DB23T 3405-2023 工业企业技术中心卓越服务创建指南

ICS03.080.20CCSA1023黑 龙 江 省 地 方 标 准DB23/T3405—2023工业企业技术中心卓越服务创建指南2023-03-20发布 2023-04-19实施黑龙江省市场监督管理局  发布DB23/TXXXX—XXXXDB23/TXXXX—XXXX目 次前言 II范围 1规范性引用文件 1术语和定义 1服务原则 1服务流程 2创建要素 2附录A（资料性）常见概念和实施方法 5参考文献 19I前 言本文件按照GB/T1.1—2020《标准化工作导则 第1部分：标准化文件的结构和起草规则》的定起草。请注意本文件的某些内容可能涉及专利。本文件的发布机构不承担识别专利的责任。本文件由黑龙江省工业和信息化厅提出并归口。本文件起草单位：哈尔滨荣佳盈标准化咨询服务有限公司。本文件主要起草人：宋莹、赵润淞、曹福成、陈宝亮、刘琦、焦鹏、陈毅。II工业企业技术中心卓越服务创建指南范围本文件给出了工业企业技术中心卓越服务的术语和定义、创建原则、创建流程和创建要素。本文件适用于指导工业企业技术中心卓越服务的创建。规范性引用文件（包括所有的修改单适用于本文件。GB/Z41838 成功的合作业务关系管理原则术语和定义下列术语和定义适用于本文件。工业企业技术中心工业企业设立的技术研发与创新机构，负责制定企业技术创新规划和开展技术研发路径，并通过创卓越服务服务接触点在服务发生时，服务提供组织和服务提供者与服务对象产生的交集互动。共创利益相关方在服务的设计、实现和创新过程中参与的合作活动。创建原则设计期望的体验1以服务对象为中心平衡利益相关方GB/Z41838跨职能管理方法额外的创造价值通过提供满足服务对象个性化、差异化的技术服务方案，调整包括技术应用实施、产业结构优化、产业之间相互协调，从而带来可持续的价值。注：价值可以是货币性的，也可以是非货币性的。创建流程了解需求拟定方案方案实施与保持评价与改进创建要素领导和战略愿景、使命和策略2领导和管理要求卓越服务文化与员工敬业度卓越服务文化员工意识创造卓越的服务体验了解需求、期望和愿望（如法律、社会、技术、环境、竞争对手、创新）变化更新的需要、期望和愿望。设计和更新卓越服务体验组织宜从服务对象的角度，设计、实施和提供卓越服务工业企业方案，包括技术研发、知识产权、服务创新管理3注1：技术创新可以是渐进型，通过改进现有技术的做法，也可以是突破型，通过发展和实施新技术的做法。注2：通过与知识产权、标准化管理相结合，带来特殊的附加值。卓越运营服务创新融合发展组织通过推进知识产权、标准化和科技创新融合发展,攻克共性关键技术、应用标准研究成果和推广科技计划实施，形成创新融合的合作模式。通过熟悉国际标准化规则，积极参与国际标准化活动,推动区域标准化工作,对标达标国际先进标准关键技术指标，以适应新的发展格局和提升贸易便利化。在整个服务过程中，树立数字化理念，推广应用数字化技术,促成标准化与数字化融合发展新模式、借力数字经济技术与平台，实现创新与发展。监视活动和结果4附 录 A（资料性）常见概念和实施方法卓越服务常见概念A.1表A.1 卓越服务常见概念因素原文译文卓越服务领Serviceexcellencevision,missionandstrategy卓越服务的愿景、使命和战略导和战略a)Serviceexcellencevision.a)卓越服务愿景（ServiceTheorganizationshallhaveaserviceexcellencevisioninthelong组织应具有长期的卓越服务愿景。通excellencetermwhichclearlystatesitsaspirationtoconsistentlymeetand过提供卓越的服务来持续满足、甚至leadershipandexceedcustomers’expectationsanddesiresthroughexceptional超越顾客的期望。愿景应涵盖整个组strategy）servicedelivery.Thevisionshouldembracethewhole织，并应基于对所有利益相关方以及organizationandshouldbebasedonadeepunderstandingofthe外部环境的需求和期望，并得到深刻needsandexpectationsofallrelevantstakeholdersaswellasthe理解。externalenvironment.b)卓越服务使命b)Serviceexcellencemission.组织应具有长期使命，这将有助于制Theorganizationshallhaveamissioninthelongtermwhichwill定卓越服务战略，设定实现卓越服务enablethedevelopmentofaserviceexcellencestrategythatsets愿景的目标和目的。组织应该从顾客thegoalsandobjectivestoachievetheserviceexcellence和可行性的角度来评估建立宗旨的vision.Theorganizationshouldevaluatetheproposedmission履行。statementsfromacustomerandac)卓越服务战略feasibilitypointofview.组织应将卓越服务的愿景和使命转c)Serviceexcellencestrategy.化为书面的战略计划和可操作性目Theorganizationshalltranslateitsserviceexcellencevisionand标。卓越服务战略是整个组织战略不missionintoacoherentstrategyintheformofdocumented可或缺的一部分，它描述了组织将实strategicandoperationalobjectives.Theserviceexcellence现什么以及如何实现这些目标。