29 4. CHAPTER IV: DATA ANALYSIS After understanding the process and causes of the problems, alternatives are generated to counter each occurring problem. This are done by SD Generating, SD Filtering, SD Realizing, and SD Explaining. SD Generating are done in the form of brainstorming that is done with the Co-owner of the business, Rinintha Ridho. SD Filtering are done by PINC Filter. Each alternative’s strength, weakness, opportunity and threat is assessed and the results are shown to the owners. They will then choose which to implement. What is implemented then will be realized by story-board and explained by new Service Blueprint. 4.1 SD Generating: Brainstorm SD Generating is done by brainstorming ideas to conquer the problems faced by the company. It is done with the owner’s daughter, Rinintha Ridho, who has extensive knowledge of the business. It is done at August 10, 2015. The method of brainstorming used is guided brainstorming where a topic is chosen and the participants, the researcher and the owner’s daughter, are asked to generate solutions while seeing in different point of views. The brainstorming focus on every details that are lacking between the costumer expectation and perception. Every possible alternatives to cope with the problems are discussed. Below is a table that shows the problems and its generated alternatives. 30 Table 4-1 Brainstorming results with the co-owner Category Problem on Alternatives Reliability Information on bus schedule Website Information on ticket availability Website Ease in payment Online payment more outlet Assurance Error on ticket Computerized ticketing Departure assurance Tangibles Quantity of ticket buying booth More accessible place Accessibility of the terminal More accessible place Hire cleaner Provide better ticketing process so the customer does not have to wait Waiting area seats availability More seating Provide better ticketing process so the customer does not have to wait Cleanliness and availability of toilet and prayer room Hire cleaner Provide better ticketing process so the customer does not have to wait Comfortable and clean eating area More accessible place Empathy Nice and polite employees Automation self service Employee training The willingness of the employees to help Automation service Employee training Responsiveness The capability of employees to give information Information desk Website Employees able to serve costumer quickly Self service Quickly give information of departure Information desk 31 4.2 SD Filtering: PINC Filter Research is done on the alternatives to assess their given Positive, Intriguing, Negative, and Concerning (PINC). Each individual alternatives is assessed and, at the end, given to the owners to be considered. What the owners thinks as the best results is the ones that are going through to be implemented at the next stage. Below are all of the PINC Filter of the alternatives and some explanation to it.  Website Table 4-2 Website PINC POSITIVE INTRIGUING Provide information New technological advancement Faster information spread Online ticketing integration Easily personalized Cost effective NEGATIVE CONCERNING The need of site maintainer Hacker Not yet embraced by every people By creating a website, Bintang Prima can reach wider market and become more known to the general people. Information on the bus can be provided here and customer can quickly access it. It can be easily personalized so that in occurrence of a change in the service provided, it can be quickly updated. It is costly effective as owning a domain cost only around Rp 100,000 to Rp 150,000. But, creating a website needs professional help. Creating a bad looking website would just shows that the company is not taking business seriously. There will also be problem when most of the customers are older. Most of them do not understand how to use the internet to find information. 32  Online Ticketing Table 4-3 Online Ticketing PINC POSITIVE INTRIGUING Easier payment method Wider market Automatically registered Work-force relocation Minimize employee burden Provide cheaper price 24/7 accessibility NEGATIVE CONCERNING The need of professional skill Fraud Problem when the website is down Technology adaptation level With development of the internet, online ticketing has been a common thing. There is a significant difference in number of physical air-flight agencies nowadays compared to few years ago. Online ticketing provide customer an easier and faster payment method that can be done anywhere anytime. It will also help the company as it minimize the employee burden by automatically register any booking and payment. It will help company reach wider market and possibly cheaper price to the customer. Work-force can also be relocated to supporting systems such as information center. The down side of it is that it needs a professional assistance. It is not an easy task to do and different companies usually required different things to be custom made for them so there is rarely a default program for this. It is also open to internet fraud. The inline ticketing would depend on the website of the company and its customers’ technology adaption level. 33  Expanding to New Outlet Table 4-4 New Outlet PINC POSITIVE INTRIGUING Easier to access New market NEGATIVE CONCERNING Costly Community complains Government regulation Spread of staffing Expanding the outlet of Bintang Prima to new place can provide an easier access for the customers to do everything. It can also reach a new set of market unreached before. But, investing in land and building is costly. It will require a new staffing member or spread of it. Not to mention that there are government regulations on where the bus can and cannot travel to and the community approval needed.  Digitalization Table 4-5 Digitalization PINC POSITIVE INTRIGUING Quick integration Expansion to the shipping sector Cleaner Less waste Decrease workload Less paper Require small space NEGATIVE CONCERNING The need of professional skill High dependency toward technology Less customization Server breakdown The need of a server Costly What we meant by digitalization is to convert all process and documents into digital format instead of physical format that is how the business is running at the moment. By compiling the data straight forwardly to digital form, faster integration of data can be achieved. It will also be less of a hassle and requires small space. It will be faster to find customer information and decrease workload. This method could also be implemented on the shipping department to make a better configuration of data. But, digitalization can be costly at initial implementation. 