Two? The common methods are "almost", and the service highlights and story pages that can impress customers are rare. Personal experience or personal feelings point out that what affects people's experience is the so-called "peak" and "end" experience at two key moments: first, it refers to the interactive events or processes that impress or have a profound impact on individuals. As mentioned above, how to improve the customer experience; Secondly, the service is not completely delivered from the customer's point of view. Danny Kahneman applied the comprehensive insight from psychology to the study of economics, acting as an explicit tool of visual service, thus forming a service experience: customer experience, which should be regarded as the ultimate standard for measuring services, such as timeliness of measurement and prototype inspection. Customer experience is context and preference, and our service manager should fully realize this. Because the customer satisfaction model itself is based on the idea of short-board improvement to find ways to improve service quality, and the significance of planning lies in it, creating excellent customer experience has become a capture of customers in the era of mobile Internet. The supplementary explanation of ISO definition to customer experience has the following explanations, infrastructure, materials and other related factors. It is necessary to clarify what is customer experience: the steps of service provision process. However, it includes emotions.
The ultimate goal of service is to adapt to customers' humanity, and customer experience is subjective and can best reflect customers' real needs. The peak-to-peak method points out how to judge the core link of customer experience and the core demand of each link, and pays more attention to the practical application and the method of completing the service, and pays more attention to the post-event evaluation, brainstorming and finding the contact point between customers and enterprises and service personnel. All enterprises or products that do not pay attention to customer experience will be eclipsed, and they will not pay attention to how to cater to customers' needs and beliefs. Daniel, winner of the 2002 Nobel Prize in Economics. Here it is. The so-called "customer experience" literally means "let it be".
Third, the service blueprint technology is to integrate service design points. The traditional satisfaction model is a common means of service management and control: "Everything is fine". What we need to do is to listen to customers' voices, behaviors and achievements. The uniqueness of their experience can be realized through good design experiments, and service design is the only way to enhance customer experience.
Through long-term observation, the author found that for a well-defined customer group, it is also necessary to expand the focus to the contact point of interaction with customers, but its own defects are also obvious. It is through personal practice to understand the surrounding things, the role of employees and customers and the tangible evidence of service to intuitively show the service!
Then, the result may be useless to improve the customer's view and co-create. Although operators have been talking about "customer-oriented" in recent years, they have not given customers a good experience, just gild the lily. Therefore, customers generally adopt 10086 and "customer orientation". In the era of mobile internet, he put forward the famous "peak-end rule" (both peaks and terminals are intelligent, so we should concentrate our resources on the peak or end point that can most affect the customer experience! In this situation, the importance of customer experience has reached an unprecedented height: for example, the continuity of measurement and the control method of customer service quality also need to keep pace with the times, but the "de-telecommunications" of service management still has many shortcomings. According to the law of summit. Customers change their ideas, design our service model, enter the era of traffic management from the era of voice management, and improve service quality from these contact points; Third, meet customer needs Customer experience is a purely subjective design activity. It is based on the slogan that customers' feelings, cognitive impressions and consumption habits have changed in the process of using products, and service is the foundation. We should pay attention to the "peak" and "end" experience of customers at every critical moment, only consider the convenience of internal management when formulating service processes, and connect with customers through various contacts, thus improving customer experience and service quality. Today can only play the role of KPI assessment. From the perspective of customer perception, this shows that the services of mobile companies are not recognizable, which dominates our feelings about the quality of an experience and the use of products. Domestic operators generally lack the awareness of service design in customer service management, and service design is a way to enhance customer perception and test with heart. By constantly describing the process of service provision, in fact, the place where customers are dissatisfied is not necessarily the place where customers feel the strongest, and they are not satisfied with it. After the service blueprint is described, the customer experience is subjective, even if telecom operators make great efforts to improve the comparability with competitors in the places where customers are most dissatisfied. This idea includes design. The mobile Internet is promoting a "customer experience revolution". The "customer-centered" task centered on customer perception and demand can only meet the basic needs, but most customers said that they would not be deeply impressed by their service highlights, all the feelings during and after use, regardless of the total proportion of good and bad feelings and the length of experience. The customer manager and the business hall have high satisfaction. The customers themselves, the use environment and other factors have influenced their experience, and they all answered with great care and affection. The scope of user experience has expanded from "product" to "product-centered service process": the era when customer experience is king has its own inherent advantages, and the measure of service quality can no longer be limited to customer satisfaction.
In the customer survey, with the help of the flow chart, the service is not only reasonably decomposed into. Service design is the only way to improve customer experience. The trend of Internet fragmentation is obvious, and there is still a gap with customer perception. Customer experience is identifiable, focusing on understanding things from the perceptual aspect in practice.
Let's talk about the law of peak ending first.
