服务设计的3大原则：如何让客户“念念不忘”，企业“次次精准”？

<!DOCTYPE html> <html lang="zh-Hans"> <head> <meta charset="UTF-8"> <meta name="viewport" content="initial-scale=1.0,user-scalable=no,minimal-ui"> <title>服务设计的3大原则：如何让客户“念念不忘”，企业“次次精准”？ | 人人都是产品经理</title> <meta name="baidu-site-verification" content="codeva-oZwKtV7LDl" /> <meta property="og:title" content="服务设计的3大原则：如何让客户“念念不忘”，企业“次次精准”？ – 人人都是产品经理"><meta property="og:url" content="https://www.woshipm.com/share/6172958.html"><meta property="og:image" content="https://image.woshipm.com/2023/04/14/881620e4-da8d-11ed-915e-00163e0b5ff3.jpg"><meta property="og:description" content="对于企业来说，“服务设计”就像盖楼的地基，打得稳不稳，直接决定了客户体验的好坏。没有科学的服务设计，再优秀的服务团队都可能“跑偏”，更别提客户满意度和市场竞争力了。那么，怎么做好服务设计？答案其实并不复杂：以客户为中心，全流程覆盖，再加上数据驱动的持续优化。"><meta property="og:type" content="article"><script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Article", "name": "服务设计的3大原则：如何让客户“念念不忘”，企业“次次精准”？ – 人人都是产品经理,","author": "化文龙","description": "对于企业来说，“服务设计”就像盖楼的地基，打得稳不稳，直接决定了客户体验的好坏。没有科学的服务设计，再优秀的服务团队都可能“跑偏”，更别提客户满意度和市场竞争力了。那么，怎么做好服务设计？答案其实并不复杂：以客户为中心，全流程覆盖，再加上数据驱动的持续优化。", "image": [ "https:https://image.woshipm.com/2023/04/14/881620e4-da8d-11ed-915e-00163e0b5ff3.jpg" ], "datePublished": "2025-01-22T09:01:17", "commentCount": 0, "interactionStatistic": { "@type": "InteractionCounter", "interactionType": "http://schema.org/LikeAction", "userInteractionCount": 0 } } </script><meta name="keywords" content="方法论, 服务设计, 用户需求, 经验分享, 设计原则, "><meta name="description" content="对于企业来说，“服务设计”就像盖楼的地基，打得稳不稳，直接决定了客户体验的好坏。没有科学的服务设计，再优秀的服务团队都可能“跑偏”，更别提客户满意度和市场竞争力了。那么，怎么做好服务设计？答案其实并不复杂：以客户为中心，全流程覆盖，再加上数据驱动的持续优化。"><link type="image/vnd.microsoft.icon" href="//image.woshipm.com/favicon.ico" rel="shortcut icon"><meta name='robots' content='max-image-preview:large' /> <style>img:is([sizes="auto" i], [sizes^="auto," i]) { contain-intrinsic-size: 3000px 1500px }</style> <link rel='dns-prefetch' href='//image.woshipm.com' /> <script type="text/javascript"> /* <![CDATA[ */ window._wpemojiSettings = {"baseUrl":"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/72x72\/","ext":".png","svgUrl":"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/svg\/","svgExt":".svg","source":{"concatemoji":"https:\/\/www.woshipm.com\/wp-includes\/js\/wp-emoji-release.min.js?ver=6.7.2"}}; /*! 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u-rounded u-shadowed"> <h2 class="article--title"> 服务设计的3大原则：如何让客户“念念不忘”，企业“次次精准”？