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)

Ends in 3 days! Save 40% on your access to 10,000+ programs and make a real impact in your career. Save now.

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)

8,765 already enrolled

Included with Learn more

Ask Coursera

6 modules

Gain insight into a topic and learn the fundamentals.

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.

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)

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

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 videosTotal 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 Go6 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 readingsTotal 24 minutes

Syllabus5 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 assignmentTotal 20 minutes

第一週測驗（選擇題，計分）20 minutes

3 discussion promptsTotal 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 videosTotal 69 minutes

2-0 第二週課程概述2 minutes
2-1-1 服務設計基本概念-17 minutes
2-1-2 服務設計基本概念-25 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 1~32 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 readingsTotal 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 assignmentTotal 30 minutes

第二週測驗（選擇題，計分）30 minutes

1 discussion promptTotal 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 videosTotal 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 readingsTotal 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 assignmentTotal 30 minutes

第三週測驗（選擇題，計分）30 minutes

4 discussion promptsTotal 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 videosTotal 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1~410 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 readingsTotal 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 assignmentTotal 10 minutes

第四週測驗（選擇題，計分）10 minutes

1 discussion promptTotal 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 videosTotal 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：thredUp4 minutes
5-3-3 案例二：iTunes6 minutes
5-3-4 案例三：ZipCar 和 Turo8 minutes
5-3-5 案例四：Instacart 和 AmazonFresh9 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 readingsTotal 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 assignmentTotal 30 minutes

第五週測驗（選擇題，計分）30 minutes

3 discussion promptsTotal 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 videosTotal 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 readingsTotal 20 minutes

課前閱讀　國泰世華銀行:1988-201815 minutes
本週課程教師簡介：陳冠學老師5 minutes

1 assignmentTotal 10 minutes

第六週測驗（選擇題，計分）10 minutes

1 discussion promptTotal 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

孔令傑 (Ling-Chieh Kung)

National Taiwan University

9 Courses113,268 learners

郭佳瑋

National Taiwan University

1 Course8,765 learners

余峻瑜

National Taiwan University

4 Courses10,588 learners

Offered by

National Taiwan University

Explore more from Business Strategy

Status: Preview
Northeastern University
Engaging in Service Innovation and Management
Course
Status: Free Trial
Starweaver
Effective Service Innovation by Design in Hotel Management
Course
Status: Preview
Northeastern University
Introduction to Service Innovation and Management
Course
Status: Preview
Coursera
Creating Service Innovation Culture in Public Sector
Course

Why people choose Coursera for their career

Felipe M.

Learner since 2018

"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."

Jennifer J.

Learner since 2020

"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."

Larry W.

Learner since 2021

"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."

Chaitanya A.

"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.