The companies winning high ISSI indices tend to apply an unusual service, even beyond expectation. However, running it is not easy.
Every time you log onto GraPARI Telkomsel, you're usually dealing with an officer who will ask you to come to the booth for the service. If the business problem of payment, the officer will give you a queue number to the cashier. If there are complaints or seek information, he will give a queue number to customer service. Conversely, if your business involves only setting the internet or phone, you can deal with the quick service.
Inside GraPARI, you can wait queue, looking at Telkomsel products on display. Also can while watching television or taking bottled drinking water provided. In some GraPARI provided even soft drinks like tea in bottles or soft drinks. If you are a priority customer, you are more comfortable anymore because you do not need to queue for long. There is already a special desk that handles customers like you.
In the era of self-service technology such as this, the service outlet or walk-in centers still play an important role for the customer. Indonesian consumers are still happy to meet face to face and requires real experience tend to like to come to the nearest service outlet. Especially in these areas, even though there is the facility of payment through bank transfer, there are still many customers who prefer to come and pay directly than have to do it through the ATM.
Service is something that is intangible (invisible). Therefore, customers are often looking for things that are tangible or physical evidence that can make them better able to evaluate the services they receive. Not surprisingly, customers in Indonesia have often prefer to come into service outlets because they can feel human touch and the atmosphere there. In addition, service outlets can be more assured they will be the quality of services provided.
Each year the CCSL (Center for Customer Satisfaction & Loyalty) conducted a survey about the quality of service, and the results published in Marketing Magazine. The index is excluded from this survey (ISSI = Indonesian Service Satisfaction Index) to measure for companies to assess company performance compared to competitors. ISSI is particularly focused on service outlets. This is evident from the survey methodology, in which customers who made this survey respondents are those who have had experience with service providers.
There are two types of respondents who actually surveyed, namely those who have experience in the walk-in centers and those who have experience in the after sales service, such as workshops and repair services. Their satisfaction was assessed from accessing satisfaction, satisfaction in the service process, the satisfaction of those who serve, until satisfaction in handling complaints. Not only that, for matters after sales service, satisfaction with the outcome (result) was assessed. Understandably, many instances where the customer is not satisfied just when receiving the results of the repairs. In fact, the process looks very good service.
In addition to service quality, the survey was also conducted on the value of services provided. That is, whether the services provided are in accordance with the price paid. Customers are generally charged for services received. However, whether the price paid in accordance with the service obtained? Therefore, in ISSI also carried out measurements of this price.
ISSI calculation scheme and then use two main variables are used as measurements (total index), ie, perceived service value and perceived service quality (see box methodology).
At ISSI measurement, rather than rank and no champion champion, Carre CCSL and Marketing Magazine decided to divide the two categories of company's success in service quality (SQ). First is the category of "Gold" and two "Diamond". Both companies are classified as Gold and Diamond should have an index on the industry. Companies that are above the industry but the index below 4 rated Gold. While the company is above the industry but the index is at least 4 will be included in the Diamond category.
In addition to Gold and Diamond won the category, the ups and downs satisfaction index is certainly an issue in the measurement of ISSI. Some companies can be proud satisfaction index increased, while some companies seem to decrease. Indeed, the SQ index rating based on walk-ins by the service center and after-sales service. Therefore, create a company that is excellence in the field of call centers and remote channel not necessarily have a high index.
Various industries have an average index of its own, there are high, there is also in accordance with the standards. Banks for example, quite a lot that can be ranked at the Diamond. This is different for example with electronics and mobile phones, tend to produce only companies on the Gold rating.
The interaction is so high between the bank and the customer is a trigger why banks tend to race to provide services with such a high quality. Not surprisingly, some banks could finally ranked in the SQ Diamond award.
Putting the power of service to branch offices and service centers do require special strategies. In addition to intangible elements such as hospitality, accuracy, speed, and a personal touch, would not want too many physical elements play a role. Good layout, appearance is neat officers, until the advanced technology used, an important element in creating customer satisfaction. These elements must be a unity that is able to achieve what customer wants. Even if necessary, more than expected customer.
Seen from the strategy of winning companies, it turns out programs aimed at achieving beyond expectation is run by several companies. At the present time, provide a service that mediocrity is not enough. In fact, it felt satisfying customers is not enough. There must be things that make customer delight, surprise, or get a pleasant experience.
In the situation now, customers do not just go to walk-in centers and resolve their affairs only. As GraPARI Telkomsel, they not only made the atmosphere there like at home, but they also raise certain themes at a given moment. Consistently, GraPARI Telkomsel is the theme of the mobile lifestyle. That is, when coming into GraPARI, customers could feel the aura of a mobile lifestyle through the design and the devices on display there. However, they also commemorate special moments, like at the time of day or day of Kartini National Customer.
Another with a Honda motorcycle Honda Authorized Service Station (AHASS). Honda believes, their workshop is not just a place to repair a damaged motorcycle and needs some improvement. Customers need an interesting touch, they can feel when waiting for vehicle repairs. Take for example the facility to charge mobile phones, wifi network available in some outlets, and even made children's playground. Thus, there are elements that exceed what they expect.
In the car industry, providing services that exceed customers' expectations are also performed. Car garages are now not only provide repair services. They also launched the service programs of interest. This example made by Daihatsu by some programs, such as guarantees 24-hour spare parts, mobile services, to the superfast service. Within 59 minutes, your car has been repaired and even washed.
Sharp also perform fast service program, which they call quick service. That is, handling a maximum of one hour of damage done. With this program, they hope to give something out of the ordinary customer. If customers have the expectation that electronic service services needed for days, with the quick service, the completion of minor damage can be done quickly.
What about the insurance industry? Generally the most enjoyable service the customer must happen by the time they file a claim. As we all felt that this claim is now so easy. So if this one element alone can not be met an insurance provider, do not expect to satisfy the customer. Most insurance applies even pick up the ball, which came to the customers who make a claim, instead they must come to the branch office.
Some of the creativity that can be done for instance launched by Manulife to provide holiday premium on customer who experienced a natural disaster such as in Aceh. Also visit the customer service involved in the accident on the road or in remote areas. So, the customers do not even need to bother making claims, everything is taken care of by Manulife.
There are many programs that can run the company to create the element of surprise or beyond expectation. However, such things are not without a certain cost or consequence.
The most important thing in providing service beyond expectation lies in the human elements. This is due to elements of men that usually face problems when presenting the service beyond expectation. For example, the service quick service will largely depend on human expertise. If expertise is less, may actually be faster than the old impressed.
In addition, the supporting infrastructure. Without the infrastructure, it is definitely difficult to service beyond expectation created. For example, premium holiday program will not be satisfactory if the fault system, customers should get a free premium, that is regarded as dereliction of premium payments.
Therefore, to provide service beyond expectation is important. But if not ready, might anger your customers receive, rather than satisfaction. Are you ready to provide service beyond expectation? Let us learn from successful companies in the SQ Award this time.
