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					             :EII811181 og' and Empowering
              QualliV Strategies Toward
           .' the Custolher-DrivlI,n ,0 gaB a

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    r--'
Assalamualaikumdan salam sejahtera,

Terlebih dahulu saya ingin mengalu-alukan kedatangan semua ke Persidangan anjuran
Perpustakaan Sultanah Zanariah (PSZ), Universiti Teknologi Malaysia ini. Saya juga ingin
merakamkan setinggi-tinggi penghargaan kepada Jawatankuasa Persidangan yang telah
giat berusaha bagi memastikan persidangan ini berjalan dengan lancar.

 Persidangan anjuran PSZ ini amat relevan dengan keperluan sistem penyampaian
perkhidmatan semasa. Memetik kenyataan YAB Dato' Seri At:xJullah Ahmad Badawi,
 Perdana Menteri Malaysia bahawa fokus utama kepada perkhidmatan pelanggan harus
dibeli penekanan yang serius dalam usaha untuk bersaing di arena global yang kompetitif
dan mencabar. Hasrat Kerajaan ini dite~emahkan juga melalui usaha Universiti Teknologi
Malaysia (UTM) meletakkan pelanggan sebagai perspektif utama dalam perancangan
strategiknya.

Untuk memastikan kejituan menerusi produktiviti dan kepuasan pelanggan, kita tidak hanya
bertumpu kepada ilmu, skil, kreativiti dan inovasi semata-mata, malah keberkesanan melalui
sikap dan nilai-nilai yang positif adalah menjadi tunjang kepada penambahbaikan dan
seterusnya kejayaan.

Dengan adanya persidangan ini dijangka dapat memberi peluang kepada kita untuk
mendalami isu-isu yang berkaitan dengan pelanggan di perpustakaan khususnya dan di
orgC!nisasi lain secara amnya. Pandangan yang berbeza dali sudut yang berlainan dan idea­
idea baru dapatdikongsi demi melahirkan individu yang dinamik pada masa depan.

Akhir kata, saya mengambil kesempatan ini untuk mengucapkan tahniah sekali lagi kepada
Perpustakaan Sultariah Zanariah, para pembentang kertas ke~a dan peserta atas
penganjuran dan penyertaan kalian. Semoga dengan majlis perkongsian ilmu seperti ini akan
dapat memberi manfaat kepadasemua. Tidak dilupakanjuga semuaahli jawatankuasayang
secara langsung atautidaklangsungmembantu dalam menjayakan persidangan ini.

Sekian, terima kasih. Wassalam.




Y. Bhg. Tan Sri Prof. Dr. Mohd Zulkifli Tan Sri Mohd Ghazali
Naib Canselor
Universiti Teknologi Malaysia
Assalamualaikum dan salam sejahtera,

Alhamdulillah bersyukur saya ke hadrat Allah SWT kerana dengan izin dan rahmat
kurniaanNya persidangan ini dapat dilaksanakan.

Bagi pihak Jawatankuasa Penganjur, saya merakamkan setinggi-tinggi
penghargaan dan ucapan terima kasih kepada Y, Bhg. Tan Sri Prof Dr Mohd Zulkifli
Tan Sri Mohd Ghazali, Naib Canselor, Universiti Teknologi Malaysia yang sudi hadir
merasmikan persidangan ini.

Bertemakan Energising and Empowering Quality Strategies Toward the Customer­
Driven Organisations, persidangan ini diharap dapat menjadi satu mekanisme yang
dapat dikongsi bersama untuk menyuburkan percambahan idea, pertukaran
pendapat dan perkongsian maklumat ke arah menawarkan perkhidmatan berkualiti
yang berfokuskan kepada kehendak dan keperluan pelanggan. Saya yakin
persidangan ini dapat menjadi wadah perbincangan dan menyediakan ruang yang
secukupnya untuk para peserta berinteraksi antara satu sama lain. Pertukaran
maklumat dan buah fikiran antara peserta pastinya akan memperkayakan lagi
sumber pengisian.

Diharap dengan sumbangan dan penglibatan oleh semua pihak terutamanya para
pembentang kertas kerja, peserta dan juga barisan AJK, persidangan ini akan
mencapai matlamatnya.

Sebagai penutup kata, saya Ingln menzahirkan ucapan terima kasih kepada
mereka yang terlibat secara langsung atau tidak langsung di dalam memastikan
persidangan ini berjalan dengan lancar.

Sekian, terima kasih. Wassalam.


Kamariah Nor Mohd Desa
Ketua Pustakawan
Perpustakaan Sultanah Zanariah
Universiti Teknologi Malaysia
Assalamualaikum dan salam sejahtera

Terlebih dahulu saya ingin mengalu-alukan kedatangan para peserta semua kerana dapat
hadir ke persidangan Customer-Focused Culture pada hari ini. Saya ingin memaklumkan
bahawa Perpustakaan Sultanah Zanariah merupakan institusi pendidikan yang akan terus
mengekalkan kecemerlangannya melalui penganjuran aktiviti yang dapat dimanfaatkan oleh
masyarakat.

Menyedari pentingnya keperluan pelanggan perlu ditangani dengan baik dan bijaksana,
langkah dan komitmen telah dibuat untuk untuk membincangkan isu berkaitan pengurusan
pelanggan secara berkekalan selaras dengan kehendak organisasi. Mulai dengan persidangan
ini diharap dapat menjadi pencetuskepada lebih banyak forum atau perbincangan yang akan
menjurus kepada isu ini. Diharap ia dapat memberi makna serta mempunyai implikasi besar
terhadap pengurusan dan pembangunan pelanggan secara total. Oleh itu, usaha yang gigih
diperlukan untuk memastikan pencapaian komitmen tersebut.

Pengurusan pelanggan secara berkekalan sentiasa menjadi agenda penting organisasi awam
mahupun swasta bagi mempastikan ekspetasi pelanggan tercapai. Saya yakin kehendak
pelanggan yang diurus secara efisien dan bijak akan memberikan banyak manfaat dan
kebaikan kepada organisasi dan terus merangsang perkembangan organisasi secara
menyeluruh. Bagi mencapai matlamat yang telah ditetapkan perlulah ada anjakan paradigma
dengan pendekatan baru yang lebih proaktif ke arah kecemerlangan pengurusan pelanggan.

Akhir sekali saya ingin merakamkan ucapan terima kasih kepada semua ahli jawatankuasa di
atas perancangan yang rapi serta inisiatif serta pihak penaja di atas sumber kewangan yang
memberansangkan sehingga dapat merealisasikan persidangan kali ini. Semoga persidangan
irii menjadi medan terbaik perkongsian maklumat yang dapat mencetus ke arah
kecemerlangan organisasi.

Terima kasih.

Noraziah Sharuddin
Pengerusi
Conference on Customer-Focused Culture
Sess.,ion l: Customer Relationship

Guest Speaker	       Norhaki mi Khaiessc1 Ah mad                 Topic: Enriching and Delighting
                     MAS Academy                                 Guest ExperienCl3 (EDGE)


Speaker	             Tuan Hajj Aminudin Oawam                    Topic: Serl/ice Excellencs : The
                     Group General Manager                       KPJ Way
                     KPJ Healthcare Berhad



Speaker	             Sazali Yahya                                TOpic; Innovating Your OJstomer
                     Senior Consultant                           Service: Transforming Customer
                     Focus Learning Corporation Sdn Bhd          Service into a Total Guest
                                                                 Experience

Speaker	             Farah Lange                                 Topic: Building on Customer
                     SWETS, Singapore                            Intimacy




Session II: Customer Accessibility


Guest Speaker        Prof. Dr. Ahmad laki	 Abu Bakar             TopIc: Customer Accessibility
                     Fakulti Sains Komputer & Sistem Maklumat,   Through a Multiple Perspective
                     UTM                                         Framework



Speaker              Vernon Seaton                               ~ RFID for EnhanCl3d
                     WaveTech Sdn Bhd                            CoHedion Acc8ssibilit\r: A Self­
                     Petaling Jaya, Selangor                     Fulfilling Prophecy?