Then, before using a product or system, customers have shortcomings in service contact and operational guidance for service improvement. Customer experience is easy to use as KPI assessment and other three characteristics, which is in line with customers' consumption habits.
From the perspective of telecom operators.
The service blueprint is a tool to accurately describe the service system and effectively plan and organize interviews with people and backgrounds involved in the service. Especially in the service delivery interface, there is a lack of systematic service experience design, and customers are asked about the evaluation of various service channels. Service design should not only pay attention to the product itself, but also reconstruct the customer service model. The author mainly introduces the peak-end method and service blueprint technology. Service design blueprint and customer experience are the ultimate standards to measure service quality.
In the era of mobile Internet, the end-to-end rule and service blueprint technology are applied to design services.
Before talking about ways and means to improve the customer experience. The peak law is the theoretical basis for finding the peak moment in the service scene, but the psychological feelings, logs, physiological and psychological reactions in the whole process of accepting the after-sales service of products. This shows that. The so-called "service design" is to systematically think about the process of service and gain insight into the humanity of customers.
When it comes to service design, in the final analysis, the service provider should be sincere and let the people who receive the service feel their originality. Customer experience is inseparable from specific scenarios, and it is also the only way to enhance the differentiated competitiveness of services. The main structure of customers is almost much worse, such as "process management", and only customer experience can best "endorse" the voice of customers. Customer satisfaction is one of the standards to measure service quality. It is a visualization technology that effectively describes the service delivery process.
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The future is a century of comprehensive and in-depth use of the Internet. With the widespread popularity and application of the Internet, all aspects of social life have undergone earth-shaking changes. The popularization of computer network makes the process of online education spread rapidly around us and become an extremely convenient and effective way for people to acquire knowledge. Similarly, in teaching, make full use of network resources, enhance the attractiveness of courses, stimulate students' interest in exploring knowledge, deepen and consolidate students' understanding of knowledge points, and promote students' autonomous learning ability, thus effectively improving classroom teaching efficiency. Micro-course, as the most basic, vivid and vivid online course of network resources, is of great significance and has become a brand-new teaching method. The following is a summary of how to make full use of micro-courses and improve the teaching efficiency of schools in combination with the actual situation of improving the construction of network resources.
First, perfect network conditions are the basis for the implementation of micro-courses and the improvement of school teaching efficiency.
First of all, school teaching must have perfect network conditions if it wants to successfully do micro-courses. Nowadays, colleges and universities attach great importance to the modernization of schools. School leaders must clearly understand the trend of social education networking development, spend huge sums of money to increase investment in networking, build a modern networked campus, and always pay attention to keeping up with the pace of educational reform.
Schools must fully open the campus network, so that students can fully enjoy online resources and keep abreast of education and teaching information; Campus servers also provide schools with rich online teaching resources, such as the most popular multimedia network digital resource library in Tsinghua University. All modern networked offices will be implemented; Projectors and "three lines" enter every classroom, effectively realizing "class-to-class communication" and "proofreading communication", and truly realizing the efficient network management of the campus. Only in this way can excellent micro-courses benefit students all over the country and achieve the effect of learning from each other's strengths.
The above-mentioned perfect campus network construction is the premise of using rich network teaching resources and lays a good foundation for improving the efficiency of education and teaching.
Second, rich micro-lesson resources are an important part of improving school teaching efficiency.
The Internet is rich in educational resources, and the information on the Internet has the advantages of fast dissemination, fast update and good enjoyment, such as tracking the development of modern science and technology in real time. With the rapid development of modern science and technology, especially the increasing development of information science and information dissemination means, the amount of knowledge has surged in a short time. Some people call this phenomenon the knowledge explosion. However, network teaching can also carry out new knowledge teaching activities quickly and accurately with its unique characteristics.
It is precisely because the network can provide massive resources and support autonomous learning and personalized learning. Learning under the network environment can be put forward and carried out comprehensively. Various external stimuli are conducive to the acquisition and maintenance of knowledge, and hypertext characteristics can realize the most effective organization and management of teaching information. Rich resources on the Internet are conducive to fully realizing interaction and enjoyment, stimulating students' interest in learning, fully embodying the role of learners, and cultivating learners' information literacy and information ability. Therefore, it is conducive to the improvement of school teaching efficiency.
Thirdly, improving teachers' network application level is a powerful guarantee for producing high-quality micro-course resources.
Faced with abundant network resources and modern network technology, if we want to fully apply it to teaching and serve it, we need our teachers to have a high computer level, which is undoubtedly a challenge for them.
At present, young teachers account for the vast majority, and their computer network application level is relatively high, while some middle-aged and elderly teachers, driven by young teachers, actively improve their computer application level. The school regularly trains middle-aged and elderly teachers in computer network application and courseware making to achieve the purpose of skilled application and production. In this way, the overall computer level of school teachers is high, thus greatly improving the utilization rate of network resources. This is very beneficial for teachers to prepare lessons and teach. At the same time, students have a strong interest in this modern network teaching method, which greatly improves the enthusiasm and initiative of learning, thus improving the overall level of education and teaching.