strategyformsanintegralpartoftheoverallorganizational领导和管理strategyanddescribeswhattheorganizationwillachieveandhowa）领导力itwillrealizetheseobjectives各级相关管理人员应通过持续关注Leadershipandmanagementrequirements卓越服务，并创建一种能赢得整个组a)Leadership.织（包括其主要利益相关者）认同的Relevantmanagersatalllevelsshouldfocusonservice卓越服务文化来展示其领导力。应该excellenceandcreateaserviceexcellenceculturethatcaptures将组织的绩效与卓越服务的绩效直thewholeorganization,includingitskeystakeholders.They接联系起来。5表A.1 (续)因素原文译文shouldlinktheperformanceoftheorganizationdirectlywiththeb）共同努力，明确责任和目标performanceregardingserviceexcellence.管理者应该通过强有力的领导和以b)Sharingefforts,definedresponsibilitiesandobjectives.身作则创造一个让员工能够提供出Managers,throughstrongleadershipandleadingbyexample,色顾客体验的环境。shouldcreateanenvironmentinwhichemployeesareabletoc）员工授权和参与deliveroutstandingcustomerexperiences.在卓越服务环境中，员工应该为顾客c)Employeeempowermentandengagement.做超预期的服务，以提供卓越的个性Inaserviceexcellenceenvironment,employeesshouldgoabove化体验。andbeyondwhattheyareexpectedtodoforcustomersinordertodeliveroutstandingandpersonalizedexperiences.卓越服务文ServiceexcellencecultureServiceexcellencecultureDefiningtheserviceexcellenceculture.Theserviceexcellencecultureshouldmirrortheorganization'svalues,attitudesandbehaviours.Thisenablestheexecutionoftheserviceexcellencestrategywhichultimatelyleadstocustomerdelight.CommunicatingtheserviceexcellencecultureAcontinuousinternalandexternalcommunicationisessentialtosustainandfurtherdeveloptheserviceexcellenceculture.Implementingtheserviceexcellenceculture.Asdescribedintheotherelementsoftheserviceexcellencemodel,thecultureshouldbeingrainedinallpracticesoftheorganization.EmployeeengagementRecruitmentandinductionofnewemployees.Duringtherecruitmentandonboardingphase,astrongfocusshouldlieontheserviceexcellenceattitudesandbehavioursofnewemployees.b)Settingorganizationalservicestandardsanddeliveringtheservicepromise.ContinuouslearninganddevelopmentofemployeesThedeliveryofoutstandingcustomerexperiencesisseenasaprofessionforwhichacontinuouslearningattitudeisexpectedfromallemployees,regardlessoftheirlevelofexperience.Feedbackofcustomersatanemployeeorteamlevel.Sincetheexperienceperceivedbycustomerscanstronglydifferfromthebeliefofthemanagementinthedeliveredcustomerexperience,organizationsshouldregularlyseekcustomerexperiencefeedback.Evaluationandassessmentofemployees.Theserviceorientationofemployeesshouldberegularly卓越服务文化化和员工参a）卓越服务文化与（Service卓越服务文化应该反映组织的价值excellence观、态度和行为。这有助于执行卓越cultureand服务战略，最终让顾客满意。employeeb）传播卓越服务文化engagement）持续的内部和外部沟通对于维持和进一步发展卓越服务文化至关重要。c）实施卓越服务文化正如卓越服务模式的其他要素所述，这种文化应该在组织的所有实践中根深蒂固。员工参与a）新员工的招聘和入职培训在招聘和入职阶段，应重点关注新员工对卓越服务的态度和行为。