Speaker              Salleh Huddin Mustaffa                      Topic: Perkhidmatdn Koleksi
                     Perpustdkaan Sultanah Bahiyah               Digital Kepada Repositori Institusi
                     Universiti utara Malaysia                   (RI) : Perkongsian
                                                                 Pengalaman Perpustakaan
                                                                 Sultanah Bahiyah 1995 -2007
S~:s.ion   III: Customer Education

Guest Speaker          Prof. Or. Szarina Abdullah                    Topic: Is Your Information
                       Fakulb Pengurusan r'J1aklumat                 Literacy
                       Kampus Puncak Perdana                         Program effective? ­
                       Universiti Teknologi MARA                     Customers' Feedback


SpeakBr                Or. NorliYll Ahmad Kassim                     Topic: Assessing Customer
                       Fakulti Pengurusan Maklumat                   Satisfaction On Library
                       Kampus Puncak Perdana                         Services And Activities In
                       Universiti Teknologi MARA                     Creating A Leaming
                                                                     Environment


Speaker                Siti Mariani S.M. Omar                        Topic: Customer Education
                       Perpustakaan Negara Malaysia                  Practice of National library


Speaker                Kumpulan Penyelldik Kajian Kemahiran          Topic: Cultivating Customer­
                       Generik (GS). PSZ                             Focused Culture Through
                       Universiti Teknologi MalaYsia                 Library Generic Skills




Session IV; Customer Satisfaction Through leT

Guest Speaker	        Prof. Or. Zainab Awang Ngah                    Topic: Empowering Users and
                      Fakulti Sains Komputer & Teknologi Maklumat    Partners in Digital Library
                      Universiti Malaya                              Research Initiatives


Speaker	              Prof. Madya Dr. Sulalman Mohd Nor              Topic: Issues and Challenges
                      Timbalan Pengarah                              in Providing Quality ICT
                      Bahagian Infrastruktur &. Servis               Infrastruct1Jre service Delivery
                      CICT, Universiti Teknologi Malaysia            in a University Campus
                                                                     Environment

Speaker	              Prof. Madya Wardah Zainal Abidin               Topic; Customer Satisfaction
                      Jabatan Sistem Maklumat                        Via Information and
                      FSKSM, Universiti Teknologi Malaysia           Communications Technology


Speaker	              Or. Lim Khee Hiang                             Topic: ResearcherID: A NevI"
                      Associate loJIanager, CJ.Jstomer Education,
   Way to Address Author Name
                      Thomson Scientific,
                           Ambiguity
                      Singapore

Session   V: Ouality Strateaies


Guest Speaker         Balakrishnan Vossu                         Topic: Quality Assurance of
                      Agensi Kelayakan Malaysia (MQA)            Institutions that Support
                                                                 Teaching and Leaming

Speaker               Hajah Hanida Ghazali                      Topic: Monitoring and
                      Senior Executive/Lead Auditor             Measuring Customer
                      SIRIM Berhad                              Satisfaction


Speaker               Mohd lul-Azmi Ishak                       Topic: Applying Quality
                      Faculty of Information Management         Management System (QMS) In
                      Universiti Teknologi IvIARA Johor         PerpustakaanTJJoDr. Ismail
                                                                Universiti Teknologi Mara
                                                                Johor

Speaker               Mehran Doulat Abadi,                      Topic: From Quality to
                      PhD Student,                              Customer-Driven Excellence
                      FPPSM, UTM Skudai




Se-ssion VI; Challenges of Customer Driven Organisation

Guest Speaker         Tuan Haji Mohd Radzif Mohd Yunus          Topic: Managing Service
                      CEO                                       Excellence
                      Institut Jantung Negara


Speaker               Azahar Mohd Noor                          Topic: CustDmer-Driven
                      rvlanager                                 Organisation: Results, Impact,
                      Petroleum Resource Centre                 Challenges and Efforts,
                      Petroliam Nasional Berhad


Speaker               Mohd Ramli Mohd Saat                      Topic: What is Customer
                      Sena; Airport, Johor                      Service In An Airport
                                                                environment?


Speaker               Hasnita Ibrahim                           Topic: Encouraging USers at
                      Pengurus Maklumat                         Bernama Library & Information
                      Library & Information Centre (Infolib),   Centre Via Organised Activities
                      BERNAMA
    Session 1 : Customer Relationship

                    Guest Speaker



           Norhakimi Khaiessa Ahmad
         ( Malaysia Airlines Academy)

Topic : ((Enriching and Delighting Guest Experience"
                      lEDGE) .
                 Conference Dn Cu.tomer-I'"cused Cullure :2006: ErtergiBlng and Emp<Jw", i~ Quality

                           St....tegies Toward the Cu~tom"r·DriveD Organ",..tiuns, 9-11th June 2008_

                                                         Th" Z"n Rc~el1cy Hotel, Jonor ~ahru. Joh"..





                Enriching And Delighting Guests' Experience
                                  (EDGE)

                              Norhakimi Khaiessa Ahmad
      Malaysia Airlines Academy, Group Human Resource, Malaysia Airlines

         System, No.2, Jalan SS 7/13, P.O. Box 8737 Kelana Jaya, 47301

                                  Petaling Jaya, Selangor

                      Phone: 03-78007413, Fax: 03-78043144

                              Email: nhakimi@mas.com.my




.­                                          Abstract


     Airline industry is experiencing overcapacity and this will continue to be
     more intense in the next 5 years. Under The MAS Way, numerous
     initiatives have been launched and implemented by the new management
     of Malaysia Airlines (MAS) to return to profitability under the leadership
     of Datuk Seri Idris Jala. As part of the big turnaround plan before, and
     transformation plan currently, MAS is focusing on winning more
     customers through the Malaysian Hospitality (MH) campaign. The level of
     hospitality to passengers needs to be increased for MAS to bring a
     renewed competitive edge.


     MH EDGE programme is designed to enhance the service quality of the
     front line staff, thus, enriching the customers' (guests') experience. It
     provides systematic platform for the staff at crucial service touch-points
     to polish and enhance their skills in providing excellent service. The
     science of service and the evolution of customer experience is the
     fundamental understanding to work towards providing excellent service
     to both internal & external customers.
           ConfeNlnce on   Ctl~tom r-Focu~d Cultu....
                                                    2008; .EnerglJsin(; o.nd Empowerinj:c QUll.llty
                    SlT"tegie~   Toward tho Customer-Drlv   OrgiUli"",tion6, 9-11th J\lIl 3008.
                                                  Th" Zan Ral\ency Hotel, Joltar B"hT\), Johor




MH EDGE also supports the organisation's quality standards and
practices, which promote the commitment to provide excellent customer
service to sustain and compete globally to win the customer.




                                                                                                2
                 Conference on Custom,,"-FDCU cd Culture 2008, Energilllog nod En\powct1Il& QuoJity
                           StTategit" Tow..rd tb.c Customer·Driven Organ.i&lltio/1s, 9·11 th Junc 2008.
                                                         Tb" Zan Reg:<>l1cy Hotel, Job.or Bllltru, Johor




                                                                       malaU:l1iI


                  Enriching & Delighting Guests' Experience
                                   (EDGE)

                                          Malaysia Airlines Academy
                                                09 June 2008

                                          (Norhakimi Khaiessa Ahmad)




,EDGE/MAS Academy. May 2008                                                  •malaY!J.@




                                                                                                     3
                          Conferen<:e on Cu~tomet.FocusedCultu.n> ZOOS, Energising "'''d Empowering QUAlity

                                     StTateglcs To,...u-d the Customer-Driven Org"ni~"t.ion., 9·11t.b June JOOS.

