本研究的目的在以聯邦快遞「國際優先分送快遞服務」(International Priority Direct Distribution® Service),依據「顧客旅程」(customer Journey)中的每一個服務接觸點發展細部流程以滿足每一個接觸點之顧客期望並提出「顧客價值」 (customer value)來協助進化P公司的供應鏈。 在文獻回顧中,可以知道顧客旅程乃顧客之旅是一個在客戶體驗管理領域的基本概念。顧客的旅程它給顧客提供完整與高清晰度的見解來介紹顧客透過滿足需要,或在同一個品牌互動的所有事件和經驗,包括事件的描述以及體驗。本研究也回顧了一些研究與工具(1)藍圖工具、(2)故事分鏡圖、(3)服務接觸點,來讓大家更能明白以服務科學的看法企業針對不同對象的需求來創造不同的顧客旅程並針對重要的服務接觸點,詳細描述使用過程以及提供顧客價值讓顧客有美好的體驗。 在研究模型章節中,本研究以顧客旅程概念的服務接觸點為基礎,區分四節(1)顧客價值主張之定位、(2)顧客旅程之塑模研究、(3)聯邦快遞「國際優先快遞服務」之顧客旅程分析逐一探討以及(4)小結回顧「顧客五項服務價值」與「國際優先快遞三個服務構面」之比較。 本研究的驗證是以「國際優先快遞服務」的進階版「國際優先分送快遞服務」提出七個服務價值(1)價格力、(2) 品質力、(3) 整合力、(4) 危機力、(5)資訊力、(6)順應力、(7)資金力,較國際快遞業者根據顧客的需求而定位五個顧客價值及「國際優先快遞服務」的三個顧客價值更為全面來滿足P公司的期望。然而,在合作的過程中亦發現了仍可以加強與改善之處,而這些的改善方向即是強化聯邦快遞的各部門的功能來支持顧客體驗。 關鍵字:顧客價值、顧客旅程
The purpose of this study illustrats a cooperative case between FedEx "International Priority Direct Distribution ® Service" and P Company, which according the service touch points the customer journey to develop detail processes as well as providng customer values to satisfy customers′expectations and enhance supply chain effectiveness to P company. In the literature review, customer journey is an essential tool for customer experience management. Customer journeys provide complete and high-resolution insights to introduces customers through to meet the needs or all interactive events and experiences of same brand corporation, including a description of the event and experience.This study also reviewed the research and tools (1) Blueprint tool, (2) Storyboards, (3) Service touch points let we can understand the demands to create different customer journeies as well as describe detail processes on service touch points and provide customer values to deliver better customers experiences from service scientific views. In the Chapter 3, the study according to Service touch points of customer journey go through (1) Positioning customer value proposition, (2) Modeling for customer journey, (3) Analysis customer journey of FedEx "International Priority Direct Distribution ® Service" and (4) Summary. In this study, FedEx "International Priority Direct Distribution ® Service" provides 7 service dimensions (1) Pricing, (2) Quality, (3) Intergration, (4) Problem solving, (5) Adapbility, (6) Information competence and (7) Finance flexibility to evolute global supply chain model of P company. Keywords: Customer value, Customer Journey