Your Customers, at the Speed of Light. Fourth Edition. McGraw-Hill Osborne.

Hasibuan, Z. A. (2007). Metodologi Penelitian Pada Bidang Ilmu Komputer dan Teknologi Informasi: Konsep Teknik dan Apllikasi. Fakultas Ilmu Komputer Universitas Indonesia.

Hsu, P.-F., & Hsu, M.-G. (2006). Optimizing the Information Outsourcing Practices of Primary Care Medical Organizations Using Entropy and TOPSIS. Hsin Chu City: Yuanpei University.

Kozina, M. (2006). Evaluation of ARIS and Zackman Framework as Enterprise Architectures. Journal of Information and Organizational Sciences, 30(1): 115-136.

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Meyliana, Hidayanto, A. N., & Budiardjo, E. B. (2015a). Social Media Adoption for Social CRM in Higher Education: An Insight from Indonesian Universities. International Journal of Synergy and Research (Accepted) Meyliana, Hidayanto, A. N., & Budiardjo, E. B. (2015b). Critical Success Factors of Customer Relationship Management Implementation: A Systematic Literature Review. International Journal of Business Information Systems (In press).

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