以服務設計思考探索新創品牌的客戶體驗工程

Abstract

新近的理論和技術影響下，服務模式和解決方案的設計發展展現了重要的趨勢。企業希望提供獨到的客戶服務體驗，藉由客戶主動或被動地協作參與產品設計、開發與行銷以深入客戶洞見來達到滿意度與品牌忠誠。此外，市場越來越重視有系統的收納客戶行為，並且以科學的方式更準確的解讀資料庫中的數據資料。 本研究提供了一個以科學的品牌服務工程運作框架，讓經理人及創業家重新審視自己的服務模式和解決方案，融合客製化消費者互動過程與大量製造的效率以新興科技方式展現出品牌在服務體驗上的創新，藉制定服務創新的準則，讓企業加速品牌化的過程。

Recent developments in emerging theories and technologies for the design of service models and solutions have revealed some important trends. These pertain to the relationship between corporations and customers toward collaboration on deep diving customer insights and participation in product design, development, and delivery in terms of customer engagement. Further, there is an increasing emphasis on the inclusion of customer behavior in the database along with a more accurate interpretation of this behavior. To learn of how science and engineering functioning in branding service, this study develops an index that provides a framework to managers and entrepreneurs to examine their service models and solutions, to develop a long-term service innovation principle, and to accelerate the service offering process.