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)

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)

8,737 already enrolled

Included with

Learn more

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

Tools you'll learn

Platform As A Service (PaaS)

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 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 111,223 learners

郭佳瑋

National Taiwan University

1 Course 8,737 learners

余峻瑜

National Taiwan University

4 Courses 10,523 learners

Offered by

National Taiwan University

Explore more from Business Strategy

Starweaver
Effective Service Innovation by Design in Hotel Management
Course
Northeastern University
Engaging in Service Innovation and Management
Course
Northeastern University
Introduction to Service Innovation and Management
Course
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."

Learner reviews

5 stars
83.44%
4 stars
14.56%
3 stars
1.32%
2 stars
0.66%
1 star
0%

Showing 3 of 151

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 3, 2021

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

Reviewed on Apr 7, 2021

深入淺出，章節劃分也很合理，是很棒的服務體驗入門課！理論、案例兼具，最後結合實際的金融產業服務案例非常棒，謝謝四位老師～

View more reviews

Open new doors with Coursera Plus

Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription

Learn more

Advance your career with an online degree

Earn a degree from world-class universities - 100% online

Explore degrees

Join over 3,400 global companies that choose Coursera for Business

Upskill your employees to excel in the digital economy

Learn more

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.