<p><span style="display: inline !important; float: none; background-color: rgb(242, 245, 251); color: rgb(36, 51, 66); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">也许对互联网人来说，服务创新的概念有些陌生，但在产品和运营工作中，它的概念其实就是优化现有的服务流程，改善用户体验、客户需求、提升公司竞争力。</span></p>

<p> </p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">对于产品和运营来说，“服务设计”可能比较陌生，但是我们经常使用的『用户旅程』就是服务设计的工具之一，在讨论服务创新之前，我们先了解“服务设计”，百度百科的定义：</p>

<blockquote style="background-color: rgb(242, 245, 251); border-left-color: rgb(208, 214, 220); border-left-style: solid; border-left-width: 5px; color: rgb(36, 51, 66); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; margin-left: 0px; margin-right: 0px; orphans: 2; padding-bottom: 5px; padding-left: 20px; padding-right: 20px; padding-top: 5px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">
<p style="margin-bottom: 15px;">服务设计是一种设计思维方式 ，为人与人一起创造与改善服务体验。这些体验随着时间的推移发生在不同接触点上 。它强调合作以使得共同创造成为可能，让服务变得更加有用，可用，高效，有效和被需要 ，是全新的、整体性强、多学科交融的综合领域。</p>
</blockquote>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">简单说，服务设计的目的是改善客户体验，更高效的满足客户需求，进而增强机构(公司)的市场竞争力。</p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">服务创新是对既有服务流程的再造，以增加有益交互，消除无效交互，达到提高服务效率的目的。如何实现服务创新？本文以“PCN分析法”<sup style="font-size: 75%; line-height: 0; position: relative; top: -0.5em; vertical-align: baseline;">[1]</sup>为基础，总结出两个洞察和三个原则实现服务创新方法。</p>

<h2 class="nav-point" id="article_nav_0" style="border-left-color: currentColor; border-left-style: solid; border-left-width: 4px; color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 20px; font-style: normal; font-variant: normal; font-weight: 700; letter-spacing: normal; line-height: 1.2; margin-bottom: 10px; margin-top: 30px; orphans: 2; padding-left: 8px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">两个洞察</h2>

<h3 style="border-bottom-color: rgb(233, 233, 233); border-bottom-style: solid; border-bottom-width: 1px; color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 18px; font-style: normal; font-variant: normal; font-weight: 600; letter-spacing: normal; line-height: 1.6; margin-bottom: 10px; margin-top: 30px; orphans: 2; padding-bottom: 5px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">1. 洞察现状</h3>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">无论是解决问题，还是开展某个工作，事前准备必不可少。先要清楚现状是什么，才能开始行动。洞察现状不同于业务调研，洞察的目的是挖掘利益主体之间的关系，各主体需要完成什么事，以什么顺序做，过程是否必须，所以我们要回答如下问题：</p>

<ul style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; list-style-image: none; list-style-position: outside; list-style-type: none; margin-bottom: 20px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">哪些利益主体参与到你的业务？</li>
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">利益主体之间的关系和交互流程是什么？</li>
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">客户的利益诉求点在哪？</li>
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">哪些交互是促进客户满足核心利益的？</li>
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">哪些是降低体验的交互？</li>
</ul>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">这里以餐馆为例，使用PCN图分析顾客就餐和餐馆生产过程：</p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;"><img alt="" class="aligncenter" data-action="zoom" height="537" src="http://image.woshipm.com/wp-files/2019/08/SMyPWFWXfTMswKdIGBsF.png" style="border-bottom-style: none; border-left-style: none; border-right-style: none; border-top-style: none; cursor: pointer; display: block; height: auto; margin-left: auto; margin-right: auto; max-width: 100%;" width="545" /></p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: center; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">两个实体间的PCN图</p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">利益主体：餐馆、顾客；这里简化为两个主体，实际参与的主体会更多，如原料供应商、公交公司或的士公司等，此案例中不做枚举。</p>

<blockquote style="background-color: rgb(242, 245, 251); border-left-color: rgb(208, 214, 220); border-left-style: solid; border-left-width: 5px; color: rgb(36, 51, 66); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; margin-left: 0px; margin-right: 0px; orphans: 2; padding-bottom: 5px; padding-left: 20px; padding-right: 20px; padding-top: 5px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">
<p style="margin-bottom: 15px;">利益主体也称为“过程实体”：对过程中的某些步骤做出决策的实体； 实体是在过程链的获益者（没有收益谁会参与到过程中呢），如顾客可以获得一餐美食，满足其特定的需要（饥饿/嘴馋），也称顾客为“特定受益者”，餐馆获得通用资源（钱），称为“一般受益者”。</p>
</blockquote>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">过程实体之间的关系和交互流程，如上图。</p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">相关概念：</p>

