Manajemen Layanan dan Operasi

Fakultas Ekonomi dan Bisnis

School Economics and Business

Chapter 4
Customer Experience

2 Creating the great business leaders

Fakultas Ekonomi dan Bisnis
School Economics and Business

• Customer Experience

• Servicescapes

• Designing Quality and Value

Learning • Principle of Process Design
Objectives • Design process

• Service Blueprint

• From facilities management to service

experience design

3 Creating the great business leaders

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Fakultas Ekonomi dan Bisnis
School Economics and Business

Customers’ realities in selecting, getting,

and using a solution that enables a
Customer capability they want
Customer Experience Management is
Experience Discipline of treating your customer
relationships as assets with the goal of
engaging customers as brand advocates

Excerpt From: Haksever, Cengiz. “Service Management: An Integrated Approach to Supply Chain Management and Operations (FT Press
Operations Management).” Apple Books.

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Fakultas Ekonomi dan Bisnis
School Economics and Business

• The physical environment or servicescape of the

supporting service facility influences both customer
and employee behavior and should be designed
with an image and feel that is congruent with the
service concept.
• Typology of Servicescapes :
• Who Performs within Servicescape
Servicescape • Self-service (customer only)
• Interpersonal services (both customer and
employee)
• Remote service (employee only)
• Physical Complexity of the Servicescape
• Elaborate
• Lean
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5 Creating the great business leaders

Fakultas Ekonomi dan Bisnis
School Economics and Business

Environment
al Ambient Conditions
Spatial Layout and Functionality
Dimensions Signs, Symbols, and Artifacts
of
Servicescapes

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Fakultas Ekonomi dan Bisnis
School Economics and Business

• Service blueprint is a picture or map that

accurately portrays the service system so that
different people involved in providing it can
understand and deal with it objectively
regardless of their individual point of view .

Service Blue • Particularly useful at design and redesign stages

of service development.
print • It provides a way to break the service into
logical components and to depict the steps or
tasks in the processes, the means by which they
are executed and evidence of the service as
consumer experiences it.

7 Creating the great business leaders

Fakultas Ekonomi dan Bisnis
School Economics and Business

• A tool for simultaneously depicting the service process, the points

of customer contact, and the evidence of service from the
customer’s point of view.
• Service Mapping :
• Process
• Point of Contact
• Evidence

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8 Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business

• Customer actions - it includes steps, choices, activities and interactions that

customer performs in the process of purchasing, consuming and evaluating
the service
• “Onstage” contact employee actions - steps and activities that the contact
employees performs that are visible to the customer.
• “Backstage” contact employee actions- steps and activities that occur behind
the scene to support onstage activities.

Blueprint
• Support processes - covers the internal services, steps and interactions that
take place to support the contact employees in delivering the service
• Line of interaction: direct interactions b/w the customer and organization.

components • Line of visibility: this line separates all service activities that are visible to the
customers from those that are not visible.
• Line of internal interaction: separates contact employees activities from
those of other service support activities and people.
• Physical evidence

9 Creating the great business leaders

Fakultas Ekonomi dan Bisnis
School Economics and Business

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1. Identify the process to be blue- printed

2. Identify the customer or customer
segment.

Building
3. Map the process from the customer’s
point of view.

Service 4. Map contact employee actions, onstage

and back- stage.

BluePrint 5. Link customer and contact person

activities to needed support functions.
6. Add evidence of service at each customer
action step.

10 Creating the great business leaders

Fakultas Ekonomi dan Bisnis
School Economics and Business

Application on Service
Blueprint
• New Service Development
• concept development
• market testing
• Supporting a “Zero Defects” Culture
• managing reliability
• identifying empowerment issues
• Service Recovery Strategies
• identifying service problems
• conducting root cause analysis
• modifying processes

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11 Creating the great business leaders
Fakultas Ekonomi dan Bisnis
School Economics and Business

Thank You

12 Creating the great business leaders