Experience from Occurrence: Developing Service Design through Relative Perception within Customer Journey

• Main Author: 胡淑莉
• Other Authors: Hsiao, Ruey-Lin
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/4rrzpa

碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 107 === 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.