15 Customer ExperienceDriven Design 1 4 12 AIT

  • Slides: 34
Download presentation
����� 15: ���������������� (Customer Experience-Driven Design) ����� 1: ���������������� 4: ���������������� [1/2] ������ (AIT),

����� 15: ���������������� (Customer Experience-Driven Design) ����� 1: ���������������� 4: ���������������� [1/2] ������ (AIT), �������� � ������ (AIT), Tomasz Nitkiewicz (CUT), Agnieszka Ociepa-Kubicka (CUT) Curriculum Development of Master’s Degree Program in Industrial Engineering for Thailand Sustainable Smart Industry

������ ������������� ��������������� / ������������������� Grönroos, C. (1990). Service management and marketing: Managing the

������ ������������� ��������������� / ������������������� Grönroos, C. (1990). Service management and marketing: Managing the moments of truth in service competition. Jossey-Bass.

������ � � ������� � � ���������������������� สขใจ � � � �������������� � ���������

������ � � ������� � � ���������������������� สขใจ � � � �������������� � ��������� (Geum ������ , 2011) Geum, Y. , Cho, Y. , & Park, Y. (2011). A systematic approach for diagnosing service failure: Service-specific FMEA and grey relational analysis approach. Mathematical and Computer Modelling, 54(11 -12), 3126 -3142. ������

5 ������������ 1. ���������� � 2. ���������� 3. ���������� 4. ���������� Flanders, S. (2017,

5 ������������ 1. ���������� � 2. ���������� 3. ���������� 4. ���������� Flanders, S. (2017, June 26). 5 Common Customer Service Failures. Retrieved September 26, 2020, from https: //multichannelmerchant. com/blog/five-commoncustomer-service-failures/ 5. ����������

������������ 1. 2. 3. 4. 5. 6. ����� ��� ������������� ��� ������������������ ������������� �

������������ 1. 2. 3. 4. 5. 6. ����� ��� ������������� ��� ������������������ ������������� � 7. ������������� 8. �� ��������� 9. ������������ Coresystems, M. , Follow, & Coresystems, M. (2015, June 11). 10 Most Common Customer Service Failures. Retrieved September 26, 2020, from https: //www. linkedin. com/pulse/10 -most-common-customer-service-failuresmanuel-grenacher

��������� Willott, L. (2020, January 30). The service recovery paradox. Retrieved September 26, 2020,

��������� Willott, L. (2020, January 30). The service recovery paradox. Retrieved September 26, 2020, from https: //www. customerthermometer. com/customerretention-ideas/the-service-recovery-paradox/

����������� ������� ������� / ������� /������� ��������� /���������� �� /��� ��� ������������������ 2 �������

����������� ������� ������� / ������� /������� ��������� /���������� �� /��� ��� ������������������ 2 ������� Willott, L. (2020, January 30). The service recovery paradox. Retrieved September 26, 2020, from https: //www. customerthermometer. com/customerretention-ideas/the-service-recovery-paradox/

�������������� (F ���� MEA(�������� �������� Healthcare and Entertainment Retail Travel ���� medical (Chiozza and

�������������� (F ���� MEA(�������� �������� Healthcare and Entertainment Retail Travel ���� medical (Chiozza and (Charoenchokdiok (Chuang, 2007) Ponsetti, 2009; (Shahin, 2004) ��� and Koomsap, 2018) Geum et al, 2011

������������� Content based on: Labajan, R. A. A. , & Koomsap, P. (2019). Customer

������������� Content based on: Labajan, R. A. A. , & Koomsap, P. (2019). Customer Journey Clue-based Service Failure Prevention. Production Engineering Archives, 25(25), 21 -34.

FMEA ��������� Identification of failures ������������� ����� เรยกรอง ������ Assessment Risk Corrective of risk

FMEA ��������� Identification of failures ������������� ����� เรยกรอง ������ Assessment Risk Corrective of risk prioritization actions Occurrence Detection * RPN = DOSk Severity Customer perception to failure (Shahin, 2004) (*Koomsap and Charoenchokdilok, 2016)

FMEA ��������� Identification of failures Assessment of risk Risk prioritization Corrective actions ��������������������������������� Labajan,

FMEA ��������� Identification of failures Assessment of risk Risk prioritization Corrective actions ��������������������������������� Labajan, R. A. A. , & Koomsap, P. (2019). Customer Journey Clue-based Service Failure Prevention. Production Engineering Archives, 25(25), 21 -34.