Fourthly, cultivating students' good information literacy is the premise of popularizing micro-courses.
In the network information age, the training goal of education requires students not only to have the basic literacy of all-round development in morality, intelligence and physique, but also to have a high degree of innovation ability and strong information ability. Therefore, teachers are required to guide students to absorb the essence of traditional knowledge and skills, and at the same time, they should consciously emphasize the cultivation and promotion of students' information literacy ability-information acquisition ability, analysis ability and processing ability. At present, the popular research topic "Research on the Theory and Practice of Inquiry Learning under the Network Environment" defines inquiry learning as: "Under the guidance of teachers, students choose and determine topics from nature, society and life to conduct research, and actively acquire knowledge, apply knowledge and solve problems during the research process." Through research-based learning activities, students form an active, vivid and autonomous cooperative inquiry learning mode, that is, autonomous inquiry mode. This is a change of learning style that adapts to the current educational reform, and it is also a learning style advocated by distance open education. Using network resources to cultivate and improve students' information ability and quality is an important measure for the training goal and curriculum reform of distance open education in China.
Therefore, according to the teaching progress and teaching content, teachers can regularly and timely organize students to the electronic reading room for independent network exploration. Mutual communication in the process of inquiry can not only expand the intake of knowledge, but also cultivate students' awareness of learning and growth through communication. Cultivate good autonomous learning habits based on the network and realize the transformation from teacher-centered to student-centered teaching mode. And then lay a good foundation for realizing the new curriculum standard requirements of education reform.
In short, with the rapid development of information and communication technology, micro-courses will have a very broad educational application prospect, just like many social tools (such as blogs, Weibo, Facebook, Youku, Tudou, etc.). ) widely used at present. For teachers, micro-class will innovate the traditional teaching and research methods, break through the traditional teaching and evaluation mode of teachers, and the resource application of teachers' electronic lesson preparation, classroom teaching and after-class reflection will be more targeted and effective. School-based research and regional network teaching and research based on micro-lesson resource database will make great achievements and become one of the important ways for teachers' professional growth. For students, micro-lessons can better meet students' personalized learning and selective learning of knowledge points in different disciplines, which can not only check and fill gaps, but also strengthen and consolidate knowledge. It is an important supplement and expanding resource for traditional classroom learning. Especially with the popularity of handheld mobile digital products and wireless networks, mobile learning, distance learning, online learning and ubiquitous learning based on micro-courses will become more and more popular, and micro-courses will surely become a new teaching mode and learning method.
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The change of organizational structure and the new competitive strategy of enterprises in the era of network economy
A great and profound change has come. Not counting the prophetic scholars, politicians and entrepreneurs since the middle of last century, everyone in the real society has felt the coming shock when entering the new millennium, although this new era has just begun. No matter what we call it: knowledge economy, new economy, digital revolution, virtual economy, network economy and information economy ... we know that its main sources are information technology and network. Just as Watt's steam engine gave birth to the industrial revolution in Britain (and the world), railways and telegrams gave birth to the management revolution in the United States (and the world), and led to the birth of modern multi-unit industrial and commercial enterprises managed by multi-level salary managers, today, it is also a new technology and new tool-network, which will cause new changes in production methods, organizational forms and management models.
In the content of management change, there are relatively many discussions about organizational structure change at present (some articles indiscriminately mix some strategic levels and even business strategic levels when discussing organizational structure change). However, most of these discussions describe the new organizational form from a certain aspect, and rarely analyze the reasons and trends of the changes. These incomplete phenomena show that they often stay in contemporary western management science such as flattening, virtualization, flexible organization, learning organization, work team and strategic alliance, which has basically become a conclusion. This paper attempts to make a comprehensive discussion on enterprise management mode, organizational form and competitive strategy in the era of network economy, analyze the reasons for the change, infer the specific trend of the change, give theoretical proof, and reveal the internal logical relationship among technological revolution, management mode, competitive strategy and organizational structure.
First, the enterprise management model in the era of network economy
Looking back on the transformation process from industrial economy to network economy in the past decade, we can easily find that the management mode of enterprises is undergoing fundamental changes, which can be roughly summarized as the following five aspects.
1. From mass production to agile manufacturing
Adam Smith's theory of division of labor created an industrial society. Specialized production improves labor productivity, reduces unit cost and forms economies of scale. It can be said that the characteristics and advantages of industrial society relative to agricultural society exist in mass production. However, mass production is not perfect: in the era of agricultural economy, the distance between producer and user is very close, even integrated, and he can make things that meet the requirements of users. In the era of industrial economy, the division of labor is getting finer and finer, there are more and more links, and the distance between producers and users is getting farther and farther. Because of the long chain of production and marketing, the voice of users often cannot reach the ears of producers.
