SATURDAY LECTURER: VALUE CO-CREATION IN LOGISTICS SERVICES BASED ON COLLABORATION SBM ITB held Saturday lecturer on 3 May 2014 at the SBM ITB auditorium by invitedKyatmajaLookman as Director of LookmanDjaja. This event aims to give best practices of logistics services facing with the globalization and the current economic downturn by reducing costs and improving service levels. The current situation provides a unique condition where companies need to consider several aspects of their business. These include the co-existence of contribution, competition, and cooperation; the shift from products, services, and solutions to participation platforms and experience networks; the emergence of new values; the changing meaning of the value creation paradigm into a new one based on value co-creation and organizational learning in their business. KyatmajaLookman in the beginning of the lecturer give illustration how important transportation services in the supply chain “transportation is part of logistics processes that connected each supply chain activities, without transportation activities we cannot called it as a supply chain”. One of logistics problems in Indonesia today is regional logistics cost in Indonesia is ten times from others country. For example: logistics cost from Singapore to Jakarta is around 1.2 million rupiah, however, with the same distance delivery to Pekanbaru reaches 12 million rupiah. Therefore, KyatmajaLookman also said, “In our business value co-creation has an important role especially to deal with upcoming AFTA 2015.” In his business Kyatmaja work with a different type of customer from Coca Cola, Nestle, P&G, Mayora, Orang Tua, and etc. His company provides services by applying skills and knowledge to fulfill the requirements of the customer by using customer centric. In order to fulfill the requirement Kyatmaja said, “ We proposed a new model by doing a collaboration with our customers by sharing information to anticipate uncertainty and uniqueness of each our customers”. Collaboration approach is used also in his business to co-created value. Value co-creation for Kyatmajais about people, how they work together, and how they work with the customers. In other words, value co-creation is to focus on the way people and organization and engages with the customer through their entire process. In the session Q&A, many students asks ranging from tips of LookmanDjaja to cocreate value with his customers, how Kyatmaja approach a new prospected customer,

and how to develop a partnership with his customers. Kyatmaja said that the main key for his company is to develop closer relationships with customers and the continuous adaptation of services represent potentially successful approaches to the development of improved competitive capability.Kyatmaja also said “I try to relate my customers as if they are my families, example: I add and connected my customers in my Facebook so I know if their daughters are married. This makes my relationships with my customer even closer.” At his end lecturer, Kyatmaja concluded that collaboration is one of the solutions to optimize load capacity in his business to increase efficiency. And he also states “The key to success in my business to co-created value is to have close relationships with my customers.”