全通路顧客O2O旅程地圖之全服務流程設計

隨著目前行動裝置與行動網路的迅速發展，引發通路環境及顧客生活發生變化，讓顧客的購買體驗不再受任何時間與空間限制，便能透過設備和通路以滿足個人購買體驗，讓全通路成為零售業的新趨勢。因此，多樣化通路在競爭激烈的市場環境中該如何突破，成為目前企業所面臨的課題。本研究旨在探討全通路顧客旅程地圖，並以消費者為中心有效瞭解在全通路環境背景下，顧客的需求、感受、想法。本研究運用個案研究法建構顧客旅程地圖，並透過文獻分析法將過去不同產業和學者的研究以建構顧客旅程地圖框架，其中以六個旅程階段及八項關鍵條件作為框架內容，六個旅程階段分別為產生動機、搜尋資訊、評估與試用、購買過程、分享經驗、購後互動；八項關鍵條件分別為目標、行動、接觸點、情緒、想法、痛點、滿意度、服務創新為組成。顧客旅程地圖之框架建構完成後，再針對以全通路環境做美妝品購買決策的20位受訪者進行深度訪談。研究結果發現，以目前顧客在接觸點的方面來探討，顧客通常會在不同旅程階段切換不同通路來做決策，並隨時隨地透過線上通路、線下通路及社群媒體等通路購物與體驗，但仍然有許多並未解決的服務缺口。因此，本研究還為企業提供全通路的全服務流程設計，以供未來企業於服務行銷策略上的參酌。

關鍵字

全通路；顧客旅程地圖；服務流程設計；線上通路；線下通路

並列摘要

Recently the rapid development of mobile device and mobile internet is affecting channel operational environment and consumer’s life. Consumer could receive personal purchase experience through any devices and channel at anytime or anywhere. The omni-channel, as an emerging trend in retail. The diversification of channel on the highly competitive, Omni-channel how to break through the industry is a major issue. This study was conducted to explore Customer Journey Mapping in Omni-Channel, can appreciate customers’ needs, feelings and thoughts from customers’ perspectives more effectively. The method of this study use the case study to develop the Customer Journey Mapping structure. By gathering literature review this study sums up the proposed framework into Customer Journey Mapping, six journey stages and eight key components in application. The journey stages of generate motivation, search information, evaluation and trial, purchase process, sharing experience, postpurchase interaction. The key components of goal, action, touchpoint, emotion, thought, pain-point, satisfaction, service innovation. In-depth interviews with 20 consumer of skincare products. The results shows touch points with consumers, consumer could receive diverse services online channel, offline channel or even social media, these multiple channel formats in different purchasing phases, which customers can shop and experience across channels, anywhere and at any time. However, customers’ services quality are still not yet satisfied. In addition, this research provides full service process design of Omni-Channel for enterprise, and could be referred in the field of service marketing strategy.