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Customer Service and Logistics

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Definisi Pelayanan Pelanggany Pelayanan pelanggan adalah proses pemenuhan

kebutuhan, yaitu proses untuk memenuhipermintaan konsumen secara keseluruhan.

y Proses tersebut termasuk catatan permintaan baiksecara manual ataupun elektronik, pembayaran,pemilihan barang, pengiriman dan penyediaanbarang, serta memberikan pelayanan kepada pemakai

barang, juga mengatur penanganan untuk barangyang dikembalikan konsumen pada saat komplain.

y Customer service is a process for providingsignificant value added benefit to the supply chain ina cost-effective way.

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THE IMPORTANCE OF CUSTOMER

SERVICE

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THE IMPORTANCE OF CUSTOMER

SE

RVICE

y Efek Pelayanan pada Penjualan

y Efek Pelayanan pada Pelanggan

- meningkatkan loyalitas pelanggan- menjaga hubungan baik dengan pelanggan denganmenciptakan 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

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THE COMPONENTS OF CUSTOMER

SERVICEy Pre-transaction elements: customer service

factors that arise prior to the actual transaction

taking placey Transaction elements: the elements directly 

related to the physical transaction and are thosethat are most commonly concerned withdistribution and logistics.

y Post-transaction elements: these involve thoseelements that occur after the delivery has takenplace

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Pre-transaction elements

Merupakan penetapan strategi layanan konsumen yang akandijalankan, menyediakan catatan tertulis tentang kebijakanpelayanan konsumen. Misalnya, menetapkan bagaimanabarang dikirim setelah order diterima, menetapkan prosedurpengembalian barang (back order), dan metode pengirimanagar pelanggan mengetahui pelayanan yang akan didapat.

y written customer service policy;

y accessibility of order personnel;

y single order contact point;

yorganizational structure;

y method of ordering;

y order size constraints;

y system flexibility;

y transaction elements.

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Transaction elements

Merupakan penetapan strategi yang menyangkut pelaksanaanpengiriman barang/produk ke konsumen. Elemen ini merupakanhasil langsung pada saat pengantaran barang ke konsumen,mengatur tingkat persediaan barang, dan menyeleksi saranatransportasi.

y order cycle time (siklus waktu mulai pesanan s/d pesanan diterima)y order preparation;

y inventory availability;

y delivery alternatives;

y

delivery time;y delivery reliability;

y delivery of complete order;

y condition of goods;

y order status information.

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Post-transaction elements

Merupakan penetapan prosedur pemberian layanan yangdilakukan untuk menunjang produk yang diproduksi dipasaran. Misalnya, melindungi konsumen dari produk cacat,menyediakan pengembalian barang, menjamin penerimaankembali, memberi garansi, dan mendengarkan komplain

konsumen.y availability of spares;

y call-out time;

y invoicing procedures;

y invoicing accuracy;

y product tracing/warranty;y returns policy;

y customer complaints and procedures;

y claims procedures.

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MULTIFUNCTIONAL DIMENSIONS

of Customer service1. Time usually order fulfilment cycle time;

2. Dependability guaranteed fixed delivery times of 

accurate, undamaged orders;3. Communications ease of order taking, andqueries response;

4. Flexibility the ability to recognize and respond toa customer's changing needs.

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CONCEPTUAL MODELS OF

SERVICE QUALITYy Service quality is a measure of the extent to which

the customer is experiencing the level of service

that he or she is expecting.y Service quality is that it is the match between what

the customer expects and what the customerexperiences.

yService quality =

nsExpectatio Desired

100xePerformanc Perceived

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DEVELOPING A CUSTOMER

SERVICE POLICYSix-step plan to identify key customer service components:

y Identify the main elements of service and identify suitable market segments.

y Determine the relative significance of each serviceelement.

y Establish company competitiveness at current servicelevels offered.

yIdentify distinct service requirements for differentmarket segments.

y Develop specific customer service packages.

y Determine monitoring and control procedures.

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Referensiy Douglas M. Lambert, James R. Stock, & Lisa M. Ellram.

Fundamentals of Logistics Management. IrwinMcGraw-Hill, Inc.

y Siagian, Yolanda M. 2005. Aplikasi Supply ChainManagement Dalam Dunia Bisnis. Jakarta: Grasindo.

y

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