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| Title: | 差異體驗:顧客旅程中的相對感受如何激發服務創新
Differential Experience: How Relative Sentiment in Customer Journey Inspires Service Innovation |
| Authors: | 霍紫汀
Hou, Zi-Ting |
| Contributors: | 蕭瑞麟
Hsiao, Ruey-Lin
霍紫汀
Hou, Zi-Ting |
| Keywords: | 服務創新
顧客旅程
顧客體驗
精準分眾
相對感受
Service innovation
Customer journey
Customer experience
Precision segmentation
Relative sentiment |
| Date: | 2020 |
| Issue Date: | 2020-09-02 13:11:03 (UTC+8) |
| Abstract: | 服務的目的是提升顧客體驗。過往實踐中，企業慣用量化數據為基礎以研判市場需求。 顧客體驗文獻著重分析服務流程中的接觸點，由其中找出顧客痛點，做為程序優化的根 據。然而，目前研究似乎忽略兩項議題。第一，廣泛分析普羅大眾，卻缺乏對分眾樣貌 的理解，因此也就無法精準理解顧客的痛點。雖繪製顧客旅程，卻造成找錯痛點而誤解 顧客需求。第二，設計者誤以為痛點是絕對值，而直接由痛點去發展服務方案，造成服 務創新達不到顧客期望。這是因為忽略顧客感受是相對的，是與過往經驗相比較而得。 本文以一家手機商的旗艦店為案例，分析特定分眾於顧客旅程中的相對性感受，理解看 似完善服務為何造成感受落差。觀念上，本研究將反思顧客旅程的方法，透過分眾人物 誌去探索痛點背後的參考點，理解顧客何以由的過往經驗形成相對性體驗。實務上，本 研究提出運用參考點來改善顧客旅程，並重新理解服務設計一直被忽視的感受議題。現 在的體驗來自過往的經驗，要塑造良好的顧客體驗，設計者不能依靠華麗的口號與亮麗 的外表，而是需深入理解顧客感受，將每項服務設計緊緊連結到顧客的相對期待。顧客 不會記得企業說過什麼，他們只會記得離開時感受到什麼。服務創新不能再執著於痛點， 而是要借力顧客的參考點，由心情感受重新擎劃旅程的內涵。
Abstract: The purpose of service innovation is to enhance the customer experience. In previous practices, companies tend to adopt quantitative data as a basis to analyse market needs. The literature of customer experience stresses touchpoints in service processes in order to identify painpoints for procedural optimization. However, current studies seem to neglect two pivotal issues. First, the general analysis of customer needs ignores the indepth pattern of target audience, which leads to inaccurate understanding of customer painpoints. As such, although a customer journey is mapped, it ends up with barking up the wrong painpoints, which misleads customer needs. Secondly, designers could presume that painpoints in absolute sense, thereby developing corresponding service solutions and eventually failing to reach customer expectation. This is because of our inattention in the relative nature of customers’ sentiment, which is based on the comparison with prior experience. This thesis examines a case study of flagship retail store established by a market leader. It examines the relative sentiment of a given customer journey in order to understand why seemingly consummate service would lead to differential perception. Conceptually, this research aims to reflect customer journey methods. By examining the relative sentiment of a given persona, it attempts to explore the ‘reference points’ that implicitly hidden behind the painpoints so as to understand how customers’ prior street-savvy may influence their relative experience. Practically, this research proposes a repurpose of customer journey by means of reference points. This addresses the under-explored issue of customer sentiment in service design arena. The present experience comes from prior knowledgability. To create pleasant experience, designers should not depend on fancy slogan or smart appearance. They need to probe into customer sentiment and align their service design closely to customers’ comparative anticipation. Customers will not remember what firms told them; they will only recall what they feel upon departure. As this thesis indicates, service innovation should no longer stick to painpoints but to leverage customers’ reference points to devise a customer journey with sentimental depth. |
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
106364144 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106364144 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202001610 |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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