幼兒園招生服務流程改善之研究:使用者導向服務設計觀點

從使用者的角度解決問題，在國際與產業間早已受到重視並廣泛運用在各行各業中。經由了解使用者的需求，並以使用者為核心理念進行創新設計與開發，此種方式也為企業創造無數成功的例子。因此，使用者導向服務設計之研究重視從挖掘使用者需求或痛點中，找出服務改善或滿足顧客期待以作為服務設計之基礎。之後藉著服務流程的再設計，解決顧客所面臨的消費痛點。故本研究目的有五: 一、從服務者觀點，探討幼教招生服務流程為何？二、運用人物誌探討幼教服務典型家長之顧客角色模型為何？三、運用同理心地圖探討家長服務之需求內涵為何？四、運用顧客旅程地圖探討家長觀點的服務流程內涵為何？流程中有哪些家長的痛點與待解決的問題。五、探討如何運用服務藍圖建構幼教招生服務流程？如何改善流程中消費者感受？為此，本研究先找出個案幼兒園的主要客群所代表的六位家長，透過深度訪談法，運用人物誌、同理心地圖挖掘六位家長之痛點與期待。其次，再運用使用者研究得到之痛點與期待，發展出以顧客為基礎的服務藍圖。並在服務藍圖中呈現使用者的痛點，進一步提出服務流程改善之作法作為實務建議。並從服務流程中的預約參觀增加白天參觀行程、教育說明會增加簡報的呈現、家長參觀後一週內去電確認就讀，服務改善後，讓服務設計更能符合家長的需要。

關鍵字

服務設計；使用者導向；人物誌；同理心地圖；顧客旅程地圖；服務藍圖

並列摘要

Solving problems in terms of users’ perspective has long been valued both internationally and industrially, and has been widely used in all walks of life. Through understanding the need of the users, and consider the users as the core concept to proceed innovative design and development has created numerous successful examples for companies. Therefore, the study of user-oriented service design emphasizes to find out users’ requirements and pain points in order to improve the service or to satisfy customers’ expectation as the foundation to design service. And then through the redesign of the service process, it is to solve the pain points customers encounter. There are five purposes of the study: 1.From the perspective of the service provider, what is the servicing process of enrollment in kindergarten? 2.Using the persona to explore what is the customer role model of typical parents in the service of kindergarten education? 3.Using the empathy map to explore what is the requirements and needs in servicing the parents? 4.Using the customer journey map to explore what is the servicing processes and requirements from the perspective of parents? What are the process pain points and unsolved problems from the perspective of parents? 5.Exploring how to use the service blueprint to construct kindergarten enrollment service process? And how to enhance the customer experience in the process? Therefore, the study firstly identified 6 parents as representative of target customer group in the case kindergarten, and through the in-depth interview method using persona and empathy map to explore the pain points and expectations. Secondly, it is to utilize the feedbacks of pain point and expectations so the service blueprint of customer-based service requirements are developed. In the service blueprint, the customers’ pain points are presented, and the improvement method of service flow is further proposed as practical recommendations. Finally, in the scheduled visits of the service process, the daytime visits will be increased, the kindergarten briefing and presentation will be added, all makes service design to meet parents’ requirements as there is the phone call confirmation of enrollment within one week after the visit.