                                                                    Tbe Zon Regency Hotel, Johot Bahro, John.





              CAPA Airline
          Turnaround of the Year
               2006 Award
                            p..WUrct
                   . o~             , st!:'
                     ~
                   ....                    0
                'l1                            ....
               ~                                tn
              -<                                 ><
                                                 f"l
                                                ~

                                           ~
                                               ~
                                    I ().::,
                                  .1';\




                                                       Air Transport World (ATW)
                                                       Phoenix Award 2007
~   EDaEJMAS Academy - MaV 2006                                            . 'l:malag~f!




                                                                                                             4
                    Conference 011 CUfitomer·Foclls"d Culture 2008: Enerciaiog lITld Empoweting QU.lity
                              Slral"gi,,~ Toward the CU6tnm.,r·Dnven Otglloiutions, 9-llth Jmu, 2008.
                                                            Tbe Zan Regency Hotel, Jabot Bahn!, ,lohor




   ,   .
  "E~G,EJMAS Academy - May   2008




                                     ,J             T         .r ..... ~




,:Ca acit '~Pr~1S'SlureS ,.. ",:';:
                                                                        Annu(lll irrnft c<lp~l"Hy In
                                                                    A!;'2 flaClht, Ind,a 8, Middle: EaSl
                                                                           Source; Airbus & Boeing




                                                                                       160




                                                                             120




                                                                                                           5
                       Conference on Cl15tomer-I'ocused 'ultun: 2OQ8: EJnergl5.ng and         Emp<>weri~ Q1.tality
                                    Stratellic5 Tt.waru the Cusrofficr-Drlvcll Organi "tion~. 9-J ILh June 2008.
                                                                   The :lon R"g.. "CY' Hotel, Joltor Ba.hl"\l. ,lohor




    VISION:
    To be the                                         COMMERCIAL
    WOfld!s Five
    Star Value
    Carrier

    MISSION:
    To be a                                                            Fln~ncll1g ilnd Aligning
    consistently                                                       the Buslne$s on paL
    profitable
    airline



                                          STAKEHOLDERS
    STRATEGY:
    Bus ness Transformation
"
     :eOGl:/fMS Academy. May 2006                     11
                                                                                    tt· mi1lS(Ci!...i/

                                                                                                                  6
                 COl)ierenc" v" Cu. tomer-rocused c.:ultur" 2008, Energ'  g o.nd E poweritlj; Qualtty
                           Str"t"glct; Toward tho Customer-Driveo Organu...tions, 9·11th Jun 2008.
                                                          Tne Zon Regency Hotel, Jahal Bahru, JOhOT




                                                                    -
                                           -.:: ;,1IIIIIIi"""~~.''-yt;    Profitable
                                                                           Growth

                                              More
                                            customers




   Grow network,                                                     More

   build capacity                                                  revenue





                                            12




           Firefly




                                                             MAS


E.OGEIMAS Academy· May 2008                13                           J'milla!J.2jg



                                                                                                  7
                Co"ference 1)11 Customer-Focused Culture 2(J()8: Euergbung ild Empowering Quality
                          Strategies Towaro the Customer-Driven 0 ganlutlon1'l, 9·1Hb June 2008.
                                                       The ZOll Reg',"cy Hotel, Jobor 8ahTU. ,I hot




  MASkargo                                                         i-secure


                                                                  animal ~.
                                                                   hotel •




                              Malaysian Aerospace
                              Engineering (MAE)
EDG£!MA.S Academy. May 2008                ,.




                                         To Win

           Technology                   Customers
                Process




                                                                                                8
Conference ou ustome,-l"oc1L.~edCultu,.. 2008, energlAiDg IlJld Empowering Quality
          Strategies aWArd the Customer-Driv",n Org"nis"tlom,. 9·1lth June 2008.
                                      Tl,e Zon Regency Hotel, Joho. . h.u, Joho.




                        ·It is the winning proposition
                        (product, service, experience)
                        by the organisation that wins
                        the customers.

                        -Offering & delivering a unique
                        customer experience to achieve
                        profitable growth.

                       -A compelling need for the
                       organisation as a whole to work
                       together towards increasing
                       service levels.
                          '6                           f- mslsl§Jil




                          17




                                                                               9
                   Conference on (;UGt,)ffi r-I"ocused Culture 008: Bner 'lling and mpa"'''nng Qulllity

                             Str..t.,gi". oward the Custom"..Driv....' Orglwi....tlon15, 9-11tb June 2008,

                                                             The Zon ~ency Hotel, Jonor Bllhru, Joho.





                                                                                                 ..
                                                                                                  MHH'lI17

                                                                                                  MH2OI>?




                       Overall. we have improved and the gaps are narrowing.
                      However, we need to accelerate efforts in some key areas.

                                 Maintain 1M)                    Raise (R)

 ,....------------'--~--,ti                                  ,r---------,

                                 NtJod ID Play                         Noaa 10 WIn





                                                                    So~a:   lATA. GA.P RESULT (EUROPE-ASIA)




 •	 Enhancing Malaysia Airlines' image through

    standardised daily actions and practices

 •	 Achieve service excellence through the four levels of 'C's

    (Character, Courtesy, Care, Compassion)

 •	 Increase customer satisfaction by providing consistent

    treatment

 •	 Instilling a high quality working culture / ethics / high

    performance throughout the organisation





EDGE/til'A S Academy· May 2008                   19




                                                                                                              10
                    Conference on CWltomer·!i'ocused Culture 200", l':nerg,lsing and EmpowlOring Quality
                              Slr tegi". To,v,crd the Cu"tomer·Dri en rg"nisatloul>, 9·lHh June ~008"
                                 ..
                                                            The Zan Regency Hotel, Johor Ba.hru, Johor




                        Standard practices in the form of actions
                       and communication that is developed by the
                            organisation for their employees                  "mala m :/".
  EOi3E/MAS Acadonl)'. May 2008                20                                    !:b41!:/




    I Staff Motivation I                                         IPatient Evaluation I
                 Inspired                                        VERY SATISFIED



                Required                                             SATISFIED


                   Hired                                              NEUTRAL


                   Fired                                           DISSATISFIED
                                      3 Levels of Service
" (;!,OQ4.fred Lee, "Jf Disney Ran Your Hospital: 9 1/2 Things You Would Do Differently)

                                               21                           ill18l~i/



                                                                                                    II
                       Conference on Customer-FOc.Ufied Culture 2008: Enerr,lsing ...nd Empowenng Quality
                                 Slrategi,-. 'fow{\rd the CUtitomer-Driv.m Orgl\l\isatioo ,9·11tl, June 2008.
                                                                 The ZOJl Regency Hot"l, Johar Baht.. , Johat




                                                            Spe fie Owners
                                                           and Fa us Groups

                                                              All
                                                           Employees




                                                      22
                                                                                                      maliJ{Ci/iJ.




             Need to win (NTW)
              What is needed to
              win In the
              competition




                                     ~~~-----------_._----_             ..   _---_._-_ .. _._ .....

                                                               Need to play (NTP)
                                                               What Is needed to be In
                                                               the competition


                                             Levels of Service

    (2000,
             ,Ron Kaufman. ·Llp your service! Strategies and Action Steps to Delight Your Customers NOWI')

                .

t   -EDOEJMAS Academy - ~'\ay 2008
                                                                                                      _miJ/~f!




                                                                                                                     12
Conference on Custom r·l'ocuSf:d Culture 200S, E""r~tBing aDd Empowering Qu<\lity
          Stn.tegu'G Tow>lro tho.> Customer-Dri"en 0 llanwtiDnG. 9· 11th June 2008.
                                         The Zoo Regency Hatel. Jobor &hru. Jobor




                                                                               13
                Conl"rence c" Cuotomer·Fa used Culture ZOQS, EnereiRI g IUld Empowenng Quality

                          Sir",t"t.(;"& Toward the Cuatomer·Driven Orglluil"".tiun~, 9·llth. June 2008.