Customer Journey Clue-based Service Failure Prevention Framework 1 Underst and Customer Journey Inventory of

Customer Journey Clue-based Service Failure Prevention Framework 1 Underst and Customer Journey Inventory of customer activities, expected outcomes and touchpoints 2 Identify Screening potential 3 5 4 and Corrective failures evaluation of Prioritization Actions according to potential the failures ����� following ������ Customer �������� Customer service ��������������� oriented Service clues �������������� components ����� journey �������� Labajan, R. A. A. , & Koomsap, P. (2019). Customer Journey Clue-based Service Failure Prevention. Production Engineering Archives, 25(25), 21 -34. �� : ���������� ������ FMEA ����������� k RPN = ��������

������� 1. ��������� Inventory of customer activities, expected outcomes and touchpoints Labajan, R. A.

������� 1. ��������� Inventory of customer activities, expected outcomes and touchpoints Labajan, R. A. A. , & Koomsap, P. (2019). Customer Journey Clue-based Service Failure Prevention. Production Engineering Archives, 25(25), 21 -34. ���������������������� ����� (Folstad ������ 2013) ������������ ���������� ������ � ����

����� 2 ����������� Labajan, R. A. A. , & Koomsap, P. (2019). Customer Journey

����� 2 ����������� Labajan, R. A. A. , & Koomsap, P. (2019). Customer Journey Clue-based Service Failure Prevention. Production Engineering Archives, 25(25), 21 -34.

Labajan, R. A. A. , & Koomsap, P. (2019). Customer Journey Clue-based Service Failure

Labajan, R. A. A. , & Koomsap, P. (2019). Customer Journey Clue-based Service Failure Prevention. Production Engineering Archives, 25(25), 21 -34.

Stage 3. Screening and evaluation of potential failures Occurrence Severity Customer perception to failure

Stage 3. Screening and evaluation of potential failures Occurrence Severity Customer perception to failure Detection Labajan, R. A. A. , & Koomsap, P. (2019). Customer Journey Clue-based Service Failure Prevention. Production Engineering Archives, 25(25), 21 -34. • �������������������������� ������������� �� • �������������

Stage 4. Prioritization Potential failures are ranked according to its criticality Labajan, R. A.

Stage 4. Prioritization Potential failures are ranked according to its criticality Labajan, R. A. A. , & Koomsap, P. (2019). Customer Journey Clue-based Service Failure Prevention. Production Engineering Archives, 25(25), 21 -34. Occurrence, O Detection, D Customer perception to failure, k Severity, S RPNC = DOSk

����������������� Labajan, R. A. A. , & Koomsap, P. (2019). Customer Journey Clue-based Service

����������������� Labajan, R. A. A. , & Koomsap, P. (2019). Customer Journey Clue-based Service Failure Prevention. Production Engineering Archives, 25(25), 21 -34.

����� Reverse Kano (��� ) ��������������� ��� ������� ? ���� (������ ) ���������� RA

����� Reverse Kano (��� ) ��������������� ��� ������� ? ���� (������ ) ���������� RA ������� RA �������� RO ������ ? Koomsap, P. , & Charoenchokdilok, T. (2018). Improving risk assessment for customer-oriented FMEA. Total Quality Management & Business Excellence, 29(13 -14), 1563 -1579. �������� I I RM RM RM

Stage 5. Corrective actions Critical failures are addressed by applying corrective actions to stop

Stage 5. Corrective actions Critical failures are addressed by applying corrective actions to stop them from occurring Labajan, R. A. A. , & Koomsap, P. (2019). Customer Journey Clue-based Service Failure Prevention. Production Engineering Archives, 25(25), 21 -34. Study potential failure Identify possible causes Recommend corrective actions

Customer Journey Clue-based Service Failure Prevention Framework 1 Underst and Customer Journey Inventory of

Customer Journey Clue-based Service Failure Prevention Framework 1 Underst and Customer Journey Inventory of customer activities, expected outcomes and touchpoints 2 Identify Screening potential 3 5 4 and Corrective failures evaluation of Prioritization Actions according to potential the failures ����� following ��������������� service ��������������� ������� components ������ ���� Labajan, R. A. A. , & Koomsap, P. (2019). Customer Journey Clue-based Service Failure Prevention. Production Engineering Archives, 25(25), 21 -34. �� : ���������� ������������� RPN = DOSk ����

https: //msie 4. ait. ac. th/ Together We Will Make Our Education Stronger @MSIE

https: //msie 4. ait. ac. th/ Together We Will Make Our Education Stronger @MSIE 4 Thailand MSIE 4. 0 Channel Curriculum Development of Master’s Degree Program in Industrial Engineering for Thailand Sustainable Smart Industry