基于体验记忆模型的服务触点优化策略研究

Service Touchpoint Optimization Strategy Based on Experiential Memory Model

中文关键词: 服务触点  体验记忆模型  优化策略  记忆评分

英文关键词: service touchpoints  experiential memory model  optimization strategy  memory score

中文摘要:

      目的 将体验记忆模型应用于服务触点的优化研究，结合体验与记忆两个因素筛选需优化服务触点（即威胁触点），建立基于体验记忆模型的服务触点优化策略。方法 首先，基于特定服务系统梳理并确定用户群，建立用户画像。基于行为追踪获取服务触点，并采取量表法对服务触点进行体验评价。其次，根据艾宾浩斯遗忘曲线确定记忆评分的3个时间点，选取定量用户并分别对服务触点进行记忆评分，结合服务触点体验评价构建体验记忆分区图，明确服务系统中的威胁触点。最后，结合用户需求，提出威胁触点的优化建议，并最终完成服务触点原型输出。结果 以公园骑行服务触点优化为例证，验证了该策略的可靠性。结论 体验记忆模型可有效筛选服务触点，提高设计效率，降低服务优化成本。

英文摘要:

      The work aims to use the experiential memory model in the optimization research of service touchpoints, select service touchpoints (threat touchpoints) to be optimized based on a combination of experiential and mnemonic factors and develop a service touchpoints optimization strategy based on the experiential memory model. Firstly, the user group was categorized and determined based on the specific service system, and a user profile was established. The acquisition of service touchpoints was based on behavior tracking, followed by an evaluation of their experience using the scaling method. Secondly, three time points for memory scoring were determined according to the Ebbinghaus' forgetting curve, and quantitative users were selected to conduct memory scoring on service touchpoints individually. By combining this with the evaluation of service touchpoint experiences, an experiential memory partition map was constructed to identify potential threats within the service system. Finally, optimization suggestions for these threat touchpoints were proposed based on user needs, resulting in the final output of the service touchpoint prototype. The reliability of this strategy was demonstrated with the optimization of the park cycling service touchpoint as an illustrative example. The experiential memory model can efficiently screen service touchpoints, enhance design efficiency, and minimize service optimization costs.