Mastering Service Process and Customer Engagement

📋 Course Outline

1. Last mile 경쟁과 프로세스 혁신
2. 서비스 프로세스 개념과 고객관점
3. 서비스 특성에 따른 대응 전략
4. 서비스 디자인 개념과 핵심 원칙
5. 서비스 청사진과 고객 여정 지도
6. 고객 여정 관리와 성과 측정
7. 프로세스 재설계 필요 신호와 유형
8. 고객 참여 수준과 공동생산 역할
9. 고객 참여 관리 3단계 프로세스

📖 1. Last mile 경쟁과 프로세스 혁신

🔑 Key Concepts & Definitions

• Last mile : Last mile is the final delivery stage that moves a product from a logistics hub to the customer’s home or office.
• Moment of Truth : Moment of Truth is the decisive touchpoint where customers judge service quality and form overall evaluations.
• Last mile competition : Last mile competition is rivalry focused on the last delivery segment through speed, accuracy, personalization, and return convenience.
• Process innovation : Process innovation is redesigning service delivery steps to improve customer experience and competitive advantage in the last segment.
• Laundr y Go Innovation : Laundry Go Innovation is a last-mile service improvement using a mobile app and direct pickup to reduce customer inconvenience.

📝 Essential Points