PERANCANGAN CETAK BIRU LAYANAN PELANGGAN DALAM INDUSTRI NUTRISI DAN KESEHATAN HEWAN DI PT PFN

Lisa Handayani Rachmad, Prof. Nurul Indarti, Sivilokonom., Cand.Merc., Ph.D.,

2025 | Tesis | S2 Manajemen

        Penelitian ini bertujuan menganalisis desain proses layanan, mengidentifikasi titik kesalahan potensial, dan menyusun rekomendasi pengembangan proses layanan pelanggan di PT PFN dengan menggunakan metode cetak biru layanan. Penelitian dilatarbelakangi oleh penurunan laba perusahaan akibat peningkatan biaya pengiriman, keterlambatan logistik, dan keluhan pelanggan. Menghadapi tantangan ini, pengembangan sistem yang terstruktur diperlukan untuk mendukung efisiensi dan ekspansi pasar di industri nutrisi dan kesehatan hewan. Perbaikan dimulai dengan pemetaan proses layanan yang melibatkan berbagai lini fungsi untuk mengungkapkan titik kebutuhan penyelarasan. 

Penelitian menggunakan desain kualitatif dengan pendekatan studi kasus tipe deskriptif. Penelitian menyoroti unit analisis perusahaan dengan fokus pada implementasi cetak biru layanan pelanggan di PT PFN. Pengumpulan data menggunakan sumber data primer yang diperoleh melalui wawancara dan observasi pada periode Maret hingga Agustus 2024. Wawancara diselenggarakan dengan tim layanan pelanggan, logistik, pemasaran, dan direksi secara semiterstruktur. Observasi dilakukan di kantor pusat dan cabang. Pengolahan data menggunakan analisis isi yang diawali dengan kondensasi data, kemudian interpretasi data untuk menghasilkan rancangan cetak biru layanan, identifikasi titik kesalahan potensial, dan rekomendasi pengembangan proses layanan pelanggan. Proses diakhiri dengan penarikan kesimpulan dan verifikasi.

Hasil penelitian menemukan proses layanan pada saat ini mencakup 20 bukti fisik, 15 tindakan pelanggan, 17 aktivitas kontak karyawan di depan layar, 45 aktivitas kontak karyawan di belakang layar, dan 8 proses dukungan pada layanan pelanggan di PT PFN. Dominasi aktivitas di belakang layar menunjukkan kompleksitas tinggi dalam koordinasi internal. Penelitian mengidentifikasi 15 titik kesalahan potensial pada empat tahap proses layanan pelanggan. Titik tersebut terdiri dari 11 titik kegagalan dan 4 titik tunggu. Berbagai titik tersebut diringkas menjadi enam pembahasan berdasarkan aktivitas yang memiliki kesamaan sehingga menghasilkan 19 rekomendasi yang mencakup 15 aspek teknis untuk memperbaiki prosedur dan sistem, serta 4 aspek nonteknis yang terfokus pada pengembangan organisasi sehingga rekomendasi ini membantu peningkatan efisiensi operasi dan kepuasan pelanggan. 

        This research aims to analyze the service process design, identify potential failure points, and formulate recommendations for developing customer service processes at PT PFN using the service blueprint method. The study was motivated by the company’s decline in profits due to increased shipping costs, logistics delays, and customer complaints. To address these challenges, the development of a structured system was necessary to support efficiency and market expansion in the animal nutrition and health industry. The improvement process began with mapping the service processes, involving various functional lines to reveal alignment needs.

The study employed qualitative design with a descriptive case study approach. It highlighted the company as the unit of analysis, focusing on the implementation of the customer service blueprint at PT PFN. Data collection utilized primary sources obtained through semi-structured interviews and observations from March to August 2024. Interviews were conducted with the customer service, logistics, marketing, and executive teams. Observations were undertaken at the head office and branch office. Data processing involved content analysis, starting with data condensation, followed by data interpretation to produce a service blueprint design, identify potential failure points, and develop recommendations for customer service process improvement. The process concluded with the drawing of conclusions and verification.

The research findings indicated that the current service process includes 20 pieces of physical evidence, 15 customer actions, 17 frontstage employee contact activities, 45 backstage employee activities, and 8 support processes in customer service at PT PFN. The dominance of backstage activities indicates significant complexity in internal coordination. The study identified 15 potential error points across four stages of the customer service process, consisting of 11 failure points and 4 waiting points. These points were summarized into six discussions based on activities with similarities, resulting in 19 recommendations that include 15 technical aspects to improve procedures and systems, and 4 non-technical aspects focused on organizational development, thereby aiding in enhancing operational efficiency and customer satisfaction.

Kata Kunci : cetak biru layanan pelanggan, pemetaan proses, industri nutrisi dan kesehatan hewan, customer service blueprint, process mapping, animal nutrition and health industry.