Jenis Kebutuhan dan Harapan Pelanggan- Pelayanan Prima Kepada Pelanggan //Materi Kelas XI OTK Humas

Summary

This video lesson focuses on the concept of 'excellent service' for customers, discussing the importance of identifying and addressing customer needs in various forms. It explores the five types of customer needs: expressed, real, unspoken, delight, and secret needs. The lesson emphasizes the importance of creating satisfied, loyal customers and maintaining strong customer relationships. Additionally, the video discusses factors that influence customer expectations, including past experiences, word of mouth, and external service promises. Overall, it highlights the role of effective public relations in ensuring customer satisfaction and retention.

Takeaways

• 😀 Effective customer service is critical in the role of public relations and protocol management in organizations.
• 😀 The main goal of this lesson is to teach students how to apply and implement excellent customer service.
• 😀 Understanding customer needs is crucial for delivering effective service, with a focus on identifying both expressed and unexpressed needs.
• 😀 A public relations professional must ensure customer satisfaction by fulfilling their needs and expectations.
• 😀 There are five types of customer needs: expressed, real, unexpressed, delight, and secret.
• 😀 Expressed needs are clearly communicated by the customer, like a desire for affordable products.
• 😀 Real needs are practical and often related to functionality, such as low operational costs for a product.
• 😀 Unexpressed needs refer to expectations that customers may not directly voice but still have, like excellent service from providers.
• 😀 Delight needs refer to factors like receiving rewards or bonuses that go beyond the basic offering, which increase customer satisfaction.
• 😀 Secret needs involve a customer's desire to be seen as a savvy consumer who values product quality and value, without explicitly stating it.
• 😀 A successful marketer distinguishes between responsive marketing (quickly meeting expressed needs) and creative marketing (offering solutions customers didn't know they needed).

Q & A

What is the primary focus of this lecture?

The primary focus of this lecture is on customer service, specifically 'pelayanan prima,' in relation to public relations, protocols, and service management for businesses. It covers identifying customer needs, ensuring satisfaction, and developing effective marketing strategies.

What are the key learning objectives mentioned for the students?

The students are expected to: 1) Apply excellent service to customers, and 2) Implement effective service strategies to meet customer needs.

What does the term 'pelayanan prima' refer to?

'Pelayanan prima' refers to delivering excellent service, where the goal is to meet customer needs in the best way possible, ensuring satisfaction and fostering customer loyalty.

What are the five types of customer needs mentioned in the script?

The five types of customer needs mentioned are: 1) Expressed needs (what customers directly request), 2) Real needs (underlying needs such as low operation costs), 3) Unexpressed needs (services customers expect without asking), 4) Excitement needs (extra benefits like rewards or bonuses), and 5) Secret needs (hidden desires like being seen as a savvy consumer).

How is customer satisfaction linked to customer loyalty?

Customer satisfaction plays a key role in customer loyalty. Satisfied customers tend to become loyal customers, purchasing more frequently and recommending the brand to others. Loyal customers are also more likely to buy new products introduced by the company.

What are the two main categories of customers according to the script?

The two main categories of customers mentioned are new customers and loyal customers. It is more difficult and costly to convert new customers into loyal ones, as retaining existing loyal customers is generally more cost-effective.

What is the importance of customer expectations in determining service quality?

Customer expectations are critical in determining the perceived quality of a product or service. These expectations are shaped by prior experiences, recommendations, and various situational factors, and they serve as a benchmark for assessing the service received.

What factors influence customer expectations about service quality?

Several factors influence customer expectations, including: 1) Service intensifiers (long-term factors affecting sensitivity to service), 2) Personal needs (individual physical, social, and psychological needs), 3) Transitory service intensifiers (short-term situational factors), 4) Alternative services (perceptions of competitors' service levels), 5) Service promises (company commitments about service), and 6) Word of mouth (recommendations from others).

What is the role of 'word of mouth' in shaping customer expectations?

Word of mouth refers to recommendations or feedback shared by others (friends, family, or media). These recommendations have a significant impact on customer expectations, as they are trusted more than advertisements or corporate promises.

What does the script suggest about the relationship between marketing and customer service?

The script emphasizes that marketing should be both responsive and creative. Responsive marketing addresses expressed customer needs with suitable products, while creative marketing involves offering solutions that customers did not initially request but will appreciate.