服務模式的體驗、設計與創新：從痛點到賣點 (Experience, Design, and Innovation of Service Models: from Pain Points to Selling Points)

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服務模式的體驗、設計與創新：從痛點到賣點 (Experience, Design, and Innovation of Service Models: from Pain Points to Selling Points)

Instructors: 孔令傑 (Ling-Chieh Kung)

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6 modules

Gain insight into a topic and learn the fundamentals.

151 reviews

Beginner level

No prior experience required

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

6 modules

Gain insight into a topic and learn the fundamentals.

151 reviews

Beginner level

No prior experience required

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

6 assignments

Taught in Chinese (Traditional)

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There are 6 modules in this course

相較於製造業強調「貨品」與「製造流程」的管理，服務業則強調「人」與「服務流程」的管理。在數位時代，科技是企業拉近與顧客距離的關鍵策略性工具，但如何以人為本，則是企業在新時代的挑戰。

在這門課中，我們將探討數位時代中如何進行服務設計與服務營運，一方面改進顧客的體驗，一方面也結合收益管理與平臺策略去為企業設定合適的商業模式。為了兼顧理論與實務，我們集結了臺大管理學院的三位教授以及來自國泰金控的業界專家，透過包含金融、零售、醫療、交通、網路等各產業的案例，與大家一起從學理和產業的角度探討數位時代的服務管理。

讓學習者了解經濟模式分類、體驗的四個領域、展示體驗經濟在現實生活中應用的案例、並舉出四種類型的顧客犧牲。

What's included

11 videos7 readings1 assignment3 discussion prompts

11 videos Total 71 minutes

3分鐘課程簡介短片 3 minutes
1-0-1 服務模式課程綜覽 12 minutes
1-0-2 第一週課程概述 1 minute
1-1-1 典型購物及結帳流程 vs. Amazon Go 6 minutes
1-1-2 經濟模式分類 8 minutes
1-1-3 體驗的四個領域 11 minutes
1-1-4 商品體驗化與使用者經驗 6 minutes
1-2 體驗經濟的案例：墨西哥水泥公司 4 minutes
1-3-1 何謂顧客犧牲 7 minutes
1-3-2 四種顧客犧牲 10 minutes
第一週課程小結 4 minutes

7 readings Total 24 minutes

Syllabus 5 minutes
認識授課團隊&製作團隊 2 minutes
常見問題 (FAQs) 5 minutes
NTU MOOC課程問題詢問與回報管道 1 minute
本週課程教師簡介：余峻瑜老師 5 minutes
Coursera 題組大挑戰　闖關說明 1 minute
延伸閱讀：《體驗經濟時代》 5 minutes

1 assignment Total 20 minutes

第一週測驗（選擇題，計分） 20 minutes

3 discussion prompts Total 23 minutes

Coursera題組大挑戰第一關：行業分類 3 minutes
Coursera題組大挑戰第二關：體驗經濟 10 minutes
Coursera題組大挑戰第三關：顧客犧牲 10 minutes

了解顧客痛點、顧客犧牲以及同理心設計的概念，了解顧客旅程地圖及服務藍圖的差異、並將其應用在實際生活當中。

What's included

15 videos2 readings1 assignment1 discussion prompt

15 videos Total 69 minutes

2-0 第二週課程概述 2 minutes
2-1-1 服務設計基本概念-1 7 minutes
2-1-2 服務設計基本概念-2 5 minutes
2-1-3 服務設計規劃模式 6 minutes
2-2-1 顧客旅程地圖 5 minutes
2-2-2 如何繪製顧客旅程地圖 9 minutes
2-2-3 繪製顧客旅程地圖時該問的五個問題 3 minutes
2-2-4 顧客旅程地圖範例 1~3 2 minutes
2-3-1 痛點與顧客犧牲 2 minutes
2-3-2 同理心設計 12 minutes
2-3-3 同理心設計的應用盲點 1 minute
2-3-4 同理心設計的流程 2 minutes
2-4-1 服務藍圖 7 minutes
2-4-2 顧客旅程地圖 vs 服務藍圖 4 minutes
第二週課程小結 3 minutes

2 readings Total 10 minutes

延伸閱讀：〈The Service Concept: The Missing Link in Service Design Research〉 5 minutes
延伸閱讀：〈Spark Inovation through Empathic Design〉　 5 minutes

1 assignment Total 30 minutes

第二週測驗（選擇題，計分） 30 minutes

1 discussion prompt Total 20 minutes

Coursera題組大挑戰第四關：顧客旅程地圖 20 minutes

讓學習者了解服務營運基本意涵及如何應用創新於消費者服務體驗，課程中介紹不同服務營運工具及執行服務創新的基本元素。

What's included

12 videos2 readings1 assignment4 discussion prompts

12 videos Total 84 minutes

3-0 第三週課程概述 2 minutes
3-1-1 服務的三大定義 2 minutes
3-1-2 服務作業的五大特性 4 minutes
3-1-3 服務營運管理 2 minutes
3-1-4 服務三大策略 12 minutes
3-2-1 六標準差 9 minutes
3-2-2 DMAIC分析工具 2 minutes
3-2-3 案例1：網路購物客訴流程 9 minutes
3-2-4 案例2：商業銀行營業交易流程 10 minutes
3-3-1 服務創新的種類 9 minutes
3-3-2 案例：租車、銀行、二手書、飯店業 12 minutes
3-3-3 四種服務創新模式 13 minutes

2 readings Total 10 minutes

本週課程教師簡介：郭佳瑋老師 5 minutes
延伸閱讀：《Service Management: Operations, Strategy, Information Technology》 5 minutes

