Jumat, 19 Maret 2010

Grow with Character! (13/100) Series by Hermawan Kartajaya - Promise is Debt! Because That, Promises Must be Paid!

DURING I worked in Sampoerna, I still maintain contact with Mr. Ciputra. Each to Jakarta, I tried to meet him.

I also continue to follow what is spearheaded by the''pioneer''in the property industry. One of the lessons that I can not forget is his statement to the customer.

What's that? Promise''is debt! Therefore, the promise must be paid!''It's a fit with the basic concept of Customer Satisfaction or Customer Satisfaction. CS 101!

When people think that the service is''friendly''or''smile'', the reality is not so. There are many people who think that service is the ASS or after sales service. Moreover, in the automotive industry is the term''''3S (sales, service, and sparepart)!

If you already like, meaning that service be''small''. Because sales division responsible for selling the product. Service for ASS, while spare parts are set up spare parts. In fact, the notion of service is not like that.

According to research conducted intensive Leonard Berry and Valarie Zeithaml, and Parasuraman, they found that the most important element in the service is reliability. Deliver what you have promised! Give what you've promised!

Mr. Ciputra statement when it even harder to say that the promise is debt! Meaning, if you have an appointment, have immediate debt! In fact, at that time, CS is still new in the world the term marketing. Astra, which is the best managed company in Indonesia was just beginning to learn the concept. Generally speaking, people who work in service industries realized this ahead of CS. Very simple ....

Yes because the nature of the industry, which did not make the product. The emphasis on the delivery of in-consume at once. Therefore, Astra also send their people to star for'' '''service learning.

It is said that the workshop ASS sent to the hotel for just coffee. When he returned to the shop, they then asked gimana feelings. They said that they were treated kindly. Smile and said to be standard in the hotel.

But, apart from that, what is important is they are always given what they promised. Never, copies the message out tea. Or, promised tea out of fresh sweet tea. Or, hot tea out of iced tea. Well, simple things like that are used as an example to be Astra Repair. In fact, the sale is a car or motorcycle.

Great is not it?

Back to Pak Chi, while the other developer's time mikirin only make a good product at a price that fits. So, Ciputra dare say that the promise is debt. Interesting story was circulated.

For example, when there are home buyers of the pioneers of''leaky''urgency, dibongkarlah entire roof! If it still leaks, it replaced all new homes. Crazy right?

Ciputra nerve to put big posters containing pictures himself with writing like that! Well, that was so, consequently the weight! CEO who promised, all employees must support! That's important! If not, statements like that just became vacant ad could backfire!

Do not promise when I know would not be filled. But, when I overdo promise, it must be met! If it will not be able to pay, do not owe. But, once it pay debt. Because, good name is more important and valuable than the cost of damages to be suffered. At the same time it warned that the debt is interest lho.

Meaning? Strive always reliable or appointments. Therefore, the cost of satisfying those who are not angry because they feel fulfilled what was promised to be more expensive. That is the interest of the debt to pay! At this time only, there are many people just casually promises, but can not perform. But, Mr. Ciputra have conducted more than 20 years ago!

That his characteristics. Not just imitating CS theory of the book, but the brave''harden''essence.

Benefits? There are three! One, consumers feel secure. Two, the employee is more committed to the promise. Three, companies need not only compete on product and price. Got it? (*)

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