b）员工的持续学习和发展提供卓越的顾客体验被视为一种职业素养，所有员工都应该对这种职业能力保持持续的学习态度，无论他们的经验水平如何。c）员工／团队层面的顾客反馈由于顾客实际感受到的体验可能与组织管理层理解的顾客体验不同，因此，组织应该定期寻求顾客的反馈。d）对员工的评价和评估应定期评估员工的服务取向。员工应该证明他们尽最大的努力为顾客服务。e）识别和认可系统6表A.1 (续)因素原文译文evaluated.Employeesshoulddemonstratethattheyhave识别认可管理是卓越服务战略最重consistentlyhelpedandservedcustomersinanoutstandingway.要的一部分。e)Recognitionoracknowledgementsystemf）员工反馈机制Arecognitionpolicyisoneofthemostimportantpartsofthe组织应收集员工的反馈，以加强员工serviceexcellencestrategy.的参与度并提高服务质量。f)Employeefeedbackmechanism.Theorganizationshallcollectfeedbackfromtheiremployeestostrengthenemployeeengagementandimproveserviceexcellence.创造卓越的Understandingcustomerneeds,expectationsanddesires了解顾客需求、预期和愿望顾客体验a)Scopeanddepthoflisteningtocustomers.a）倾听顾客的范围和深度（CreatingTheorganizationshouldhaveinplaceapermanentsystemwhich组织应该持续倾听和跟踪顾客的期outstandinglistenstoandtrackstheexpectationsanddesiresofcustomers,as望和愿望，以及顾客现有需求和需求customerwellasexistingandchangingcustomerneeds.的改变。experiences）b)Organizationofdataacquisitionanduse.b）采集数据并使用Theorganizationshouldconsistentlyresearchcustomerneeds,组织应该使用各种方法持续研究顾expectationsanddesiresusingvariousmethods.Thisshouldbe客的需求、愿望和期望。这应该从顾fromarelationshipperspectiveaswellasthroughallcustomer客的视角出发，贯穿顾客旅程journeys.c）适应顾客的需求、预期和愿望c)Adaptingtocustomerneeds,expectationsanddesires.客户通常期望产品和服务保持适应Itisusualforcustomerstoexpectproductsandservicestoremain性，并根据变化进行更新，无论其来adaptiveandupdatedinresponsetochanges,whatevertheorigin源是什么（例如法律、社会、技术、is(e.g.legal,social,technological,environmental,fashion,环境、时尚、竞争对手、创新）competitors,innovation).设计和更新卓越的客户体验Designingandrenewingoutstandingcustomerexperiencesa）设计并记录客户体验。a)Designinganddocumentingthecustomerexperience.目标体验应该从客户的角度进行设Thetargetedexperiencesshouldbedesignedfromthecustomer计，包括客户需求和旅程，以及客户perspective,includingcustomerneedsandjourneysandthe和员工的情感结果。emotionalresultsforbothcustomersandstaff.b）制定组织服务标准，兑现服务承b)Settingorganizationalservicestandardsanddeliveringthe诺servicepromise.为了提供所需的客户体验，组织应制Inordertodeliverthedesiredcustomerexperiences,the定并保持市场领先的内部标准，并定organizationshouldsetandmaintain期超越其服务承诺。market-leadinginternalstandardsandregularlyexceeditsservicec）在整个组织中部署客户体验概念。promise.客户体验概念应记录部署要求。c)Deploymentofthecustomerexperienceconceptthroughoutthed）卓越服务恢复organization.以个人和令人惊讶的方式帮助客户Thecustomerexperienceconceptshoulddocumentrequirements解决出现或存在的问题和投诉，是创fordeployment.造卓越客户体验和客户愉悦感的重d)Servicerecoveryexcellence要前提。Helpingcustomerswitharisingorexistingproblemsand服务创新管理7表A.1 (续)因素原文译文complaintsinanindividualandsurprisingwayisanimportanta）创新文化prerequisiteforcreatingoutstandingcustomerexperiencesand组织应该从客户和员工的角度激励customerdelight.