Enhancing Service Excellence and Brand Image: Certification Program at the Indonesia University of Education

According to Dr. Rupiarsieh, the Director and Assessor of the Public Relations Profession Certification Institution Nusantara, “All activities within the Tri Dharma of Higher Education, such as education and teaching, research and development, as well as community service, are broken down or translated into activities that lead to excellent service. Educational staff must position themselves as exceptional servants because service is the measure of customer satisfaction.”

Educational staff in each Academic Unit within the Indonesia University of Education (UPI) work to provide services to stakeholders, including fellow members of the academic community within UPI.

As outlined in the requested scheme, namely the Technical Guidance and Certification of the National Professional Certification Agency (BNSP) for Excellent Service and Public Relations, UPI is expected to realize what is offered to stakeholders, at least matching or even exceeding expectations. This is crucial as a significant portion of institutional activities revolves around providing services.

Rupiarsieh made these statements during the Technical Guidance and Certification of the BNSP Excellent Service Scheme at the Indonesia University of Education, held at the FPBS Auditorium on the 4th floor of Dr. Setiabudhi Street No. 229, Bandung City, for two days from Friday to Saturday (30/11-1/12/2023).

Service, she continued, is expected to become easier over time but with optimal results. All forms of service are a manifestation of the university’s vision and mission to become the best servant.

Regarding the Public Relations Officer scheme, through this competence, Educational staff are obligated to understand the university’s vision and mission and no longer neglect them. Given their position as the university’s front line, they must safeguard the university’s image from the implementation of internal policies.

“The Public Relations Officer is part of the institution’s advertising media. They must be able to provide any information needed by external parties. PROs must be able to provide information and answer questions about the university’s programs and policies,” she stated.

Through their competence as Public Relations Officers, she emphasized that educational staff in each Academic Unit must create a brand image, then maintain and enhance it. This responsibility is no longer solely the duty of leaders but has become part of the responsibility of educational staff in each Academic Unit. They must be able to be the spokesperson for the institution.

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