Magister Management Universitas Indonesia

Service Marketing

CUSTOMER’S ROLES
IN SERVICE DELIVERY
presented by : Ferry, Frisca, Gita, Dwi
 PARTICIPANT OF A
CENTER LEARNING

2
Please explain the
characteristic in each level 1#
of customer participation?
Give the example for C to C and B to B

3
 LOW MODERATE HIGH

Consumer presence Consumer inputs Customer co creates

required during required for service the service
service delivery creation

 Client inputs help customize

 Active client participation
 Service is standardized
a standard service  Service cannot be created
 Service is provided apart from the customers
 Provision of service requires
regardless of any individual purchase and active
customer purchase
purchase participation
 Customer inputs are
 Payment may be the only  Customer inputs, choice
necessary for adequate
required customer input and actions co create the
outcome, but the service
outcome
firm provides the service

Ex: Airline travel and uniform

Ex: Hair cut and Payroll service Ex: Marriage counseling and
cleaning service management consulting
 Examine three major
roles played by 2#
customers in service co
creation and delivery?
5
 CUSTOMERS’ ROLES
6

Productive Resources

Contributors to
Service Quality and
Satisfaction

Competitors
 Customers As Productive Resources
7

 Customer inputs can

affect the organization’s
productivity through both
the quality of what they
contribute and the
resulting quality and
quantity of output
generated.
 Customers As Contributors To Service
Quality and Satisfaction
8

 Effective customer
participation can
increase the likelihood
that needs are met and
that the benefits the
customer seeks are
actually attained.
 Customers As Competitors
9

 Internal Exchange vs. External Exchange

 Expertise Capacity
 Resource Capacity
 Time Capacity
 Economic Rewards
 Psychic Rewards
 Trust
 Control
 What are questions that
should be asked by firms
which want to move into
3#
SSTs as a mode of delivery?

10
 What is our strategy (cost saving, revenue growth, competitive
advantage)
 What are the benefits to customers?
 How can customers be motivated to try the SST?
 Are some segments of customers more ready to use the
technology than others?
 How can customers be involved in the design of the service
technology system and processes?
 What forms of customer education will be needed?
 How will inevitable SST failures be handled?
 Explain step by step
strategies for enhancing 4#
customer participation

12
 STRATEGIES FOR ENHANCING
CUSTOMER PARTICIPATION
13

 Fig ure 1 3 . 3 Stra te g ie s fo r Enha nc ing Cus to m e r

Pa rtic ip a tio n
 Define Customers’ Jobs
14

 Helping Oneself
 Helping Others
 Promoting The Company
 Individual Differences: Not Everyone Wants To
Participate
 Recruit, Educate, and Reward
Customers
15

 Recruit the Right Customers

 Educate and Train Customers to Perform Effectively
 Reward Customers for Their Contributions
 Avoid Negative Outcomes of Inappropriate
Customer Participation
 Manage The Customer Mix
16

 Table 13.2 Characteristics of Service that Increase the Importance of Compatible

Segments
 Conclusion
17

 Through understanding the importance of customers in

service delivery and identifying the roles played by the
customer in a particular context, managers can develop
strategies to enhance customer participation.
 By implementing these strategies, organization should
see a reduction in gap 3 due to effective, efficient
customer contributions to service delivery.
 Case Study
18

 How do you think they should launch

Mobile operators are
trying to use its it to change customers habit from
prepaid balance paying cash to paying using pulsa.
(pulsa) as a media for  Please use credit card industry
micro payment in experience as a reference.
retail.  Also use “Strategies for enhancing
Do you think it will customer participation” (figure 12.2)
work? to help the operators achieving their
dream.
 Mobile Money
19

 Mobile money as a valuable

tool for extending financial
services to unbanked and
under-banked segments of
the Indonesian market and
achieving broader financial
inclusion objectives.
 Fact..
20

BANK DIFFERENCES TELCO PROVIDER

64 million The Customers 230 million

The Bank People are only Simcard penetration
40% of Indonesian almost 96% of
Population Indonesian population

Biro Riset Infobank (2012) – Infobanknews.com 8 Oct 2013

21
22
 E-Money Participants
23

Telco
Bank
Provider
BTPN : BTPN Wow Telkomsel : T-Cash
Niaga : Rekening Pulsa Indosat : Dompetku
BNI : Doku Wallet XL Axiata : XL Tunai

BCA : Flazz Card

BRI : BRIZZY
Mandiri : e-Toll card
 Mobile Money
24
25
26
 The Services
27

MICROPAYMENT < Rp. 5.000.000,00

TRANSACTION

CASH MONEY

TRANSFER
 Benefits & Obstacles
28

Benefits
Benefits Obstacles
Obstacles
 Reached more  BI Rules
customer.  Conventional
 More easy to Habbit
attract. Transaction
 People not really
 Minimum Risk
trust
29

ENHANCING CUSTOMER PARTICIPATION

of E-MONEY
on MicroPayment Transaction
 DEFINE CUSTOMERS ROLES
30

 Define the specific micropayment transaction Digital Payment

as a way to specify the service. Transaction.
*Our suggestion  Digital Payment
Ex:
CLARIFY  Prior the market segment.
LEVEL Application
 Reduce the level of customer participation from
middle to low level. Store (on
of
Android, IOS,
PARTICIPATI  Build and develop the efficiency transaction.
RIM, etc)
ON  Nurture the customer about a self service
culture. Online
Shopping
 DEFINE CUSTOMERS ROLES
31

 Helping Others
 Design a campaign (charity program)
IDENTITY  Customer donation for some specific transaction
SPECIFIC
JOBS  Promoting the Company
and  Build a referall program
TASK  Offer some discount or bonus for the referall
 RECRUIT, EDUCATE and REWARDS
32 CUSTOMER
 Define the specific micropayment transaction as a way
to specify the service.
*Our suggestion  Digital Payment
Appliction Store
RECRUIT


 Ebook Store
THE RIGHT  Online Shopping
CUSTOMER
 Prior the market segment.
 TechnoSavvy
 E-Commerce Shoppers
 RECRUIT, EDUCATE and REWARDS
33 CUSTOMER

Promotion and Advertising

EDUCATE
And Build a website

TRAIN Build a community

CUSTOMER
S Blast Email and SMS
 RECRUIT, EDUCATE and REWARDS
34 CUSTOMER

Give Bonus
Redeem Point
REWARD
CUSTOMER Offering Discount
 MANAGE THE CUSTOMER MIX
35

 Provide the availibility

 Bank Indonesia system in each merchant.
MANAGE THE
Rules  Promotion through Ads
CUSTOMER
Co-creation with and Internet.
MIX 

Government to  Build a community to

educate the gather customer loyalty.
customer due to
cash less society
 Recommendation
36

 Co-Creation Bank

Provider

Merchant Merchant
Provider
 THE BENEFITS
37

GOVERNMENT

PROVIDER BANK MERCHANT

• Generate more • No need to
Enhance the time
profits. provide cash
value of money.
• Retain the money.
simcard usage. • Faster in serving
its customer

REACH MORE CUSTOMER and THEIR SATISFACTION

38

Thanks