和培养卓越服务创新文化。它应该鼓Serviceinnovationmanagement励创造性、创造性和实验性，以便引a)Innovationculture入新的想法和实践。Theorganizationshouldstimulateandfosteraserviceexcellenceb）结构化创新过程。innovationculturefromtheperspectiveofcustomersand组织应该有一个结构化的创新过程，employees.Itshouldencouragecreativity,inventivenessand定期引入卓越服务创新。experimentationinordertointroducenewideasandpractices.b)Structuredinnovationprocess.Theorganizationshouldhaveastructuredinnovationprocesstointroduceserviceexcellenceinnovationsonaregularbasis.卓越运营服Managingcustomer-experience-relatedefficientandeffective管理与客户体验相关的高效流程和务processesandorganizationalstructure组织结构（Operationala)Managingcustomer-experience-relatedprocesses.a）管理与客户体验相关的流程。serviceAnorganizationshouldaligninternalprocessesanditsprocesses组织应使内部流程及其流程与合作excellence）withpartnersinordertoreacttovariationsincustomerneeds,伙伴保持一致，以便对客户需求、期expectationsanddesires.望和愿望的变化做出反应。b)Deployingcustomer-experience-relatedtechnologiesandb）部署与客户体验相关的技术和技techniques.巧。Technologiesandtechniquesshouldhelptheorganizationto技术和技巧应有助于组织提供卓越deliveroutstandingcustomerexperiences.Theycanalsohelpthe的客户体验。他们还可以帮助组织管organizationtomanageserviceexcellenceandsupportemployees理卓越服务，并支持员工的日常工intheirdailywork.作。c)Managementoforganizationalstructuresandpartnerships.c）管理组织结构和伙伴关系。Anorganizationshouldhaveastructurethatisflexible,especially一个组织应该有一个灵活的结构，特withregardtotheneedsandrequirementsofcustomersand别是考虑到客户和员工的需求和要employees.求。Monitoringserviceexcellenceactivitiesandresults监视卓越服务活动和结果a)Causalrelationships.a）因果关系。Theorganizationshouldunderstandthemostimportant组织应该了解卓越服务效果链要素determinantsormetricsoftheelementsoftheserviceexcellence的最重要决定因素或指标及其关系。effectchainandtheirrelationsb）使用绩效指标。b)Useofperformanceindicators.基于因果关系，组织应使用一组输Basedonthecausalrelationshipstheorganizationshoulduseaset入、吞吐量、输出和结果指标来管理ofinput,throughput,outputandoutcomemetricstomanageand和改进卓越服务概念。improvetheserviceexcellenceconcept.hips.c）使用测量工具。c)Useofmeasurementtools.组织应在持续和客观的基础上使用Theorganizationshouldusemeasurementtoolsonacontinuous测量工具。andobjectivebasis.d）在作战、战术和战略层面使用指8表A.1 (续)因素原文译文d)Useofmetricsonoperational,tacticalandstrategiclevels.标。Metricsshouldbeusedtosupportandfosterthepositiveservice指标应用于支持和培养组织的积极cultureoftheorganizationanddevelopgoodpracticesinto服务文化，并将良好实践发展为优秀excellentpractices.实践。