全渠道服务蓝图——基于顾客体验和服务渠道演化视角的研究

Omni-channel Service Blueprint:Research from Perspective of Customer Experience and Service Channel Evolution

中文关键词:  服务蓝图  全渠道  顾客体验  服务营销  渠道融合

英文关键词:service blueprint  omni-channel  customer experience  service marketing  channel integration

中文摘要:

      在全渠道融合和体验营销来临的时代,已有37年历史的服务蓝图工具的演化和改进越来越受到关注。基于顾客体验和服务渠道演化的视角,将服务蓝图的演化分为四个阶段:关注省时体验的线下单渠道服务蓝图阶段(1982—1992年),关注感官体验的线下线上双渠道并存的服务蓝图阶段(1993—2008年),关注情感体验的线下线上跨渠道融合的服务蓝图阶段(2009—2018年),以及关注综合体验的全渠道服务蓝图阶段(2019年以来)。在此基础上,构建了一个新的全渠道服务蓝图的基本框架,包括全渠道有形呈现的支持系统、全渠道有形呈现、顾客的全渠道行为、前台员工的全渠道行为、后台员工的全渠道行为和全渠道员工行为的支持系统等6项内容,并且由2条外部互动线、2条内部互动线和2条可见线进行分割。最后,通过举例对全渠道服务蓝图的应用进行了说明。

英文摘要:

      In the era of omni-channel integration and experiential marketing, more and more attention has been paid to the evolution and improvement of service blueprint tools, which has a history of 37years. Based on the perspective of customer experience and service channel evolution, the evolution of the service blueprint can be divided into 4 stages:the stage of offline single channel service blueprint focusing on time-saving experience (1982-1992), the stage of both offline and online channel service blueprint focusing on sensory experience (1993-2008), the stage of offline and online cross channel integration service blueprint focusing on emotional experience (2009-2018), and the stage of omni-channel service blueprint focusing on integrated experience (since 2019). On that basis, this paper builds a new basic framework for omni-channel service blueprint, including 6 items such as support system of omni-channel tangible presentation, omni-channel tangible presentation, omni-channel customer behavior, front-end staff omni-channel behavior, back-end staff behavior and support system of omni-channel behavior,with 2 external interaction lines, 2 internal interaction lines and 2 visible lines used for segmentation. Finally, the application of omni-channel service blueprint is illustrated with an example. 