                                                         The Zon Ri!g"l1cy Hotel, Jon.or Bahro. Jon.o,.





~EOGEiMAS Academ~   • May 2000              26                          l!:mali1~i!




                                                                                                  14
              Confe.ence on Cu~tomer-Itoeu""dCulture 20Q8, Ene.rgi.lling and Empowering Ql1aLity
                        Strntegie£ l'ow..rd till' Cu&tomcr-Drlvcn Organbation6, 9-11 th June 2008.
                                                        Th., Zon Regency Hotel, Jabot Bllhru, Jonor




Biodata


Norhakimi Khaiessa Ahmad Kimi is a graduate of University of South
Australia,   A~elaide    (Bachelor degree of Applied Science in Mathematics
and Computing). She joined the Airline as a Management Trainee (MT) on
21 st February 1997. Upon completion, she was appointed as Business
Planning Executive in August 1997. After four years, she joined
Management        Development          Department          as     Development          Training
Executive in February 2001.


Appointed as the Management Trainee Development Programme (MTDP)
Coordinator (intake Feb 2003 and July 2004). Currently, Kimi is the
Quality Training and Education Department Manager. A trained Black
Belt (by GE Aircraft Engines, Ohio) for Six Sigma and a certified CAP
Coach & Lean Leader, she is also one of the associate trainers for '1 Make
The Difference' [IMTD) and Airline Business Course 100 (ABC 100)
programme and conducted Lean Tools, 5S and ICC Workshop. She
assists to support the department to meet quality standards and policies
in accordance to the Quality Management System for MAS Academy.




                                                                                               15
    Session 1 : Customer Relationship

                    Presenter



           Tn. Hj.Aminudin Dawam
          ( KPJ HealthcareBerhad)

Topic: Service Excellence - The KPJWay (SE- TKWj
       Conference ou       \l~tomer-f"<>C\l,;"d CuJIiU        2008, l':nerlliBing and Empowering Quality
                  StIoiIItUg:.iCti   1'otvi\rd the   CUb\tOtTlel~Dri.venOrgan"j,sOAtiom:., 9 .. 11 th ~Junc
                                                                                                  2008.
                                                             The Zon Regency Hotel. Joltor Bahtu, Jo or




                Service Excellence
               The KPJ Way (SE-lKW)
           Conference on Customer-Focused Culture 2008 :
 Energising and Empowering Quality Strategies Toward the Customer­

                        Driven Organisations

                                  9 - 1 f Juno 2008
                       The Zon Rsg9ncy HOI9/. Joh(){ Bahru, Jollor




                          Aminudin Dawam

                       Group General Manager

                       KPJ Healthcare Berhad





Brief History of KPJ Growth / Journey
                        1981              1994           2004            2007    Mac-2oo8
                                        (PLC)

  Hospita{                   1               2'            13              18           18.

  Licensed Beds             70             380           1,498          2,136        2,136


  Consu{tants                8              94            390             6/J          637


  Staffstrength           {20              899          4,155           6,160        6,301


  Outpatients         40,000           182,542       1,078,933       1,733,500    467,992


  Inpatients           2,000            23,571        108,898         179,227       45,587


  Turnover            10,000'           72,399        583,173        {,108,024    304,726
          Co.... a,,,o<:,, em Customer-P'o u'led Culture 2008: Ener!ti"'inl: 'md Empolllerlng QUl\Hty
                         Str",tegi,," To.Yard the C""tomec,PrivcD Org"Di""tion~, 9-11th June 2008.
                                                        The Zon ~gency Hotel, JohoT Bahru, JabOT




                 KPJ HEALTHCARE at a Glance
Hospital Operations & Management Companies

   From 1st hospital, Johor Specialist Hospital in Johor in 1989 to currently 18
   hospitals In Malaysia and six (6) abroad.

   First venture outside of Johor with acquisition of Tawakal Hospital (TH) in 1987.

   KPJ was offered by Kemcnterian Pembangunan Usahawan to manage and to

   turnaround TH which was under the receivership of Bank Pembangunan

   Malaysia. TH was turnaround in 4 years.


   Won against local Perak based company to acquire the then Ipoh Specialist
   Centre in 1988.

   First health care grou p to be listed on Main Board of Bursa Malaysia In
   November 1994

   Trading First World Islamic healthcare REITs in Year 2006.

   First local group to have network of private specialist hospitals in all parts of

   Malaysia..


   Offering the largest job opportunity, both professional and non-professional,

   after the Ministry of Health. (6,900 staffs)





      List of KPJ's Hospitals (Domestic)

  Johor                                       Perak


     KPJ-Johor Specialist Hospital            1.       KPJ-Ipoh Specialist Hospital


     Puter; Specialist Hospital               2.       Taiping Medical Centre


     Penawar Hospital                         Other slates


  Solangor                                    1,       Kedah Medical Contre, Kedah


     KPJ-Ampang Puteri Specialist             2.       Bukit Mertajam Specialist Hospital,

     Hospltai

                                                       P Pinang

     KpJ·Damansara Specialist Hospital

                                              3.       Seremban Spoclalist Hospital,

     KPJ-5elangor Medical Centre

                                                       N Sembilan

     KPJ KaJang Specialist Hospital
                   Kuantan Speclailst Hospital, Pahang

                                              4.
  Kuala Lumpur
                               5.       Pordana Specialist Hospital, Kelanlan

     Tawakal Hospital
                                 Kuching Specialist Hospital, Sawarak

                                              6.
     Sentosa Medical Centro

                                              7.       Damal Specialist Centre, Sabah




                                                                                                   2
         ,onre,..,n 0'>(' Cu.,."ne(-fi'o("u5ed Cultur :;lOOS, Ene(gi. ,ul: ,,-ud Eml'0Welllll; Q'U".Iity
                     Str~l"gi". TOWOlrd tbe C tltljrn,,,-Dn,,,,n Org'U1u...tion., 9-l lLh Jun" 2008.
                                                     I'll" Zon Regency Hotel, Jobor BDJ,l'\l, Johor




           KPl HEALTHCARE at a Glance
Overseas Venture

  First offshore venture in Indonesia in 1995 - RS Selasih in Padang and
  RSM Permata Hijau in Jakarta.

  Management Contract (with minimum equity participation) in United
  Hospital, Bangladesh

  Signed Nursing Management Contract with New Jeddah Clinic Hospital

  (Kandarah & Jeddah) in Saudi Arabia in 2004. A year later, KPJ signed a

  5-year Hospital Management Contract for NJCH.


  In discussion with other several countries in the Middle East and South
  East Asian regions for the Hospital Management Contract.




      How did we do that?

                    SUCCESS

       does not come by

                          Chance



                                                                                                     3
              Conferenc" ,," Cu~tom r-I<oeu""d Culture 2008; En"rgUln~ and Empo.."rlng Quality
                        Stn<tcgic6 Tow,ud the Cu~tomer-Drive.nQrgani.",Uon", 9-1 lib June 2008.
                                                     The Zon ~g"ncy Hotel, Jobo,' B,dIOl. JObOl




             The preferred provider in healthcare services'

                                      Mission
                Deliver quality healthcare seryices

                                 Core Values

                   • Safety
                   • Courtesy
                   • Integrity
                   • Professionalism
                   • Continuous Improvement




           Quality Init'iatlves Journey
International & National Standards Achievements
  Embarked into MS ISO 9002 Standards certification in 1996 erther from SIRIM, MOODY
  International Certification or ttle UK Accreditation Service



  ?Cl(11 onwflrt.ls, 7.fl1phas!sed on Accreditation from Malaysiiln Society lor Quality in Health

  (MSQH)


  A!llpang Puleri SpeCialist Hospital (Ar'SH) was the first private hospital to receive full 3­

  year cycle Accreditation status from MSQH in 2003 (unlil now). To dale, 5 KPJ hospilals

  have r8ceived the Accreditation slalus and sustall1lng it till now,



  APSH is the first hospital to receive the Integrated Management Standards OMS) from

  TuV Rhieland, Germany in the Asia PacifiC region, followed by Damansara Specialist

  Hospilal a year later.





