美容服務業之服務流程優化：以Ｃ公司為例

Abstract

面對美容產業的蓬勃發展和高度競爭、個人美容服務的替代方案不斷增加，各家企業皆希望可以竭盡可能地開發新客群、留住現有顧客並且提高獲利，良好的服務體驗、顧客高度的滿意度將會是除了獨家產品外，能夠影響服務業競爭力的重要關鍵。 本研究是以深度訪談方式，將個案公司C作為研究對象，找出顧客在個案公司的服務體驗、服務的關鍵時刻，透過顧客旅程地圖繪製，進而分析和解決客戶需求和痛點；且運用六標準差DMAIC方法及工具，重新檢視服務流程需要改善的項目，最後制定明確的服務標準、改善計畫，做為員工遵循的依據。本研究產出之相關建議及《電話禮儀流程表》、《服務標準流程表》，亦可作為各行業之電話禮儀、現場服務標準之參考。

As facing the explosive growth and the highly competitive market, and the contentiously increasing alternative options to personal beauty services, all companies in beauty service make all-out efforts to develop new customer groups, retain present-existing customers and increase profits. Except for providing the exclusive products, a good consumer service experience along with the high customer satisfaction is the key factor affecting the competitiveness of the beauty industry. This study is a critical assessment of the merits and drawbacks of qualitative interviews as a research method of using the case study of C company by finding out the crucial moment of customer service experience and performing service. Through an effective customer journey map, it furthers to analyze and solve customer needs and pain points, and use the six standard deviation, DMAIC methods and tools to re-examine the items that need to be improved in the service process. Finally, by the means of formulating the clear service standard and the improvement action plan lets the employees adopt as a renewal service process. As for the outputs of this study, such as the 'Phone Etiquette Flow Chart' and the 'Service Standard Flow Sheet', all can be used as a reference for telephone etiquette and the field service standard for all industries.