以顧客旅程地圖探討台灣公立動物收容所之認養系統以苗栗縣為例

Abstract

此研究以商管學院學生運用「顧客旅程地圖」思維與模式，探討目前備受爭議的公共議題：流浪動物收容制度良窳之關鍵問題。個案中，將「顧客」與「服務」等元素，導入公部門組織的運作內容，期望能使收容所環境設施、工作人員及認養作業，突破硬體、軟體及流程的制度現狀，創新公部門經營效率與效能。如何增加顧客（準認養者）的「來客量」；如何提高「成交率」(認養率)，不讓他們空手而歸；如何提供「售後服務」(認養後)，強化認養者責任，降低棄養率。 從「顧客旅程地圖」的觀點，實地走訪台灣本島每一縣市，此研究個案中，將受訪者歸納為三種角色原型，試圖發掘認養流程裡的每一個接觸點，是否存在著顧客在意的痛點。再者，本案藉由「價值主張圖」的「顧客素描」來釐清、辨識不同的客層，繪製「價值地圖」，實際滿足顧客真正需求。本研究認為，當組織發揮效能，實踐績效，必能提供更友善、更順暢的認養體驗，改善服務傳遞過程，使收容所的犬貓出入量達到平衡。 印度聖雄説過：「一個國家道德進步與偉大程度，可用他們對待動物的方式衡量。」換言之，當台灣動物收容所是流浪犬貓等家的中途站，而非全面撲殺的動物墳場，也表癥了台灣文明更進一步的發展。

This study addresses a current controversial pubic issue: namely, the stray animal adoption system, and uses the students of Business Administration’s ‘customer journey map’. In this study, concepts such as ‘customer’ and ‘service’ are used alongside the operational contents of public sector organization. It is expected that environmental facilities, staff, and adoption procedures will advance the current status of hardware, software and processes, and will thereby lead to an innovation in operational efficiency and effectiveness of the public institution. This study will focus on:How to increase the number of customers;How to increase adoption turnover, and improve interaction with the customer;How to provide high-quality post-adoption services with the aim of reducing the number of abandoned animals. The goal is to help adopters become more aware of their responsibilities. The ‘customer journey map’ will involve visiting every county on the Taiwanese mainland. The study groups respondents into three categories, and attempts to discover where difficulties may lie for customers at every point in the adoption process. Subsequently, though ‘customer profiling’ of the ‘value proposition design’, the study seeks to draw up a ‘value map’ in order to identify customer types, and meet each customer’s needs. When this process is effective, and achieves its performance goals, adoption can be a friendlier and smoother experience. Improved service will mean that there will be a balance in the number of animals in shelters. India’s Mahatma Gandhi once said, “The greatness of a nation and its moral progress can be judged by the way it’s animals are treated.”When Taiwanese animal shelters are a stopover for stray dogs and cats, and not merely an animal cemetery, a further step will have been taken in the civilization of Taiwan.