<ul style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; list-style-image: none; list-style-position: outside; list-style-type: none; margin-bottom: 20px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">过程领域：某个实体的过程领域即为此实体所控制的“过程区域”，如图左侧，餐馆的过程领域包含三个区域，独立处理区、代理交互区、直接交互区，右侧顾客同样有三个区域；</li>
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">过程区域：顾客和餐馆各自划分出三个过程区域</li>
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">直接交互区：实体间涉及人与人的交互过程；如服务员引导入座、服务员生成订单、顾客收银台结账支付。</li>
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">代理交互区：与另一个实体的非人型资源的交互过程；如取号等位，顾客在取号机上取号，取号机属于餐馆的代理资源，顾客和取号机交互；</li>
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">独立交互区：指不受其他实体影响，可以独立完成的过程；如选择餐馆、行至餐馆，属于顾客独立完成的，和餐馆无关；餐馆的菜品研发和顾客无关，属于餐馆的独立交互区域。</li>
</ul>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">客户的核心诉求点：</p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">对于一个饥饿的顾客来说，没有比“尽快吃上美食”更令人感动了。餐馆环境、座位空间、舒适度等也会影响用餐体验，核心还是“尽快吃到”“美食”。</p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">有益交互和无效交互：</p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">图中，有益交互用“+”标识，降低体验的交互用“-”标识；</p>

<ul style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; list-style-image: none; list-style-position: outside; list-style-type: none; margin-bottom: 20px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">有益交互：入座、上菜、开吃、回家、吃带回饭菜，在客户体验中属于正向交互，增强顾客的幸福感；</li>
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">降低体验交互：选择餐馆、行至餐馆、取号等位、浏览菜单（挑选菜品）、等待上菜、支付开票，这些是降低体验的交互；</li>
</ul>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">通过对餐馆和顾客的交互过程分析，可以发现有益交互和降低体验的交互，餐馆和顾客的期望是什么，达到这些期望还有哪些差距？</p>

<h3 style="border-bottom-color: rgb(233, 233, 233); border-bottom-style: solid; border-bottom-width: 1px; color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 18px; font-style: normal; font-variant: normal; font-weight: 600; letter-spacing: normal; line-height: 1.6; margin-bottom: 10px; margin-top: 30px; orphans: 2; padding-bottom: 5px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">2. 洞察期望和差距</h3>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">明确期望和现状，自然就能发现差距有多少。从服务过程分析中，我们得出顾客和餐馆的期望：</p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">期望：</p>

<ul style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; list-style-image: none; list-style-position: outside; list-style-type: none; margin-bottom: 20px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">顾客期望：客户期望口味上佳、尽快就餐、支付及开发票便捷；</li>
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">餐馆期望：满足或超越客户期望、提高服务效率、获得更多收入；</li>
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">差距：现状到期望的距离即为差距，通过什么方法来缩小差距，达到期望目标？这里引入服务创新的三个原则。</li>
</ul>

<h2 class="nav-point" id="article_nav_1" style="border-left-color: currentColor; border-left-style: solid; border-left-width: 4px; color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 20px; font-style: normal; font-variant: normal; font-weight: 700; letter-spacing: normal; line-height: 1.2; margin-bottom: 10px; margin-top: 30px; orphans: 2; padding-left: 8px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">三个原则</h2>

<h3 style="border-bottom-color: rgb(233, 233, 233); border-bottom-style: solid; border-bottom-width: 1px; color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 18px; font-style: normal; font-variant: normal; font-weight: 600; letter-spacing: normal; line-height: 1.6; margin-bottom: 10px; margin-top: 30px; orphans: 2; padding-bottom: 5px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">1. 过程定位原则</h3>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">企业的使命是为顾客提供价值，提供同样的价值可能有一百种服务过程，为什么我们选择较优的服务过程，而淘汰次优的服务过程，这就是通过服务过程设计，给服务过程重新定位的原则。</p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;"><strong style="font-weight: bolder;">减少直接交互</strong></p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">对机构（餐馆）来说，直接交互是效率*的环节，代理交互次之，独立处理效率最高。直接交互涉及两个主体的交互，这会影响餐馆的内部管理流程（服务员是餐馆管理流程的一部分），增加餐馆的管理复杂度，进而会降低餐馆运作效率；越多的直接交互，这个影响越大。应该尽量减少此区域的交互过程；</p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">如“订单生成”，可以移至顾客代理区域，顾客在终端设备上自主点餐及下单；“支付开发票”，同样可以移至顾客代理区域，顾客通过终端设备自主支付和打印；</p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;"><strong style="font-weight: bolder;">规模效益</strong></p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">对于餐馆来说，规模化是成本较低的生产方式，降低边际成本；如小鸡炖蘑菇，炖一只鸡和炖100只鸡所花费的时间成本可能差别很小，但对于100个等待这道菜的顾客来说，是并行等待，只需等一次。规模化同样意味着生成效率的提升。</p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;"><strong style="font-weight: bolder;">客户化</strong></p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">机构更希望将交互过程移入客户领域里，让客户自己可以完成一些过程事件。客户化，需要赋能客户，让客户有能力独立完成或者代理完成。如烹饪，餐馆可以提供原材料和制作方法，顾客购买后，在家中即可完成烹饪。既能享受美食，又有满满的成就感；</p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;"><strong style="font-weight: bolder;">巧用代理交互</strong></p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">代理交互是效率和客户化平衡的工具，代理交互既能帮助机构提高效率，又能满足部分的客户化需求。</p>