卓越服务常见实施方法A.2表A.2 卓越服务常见实施方法项目原文译文卓越服务领Serviceexcellencevision,missionandstrategy卓越服务的愿景、使命和战略导和战略Appropriatepracticesforthedevelopmentandimplementationof制定和实施卓越服务愿景、使命和战（Servicetheserviceexcellencevision,missionandstrategycaninclude:略的适当做法包括：excellence1)theproductionofaninspiringvisiondocumentwhichiswidely1）编写一份愿景文件，主动通知，leadershipandcirculatedandgainsacceptancebyallstakeholders;并得到所有利益相关方的认可；strategy）2)therealizationofstrategyworkshopswithkeystakeholdersin2）与主要利益相关者共同举办战略ordertodevelopaserviceexcellencevision,missionandstrategy;研讨会，共同制定卓越服务愿景、使3)thesettingupofcustomeradvisoryboards.命和战略；Leadershipandmanagementrequirements3）建立顾客咨询委员会。a)Leadship领导和管理Appropriatepracticesforimplementationcaninclude:a领导力1)implementingorganizationaldevelopmentprogrammes实施的适当做法可包括：supportedbychangemanagementforserviceexcellence1）实施由变革管理支持的组织发展conceived,deliveredorbothbyadedicatedstructure(e.g.service计划，以实现由专门机构（如服务性academies);机构）提出和／或交付的卓越服务；2)managersunderstandinganddevelopingserviceexcellence管理者了解并发展卓越服务能力，capabilitiesandusingmentoringprogrammesandcoachingfor并通过指导计划和辅导来实现卓越serviceexcellence;服务；3)effectivelyengagingstakeholdersbyorganizing360°feedback3）通过组织全面的反馈，有效地赢involvingalsocustomers,peersandemployees;得利益相关者的认同；4)usingfeedbackinformationasakeyinputforthedevelopment4）在卓越服务过程中，将反馈信息andreviewintheserviceexcellenceobjectives;作为卓越服务目标进展和审视的关5)managerssettingandcommunicatingthedirectionandfocuson键切入点；serviceexcellenceaswellassharingandpromotingbest5）管理者设定和传达方向，聚焦卓practices;越服务，分享和推广最佳实践；6)creatingaserviceexcellenceculturebyinvolvingmanagersfor6）管理者每年至少有两天时间参与twodaysperyearatminimuminacustomer-facingunit.到面向顾客的部门，以此创造卓越的b)Sharingefforts,definedresponsibilitiesandobjectives.服务文化。Appropriatepracticesforimplementationcaninclude:b）共同努力，明确责任和目标9表A.2 (续)项目原文译文1）Personaldevelopmentprogrammesforallcompetenciesand实施的适当做法可包括：behaviours(e.g.trainingofemotionalandsocialcompetence);1）针对所有能力和行为的个人发展2）Theuseofstorytelling(e.g.recountinggoodorbadstoriesof（例如情感和社交能力的培训serviceexcellence);2）使用讲故事的方式（例如，讲述3)Cross-functionalsolutionteamsandcustomerexperienceboard优秀服务的优秀案例或反面案例）；formonitoringserviceexcellenceperformance;3）组建用于监视卓越服务绩效的跨4)Managementencouragingeveryonetotakeownershipinshared部门解决方案团队和顾客体验委员activitiesandresults;会；5)Managementdeployingprogrammesthatensurethe4）管理层鼓励每个人在分享的活动acknowledgementofallemployees’effortsaspartoftheresults和成果中具有所有权；obtained;5）管理层应制定计划，确保所有员6)Translatingtheserviceexcellencestrategyintoits工的努力作为所获结果的一部分得organizationalobjectiveswithabalancedtop-down,bottom-up到认可；approachasapartoftheorganization’sregularplanningand将卓越服务战略转化为组织目标。controlcycle.Theoutcomeofsuchaprocessisthateach采用自上而下／自下而上的平衡方department,teamandemployeeisabletolinktheirown法作为组织常规计划和控制周期的objectivesandindividualactionswiththeserviceexcellence一部分；strategy;7)与提供卓越服务有关的角色和责7)Rolesandresponsibilitiesrelatingtotheprovisionofservice任。