全渠道客户旅程体验图——基于用户画像、客户体验图和客户旅程图的整合研究
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摘要
在对客户画像、客户体验图和客户旅程图等可视化客户体验工具进行个体分析和关系分析的基础上,保留各自独特之处,合并重复内容,引入全渠道情境,构建了一个新的综合性全渠道客户旅程体验图工具,其结构包括背景、客户画像、客户旅程、客户体验、企业旅程和机会点分析等六项内容。它可以用于服务体验规划、服务体验问题分析,以及服务体验的改进建议等情境。
Based on the individual analysis and relationship analysis of visual customer experience tools such as personas,customer experience map and customer journey map,this paper constructs a new comprehensive omni channel customer journey experience mapping tool by keeping uniqueness,merging duplicate content and introduction of the whole channel situation.The omni channel customer journey to experience its portraits structure including the background,the customer,the customer journey,customer experience,enterprise and opportunity point analysis.This tool can be used in a variety of scenarios,such as service experience planning,service experience problem analysis and service experience improvement suggestions.
Based on the individual analysis and relationship analysis of visual customer experience tools such as personas,customer experience map and customer journey map,this paper constructs a new comprehensive omni channel customer journey experience mapping tool by keeping uniqueness,merging duplicate content and introduction of the whole channel situation.The omni channel customer journey to experience its portraits structure including the background,the customer,the customer journey,customer experience,enterprise and opportunity point analysis.This tool can be used in a variety of scenarios,such as service experience planning,service experience problem analysis and service experience improvement suggestions.
引文
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[27]NEWBERY P,FARNHAMK.体验设计一个整合品牌、体验与价值的框架[M].邹其昌,全行,译.北京:电子工业出版社,2017.
[28]李飞,任莹,衡量.零售革命形成的动因——基于技术革命视角[J].技术经济,2018,37(9):25-35.
[29]里森,乐维亚,弗吕.商业服务设计新生代[M].黄钰苹,译.北京:中信出版社,2017.
[30]李飞.全渠道营销理论——三论迎接中国多渠道零售革命风暴[J].北京工商大学学报(社会科学版),2014(3):1-12.
[2]亓丛,吴俊.用户画像概念溯源与应用场景研究[J].重庆交通大学学报(社会科学版),2017,17(5):82-87.
[3]COOPER A.About Face:the Essentials of User Interface Design[M].Manhattan:John Wiley&Sons,1995.
[4]COOPER A.The Inmates Are Running the Asylum:Why High-Tech Products Drive Us Crazy and How to Restore the Sanity[M].Sams-Pearson Education,1998.
[5]余孟杰.产品研发中用户画像的数据模建[J].设计艺术研究,2014,4(6):60-64.
[6]刘海鸥,孙晶晶,苏妍嫄.国内外用户画像研究综述[J].情报理论与实践,2018,41(11):155-160.
[7]李四达,丁肇辰.服务设计概论创新实践十二课[M].北京:清华大学出版社,2018.
[8]陈抒,陈振华.交互设计的用户研究践行之路[M].北京:清华大学出版社,2018.
[9]库伯等.交互设计精髓4[M].倪卫国,等译.电子工业出版社,2015.
[10]GUIMARAESP T.Perfil de usuários de bibliotecagovernamental:o caso do ministério da saúde[J].Perspectivas Em Ciência Da Information,2007,12(3):96-115.
[11]刘海,卢慧,阮金花.基于用户画像挖掘的精准营销细分模型研究[J].丝绸,2015,52(12):37-42.
[12]詹姆斯·卡尔巴赫.用户体验可视化指南[M].UXRen翻译组译.北京:人民邮电出版社,2018.
[13]CARBONE L P,STEPHAN H H.Engineering customer experiences[J].Marketing Management,1994,3(3):8-19.
[14]SHAW C,IVENS J.Building Great Customer Experiences[M].Palgrave Macmillan,2002.
[15]TEMKIN B.Legos building block for good experiences[EB/OL].[2009-03-03].https://www.experiencematters.blog.
[16]吴春茂,陈磊,李沛.共享产品服务设计中的用户体验地图模型研究[J].包装工程,2017,38(18):62-66.
[17]曹虎,王赛,乔林.数字时代的营销战略[M].北京:机械工业出版,2017.
[18]DAVID C,DAVE E,SUSAN M.The consumer decision journey[J].McKinsey Quarterly,2009,3:1-11.
[19]DAVID C.Branding in the digital age[J].Harvard Business Review,2010,88(12):62-69.
[20]戴维·埃德尔曼,马克·辛格.设计客户旅程[J].哈佛商业评论,2015(11):98-107.
[21]尼古拉斯·梅克勒,凯文·内尔,罗伯特·派克.从接触点到客户旅程——如何从顾客的角度看世界[J].上海质量,2016(12):41-45.
[22]宝莱恩,乐维亚,里森.服务设计与创新实践[M].王国胜,张盈盈,付美平,等译.北京:清华大学出版社,2015.
[23]COOPER A,REIMANN R.软件观念革命——交互设计精髓[M].詹剑峰,张知非,等译.北京:电子工业出版社,2005.
[24]黄琦,毕志卫.交互设计[M].杭州:浙江大学出版社,2012.
[25]NORMAN D A.Emotion Design[M].New York:Basic Book,2005.
[26]李飞.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[J].北京工商大学学报(社会科学版),2019(3):1-14.
[27]NEWBERY P,FARNHAMK.体验设计一个整合品牌、体验与价值的框架[M].邹其昌,全行,译.北京:电子工业出版社,2017.
[28]李飞,任莹,衡量.零售革命形成的动因——基于技术革命视角[J].技术经济,2018,37(9):25-35.
[29]里森,乐维亚,弗吕.商业服务设计新生代[M].黄钰苹,译.北京:中信出版社,2017.
[30]李飞.全渠道营销理论——三论迎接中国多渠道零售革命风暴[J].北京工商大学学报(社会科学版),2014(3):1-12.
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