                                                                                                     4
              Conr"rence on Cu"to",er-!>oeu""d Culture 2008, E""rgiAlnllll1ld Empowedng Qulllity
                        Str..teglc. U vi\rd the Custumer-Drivel> OrganilOations, 9·11th June 2008.
                                                      Tb." Zon ~g.. ncy Hotel, Jobot Babru, Johot




           Quality Initi.atives Journey
International & National Standards Achievements
  Ipoh Specialist Hospital (ISH) was the first healthcare institution in Malaysia

  granted with OHSAS - Occupational Safety and Health Standards in 2003



  JSH & APSH - National Occupational Safety Health Award by Department of

  Occupational Safety & Health



  Participated and won other Quality certifications and competitions at

   -   Enterprise 50 by NPC


   -   Quality Excellence Management Award (QMEA) by MITI


   -   Productivity Award by NPC


   -   Export Excellence Award by Matrade


   -   Brand Laurette by Delloile & MITI





           Quality Initiatives Journey
Internal Group-wide initiatives
  Group level


   - Innovative and Creative Circle / Suggestion Scheme, KPJ Level


   - Hari Makar, Cempaka Johor Corporation Level.




  Hospital Level

   -   5 S Programme to enhance basic housekeeping, triggering creativity and self

       initiative


   -   aSH Commiltee - workplace inspection & regular reviews





                                                                                                5
             Conference 01\ Cllfitomer-l'ocu.ed Cultur.· 2008: Enel'gi.sing and Empowedng Qu....ity
                       Slrategiefi Toward tlte Custl>mer·Drl",cn Organis"tions. g·llt.h June 2008.
                                                      The ZOn Regency Hotel, Joho~ B..h~u, Johor




                          Governance

• Corporate Governance


    - Financial & Management




• Clinical Governance

        Clinical Procedures & Outcomes


        Risk lV1anagement




leT & Te-chnology Enhancement
   Integrated   Group-wide patient record            and hospital information

   system


•	 Keeping abreast with new equipment & state of the art facilities

•	 Consolidation of   Information System (IS).          e.g. HITS. KPJ IT

   Blueprint; K-CIS - implementation of KPJ Corporate Network



   Information   Kiosk   (public information accessibility)


•	 Web-based         information sharing (ESS, Process Asset Library system­ 

   online documentation)



•	 New medical equipments & facilities                 for diagnostic imaging.

   cardiac services, oncology





                                                                                                6
         C""ference ""ll.l1stome,··I'., used Culture 2008: Ener!;1I"'ng I1t1d Empo...... ring Quality
                   Str..tegle foward the Cu.. tomet~Driv(!ll Otg"ul~,.tion"" 9·1 t .h June 2008.
                                                   Tlw Zon Rer..,ncy Hotel, Jaho, BllhTU, Joh."




                     CSR Projects
•	 Charity Outpatient Clinics
   - 10 charity outpatient clinics opened in Johor, Selangor &
     Sarawak.
   - Operational support from the clinical and management from KPJ
     and its hospitals

   - Commitment in funding


•	 Charity Dialysis Unit
   - Attached to the charity clinics

•	 Charity Hospital
•	 Treated more than 4,000 outpatients since its inception
   in 1998.




       Service Excellence
        - The KPJ's Way




                                                                                                  7
                      C",nfer""ee on (     u~tomer-l'oeu~"d          Culture ZOOS,   l::ttOr~~u,    and Ell1pow"ri1li: Quality
                                 St.f-atp"'gic1ii;   TQ't~",rd   thu Cuslomc.:r-nrivcn   Org~\Ub... tionlS.9- l J th ,JUY1'l' 2008.
                                                                            rho Zon R.. g~ney      Hotel, Joh.>r l:$ah,u,  ,'"b",




                            -Service--Excellence
                              'The KPJWay
        Consistent effort towards Continuous Improvement. KPJ
        embarked into Service Excellence - The KPJ Way programme

        'Setting the minimum standards of interaction behaviors
        and actions while
            }>jnteracting (either face to face, telephone, electronics), with patients I
              customers and other stakeholders; greetings, non-verbal
             communication, showing directions and attending to inquiries.

            ~handling crisis;   communication skills, alertness, empathy




                        . Service Excellence
                               .
                            The KPJWay
             Service Mapping
              - Analysing and reviewing processes for hassle free patients
                 interaction
.--.'
              - Enhancement of process for patient safety and comfortabllity
              - Create opportunity for education process to patients I customers


        •    BenchmarkirlFj
              - Benchmarking with World Class organisations (local & abroad) for
                 improvement or total revamp (where necessary)




                                                                                                                                8
                ConfereJrc<> 011 Customer·)'oeu""d Culture 2008: Energi~in& nnd El11powerill~Quality
                            Strategies Towl\rd Ule Cu"tomer·Drl"eu Organio .. tlon~, 9-l1tb J",ne 2008,
                                                         Til" Zon Regency Hotel, Jokor Bruuu, Jokor




                         .INSUMMARY
                 In a nutshell, KPJ pro-actively
             implements Transformational initiatives
                following McKinsey's 7 5 Model
          a) Strategy

          b) Structure

          c) Systems

          d) Style

          e) Staff

          f) Skills

          g) SHARED VALUES





          Strategy: Adapt More Opportunity­
••...ttl,··... priven compared to being Plan-',

                        Dependent
   ~	     Grow and expand the business/services profitably

   >- Seize merger, acquisition and partnership opportunities, both

          domestic / international levels


   .,..	 Aggressively fulfill industry-wide demand for professionals in

         hospital management & consultancy services


   )-	 Cross border employment arrangement

   ).>	   Enhanced stakeholders' returns

   >-     Leverage on increasing demand for Syariah-compliant

          products

          - expand current AI·'Aqar KPJ REITS





                                                                                                    9
          Confer,,"ce Oil t'uBtomer-I'ocuscd Culture 2008: EnerJ\lSiDg nd ~;lUpOW"tlnl::Qu.dity
                     Strategies Toward thc Customer·Driv"u 0'1!."nlliations, 9-1 JU, J"ne 2008.
                                                   The ZOJl Regency Hot I, Johot Bah...", .lohor




            'Structure :
from single focused to team focus
':'From one single hospital management becoming a network of
   hospitals


.:. Realignment of operational structures: Centralisation of support
    service functions at hospitals; leaner manpower


.:. Procure latest in technology and equipment to provide state of the
    art services


.:. Creation of new business units - from Cost Centre to a Profit Centre
 - more Intrapreneur companies
 - creating Community of EntEtpric;es




                             - what this means

                             FOCUS ON:
     Teamwork, teamwork, teamwork among all medical

     consultants & staff in providing services


  •	 Drop the word "department" - use "SERVICES"

     instead


  • Greater interaction & responsibility sharing for the

     improvement of the hospital





                                                                                            10
                 Conference t>n CU5tomer-FocU5ed CultlUe 200S: Ettorgialng lUld Empowering Quality
                           St'rategk& Towlttd the Cuott>m.er-Dr;ven Organisations, 9-11th June 2008.
                                                         Th" Zon Regency Hotel, JabOT Bahn] , Johor




  ,Systems: Promote greater discretion &
innovativeness,from routine and mandatory
                  centred

  •	 Introduce patient empowerment: Patients choose own

     medical consultants based on transparency & track

     record

  •	 Empower frontliners in satisfying customers - identify

     better ways to meet patients' needs

  •	 Provide services with speed, with IT competencies
  •	 Strengthening professional benchmarks for doctors,

     including ethics


 •	 Continuous pursuit of quality programmes, especially

    Accreditation for all hospitals





.Style' from Managerial to, Transformational

  r- ... ---- ~ ... _--- -- ----- .... -- - - -----,
  i
  ,	 Purely managerial role
  :
                ELIMINATE:

  : (aims for higher output :
                                                   '.....,.,
                                                   i.........