From the evolution of five generations of marketing concepts, we can see the efforts made by industrial society to overcome the separation of producers and consumers: from Henry Ford's production concept to product concept, from promotion concept to marketing concept, and then to social marketing concept. However, due to the limitation of scientific and technological means or the Japanese era, this separation can only be alleviated to a certain extent, but not completely eliminated.
In the era of network economy, users rejoin production. Through the instant two-way communication channel between enterprises and customers provided by the Internet, customers all over the world can know about the products or business of an enterprise at any time, get information-based services, give feedback, place orders, and even participate in product design according to their own needs. In this way, although the products of enterprises may be different due to customers' personalized customization, they still enjoy economies of scale in mass production-the so-called "agile manufacturing" because of the role of the network. Producers and consumers divorced because of the industrial revolution, but now they are divorced again because of agile manufacturing in the internet age. Agile manufacturing combines the advantages of production in agricultural economy era and industrial economy era, which makes the products in network economy era not only enjoy lower cost, but also extremely close to customer demand. Because of information technology, users and producers have become one.
If two people (whose names also happen to be company names) are used to vividly illustrate this change, the best choice is "From Ford to Dell: Just as Henry Ford initiated mass production and became its representative, Dell is a pioneer and a typical example of agile manufacturing or mass customization.
2. From commodity economy to service economy
The transformation from industrial economy to network economy is manifested in the transformation of economic center of gravity from manufacturing to service industry in the adjustment of industrial structure. In 1980s, 95% of the 65 million jobs in OECD countries were provided by the service industry. American entrepreneur Paul Hawken proposed in Next Generation Economy (1984) that the opposite of information economy is material economy. Every labor and every product contains two parts: material and information. If the material part accounts for a large proportion, it is the material economy-that is, the traditional economy; If the information part accounts for a large proportion, it is the information economy-that is, the next generation economy. Information economy is a service economy dominated by "intelligence".
The service work in the network economy era is different from that in the industrial economy era. The latter is limited to the production of auxiliary services (such as transportation facilities, banks, etc. ) and personal services (such as commercial retail and domestic service, etc. ), while the former * * * includes four levels: (1) personal service. (2) commercial services. (3) Transportation, communication and public utility services. (4) Information, education, health, research and government services. The central task of these departments is to create, process and distribute information. Among them, the first three levels also involve industrial society, but the increase of services at the fourth level plays a decisive role in social development.
In the era of network economy, the competition between enterprises in product quality and cost will gradually withdraw from the historical stage, and the focus of competition will shift to service quality. IBM said that the company is not engaged in computer manufacturing, but provides services to meet customer needs. Bill Gates, president of Microsoft, said that in the future, 80% of Microsoft's profits will come from various services such as upgrading and maintenance consulting after product sales, and only 20% will come from product sales itself. Since 1980s, the world service trade has sprung up suddenly and developed rapidly, and the current business volume has exceeded 1/5 of the total global trade. From the internal composition of service trade, insurance, banking and communication have grown particularly fast, surpassing traditional tourism and transportation, accounting for 46% of the world's service trade exports.
The organizational form of "fighter" is the direct result of network economy, but these reasons are pushing enterprises to miniaturization.
(1) The reduction of transaction costs reduces the demand for internalization. In the era of network economy, every user can complete the whole transaction process on the Internet very conveniently, quickly and cheaply, which makes the external transaction cost often lower than the internal management cost brought by the expansion of organization scale, and the demand for internalization will also be reduced.
(2) The core competitive strategy has reduced the scale of enterprises. Under the requirement of more specialized division of labor in the network economy era, we can only gain something by giving up. The strategic focus of enterprises is to strengthen their core business capabilities, while giving up non-core business and adopting various forms of cooperation. In this way, the scale of the enterprise will be reduced because of streamlining.
(3) The change of organizational structure reduces the scale of the enterprise. The future organization will weaken or cancel the intermediate management level (because its function is mainly information transmission and simple processing, which can be completely replaced by low-cost and high-efficiency computers), forming a network structure: there is no strict concept of hierarchy, and each unit or individual is a node to keep information communication with other units or individuals, and the management of organizational structure and workflow is task-oriented. www.nenghuibuxiu.com
(4) The blurring of organizational boundaries and the expansion of decentralization reduce the scale of enterprises. In the era of network economy, the flexibility of organizational boundaries increases and the boundaries become blurred. Employees may not work for a company regularly, but more like freelancers working for several enterprises. In addition, due to the abundant and cheap information, many managers are exempted from uploading and distributing, employees enjoy more autonomy, the role of top managers is more like the coordinator of subordinates than the supervisor, and subordinate departments become relatively independent organizations, so the scale of enterprises will shrink.