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)

Go to Course: https://www.coursera.org/learn/service-models

Introduction

### Course Review: Experience, Design, and Innovation of Service Models: from Pain Points to Selling Points In our fast-paced, technology-driven world, the importance of understanding service design and innovation cannot be overstated, especially within the service sector. Coursera’s course titled "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) is an exceptional resource for anyone looking to enhance their skills in service management in the digital age. #### Overview The course is centered around the key differentiators of the service industry compared to manufacturing, focusing on the management of people and service processes rather than just products. It addresses a critical challenge businesses face today: how to leverage technology to foster a human-centered approach towards customer interaction. Participants will explore the essentials of service design and operations, which aim to improve customer experiences while integrating revenue management and platform strategies for effective business modeling. Led by three esteemed professors from National Taiwan University’s College of Management and industry experts from Cathay Financial Holdings, this course meticulously bridges theory and practice through case studies from various sectors including finance, retail, healthcare, transportation, and online services. This blend of academic rigor and real-world insights makes it particularly valuable. #### Course Syllabus The syllabus is divided into multiple modules, each addressing a vital aspect of service design and innovation: 1. **Experience Economy and Service Design (Part 1)**: This section introduces learners to the classification of economic models and the four realms of experience. It showcases real-life applications of the experience economy and identifies four types of customer sacrifices. 2. **Experience Economy and Service Design (Part 2)**: This part dives deeper into understanding customer pain points, sacrifices, and the concept of empathy design. It also compares customer journey maps with service blueprints, allowing practical application of these concepts. 3. **Service Management and Service Innovation**: Learners will grasp the fundamentals of service operations and how to apply innovation to enhance consumer service experiences. This module introduces various tools for service operations and the basic elements of executing service innovation. 4. **Revenue Management**: This section helps students comprehend the principles of revenue management and dynamic pricing, including its real-life applications and scenarios where it can be implemented effectively. 5. **Platform Strategy**: In this part, learners will understand the basics of two-sided platforms, platform economics, considerations in managing platforms, and revenue models within platforms. 6. **Financial Service Design Process - Cathay United Bank Case**: This module dissects complex financial product design using a case study on credit cards from Cathay United Bank. It outlines the challenges faced during the product design process, equipping students with the skills to identify product issues and propose market-aligned recommendations based on prior lessons and known public information. #### Recommendation I highly recommend this course to professionals, entrepreneurs, and anyone interested in service management. Its practical approach ensures that participants not only learn key concepts but also apply them in real-world scenarios. The combination of theoretical frameworks, industry case studies, and expert insights provides a well-rounded understanding of how to innovate in service sectors. Given the course’s commitment to a human-centered approach and its thorough exploration of the digital landscape in service management, it is particularly relevant for individuals looking to enhance their ability to create impactful customer experiences. The course also serves as an excellent foundation for further exploration in the fields of service design, innovation, and digital transformation. In conclusion, "Experience, Design, and Innovation of Service Models: from Pain Points to Selling Points" is a comprehensive course that equips learners with invaluable skills for thriving in today's dynamic service-oriented economy. Dive into this course, and unlock the potential to transform customer experiences and drive business success!

Syllabus

體驗經濟與服務設計(上)

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。

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。

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。

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。

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。

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。