以企業與顧客觀點共構顧客旅程新體驗

Co-constructing the customer journey experience: Integrating enterprise and customer perspectives

對企業而言，可以在時間推移的顧客旅程中瞭解顧客體驗的感受與價值是至關重要的，因此管理顧客體驗已經成為行銷領域中一項重要的研究任務。關於顧客體驗管理的研究中，傳統上大都是以顧客的觀點作為基礎，很少有研究能同時以企業和顧客兩者之間的觀點進行整合性評估。本研究認為在顧客旅程中應同時納入企業和顧客的評估效用，理由是在服務的環境中，企業和顧客各項接觸點的互動也是一種體驗相互影響的過程。本研究所建立的顧客旅程體驗模型，可以深入理解企業與顧客在不同服務接觸點之間所產生的見解差異性，並可以提供服務人員如何與顧客建立起強烈的關係鏈結。此外，本研究的結果亦可以進一步檢視整個顧客旅程中，各階段體驗行為因素之下，顧客最關注的接觸點服務項目，以及提供企業因應及時的管理策略。

For enterprises, understanding customers' experiences and perceived value throughout the evolving customer journey is crucial. As a result, customer experience management has become an important research focus in the field of marketing. Traditionally, studies on customer experience management have primarily adopted the customer’s perspective, and few have conducted integrative evaluations that consider both the enterprise’s and the customer’s viewpoints. This study argues that the customer journey should simultaneously incorporate both enterprise and customer evaluations. The rationale is that in service environments, the interactions at various touchpoints between enterprises and customers constitute a mutually influential experiential process. The customer journey experience model developed in this research enables a deeper understanding of the perceptual differences between enterprises and customers across different service touchpoints. It also provides guidance for frontline service staff on how to build strong relational connections with customers. Furthermore, the results of this study allow for the identification of key service touchpoints most valued by customers at various stages of the journey and offer timely strategic insights for enterprises to respond with appropriate management actions.