excellence.c）员工授权和参与c)Employeeempowermentandengagement实施的适当做法可包括：Appropriatepracticesforimplementationcaninclude:1）管理层通过授权来鼓励、支持和1)managementencouraging,supportingandenablingemployees帮助员工充分发挥潜力。例如授权使toreachtheirfullpotentialbydelegatingauthorityandduties,for用资源，授权予以顾客补偿（如预算exampledelegatingresourceauthorityorcustomer授权），给予员工实施的自由；compensation(e.g.budgetauthority),givingemployeesafreedom2）建立团队建设文化；toact;3）将这方面内容纳入经理的薪酬体2）settingupacultureofteambuilding;系，增强对授权的接受度；3)enhancingtheacceptanceofempowermentbyintegratingthis4）对管理层在授权方法方面进行培aspectintotherewardsystemofmanagers;训；4)trainingofmanagementindealingwithempowerment5）使用适当的工具实现对顾客的全measures;方位观察，并随时改进服务；5)usingappropriatetoolsforachievingadeepandcomplete6）开发有效的沟通系统，让员工参understandingofcustomersandspeedilyworkingtowardsservice与决策过程，并定期收集有关卓越服improvements;务绩效的反馈，为个人发展提供支6)thedevelopmentofaneffectivecommunicationsystemin持。whichemployeesareengagedindecision-makingprocessesaswellasreceivingregularfeedbackonserviceexcellenceperformanceandprovisionofsupportforpersonaldevelopment.卓越服务文Serviceexcellenceculture卓越服务文化10表A.2 (续)项目原文译文化和员工参a)Definingtheserviceexcellenceculturea）定义卓越服务文化与（ServiceAppropriatepracticesforimplementationcaninclude:实施的适当做法可包括：excellence1)organizingstrategyworkshops;1）组织战略研讨会；cultureand2)documentingtheserviceexcellencecultureinacodeof2）将卓越服务文化记录在行为准则employeeconductoraservicestatementanddeployingit;或服务声明中，并加以实施；engagement）3)definingSMART(specific,measurable,achievable,relevant3）定义SMART措施以监视实施过程andtime-bound)measurestomonitortheprogressofthe的进度。implementationprocess;4）贯彻反思性实践和从失败中学习4)implementingacultureofreflectivepracticeandlearningfrom的文化。failures.b）传播卓越服务文化b)Communicatingtheserviceexcellenceculture适当的实施行为可包括：Appropriatepracticesforimplementationcaninclude:1）内部使用政策、行为准则、研讨1)internaluseofpolicies,codesofconduct,workshops,training,会、培训、广告、网站、社交媒体、advertisements,websites,socialmedia,interviews,speechesand采访、演讲和调查；surveys;2）外部使用服务声明、网站、营销2）externaluseofservicestatements,websites,marketingcampaigns,advertisements,socialmedia,interviews,speeches,调查、展会和展览、公共关系以及与surveys,fairsandexhibitions,publicrelationsandeventswith客户的活动。customers.c）实施卓越服务文化c)Implementingtheserviceexcellenceculture实施的适当做法可包括：Appropriatepracticesforimplementationcaninclude:1）组织战略研讨会；1)organizingstrategyworkshops;2）在行为准则或服务声明中记录卓2)documentingtheserviceexcellencecultureinacodeof越服务文化；conductoraservicestatementanddeployingit;3）组织内部交流会；3)organizinginternalfairs;4）改进内部网站或企业社交网络；4)promotingintranetorenterprisesocialnetwork5）在经理和员工的个人目标协议中communication;纳入服务文化目标。