Strategic Service Excellence Audit & Customer Experience Evaluation

Objective

Riset ini dilakukan untuk mengevaluasi kualitas layanan Bank Sinarmas dari perspektif pelanggan, mulai dari interaksi dengan frontliner, proses pelayanan, hingga kondisi fasilitas cabang. Studi ini juga bertujuan mengidentifikasi service gaps dan peluang perbaikan yang dapat meningkatkan kualitas operasional dan pengalaman pelanggan.

Method

Evaluasi dilakukan melalui Mystery Shopping & CX Audit dengan pendekatan Service Quality dan Experience Quality Framework. Studi mencakup 70 outlet di 10 wilayah dan in-depth audit pada 3 priority outlets, dengan observasi terhadap Security, Customer Service, Teller, proses layanan, serta physical evidence di cabang.

Key Insights

Hasil studi memberikan gambaran menyeluruh mengenai kualitas layanan berdasarkan aspek People, Process, dan Physical Evidence, dilengkapi performance scoring serta bukti foto dan video. Temuan kemudian dianalisis bersama Voice of Customer untuk mengidentifikasi pain points, menentukan prioritas perbaikan, dan menghasilkan rekomendasi yang dapat ditindaklanjuti untuk menciptakan layanan yang lebih konsisten, responsif, dan customer-centric.

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