槓桿動態：樟宜機場如何以服務設計傳遞開拓性體驗

受到服務思維的吸引，企業奮力投入科技以強化顧客體驗，致力於找出他們的痛點。然而，企業越是發展新服務，就越容易陷入症狀解。如此一來，創新的服務設計反而造成更多的問題，致使顧客體驗反而不經意地惡化。此外，服務隨創的理論強調，這樣的服務設計如果缺乏資源的話，最終窒礙難行。雖然找出顧客痛點很重要，但取得資源卻應該是更優先的順序。解決痛點代表要面對更多的制約，也就是需要更多的資源。然而，令人困惑的是，創新的服務卻無法於市場帶來正面的體驗，反而造成組織的沉淪。本論文指出三個服務設計中緊要的議題。第一，太過強調顧客的抱怨，企業很容易頭痛醫頭，而無法找出根本問題。第二，企業過度執著於顧客旅程，就會忽略旅程背後通常需要的是組織同步的轉型。第三，服務設計要成功的確需要投入資源，但設計師也許會忽略，不正確的服務反而會浪費珍貴的資源，最終衍生出更多的問題而讓企業踹踹不安。本研究透過新加坡樟宜機場的案例來調查這些議題。觀念上，本研究提供一個系統動態的角度重新檢視服務設計，並提出設計者不應該只看顧客痛點，而忽略透過槓桿點在複雜的服務系統中尋找根本原因。本研究指出設計者除繪製顧客旅程之外，同時也要留意旅程如何轉換為新的組織作為。這也引申出科技賦能的觀念，點出科技更重要的任務不只是增加科技的功能，或促成組織的轉變，而是賦予組織新的能力。實務上，本論文提出一種運用槓桿效應來發展服務設計的方法。這需要我們體驗到服務設計的複雜度，也點出設計結合科技的複合模式。服務具系統觀，便可透過設計槓動科技，聚焦資源去解痛的根源，而不是痛點。如此，企業便可槓動有限資源，讓科技促成複合的能力，發展出開拓性的解決方案，讓旅客的體驗滿是難忘的經驗。

關鍵字

服務設計；系統思考；科技賦能；槓桿效應；顧客旅程

並列摘要

Attracted by service thinking, enterprises strive to enhance customer experience by identifying their painpoints. Nontheless, the more enterprises develop new services, the more likely they stuck in symptomatic solutions. As such, creative service designs often cause more problems. Alternatively, theories on service bricolage highlight that service design would reach a stalemate, if resources were limited. Although identifying painpoints is vital, acquiring resources for service innovation should assign higher priorities. Resolving painpoints means facing more constraints, which requires more resources. However, in bewildering ways, innovative services frequently fail to deliver positive experience and rather cause the downfall of organizations. This thesis indicates three tourbling issues facing service design. First, by emphasizing customers’ compliants, enterprises may attack the strawman without paying enough attention to the root-cause. Secondly, as enterprises pivot on customer journey to improve experience, they neglect that building a pleasant journey requires transforming the mode of organizing in tandem. Thirdly, although investing resources is necessary to succeed service design, designers might neglect that inaccurate services could waste valuable resources while generating more problems to haunt organization. This study investigates these issues through the case study of Changi Airport in Singapore. Conceptually, this research provides a service dynamics lens to reexamine service design, and suggests that designers should not attend solely to customer painpoints while ignoring leverage points that recognise the root- cause in the complexity of service systems. Furthermore, it specifies that apart from mapping customer journey, designers should also transform service routines discreetly in order to establish a new mode of organizing. Furthermore, this paper point out IT enabling is not only brings organizational changed but also enable firm new capability.Practically, this thesis proposes a new way of service design by discovering leveraging effect. This is to recognise the sophistication of service design and inspect how feedback effects may reveal fundamental problems underlying customers’ painpoints. By shifting our mindset to service dynamics, enterprises may leverage its limited resources and develop trailblazing solutions to impress their customers.