5)includingserviceculturetargetsintheindividualtarget员工参与agreementsformanagersandemployees.a）新员工的招聘和入职培训Employeeengagement实施的适当做法可包括：a)Recruitmentandinductionofnewemployees.1）使用招聘和选择工具来验证潜在Appropriatepracticesforimplementationcaninclude:员工的服务态度；1)usingrecruitmentandselectiontoolstoverifyserviceattitudes2）让顾客参与选择过程；ofpotentialemployees;3）在试用期内和试用期后开展指导2)utilizingaggregatecustomerfeedbacktohelpshapethe／辅导。recruitmentandselectionprocesses;b）员工的持续学习和发展3)organizingmentoringorcoachingonthejobduringandafter实施的适当做法可包括：theprobationaryperiod.在组织的其他部门（或客户组织）b)Continuouslearninganddevelopmentofemployees内开展学徒制、工作共担和人员借Appropriatepracticesforimplementationcaninclude:调；11表A.2 (续)项目原文译文1)organizingapprenticeships,jobsharingandsecondments2）使用个人发展计划来提高服务质withinotherdepartmentsoftheorganization(oratthecustomer’s量；organization);3）在服务场景中使用专业演员进行2)usingpersonaldevelopmentplanstoincreaseservice角色扮演；excellence;4）认可并积极强化预期的卓越服务3)usingprofessionalactorsforroleplayingduringservice行为。deliverytrainingscenarios;c）员工／团队层面的顾客反馈4)recognizingandpositivelyreinforcingdesiredservice实施的适当做法可包括：excellencebehaviours.1）在交易闭环反馈）、关系评估、c)Feedbackofcustomersatanemployeeorteamlevel投诉、建议和赞许的基础上衡量顾客Appropriatepracticesforimplementationcaninclude:体验；1)measuringcustomerexperiencesonatransactionbasis2）定期评估与顾客的关系。顾客经(closed-loopfeedback),relationshipevaluations,complaints,理和负责关系的团队应该收集反馈suggestionsandcompliments;结果；2)evaluatingtherelationshipperiodicallywithcustomers;3）持续向所有员工提供顾客反馈；accountmanagersandteamsresponsiblefortherelationship4）鼓励使用顾客评论。receivetheresults;d）对员工的评价和评估3)presentingcustomerfeedbackonacontinuousbasistoall实施的适当做法可包括：employees;1）使用包括共情在内的，基于卓越4)encouragingandusingcustomerreviews.的评估工具；d)Evaluationandassessmentofemployees.2）在个人层面采取能力或结合结果Appropriatepracticesforimplementationcaninclude:的目标（导向型）协议。1)useofevaluationandassessmenttoolsbasedone）识别和认可系统excellence-drivenkeyperformanceindicators(KPIs),including实施的适当做法可包括：empathy;1）庆祝成功和胜利；2)useoftargetagreementswithcompetences,resultsorbothon2）利用定期全面的顾客和利益相关anindividuallevel.方的反馈，来实施奖励计划／认可制e)Recognitionoracknowledgementsystem度，表彰优秀的服务行为；Appropriatepracticesforimplementationcaninclude:3）使用非经济奖励，例如，让员工1)celebratingsuccessesandwins;参与内部培训，在内部和外部演示中2)implementingrewardprogrammesorrecognitionsystemsfor代表组织，并将他们整合到服务改进excellentservicebehaviourusingregular360°customerand／创新工作组中。