1 assignment Total 30 minutes

第三週測驗（選擇題，計分） 30 minutes

4 discussion prompts Total 33 minutes

六標準差的其他應用 10 minutes
Coursera題組大挑戰第五關：服務作業的特性 3 minutes
Coursera題組大挑戰第六關：服務策略 10 minutes
Coursera題組大挑戰第七關：服務創新模式 10 minutes

讓學習者理解收益管理及動態定價的基本觀念，並能運用動態定價在實際生活中，課程中並剖析可執行收益管理的場合及相關運用。

What's included

14 videos2 readings1 assignment1 discussion prompt

14 videos Total 76 minutes

4-0 第四週課程概述 2 minutes
4-1-1 收益管理前言 9 minutes
4-1-2 如何差別定價 8 minutes
4-1-3 差別定價之應用1~3：航空業、服飾業、電影業 7 minutes
4-1-4 收益管理的挑戰與限制 6 minutes
4-2-1 差別定價 8 minutes
4-2-2 三級歧視 2 minutes
4-3-1 常見的差別定價方法1~4 10 minutes
4-3-2 Uber 動態定價 8 minutes
4-4-1 影響顧客購買行為的因素 3 minutes
4-4-2 期望理論 3 minutes
4-4-3 心理預算 4 minutes
4-4-4 消費者心理與公平性 4 minutes
第四週課程小結 2 minutes

2 readings Total 10 minutes

延伸閱讀：《Pricing and Revenue Optimization》 5 minutes
延伸閱讀：《洞悉價格背後的心理戰》 5 minutes

1 assignment Total 10 minutes

第四週測驗（選擇題，計分） 10 minutes

1 discussion prompt Total 10 minutes

Coursera題組大挑戰第八關：差別定價 10 minutes

讓學習者瞭解多邊平臺的基本概念、平臺經濟學、經營平臺的選擇考量，以及平臺中的收益模式。

What's included

17 videos3 readings1 assignment3 discussion prompts

17 videos Total 103 minutes

5-0 第五週課程概述 2 minutes
5-1-1 什麼是平臺 6 minutes
5-1-2 誰在做平臺 14 minutes
5-1-3 平臺有什麼好 5 minutes
5-2-1 網路外部性（效應） 9 minutes
5-2-2 臨界人數 7 minutes
5-3-1 商業模式選擇 6 minutes
5-3-2 案例一：thredUp 4 minutes
5-3-3 案例二：iTunes 6 minutes
5-3-4 案例三：ZipCar 和 Turo 8 minutes
5-3-5 案例四：Instacart 和 AmazonFresh 9 minutes
5-4-1 平臺定價 10 minutes
5-4-2 價格彈性 5 minutes
5-4-3 同邊網路效應 3 minutes
5-4-4 多邊棲息成本與移轉成本 3 minutes
5-4-5 案例：電視遊戲平臺 3 minutes
第五週課程小結 5 minutes

3 readings Total 15 minutes

本週課程教師簡介：孔令傑老師 5 minutes
延伸閱讀：《平台革命》 5 minutes
延伸閱讀：《交友網站學到的10堂經濟學》 5 minutes

1 assignment Total 30 minutes

第五週測驗（選擇題，計分） 30 minutes

3 discussion prompts Total 28 minutes

想想看還有哪些快遞平臺？ 10 minutes
Coursera題組大挑戰第九關：網路外部性 3 minutes
Coursera題組大挑戰第十關：交叉補貼 15 minutes

本單元首先以國泰世華銀行信用卡個案，揭開複雜金融產品設計的面紗。再詳述設計產品過程遇到的瓶頸與挑戰。上完這堂課之後，學生應能從已知的公開資訊中，以及前幾堂課程的概念，學會洞察產品問題，進而提出符合實際市場需求的具體建議。

What's included

9 videos2 readings1 assignment1 discussion prompt

9 videos Total 55 minutes

6-0 第六週課程簡介 1 minute
6-1 「卡王」的發展史－國泰世華銀行 3 minutes
6-2 金融環境與用戶行為的改變 6 minutes
6-3 客戶優先的數位服務 5 minutes
6-4-1 實例一：官網的行銷溝通訴求 8 minutes
6-4-2 實例二：繳費服務成本與數位落差現象 6 minutes
6-4-3 實例三：優惠登錄機制的流程 2 minutes
6-5 調整早期的服務設計 10 minutes
6-6 創造服務設計的價值 12 minutes

2 readings Total 20 minutes

課前閱讀　國泰世華銀行:1988-2018 15 minutes
本週課程教師簡介：陳冠學老師 5 minutes

1 assignment Total 10 minutes

第六週測驗（選擇題，計分） 10 minutes

1 discussion prompt Total 10 minutes

［試試看］如果是我，會怎麼改善信用卡優惠登錄機制？ 10 minutes

Instructors

Instructor ratings

(39 ratings)

孔令傑 (Ling-Chieh Kung)

National Taiwan University

9 Courses 111,458 learners

郭佳瑋

National Taiwan University

1 Course 8,744 learners

余峻瑜

National Taiwan University

4 Courses 10,535 learners

Offered by

National Taiwan University

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Reviewed on Jul 3, 2021

This course is very helpful for beginner to learn how to start a business.

Reviewed on Feb 10, 2020

非常棒的课程！讲师们的思路非常清晰！l理论和案例结合的非常好，很充实也很有趣！老师们推荐的延伸阅读书籍也非常好，帮助在这个点开拓视野。赞!

Reviewed on Jul 8, 2021

很實用的課程，可以學習到消費者使用服務的體驗流程，服務的設計與策略，收益管理與定價策略，還是平台的策略。

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