資通訊科技所產生的服務雖日新月異,但電信服務商能提供的產品卻大同小異,市場並無較明顯區隔性且服務的互相替代性高,加上市場逐漸飽和而競爭激烈。因此,電信業者在營運考量皆採用差異化的服務行銷,才能從競爭者中脫穎而出,為企業帶來更多獲利契機。 三大電信業者透過服務創新搶占市場,而服務創新與終端消費者最直接的莫過於電信服務中心,故本研究以中華電信服務中心的服務設計與科學為探討出發點,希望能先由文獻探討與顧客服務旅程為基礎 ,並配合深度訪談,找出服務創新之關鍵點,進而提供服務創新方案,建構出服務中心之服務藍圖給業界做參考,希望能由消費端的意見建立起橋樑進而連結到服務供應端,建立雙贏局面,共創美好的生活體驗,而其命題如下: 一、服務中心確實能透過服務藍圖,自我檢視整體服務流程、服務互動、服務支援系統等狀況,進而改善缺失, 二、顧客最大的抱怨是等候時間過久,而透過等候線理論與資通訊技術配合,可有效減少顧客心理與實際等待時間,減少顧客不滿。 三、顧客對人員服務專業不滿意,且其中不只是專業知識,更包含了整體性的服務態度、溝通技巧、同理心等,需透過整體服務教育訓練,才能提升顧客滿意度。 四、服務創新,更重要的是配合資通訊技術與跨產業互相間的服務應用,才能提供顧客全新體驗,提升顧客滿意度。
Services driven by information and communication technology were updated in a rapid pace, however telecommunication service providers are still showing similar products with no distinctions and highly replaceable, which resulted in a saturated market with harsh competition. Hence, service providers who adopted differentiated service marketing may win over competitors and bring in profit for their organizations. Top three service providers in Taiwan fought for market through service innovation, while the service center contact directly with end users. Therefore, this research started with the service design and science of Chunghua Telecom’s service center, to seek for key influential factors of service innovation through literature review, customer service journey and in-depth interview, as well as build an innovation project as the service blueprint of service center for the industry. Connection through consumer end to service provider may build a win-win situation with wonderful life experience. Research statements are as follows: 1.Service center may self inspect the overall service process, service interaction, and service support system through service blueprint, to further improve quality. 2.The biggest complaint from customers is long waiting time, while through queue theory and telecommunication technology, the mental and actual waiting time could be reduced, to elevate customer satisfaction. 3.Dissatisfaction from customer toward service quality was not only expertise, but also the overall service attitude, communication skills and empathy of service personnel, the only way to improve customer satisfaction is overall service education and training. 4.To provide brand new experience for customer, service innovation should be relied on cross-industrial service application combined with telecommunication technology.