15 Customer ExperienceDriven Design 1 4 12 AIT
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- Slides: 34
����� 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 moments of truth in service competition. Jossey-Bass.
������ � � ������� � � ���������������������� 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, 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. ����� ��� ������������� ��� ������������������ ������������� � 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, from https: //www. customerthermometer. com/customerretention-ideas/the-service-recovery-paradox/
����������� ������� ������� / ������� /������� ��������� /���������� �� /��� ��� ������������������ 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 (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 Journey Clue-based Service Failure Prevention. Production Engineering Archives, 25(25), 21 -34.
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, 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 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. 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 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 Prevention. Production Engineering Archives, 25(25), 21 -34.
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. 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 Failure Prevention. Production Engineering Archives, 25(25), 21 -34.
����� 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 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 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 ����
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