34 We would need to buy computers and hire professionals to create and integrate the software. It will also make the process more rigid, which can be a good or bad thing. It will be very dependent on the technology and need the employees to quickly adapt to the new process.  Hire Employee Table 4-6 Hire More Employee PINC POSITIVE INTRIGUING Fresh start Can find better fitting employees More work force NEGATIVE CONCERNING Unexperienced Unknown personality Cost of employee wage The more workforce available, the more things can be done. Hiring new employees can provide a fresh new start to the company. The company can hire a better fitting employees to be placed at certain position, for example a more friendly and polite employees on the ticketing booth to serve the customer. But it could backfires as people can be different from what they initially project. They can look friendly at an interview but gradually, over time, they shows their true self. New employee would also means unexperienced employee. It will also cost you more money to pay for their wage.  Provide more waiting room seats Table 4-7 More Waiting Room seats PINC POSITIVE INTRIGUING Provide what the customer wants NEGATIVE CONCERNING Costly Not enough space for parking Takes space More waiting room seats mean more place for people to sit on. It just what the customer are asking for. But, providing more seats are costly and take up already limited space that are initially used for parking. 35  Employee Empowerment Table 4-8 Employee Empowerment PINC POSITIVE INTRIGUING Keeping experienced employee More loyal employee Increased efficiency Better service provided NEGATIVE CONCERNING Time wasting Culture Costly Lesser education Employee empowerment program create a better efficiency and service provided by already experienced employees. It will create a circle of more loyal and capable employees. But, it is time wasting and costly to implement. Not to mention that there are no guarantee that it will work as it also depends on the culture and education level of the employees.  Information Desk Table 4-9 Information Desk PINC POSITIVE INTRIGUING Unclog the ticket booth Take burden of ticket booth Faster assistance Create more variation of process NEGATIVE CONCERNING Take space Unfamiliar process By providing a separate booth for information, some burden of the ticket booth is taken out. It will provide a faster assistance as they will not have to be waiting at the ticket booth and also provide faster ticket buying at the ticket booth. It can be implemented with new process such as providing the ticket buying form at the information desk so that faster time will be needed at the ticket booth as they did not fill the form there. The downside is that it takes space and customers are already used to the current process that it will take time to be familiar with new ones. Those are alternatives generated from the brainstorming session assessed with PINC filter. The data and explanation has been provided to the owners of the business and they have chosen which is to be implemented and which is not. They choose to implement digitalization, website, and information desk. They choose not to implement expanding new outlet and hiring more 36 employee because it’s too costly. Government regulation is also one of the major factor of not to implement expanding new outlet. Employee empowerment program is viewed by them as a waste of money and time since they are working with employees that have low education and will not be affected much by the program. Providing new seats would have to wait as they are reluctant to provide secluded fund and would prefer to wait for spare buss seating to be used as waiting area seats. Online payment is found to be unnecessary at this stage of the business as the customer are not yet seen as ready for it. 4.3 SD Explaining: Storyboard The new process that is developed with the alternatives are explained as below: Figure 4-1 Customer Finds Information Firstly, the customer would have to hear about the business somehow. Thy can find the information of the bus service by word of out, banners, and also website. Word of mouth would still be the best way to spread the information of the business as the people are still very close to each other here. The second would be banners that shows the service with bright and catchy design that will not be passed by the eyes of people in a moving vehicle. The last method is the website that will be useful to those people that are mostly first time tourist to the area since they can find the information easily beforehand. The website will contain key words that are usually used by travel agencies. 37 Figure 4-2 Customer contact the company The next stage is where the people contact the company either to book a ticket or just find out more information. This can also be done by three ways; calling the company, coming right to the information booth at the station, and via website. Calling the company right away will be answered by a standby employee. The customer can find information by asking the employee and also can book their ticket right away. The standby employee will be ready with all of the needed information. The second method is to come right away to the information desk where the customer can have a face-to-face interaction with the standby employee. The third method is by contacting the company via comment section at the website. This last method would have lower response time. Figure 4-3 Customer fill ticket buying form 38 When the customer come to the station to take their ticket, they would first need to fill the ticket buying form. The ticket buying form will be available at the information desk where a standby employee would direct the coming customers firstly to. The form consist of simple identity questions that will be put on the ticket. There will be a table and pens ready for the customer to use to fill the form. Figure 4-4 Customer book and pay for the ticket After filling the ticket buying form, the customer can go wait in line at the ticket booth to pay and get their ticket. The customer can pay for the ticket with cash straight at the ticket booth or pay it beforehand via bank transfer. If paid by bank transfer, automatic integration within the system will show if the customer had already paid and they will only need to show the ticketing employee the transfer proof. The customer give their money or transfer proof with their already filled ticket buying form to the standby employee. The standby employee would then insert the data received to the computer, verify banks transfer payment, and give changes to the customer.