2 Customer service and logistics

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
Peningkata
n
Pelayanan

Peningkata
n:
-Volume
-Harga
-Reputasi

Peningkata
n Pangsa
Pasar

Peningkata

n Laba

 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)

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
1. Time – usually order fulfilment cycle time;
2. Dependability – guaranteed fixed delivery

times of accurate, undamaged orders;
3. Communications – ease of order taking, and
queries response;
4. 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 =

Perceived Performance x 100
Desired Expectations

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.
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