                                                   i
                                                                         BECOME:
                                                                 Transformational (aims to

                                                                 create quantum leaps in

  U~':'_':~~~ ...     .. _ ._.:                                  performance)


.;. create dynamic, visionary Transformational Leaders all levels:

     transform average followers to become superior

  . shape positive               attitudes & aptitudes of followers

.;. Cultivate better communication between medical consultants,

    management and team members


.:. Avoid 'blaminu others svndrome'
           .:. Foe U son C US TOM E R, C US TOM E R,

               CUSTOMER

               -BacktoBasic




                                                                                                11
            Confereo.ce Oil. Customer-I'a used Culture 2008: Energ,ising lUld ,Empowering Quality
                       Strategies Toward the C\l~tom"r-Orlv"o.Organisation.., 9·11th June :;l008.
                                                     Tlte Zoo. Regency l-lotel, Jonor B"hru, Jobor




       Staff . Practice ,'·'Team 'Spirit"

   • Development of creative, innovative, value added and value

     driven workforce to deliver highest quality services


     Staff participate continuously in training and education

     programmes


   • Togetherness -	 work and collaborate as a team to satisfy

     patients

         Valuing the contributions of each member of the team

         Shared problem solving and decision making processes

         Co-ownership of responsibilities: cleanliness, security, safety &

         quality

         Giving positive feedback openly - but give criticism privatelv
         Initiate and adapt to change for continuous improvement




 Skills             G'9in9 beyond the'Qrdin,ary
.:.	 Enhance knowledge: Continuous development of staff skills to
     strengthen and expand Group's talent pool

.:.	 Consultants are always encouraged to acquire new skills and
     keep abreast with new clinical technology

.:.	 Creativity & innovation
     •	 resourceful front-finers taking innovative action to

        manage patients' requirements, especially during

        contingencies


   - explore ways to make the A&E more patient friendly,

     as there is a large number of walk-in customers


.:.	 Continuous enhancement of nursing training for both local and
     international students




                                                                                              12
            Confe...once on Cu~tomer-JCocu.edCulture 2008: Euergi.inI\1... d Enlpo""'''n& Quality
                        Strategies Toward tbe Custom<:r·I>rlv<·n Orgalli~ations. 9-11th June 2:008.
                                                     The Zan IWgenc Hot"l, .rohoT Bahru, ,lobar




Shared Values :S,oft Hearts other than Hard Minds;
                soft hearts counter weight tangible financial success


  ,.. "SERVICE WITH A SINCERE SMILE, STRAIGHT FROM THE HEART"
      - if you can't smile, you are in the wrong service business

  » Uphold integrity and truthfulness   in carrying out duties

  » Good attitudes and positive values to subscribe to KPJ Core Values
  ;.- Adopt a dynamic culture emphasizing togetherness, for customers

  'J> Commitment to development of positive KPls and shared returns


  » Continue to contribute to Corporate Social Responsibility (CSR)
   activities, e.g. Klinik An-Nur, fund raising for flood victims, etc,



   Most Importantly, inculcate philosophy of
   "Our Success is My Success"




                                                                                               13
           Conf"rence on Cu.tom.. , .. ji·" u"ed CultuN; 2008; EnergiaiAl\ And Empo",""ring Quality
                     Strategie" Toward the Cu';tomer·Dri"f.'n Orga.ul.a.tion", 9·1lth .Tunc 2008.
                                                       The Zon Re.gellcy Hotel, Jober BLlhru, Jobo.




Biodata


Aminudin Dawam, aged 44, is currently the General Manager of KPJ
Healthcare Berhad (KPJ) in charged of the Group's hospital operations in
the Klang Valley as well as developing new international business for
KPJ.


Aminudin graduated from Sam Houston State University, Texas, USA
and received his MBA in 1988. In addition, he has obtained a Post-
graduate Diploma in Health Services and Hospital Management from
South Bank University, London in 1998.


Having joined the Group in 1991, he has managed several companies in
KPJ where he was the Operations Manager at Pharmacare Sdn Bhd and
General Manager of Kedah Medical Centre and Ipoh Specialist Hospital.


Aminudin holds the post of Chairman at Perdana Specialist Hospital
(Kota Bharu) as well as Executive Director at Ampang Puteri Specialist
Hospital (Selangor),      Damansara Specialist Hospital (Selangor) and
Tawakal Hospital (Kuala Lumpur).


Aminudin is also responsible for the commissioning work for United
Hospital Limited (UHL) in Dhaka, Bangladesh and the hospital was
officially opened by the Honorable Prime Minister of Bangladesh in
August 2006.


He also sits on the board of other companies within the Johor
Corporation's Group, namely HC Duraclean Sdn Bhd and Healthcare
Technical Services Sdn Bhd.




                                                                                               14
      Session 1 : Customer Relationship

                      Presenter



                    Sazali Yahya
     ( Focus Learning Corporation Sdn. Bhd. )

Topic: Innovating Your Customer Service: Transforming
  Customer Service into a Total Customer Experience
                Conference on Cu&tomer·Foeused Culture 2008: Energi.. ln~ uod Empowt:ring Quwity
                          Strategic Toward the Customer·Driven Organillntions, 9-11th June 2008.
                                                     The Zon Regency Hotel, Johor BabOl, Johor




       Innovating Your Customer Service: Transforming Customer
                  Service Into A Total Customer Experience



                                         Sazali Yahya

                         Focus Learning Corporation Sdn. Bhd.

                            A-G-03A, Aman Seri Kelana Jaya

                              Jalan SS 7/ 13B, Kelana Jaya

                              47301 Petaling Jaya, Selangor

                       Phone: 03-78765835, Fax: 03-78755054




                                            Abstract

      Globalisation has indeed made the world a smaller place. Customers
      have now become more aware of their needs and wants. They now
      have higher expectations; they want more choices. As such, it makes
      it even more critical for a company to be able to stand out among the
      crowd and be noticed for the right reasons. More often than not, the
      way you treat your customers is THE ONLY WAY you can be counted!
      Today's   competitive       environment        demands        nothing      less    than
/--

      excellence in customer service!

      Given this heightened awareness, even the Malaysian government
      now asks her departments and agencies to improve their service
      delivery and at the same time encourages the private sector to
      improve and further enhance the standard of their customer service
      for the benefit of the general public.

      Via this paper, Focus Learning is proud to share with you:
         Conference on CutiloJ1lcr-Focu"e<l Culture 2008; EneJ'gl.ing and Emp<>wcring Qu.. lity
                   Str- tcgi". Townnl the Customer·Priven Orl(ani.4tions, 9-11lh Jun 2008
                                                  The Zoo nell: 'nay Hotel, JObDT Banrn, Johor




    •   Our involvement and experience in helping organisations to
        enhance their service excellence

    •   Key   challenges        faced     by     organisations         in   transforming
        employees to be customer-driven organisation

    •   How these challenges were overcome

    •   The systems used to effectively manage the organisation's
        service excellence efforts

    •   The outcomes thus far

At the end of the presentation, we hope the audience will be
illuminated with knowledge of customer service, which may benefit
them in their own quest to improve that of their own. In the final
analysis, we believe any organisation will need every bit of an "edge" it
could possible have in order to remain relevant in the face of stiff
competition currently prevailing in the market place,




                                                                                             2
           Conference on CU1I'torne ·fl'o.,..r."d Cult...., 2008: EnergiGing «nd Empowering QwUlty
                     Stnv;egie Toward the ell to-mcr-Dri\'Cl\ Orgamsations, 9·11th June 2008.
                                                         The ZQn Rel<""cy Hot"" Jobor Babru. Johor




Biodata

Sazali Yahya is a Senior Consultant with Focus Learning who
graduated with a Bachelor's Degree of Science in Accounting (George
Mason University, Virginia, USA) and Master's Degree in Finance (The
American University, Wash D.C., USA). In addition, Sazali also
obtained Diploma in Education (National University of Malaysia) and
Certificate in Business Coaching (University of Malaya, Malaysia).


