Memberikan Pelayanan Prima dengan Mengubah Tampilan Tempat Usaha
Beberapa dari kita, mungkin punya tempat makan favorit. Tempat makan disini maksudnya bukanlah semacam restoran besar dengan pelayan berseragam, melainkan tempat makan skala kecil yang gerobaknya biasa ada di depan toko. Dalam ekonomi lebih dikenal dengan istilah UKM (usaha kecil menangah). Penjualnyapun kadangkala adalah suami istri.
Saya sendiri punya beberapa tempat makan favorit di daerah saya. Ada tempat makan yang menjual nasi goreng, mie ayam, bakso, ayam goreng, pecel dan sebagainya. Ketika saya ingin makan makanan tersebut, maka tempat-tempat makan itulah yang langsung menjadi tujuan utama saya.
Hanya saja, ada satu masalah yang menurut saya masih kurang diperhatikan oleh sebagian pelaku usaha, yaitu penampilan tempat makan di toko mereka. Masih sering saya temui, tempat makan yang sebenarnya dikenal masyarakat, rasa makanannya enak, dan tentu saja laris manis, namun memiliki keadaan toko yang kurang nyaman. Kondisi kursi dan meja makan yang tidak terawat, dinding tanpa cat, dan terasa panas. Itu jualah salah satu yang membuat saya terkadang enggan untuk makan di tempat tersebut.
Kita tentu menyadari bahwa untuk memiliki sebuah tampilan toko yang bagus perlu dana yang tidak sedikit. Bagi pelaku usaha yang masih minim modal, pastinya akan kesulitan untuk memenuhinya. Akan tetapi untuk pelaku usaha yang usahanya laris manis, harusnya paling tidak ada sedikit perubahan pada tampilan tokonya. Yang terjadi di lapangan, selama bertahun-tahun tidak ada perubahan sedikitpun. Itulah kenapa saya tadi menyebut penampilan toko masih menjadi hal yang kurang diperhatikan. Dananya ada, namun keinginan untuk memperbaiki pelayanan yang masih belum ada.
Memperbaiki tampilan toko tidak selalu mengubahnya setara tampilan café, restoran, atau tempat makan besar lainnya. Tapi kalau memang bisa seperti itu, lebih bagus lagi. Semua bisa disesuaikan dengan kemampuan yang ada. Bisa dilakukan dengan bertahap. Sebagai gambaran saja, misalnya sebagian keuntungan usaha bulan pertama dialokasikan untuk membeli kursi yang lebih kuat dan nyaman. Tidak harus banyak. Beli beberapa buah dulu. Bulan kedua, membeli meja makan. Bulan ketiga, menyediakan stop kontak agar memudahkan pelanggan yang makan sembari menge-charge gawainya. Bulan keempat, menyediakan kipas angin. Begitu seterusnya.
Kita bisa belajar dari banyak usaha, sebutlah beberapa café terkenal dan banyak pelanggannya. Jika diamati, menu makanan yang disediakan sebenarnya bukanlah sesuatu yang baru. Di beberapa café, menu yang tersedia bahkan adalah menu-menu yang umum ditemui dibanyak tempat. Lantas, apa yang membuat café tersebut menarik? Ya, salah satunya karena penampilan atau suasana café yang unik. Ada yang mengusung tema-tema tertentu seperti tema klasik, nostalgia, kebun, hingga outdoor.
Kebutuhan manusia memang semakin lama semakin berkembang. Sebuah produk dan jasa yang dibeli tidak lagi hanya sebatas hanya untuk mendapatkan manfaat utamanya, namun lebih daripada itu. Sebagai contoh, konsumen membeli baju tidak sebatas fungsinya untuk menutupi tubuh. Lebih daripada itu, konsumen membeli baju karena ingin menunjukkan eksistensi dirinya bahkan memperlihatkan status sosialnya. Begitupun dengan café, restoran, atau tempat makan sejenis lainnya. Konsumen tidak hanya ingin membeli makan dan minum, tetapi juga ingin “membeli” suasana tempat yang disediakan, fasilitas, hiburan, dan sebagainya.
Walaupun demikian, kebutuhan konsumen semacam itu cenderung bisa ditemui di masyarakat perkotaan. Adapun di daerah yang jauh dari kota, keinginan konsumen umumnya masih bersifat sederhana. Karena itu, meskipun sebuah tempat makan dengan keadaan sederhana pun masih cukup diminati. Orang-orang masih nyaman makan disana berulang kali meskipun harus duduk di kursi kayu seadanya, meja yang tidak terlalu rata, dan kondisi kurang nyaman lainnya.
Lalu, sampai kapan pelaku usaha mau bertahan dengan keadaan tersebut. Padahal, perubahan perilaku konsumen bukanlah hal yang sulit terjadi. Masyarakat adalah komunitas yang dinamis. Semua bisa berubah bahkan dalam waktu yang cepat. Belum lagi jika banyak tempat-tempat makan baru yang datang dengan menawarkan pelayanan yang lebih nyaman. Tentunya akan berdampak kepada usaha kita selama ini. Di satu sisi, kita tidak bisa menolak itu semua. Satu-satunya cara adalah kita menerima perubahan dan mau berubah.
Oleh karena itu, kesadaran berinovasi dalam layanan amatlah penting dimiliki. Meskipun hanya usaha skala kecil, namun bukan berarti tidak bisa memberi pelayanan yang prima. Justru di era persaingan yang semakin ketat, kemampuan kita memberikan pelayanan yang bagus akan menjadi keunggulan usaha kita dibandingkan usaha lainnya. Jadi sudah saatnya kita menata ulang usaha kita. Maju terus UKM Indonesia.
Muhammad Noor Fadillah
Menyelesaikan pendidikan S1 Manajemen di Fakultas Ekonomi dan Bisnis Universitas Lambung Mangkurat Banjarmasin. Memiliki ketertarikan di bidang ekonomi dan manajemen. Telah menerbitkan 2 buku, 1 ebook, dan banyak tulisan lainnya yang tersebar di koran, media online, blog, dan platform lainnya.
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