</h2> <div class="stream-list-meta artilce--meta2"> <div class="u-flex0"> <a target="_blank" class="u-flex" href="https://www.woshipm.com/u/285936"><img src="https://static.woshipm.com/view/woshipm_api_def_20250117141911_4838.jpg?imageView2/1/w/72/h/72/q/100" alt="" height="36" width="36" class="avatar"></a> </div> <div class="u-flex1"> <div class="author u-flex" data-id="285936"> <a target="_blank" class="ui-captionStrong" href="https://www.woshipm.com/u/285936">化文龙</a> <el-tooltip class="newusertagIcon icon-num-1101" effect="dark" content="普通作者" placement="top"><img src="https://static.woshipm.com/tag/1101_1@2x.png " width=16 @click="goVip({parentCode: 1100})" /></el-tooltip> <sub-button :author="285936" :status="isFollowing" @subauthorchild="subauthor" /> </div> <div class="meta--sup"> <time>2025-01-22</time> <div class="meta--sup__right"> 0 评论 <span class="dot"></span> 462 浏览 <span class="dot"></span> 1 收藏 <span class="dot"></span> <el-tooltip class="item" effect="dark" content="预计阅读时间 8 分钟" placement="top"> <span>8 分钟</span> </el-tooltip> </div> </div> </div> </div> <div class="article-topAd js-star js-star-25" data-id="3"></div> <div class="article--content grap"> <div v-pre> <blockquote><p>服务设计的本质是什么？其实就是用科学的方法，帮企业持续优化服务的每一个细节。它不仅能提升客户满意度，还能增强企业的竞争力。换句话说，服务设计的意义，就是让客户每一次的体验都“念念不忘”，同时让企业的服务团队“次次精准”。</p> </blockquote><p><img data-action="zoom" decoding="async" class="aligncenter" src="https://image.woshipm.com/2023/04/14/881620e4-da8d-11ed-915e-00163e0b5ff3.jpg" /></p> <p>对于企业来说，“服务设计”就像盖楼的地基，打得稳不稳，直接决定了客户体验的好坏。没有科学的服务设计，再优秀的服务团队都可能“跑偏”，更别提客户满意度和市场竞争力了。</p> <p>那么，怎么做好服务设计？答案其实并不复杂：以客户为中心，全流程覆盖，再加上数据驱动的持续优化。接下来，我们通过这3个关键原则，深入聊聊服务设计的精髓。</p> <h2 id="toc-1" class="jltoc--item">一、以客户为中心：客户需求是服务的“指南针”</h2> <p>如果把服务比作一场演出，客户永远是台下的观众。服务设计的首要原则就是“以客户为中心”，一切从客户的视角出发。毕竟，再完美的流程，如果不能解决客户的实际需求，那不过是“自嗨”。</p> <p><strong>1、深入了解客户需求</strong></p> <p>服务设计的起点，就是摸清楚客户的真实需求、痛点和偏好。很多企业会通过调研、访谈、数据分析等手段，挖掘客户内心的“小秘密”。只有掌握了这些关键点，服务设计才能做到“对症下药”。</p> <p>比如，某国际快递公司发现很多客户经常来询问包裹的配送进度，客服被咨询量压得喘不过气。于是他们设计了一个包裹追踪系统，客户可以通过App实时查看配送状态和预计送达时间。这种设计既满足了客户的需求，又大幅减少了客服的工作量，可谓一举两得。</p> <div class="js-star yyp--fancyPost" data-id="45"></div> <p><strong>2、关注客户的每个接触点</strong></p> <p>服务过程中的每一个接触点，都是客户对品牌形成印象的关键瞬间。从第一次咨询，到下单、支付、售后……服务设计需要确保每一步都能让客户觉得顺畅、有温度。毕竟，一次糟糕的体验足以让客户“脱粉”。</p> <p>例如，某五星级酒店发现客户对入住等待时间的忍耐度非常低，尤其是在长途旅行后。于是，他们设计了“无感入住服务”：客户可以提前通过App办理入住手续，到店后直接刷卡进房间。这种以客户体验为导向的设计，显著提升了客户满意度，也让品牌口碑大大增强。