His previous experiences include management roles in Sapura
Marketing and serving as General Manager of Corporate Planning and
Development for Telekom Sales and Services Sdn. Bhd.

Hence, he has developed an extensive flair in corporate planning,
marketing, business development, and customer service. As a senior
consultant, Sazali has been conducting numerous programmes on
creativity and innovation, strategic management & leadership, as well
as   organisational        development          programmes          relating      to    service
excellence, change and/or core values, where he brings into them
valuable insights and inputs from his years of experience in the
corporate sector.



Locally,   he    has     conducted training and consultancy involving
organisations such as Malaysia Airlines, Petronas Dagangan, Tenaga
Nasional, Sime Darby, Malaysia Airports Berhad, CCM, MRCB, MISC,
Texas Instrument, AEC, Elektrisola, Securities Commission, PERNEC,
UITM, UMT, EPIT, Prokhas and many others. His international
training stints have brought him to countries like UAE, Kuwait,
Bahrain, Oman and Brunei in dealing with organisations from across
industries such as oil and gas, banking, utilities, local government,
training academy, academic and administrative centres. He is highly
sought after due to his vast experience in dealing with high profiles
multinational companies.



                                                                                                3
Session 1 : Customer Relationship

               Presenter



            Farah Lange
       o( .SWETS Sblgapore )



 Topic: Building on Customer Intimacy
       C"nfer"ncc on Cu,;tomer-Vocusccd Cultun: 2008, Energil>wg and Empowering QUlllity
                 Strategi"" 'r(.IW~td the CU8toLl1"r-l}rivon OrganJSutioD3, 9-11th June 2008.
                                                 The Zon Regency Hot.cl, Johot Bah"" Johor




       ....   .   '1   f   ~ I   \.   t   .
       SWCTS                                  SC
 Building on Customer Intimacy


 r"arah lange
 CGmrnercral !V1anag . r, Asi"
 Sv,'ets




sweTswis

     Agenda


     :J Introduction - who is Swets
       J Today - the milestones
      ..J Rebranding - the commitment to service
     ',.,j Building Customer Intimacy -creating the requirements involving
        the customer
      ,.,j Strategy & commitments
     ..J New solutions
     ..J Summary
          C nferenCe on Cu"tom.,r-roc ' d ulture 2008, Energising l\nd Empo <'fing Qunllty
                    Stflltegtes TowHrd th . CUllto,uor·[)riven OrganLsntions, 9·1lth June _008.
                                                   'fb. lOll Regency Hot I, Joho' Bahru, Jobor




SWCTS         isc
        Who are we?




                                   Swets has been operating since 1901




From a single bookshop in Amsterdam,
Swets has grown into a truly multinational
company, with offices in more than 20
countries around the world




SWCTS       '15_



                                                            leMOn, 160 .. tlon,.


                                                                   .
                                                                   ~
                                                                        ~~~   )




                                                .
                                        60,000 ,Uentl



                                            U millicin ,.b,,:rlptlon,
                                                                                  uo,ooo puliicllion,



'Swets handles more than 1.8 million subscriptions annually

-Swets has an annual turnover of more than US$l billion

-Swets helps more than 60,000 customers from over 160 countries around the world

'Swets provides its customers with access to more than 65,000 publishers

'Swets Is the only subscription services company to be awarded ISO 9001:2000
certification on a global basis




                                                                                                        2
          onferencc on Customer-Focused Cul~\lrc 200S: En"rgj~ml( and Empowerinl( Qunlity
                   Str.tegl~s 'roward t.he Cumomer-Drlven Orgllnlsntions, "'-11th JUlle ~003.
                                                            Tb(' Zon Regency Hotel, Johar Bahru. Johor




SWCTsw·se



What problems do we solve for our customers?



                                              _S.~i1Tl\Ie)



                                        f- <>-
                                        i :::
                           ~
                            C,~~
                                   I"~I''-'"
                               -        !     bp~.
                                        ~     .AIxoi:f.c",*"t

                                        r'.
                                        L..
                                              L-oji;tkJ
                                              Ctlodl:.lll




          Streamlined administration with thousands of Publisher _
                     All through one, neutral relationship




swc   S      !"(~




Toaay .. _,'"

New owner

          New branding

                    New library solutions

                            Strong entrance into eBooks

                                      Purchase of MPS's ScholarlyS

                                                            Healthy growth in




                                                                                                    3
          Conferenc.: on Custom" - ocused CUlture 200B, EneY/!;illing and Empowering Qunllty
                    Strategic,; Towtlrd the Cw<tomor- Iven Organisations, 9-11th June 2008.
                                                  Th. Zon Reg.mey Hotel. ollor B~l\ru. JoboT




swcns       ,'51:?




Rebranding Swets and why it is mportant ....

The last year, many events came together:

-   The first visible results from our new strategy
-   Key product launch of SwetsWise Subscriptions Library Edition
-   Full E-journal Access suite of services
-   More than 50% of subscriptions with Swets are e
-   Change of ownership

We also want to show our ongoing commitment to service




Starting with your processes ."


                                                .,. we plotted our position
                                                and services.

                                                Thereby clarifying our role
                                   ACCESS
                     SW(Hswi!>c                 and the interaction between
                                                services.




                                                                                          4
    Conference on C",tomer·Focu.ed CuJtu c 2008: Energ.hllng AI\d Empowerlnp; Qunlity
              Stmtegfl)S 'row, rd the Customer-Driven Organisations) 9-11th Jtlfle 2008.
                                            Th" Zon Regency Hotel, Johnr Bahro, Johor




sweTSwise
    How do we do that'?



                                                           •
         s                        T
     Everything you need to acquire, access and
             manage your subscriptions




sweTSWlse

    SwetsWise

         SwetsWise has been designed to offer support in all aspects
                       of the Subscription Life Cycle




                                              ACCESS




                                                                                      5
        Conference on Cuslomer·Poeu.ed CUlture 2008: Energising and Empowering Qunllty
                  Str8rc[:,n Toward the CUilt.omcl·[}rlven Orgalwmtioos, 9 11th June ZOOS.
                                               The Zoo Regency Hotel, Johor Bahru, Jobor




SW~TS       'se

       SwetsWise

       Products in the SwetsWise portfolio support different aspects of the cycle:




                                             -"J




                           SWCTS                          SWCTS\,"",'




                                                                            --
                                                          SW     S    j_
SWCT



                                                          SWCT ..... i·




sweTSwise
       Customer Needs
       Talking and listening to customers -

       Ability to order new subscriptions easily and quickly
             •   And arrange for access of e-journals

       Overview of subscriptions purchased

       Easy to use/reach tools to manage subscriptions
             •   Ability to renew and cancel SUbscriptions
             •   Ability to claim missing issues/access
             •   Detailed information on each subscription and status

       Management information
             •   To assist In management of SUbscriptions
             •   To assist In collection management/development

       Information on what is available




                                                                                        6
       Conferen"e on eu"tomer-Foeuud L'ultur« 2008: Energi*i.og and Elmpow<:ring QUDllty
                 Strategies 'oW1l.rd the Customer-Driven Organisations, 9-11th June 2008.
                                               ,hie Z n Regency Hotel, JOhnr Bahru, Johal




SWGTS .,.v°se

     Creating the Requirements
      Involving Customers


     First, we reviewed customer feed-back

     Thought about what the service should
     be and any bright ideas we had

     All this was put together as a description
     of the new service




SWCTS     ·se
     Creating the Requirements
           Involving Customers

     This description was discussed in
     detail with different customers and
     consultants

     From these discussions, a clear
     picture of what had to be created was
     established




                                                                                       7
      Conferenc' on Cu&tomer-F<>cu~edCult:Ute 2008: Eneq;jlling lind Empowering "oUty
               Strategies Towa rd the Curtomet·Drlven Org,mi.sntions, 9- t 1th June 2008.
                                            The Zan Regency Hot."'l, Johor Bahru, .Tohor




sweTSW.S ..

