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Title:	體驗來自經驗：由顧客旅程中的相對感受發展服務設計 Experience from Occurrence: Developing Service Design through Relative Perception within Customer Journey
Authors:	胡淑莉
Contributors:	蕭瑞麟 Hsiao, Ruey-Lin 胡淑莉
Keywords:	顧客旅程服務設計顧客體驗相對感受再脈絡 Customer journey Service design Customer experience Relative perception Recontexualisation
Date:	2019
Issue Date:	2019-07-01 10:51:58 (UTC+8)
Abstract:	提升顧客體驗是服務創新的核心要務。企業常以量化數據來評量服務的滿意度，卻無法剖析顧客真正的痛處，也因此改善措施偏向於表面。近年來，企業大舉採用顧客旅程繪製做為改善服務的工具，希望了解使用者的痛點，使得設計者能對症下藥，提出服務設計方案。當今實務著重於由接觸點找尋痛點，但這樣的做法容易流於工具化，尚未能考量三項議題。第一，目前研究未能從顧客旅程中分析行為面的痛點，只是分析條件式的採納問題。我們需要分析使用者行為，配合人物誌而精準分眾，如此才能比較全面地理解顧客的潛在需求。第二，繪製顧客旅程時，大多只是服務流程的分析，並不是旅程，因為缺乏探索顧客的「體驗」。要分析體驗，就必須理解顧客的相對感受，找出創新的參考點，而這樣的分析目前仍在探索中。第三，現行作法於繪製顧客旅程後，就直接根據痛點來設計新服務，卻沒有注意到顧客是因怎樣的參考點而產生相對感受。我們亟需理解如何運用參考點來思考服務設計，促成實務的反思，並且反饋到解決方案。本文以一家航空公司為案例，鎖定豪華經濟艙旅客的人物誌，分析現行作法與顧客期望的落差，並由顧客旅程中理解相對感受。進一步，本研究將分析痛點背後的參考點，並探索如何以再脈絡的方式進行服務設計。觀念上，本研究提出改善繪製顧客旅程的構想，由特定人物的行為來分析旅程；並由顧客過去的經驗找出體驗的參考點，藉此理解顧客相對感受，而不是他們絕對痛點。這也改變服務創新的思維。實務上，本研究嘗試以參考點來實驗如何透過再脈絡來強化顧客的感受，也提出初步的服務創新構想。由相對感受來觀察旅程可以讓我們理解，優質顧客體驗不是來自於功能的改善或是效率的提升，而是必須奠基於對顧客過往經驗的深刻體會。 Enhancing customer experience is a priority of service innovation. Companies often use quantitative data to measure customer satisfaction, but they fail to analyse customers’ actual pain points, and therefore service improvement tend to be superficial. In recent years, companies have taken customer journey mapping as a major tool to improve their services. Such a journey map is used to understand users’ pain points, so that designers may propose pointed solutions. Current practices focus on identifying pain points from touch points within service processes. But this approach could easily be oversimplified and stress merely instrumental purpose. There are three under-examined issues require further investigation. First, current studies seem to analyse condition of adoption, rather than pain points from user behaviors within customer journey. We need to analyse user behaviours via persona so as to achieve precision segmentation. In this way, we could understand customers’ potential needs holistically. Second, when mapping a customer journey, we assess mostly its technical processes, rather than scrutinizing its ‘journey’. This is because customers’ ‘experience’ is missing. To analyse the customer experience, it is necessary to understand customers’ relative perception and recognize those reference points underneath. Such issues have not yet fully explored. Third, with a customer journey map, new services could be designed according to pain points. However, customers’ relative perceptions are often neglected. We need to understand how to leverage reference points to conceive service design for solving pain points. This thesis examines an airline company and focuses on Premieum Economy Class passengers in order to analyse customers’ expectations. It aims to understand customer experience through users’ relative perception within the service journey. Further, this study analyses the reference points behind those pain points, and explores how to recontextualise these references. Conceptually, this study proposes new ways to improve customer journey mapping within the subject of service innovation. This study analyses user behaviors from a target persona, and identifies reference points of customers’ prior knowledge in order to appreciate their current experience. This also unearths customers’ relative anticipation, rather than their ‘absolute’ expectation of a given pain point. In practice, this study attempts to elaborate customers’ relative perception so as to propose initial service designs through recontextualisation of these references. Examining customer journey from the lens of relative perception allows us to apprehend that pleasant customer experience comes not from functional improvement or efficiency enhancement, but is rooted in deep understanding of customers’ previous occurences.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 105932077
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0105932077
Data Type:	thesis
DOI:	10.6814/THE.NCCU.EMBA.090.2019.F08
Appears in Collections:	[Executive Master of Business Administration] Theses

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