加油站導入顧客經驗管理流程及結果研究

The Study on the Results and the Procedure of Introducing the CEM to Gas Stations

徐武永(Wu-Yung Shiu) ； 楊永生(Yong-Sheng Yang) ； 游智堅(Jr-Jian You)

《石油季刊》 45卷1期 (2009/03) Pp. 75-92

https://doi.org/10.30128/JP.200903.0005

摘要

當加油站以降價促銷策略經營好一段日子，加上油價高漲導致需求遞減，經營環境已愈顯惡劣，傳統的經營方式已無法滿足顧客對服務品質的要求；顧客經驗管理概念首次引進本公司時，有如一盞明燈點亮了新的經營方向，利用此一概念試著導入到加油站的服務管理，再創服務品質的新水準。公司將此一專案列為年度計畫，表示公司對此概念的接受與重視，此研究利用分層檢視的方法，將各過程及結果切細探討，試圖利用此一雛形找到現階段顧客對加油站的期望與重視的顧客價值構面，並了解導入過程的優缺點，調整流程後而更適切加油站的各個管理面，發揮輔助工具的最大效能，使往後擴大應用時能精確掌握顧客的胃口，以提昇加油站顧客的滿意度及荷包佔有率，使加油站經營突破現況，找到屬於自己的經營特色，朝藍海市場邁進。

關鍵字

顧客經驗 ； 體驗行銷 ； 顧客關係

並列摘要

For periods the price-cut promotion has been gas station's operation strategy, along with market demand decreased by the rapid appreciation of oil price. The overall operating environment has been tougher and tougher and exposed an insufficient of customer service quality with traditional mode of operation. It seemed brighten us a new way while the Customer Experience Management (CEM) firstly introduced into our company; implement the concept into service management of gas station, leading the service quality up to a new level. The CEM concept is undoubtedly important and highly accepted as the project has been scheduled in company annual plan. In this study, a layer-based method has been used to review every process and result in details, trying to determine a value structure of what current customers take account of and expect for with the prototype. Moreover, it finds out pros and cons of the introducing process to adjust it to a better use of all management levels and to be the most effective auxiliary when using it in a broader implementation. We can know well now about what customers want more precisely to elevate customer satisfaction and share of wallet, to break through the present condition, and to find the operating characteristics that belongs to ourselves in order to step forward to the blue ocean market.

並列關鍵字

Customer Experience ； Experiential Marketing ； Customer Relationship