     Creating the Requirements
           Involving Customers

     Finally, usability testing was done with
     customers

    This ensu red:
          •   The description was properly
              translated into the system

          •   That the system functioned as it is
              supposed to

          •   That the system is user friendly and
              intuitive




    Value Proposition

    An on-line environment that allows you to
    -purchase,
    -access and
    .manage
    all your electronic and print subscriptions.

    SwetsWise Subscriptions allows your library's entire collection to be
    available at your fingertips, simplifying the entire journal management
    process.




                                                                                       8
               C')f,ference on Cu"torn"r·Focu •.,d ulture 2008: Energising ad Empowering Quality
                           StTatt>gies 'rowaTd the CUlItomer-Driven Organi.llDtions, 9-11th June 2008.
                                                          The Zon Regency Hot<ll. Johnr Bahru, Jnhor




      sweTSwise
               Features & Benefits


      Information Features
           •   Subscription detail
          •    FYI
           •   Online reporting
               Li cense & process status


      Management Features
           •   Catalogue
           •   Order/Renew/Cancel
---       •
               Claiming
               Site Allocation
          •    Integration with other SwetsWise products




      sweTS\t\ is':!


      \'-,k • 'role: l:own our Slf""tcgy ..mJ l.ol·nmttments


      By integrating how you buy. manage and evaluate information. Swets can provide
      you with the freedom to focus on what's most important to you and your
      organisation.

      We manage your subscriptions so that you can focus on the information.

      Swets sImplifies




                                                                                                   9
        C nfcrcu('., on Cu,tomc:y-F",cu""d Cu!tu," 2008: EntlrgjliUlg and Empowering QunlJty
                   StritlCj,,'lCS TOWMd tile (:ufrtomcr-O"ven organiMtioDlI, 9-11th June '2008.
                                                     Th Zan t~ct:eDCY Hotel, John, Baluu, Jailor




sweTSwise
But never forgetting that it fS a people"s business...




       "'{lIS
                                             +

You therefore see real people in our branding indicating that it is
service and showing the internal reach of Swets

SwetsWise is a service-support tool, not service replaceme




sweTS      i"f?




because we wanted to do it right

        concept checking with customers
        external consultants involvement
        usability tests
        beta-testing with limited set of customers
        2 nd release in summer


    and make this the best library support tool


Designed for libraries with librarian:'




                                                                                            10
         Conference on Customcr·Fccu"ed ClllttJre 2008, Elle.rgi..Jng and Empo..,<!ring QunUty
                   StrategIc" Toward the Customer-Driven Organisations, 9-1lth ,Iune 2008.
                                                Th" Zan Regency Hotel, Johor B..hru, Johor




swcTSwise

Other nev',J sol tions that played a key role_



eBooks - partnership with Ingram's MyiLibrary

NewspaperDirect - online newspapers

Purchase of ScholarlyStats - usage statistics

SwetsWise Searcher




sweTS       ·S(~



            Ii!




The service itself is valuable

- aggregating usage data
- standardiZing the data
- presenting stats in meaningful ways




But it is part of a bigger plan.
                                                             ScholanyStafs Processing
                                                     (o.b:rnlp.rNlNlI'ldd~lJSo)l)t_rt""",..(.ortl:lllll:Uaro1.,,~,
                                                                           f'l1Xl't~ /'I" CJt'!'""tftlU:d
                                                           a:t'I'so..:~,)t(plj tnd dM!"h>"lJl"<j




                                                 L'       --:=                                     J.'lt~rlto~t':'Jr~
                                                    Dd"IV&'Tt:lltoU""
                                                 'J<:h4lNJvSt:"t,;pnrtllJ                          1I,,'rtJ1~nl~IN"QUf.t




                                                                                                                           11
            Con!""r"",,   >OJl Cu,;tOlneY-~ocu>;"dCulture ~,008· EncY1?sini: and Empow.:<ing Qunlfty
                          Strl\n:'glfl Toward the CUe1'omer·Drh7I'fi OrganuUltion". 9·1Ith June 2008.
                                                         The lion Hegency Hot,ot. Johor Bahcu, Jahar




swcTswise

Agents should assist more in cKquisltlon process...


We have so much information:                  r---\
- titles
- bibliographical information                 ~

- price information

Add:                                                                                  ACCESS
- usage statistics                                                  sweTSwisc
- citation scores



And we can build a true acquisition supp




We cali it Selection Support fol' now ..




It will provide information like:

            price per click
     i:J:   low usage journals
     i:J:   alternatives in specific subject fields
     i:J:   scenario analysis on adding/deleting journals
     i:J:   information on journals which are part of a package

allowing you to make the best acquisition decisions.




                                                                                                 12
        l   l   "Ie.'.u,"· (,II u .• te·ill' I .,~,,>cd Cul u,<.. 200&: Energi,lill" QDd Empowennl!. Quality
                         Shatell'es 'rowa,ct the Cu.tom~.r-Orlvcn Organigntlons, 9'llth .!um; 2008
                                                          The Zon Regency Hotel, .Joho, 5ahol. Jobol'




in 20lJ8 we are launcrlillg new ::.er ic 5 and                        initiatives ...•



   License Bank in SwetsWise

   Bulk Renewals in SwetsWise

   Further eBooks integration

   Shibboleth authorization                                      Main themes:
   SwetsWlse ERM
                                                                 * Managing electronic resources
   SwetsWise for Publishers
                                                                 * Content selection su
   SwetsWise Selection Support




sweT wise


. . .• On to 2009 and beyond




We will continue to expand in Asia

We will continue to launch new services

We remain dedicated to quality and service




                                                                                                        13
          Confenmc£ on Customcr-Foctl",.. d Culture 2008: Eocrgilling and Empo ering Quality
                        Strategies TOWllrd the Customer·Driven Organi"ntions. 9-11th June 2008.
                                                     The Zon Regency Hotel, Johor B"hru, Johor




    5   eTS     I~-..

          Concl usi on

         F Swets continues to build an integrated service and product
           offering to meet our customers diverse requirements

              Swets works increasingly with technology partners to bring the
              latest technology

              Swets continues to invest heavily in developing products and
              services as well as training and development of our staff

              Our service is built around service excellence, based on
              "customer intimacy", knowledgeable skilled staff, tied to cutting
              edge technology .

-
.
                        Building on Customer Intimacy




    sweTswise




                            sweTS
                            SWt;"S       implifies




                                                                                           14
          (.,."uen,nc~on Lu...tomer-Focu"ed lJulnlre 2008: Energising and Empowerint; Quollty
                     Strategies Toward t1H' ustoltler-Drlven Organi:!."tions, 9 11th .June 2008_
                                                   The Zon Regcncy Hotel, ,Johor Bahru. Johor




Biodata


Farah Lange is the Consortia & Publisher Manager, Asia at Swets
Singapore. She holds a Masters in Management and Bachelor of Arts
in Literature & Mass Communication. She has been working with
Swets Singapore for three years and has an eight years experience in
the publishing industry.




                                                                                            15

				
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