Customer Service and Logistics

Definisi Pelayanan Pelanggan Pelayanan pelanggan adalah proses pemenuhan kebutuhan, yaitu proses untuk memenuhi permintaan konsumen secara keseluruhan. Proses tersebut termasuk catatan permintaan baik secara manual ataupun elektronik, pembayaran, pemilihan barang, pengiriman dan penyediaan barang, serta memberikan pelayanan kepada pemakai barang, juga mengatur penanganan untuk barang yang dikembalikan konsumen pada saat komplain. Customer service is a process for providing significant value added benefit to the supply chain in a cost-effective way.

THE IMPORTANCE OF CUSTOMER SERVICE

THE IMPORTANCE OF CUSTOMER SERVICE Efek Pelayanan pada Penjualan Efek Pelayanan pada Pelanggan - meningkatkan loyalitas pelanggan - menjaga hubungan baik dengan pelanggan dengan menciptakan 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

THE COMPONENTS OF CUSTOMER SERVICE Pre-transaction elements: customer service factors that arise prior to the actual transaction taking place Transaction elements: the elements directly related to the physical transaction and are those that are most commonly concerned with distribution and logistics. Post-transaction elements: these involve those elements that occur after the delivery has taken place

Pre-transaction elements Merupakan penetapan strategi layanan konsumen yang akan dijalankan, menyediakan catatan tertulis tentang kebijakan pelayanan konsumen. Misalnya, menetapkan bagaimana barang dikirim setelah order diterima, menetapkan prosedur pengembalian barang (back order), dan metode pengiriman agar pelanggan mengetahui pelayanan yang akan didapat. written customer service policy; accessibility of order personnel; single order contact point; organizational structure; method of ordering; order size constraints; system flexibility; transaction elements.

Transaction elements Merupakan penetapan strategi yang menyangkut pelaksanaan pengiriman barang/produk ke konsumen. Elemen ini merupakan hasil langsung pada saat pengantaran barang ke konsumen, mengatur tingkat persediaan barang, dan menyeleksi sarana transportasi. order cycle time (siklus waktu mulai pesanan s/d pesanan diterima) order preparation; inventory availability; delivery alternatives; delivery time; delivery reliability; delivery of complete order; condition of goods; order status information.

Post-transaction elements Merupakan penetapan prosedur pemberian layanan yang dilakukan untuk menunjang produk yang diproduksi di pasaran. Misalnya, melindungi konsumen dari produk cacat, menyediakan pengembalian barang, menjamin penerimaan kembali, memberi garansi, dan mendengarkan komplain konsumen. availability of spares; call-out time; invoicing procedures; invoicing accuracy; product tracing/warranty; returns policy; customer complaints and procedures; claims procedures.

MULTIFUNCTIONAL DIMENSIONS of Customer service Time – usually order fulfilment cycle time; Dependability – guaranteed fixed delivery times of accurate, undamaged orders; Communications – ease of order taking, and queries response; Flexibility – the ability to recognize and respond to a customer's changing needs.

CONCEPTUAL MODELS OF SERVICE QUALITY Service quality is a measure of the extent to which the customer is experiencing the level of service that he or she is expecting. Service quality is that it is the match between what the customer expects and what the customer experiences. Service quality =

DEVELOPING A CUSTOMER SERVICE POLICY Six-step plan to identify key customer service components: Identify the main elements of service and identify suitable market segments. Determine the relative significance of each service element. Establish company competitiveness at current service levels offered. Identify distinct service requirements for different market segments. Develop specific customer service packages. Determine monitoring and control procedures.

Referensi Douglas M. Lambert, James R. Stock, & Lisa M. Ellram. Fundamentals of Logistics Management. Irwin McGraw-Hill, Inc. Siagian, Yolanda M. 2005. Aplikasi Supply Chain Management Dalam Dunia Bisnis. Jakarta: Grasindo. Download Slide ini di: http://andiwijayanto.blog.undip.ac.id