<h3 style="border-bottom-color: rgb(233, 233, 233); border-bottom-style: solid; border-bottom-width: 1px; color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 18px; font-style: normal; font-variant: normal; font-weight: 600; letter-spacing: normal; line-height: 1.6; margin-bottom: 10px; margin-top: 30px; orphans: 2; padding-bottom: 5px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">2. 精益服务原则</h3>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">在精益生产中，所有无用的耗费都被认为是浪费且低效的；以最少的库存实现大量生产是传统精益的目标，精益服务是指“消除不能够为顾客提供价值的任何东西”。</p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;"><strong style="font-weight: bolder;">加强有益的交互，减少降低体验的交互</strong></p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">如“洞察现状”中对有益交互和降低体验交互的分析，餐馆应着重对菜品的研发和迭代，以满足顾客对美食的需求；较少客户等待时间，以满足顾客渴望用餐的需求。</p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;"><strong style="font-weight: bolder;">赋能客户</strong></p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">举例，螺蛳粉这种独特食物的存在，对于喜欢这个味道的顾客，是人间美味，但是很少餐馆会做这个食物（上海很少）。原因也很简单，还有一大批人无法忍受这个味道。怎么解决这个问题呢？商家采用了赋能客户的做法，将加工后的原材料出售给顾客，附加制作过程，顾客可以在家中吃上螺蛳粉；</p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;"><strong style="font-weight: bolder;">外部资源网络</strong></p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">引入外部优势资源来帮助客户做价值实现，如餐馆引入点餐下单平台，引入电子发票系统，引入外卖平台等都属于利用外部资源来达到提升服务目的。</p>

<h3 style="border-bottom-color: rgb(233, 233, 233); border-bottom-style: solid; border-bottom-width: 1px; color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 18px; font-style: normal; font-variant: normal; font-weight: 600; letter-spacing: normal; line-height: 1.6; margin-bottom: 10px; margin-top: 30px; orphans: 2; padding-bottom: 5px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">3. 系统化创新原则</h3>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">创新不仅仅是头脑风暴，不是无限制的创新，或者说头脑风暴适用于一定范围的创新发散场景。如果把上图过程环节简化为“菜品准备”和“烹饪”，使用排列组合方式来找到创新可能性。</p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;"><img alt="" class="aligncenter" data-action="zoom" height="537" src="http://image.woshipm.com/wp-files/2019/08/55R3oHMdnZROD8Ytc3Fp.png" style="border-bottom-style: none; border-left-style: none; border-right-style: none; border-top-style: none; cursor: pointer; display: block; height: auto; margin-left: auto; margin-right: auto; max-width: 100%;" width="545" /></p>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">创新示例：</p>

<ul style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; list-style-image: none; list-style-position: outside; list-style-type: none; margin-bottom: 20px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">过程1是餐馆菜品准备、完成烹饪，再出售给顾客；属于量产，如一些快餐便当；</li>
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">过程2是菜品批量准备，顾客在家中完成烹饪，比如盒马鲜生的半成品菜，顾客回家按照步骤烹饪后食用；</li>
</ul>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">通过这种排列组合方式，可以找到更多创新服务方案。</p>

<h2 class="nav-point" id="article_nav_2" style="border-left-color: currentColor; border-left-style: solid; border-left-width: 4px; color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 20px; font-style: normal; font-variant: normal; font-weight: 700; letter-spacing: normal; line-height: 1.2; margin-bottom: 10px; margin-top: 30px; orphans: 2; padding-left: 8px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">结语</h2>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">服务创新两个洞察：</p>

<ol style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">洞察现状、洞察期望及差距；使用PCN方法做洞察，确定通流程所属的过程区域，为服务创新做铺垫；</li>
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">期望和差距确定创新的方向和目的。</li>
</ol>

<p style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; margin-bottom: 15px; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">服务创新的三个原则：</p>

<ol style="color: rgba(0, 0, 0, 0.8); font-family: PingFang SC,Hiragino Sans GB,Microsoft YaHei,STHeiti,WenQuanYi Micro Hei,Helvetica,Arial,sans-serif; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">过程定位原则找到最优服务流程；</li>
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">精益服务增加有益交互，减弱低效交互，提升服务价值；</li>
<li style="margin-bottom: 12px; margin-left: 30px; padding-top: 2px;">系统化创新原则能够能够实现有序的创新，发现新的商业机会，找到新的突破点和增长点。</li>
</ol>