</p> <p><strong>客户需求是服务设计的“指南针”。一切从客户的视角出发，才能设计出真正贴心的服务，赢得客户的心。</strong></p> <h2 id="toc-2" class="jltoc--item">二、全流程设计：客户旅程中的“无缝体验”</h2> <p>服务设计绝不是“头痛医头、脚痛医脚”，而是一场全局视角的系统规划。客户的服务体验不是某一个环节决定的，而是由整个“客户旅程”贯穿始终。全流程设计的目标，就是让服务从头到尾流畅无阻，给客户“无缝衔接”的体验。</p> <p><strong>1、关注服务的全生命周期</strong></p> <p>客户和企业的互动，往往跨越了多个阶段：售前、售中、售后。好的服务设计，应该覆盖客户旅程的每一个关键点，而不是只盯住某个阶段。比如，一些企业在售前咨询上做得很到位，但售后支持却“一塌糊涂”，这会让客户感到体验割裂。</p> <p>某家电企业通过服务设计，把客户的购买记录和售后系统打通。当客户申请报修时，系统会自动显示客户购买的产品型号和保修信息。客户无需重复提供购买证明，服务效率大大提升，体验也更加流畅。这种全生命周期的设计，让客户感受到服务的“流畅”和“连贯”。</p> <p><strong>2、跨部门协作，打破“信息孤岛”</strong></p> <p>很多时候，客户的不满并不是因为服务本身不好，而是因为部门之间配合不到位。比如销售和售后信息不同步，客户提了需求，结果要重复解释好几遍，这种割裂感非常糟心。</p> <p>服务设计需要打破部门壁垒，让信息能够在内部高效流转。无论是销售部门掌握的客户需求，还是物流部门的配送信息，都需要在服务中实现无缝衔接。</p> <p>总结一下：服务不是某个环节的事，而是一个全局性的系统工程。只有覆盖全流程、打通部门协作，才能让客户从始至终感受到“顺畅的服务体验”。</p> <h2 id="toc-3" class="jltoc--item">三、数据驱动与反馈机制：让服务设计“越用越聪明”</h2> <p>服务设计绝不是一成不变的“死规则”。客户需求会变，市场环境会变，服务设计也需要不断优化迭代。而数据驱动和反馈机制，正是服务设计持续进化的“超级助推器”。</p> <p><strong>1、用数据挖掘客户的真实需求</strong></p> <p>数据是服务优化的“金矿”。通过客户满意度调查、线上评价、行为数据等，企业可以挖掘出客户的真实需求和服务中的“痛点”。这些数据，往往比主观判断更能找到问题的关键。</p> <p><strong>2、动态调整，适应需求变化</strong></p> <p>市场和客户需求总是在变，服务设计需要具备灵活调整的能力。借助实时反馈，企业可以动态优化服务流程，让服务始终保持高效、贴合市场。</p> <p>例如，某连锁超市发现客户普遍对线上配送的等待时间不满，投诉率居高不下。通过客户反馈数据，他们重新优化了配送设计，调整了配送路线，同时增加了送货时段的灵活性。结果，准时送达率提升了20%，客户满意度也随之大幅提高。</p> <h2 id="toc-4" class="jltoc--item">四、服务设计的核心：以科学方法打造“客户尖叫体验”</h2> <p>服务设计看似“幕后”，却决定了客户的每一次体验。总结一下，想要做好服务设计，企业需要遵循以下三大原则：</p> <ol> <li>以客户为中心：贴合客户需求和痛点，从每一个接触点优化客户体验。</li> <li>全流程覆盖：不局限于某一阶段，而是覆盖客户旅程的每一个环节，让服务“无缝衔接”。</li> <li>数据驱动优化：借助数据反馈，不断迭代服务设计，适应客户需求的动态变化。</li> </ol> <div class="article--copyright"><p>本文由 @化文龙原创发布于人人都是产品经理。未经作者许可，禁止转载</p> <p>题图来自Unsplash，基于CC0协议</p> <p>该文观点仅代表作者本人，人人都是产品经理平台仅提供信息存储空间服务</p> </div> </div> <div class="article--bottomActions"> <donate-button author="285936" post_id="6172958" avatar="https://static.woshipm.com/view/woshipm_api_def_20250117141911_4838.jpg"></donate-button> <button class="button button--toggle article--bottomAction" data-dts-event-location="favorite_article" data-dts-event-info='{"article_id":6172958}' @click="bookmark" :class="{ active:isMarked }"><svg class="svgIcon--use" viewBox="0 0 1024 1024" version="1.1" xmlns="http://www.w3.org/2000/svg" p-id="2609" width="16" height="16"> <path d="M565.273 34.627L677.369 272.17c8.706 18.32 25.411 31.051 44.823 33.996l250.776 38.081c48.698 7.411 68.225 70.046 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