stakeholderfeedback;f）员工反馈机制3)useofnon-financialrewards,forexample,byinvolving实施的适当做法可包括：employeesininternaltraining,representingtheorganizationin1）组织与最高管理层和员工的非正internalandexternalpresentationsandintegratingtheminservice式会议;improvementorinnovationtaskforces.2）向员工提供一个可以直接联系董f)Employeefeedbackmechanism事会成员和最高管理层的电子邮件，Appropriatepracticesforimplementationcaninclude:以便员工提交想法、问题和投诉，并1)Organizinginformalsessionswithseniormanagementand保证员工能及时得到答复；12表A.2 (续)项目原文译文employees;Settingupanemailaddressforemployeestodirectlycontactboardmembersandtopmanagementforsubmittingideas,questionsandcomplaints.Employeesareguaranteedtoreceiveatimelypersonalanswer;Conductingimprovement-drivenemployeesurveys,forexample,employeesatisfaction,commitmentandmotivationsurveys.3）开展以改进为导向的员工调查，例如，员工满意度调查和激励调查。创造卓越的Understandingcustomerneeds,expectationsanddesires了解顾客需求、预期和愿望顾客体验a)Scopeanddepthoflisteningtocustomersa）倾听顾客的范围和深度（CreatingAppropriatepracticesforimplementationcaninclude:实施的适当性做法可包括：outstanding1)usingmethodslike“voiceofthecustomer”,laddering1）使用“顾客之声”、阶梯技术或customertechniqueorotherformsofobservationandinterviewing其他形式的观察和访谈技术；experiences）techniques;与顾客共同创造服务（例如外包、2)organizingtheco-creationofserviceswithcustomers(e.g.基于经验的共同设计）；crowdsourcing,experience-basedco-design);3）了解未来趋势，组织趋势调查。3)developinganunderstandingoffuturetrendsandorganizingb）数据采集与运用trendscouting.实施的适当做法可包括：b)Organizationofdataacquisitionanduse1）使用顾客关系管理（CRM）工具中Appropriatepracticesforimplementationcaninclude:的信息；1)usinginformationfromacustomerrelationshipmanagement2）在产品发布前与顾客一起测试产(CRM)tool;品和关注服务体验；2)testingproductsandtheserviceexperiencewithcustomers（即beforelaunch;那些直接与顾客接触的员工）定期会3)ensuringregularpresenceofthetopmanagementwith面。employeesonthefrontline(i.e.thoseindirectcontactwithc）适应顾客的需求、预期和愿望customers)实施的适当性做法可包括：c)Adaptingtocustomerneeds,expectationsanddesires1）开展趋势研究，跟踪和预测趋势Appropriatepracticesforimplementationcaninclude:变化；1)conductingtrendstudies;followingandanticipatingtrends;2）安排流程再造；2)organizingprocessre-engineering;3）实施不断发展的变革管理；3)implementingongoingchangemanagement;4）使用“顾客之声”等方法，将已4)usingmethodslike“voiceofthecustomer”inordertotranslate表达和未表达的客户需求转化为实expressedandunexpressedcustomerrequirementsintocritical际服务。servicerequirements.设计和更新卓越的用户体验Designingandrenewingoutstandingcustomerexperiencesa）设计和记录用户体验a)Designinganddocumentingthecustomerexperience实施的适当性做法可包括：Appropriatepracticesforimplementationcaninclude:1）开发并使用服务蓝图；1)developingandusingserviceblueprints;2）研究客户旅程中的情绪因素并创2)researchingemotionsduringcustomerjourneysandcreating建客户细分、客户资料和客户角色；13表A.2 (续)项目原文译文customersegments,profilesand/orpersonas;3）使用关键事件技术；3)usingthecriticalincidenttechnique;4）定义与品牌价值相一致的服务态4)definingserviceattitudesalignedwithbrandvaluesand度，并将其转化为员工行为和客户旅translatingtheseintoemployeebehaviourandrequirementsfor程要求；customerjourneys;5）与员工密切合作（基于体验的共5)usingworkshopsforcustomersandemployeestoco-design同设计），为客户和员工组织研讨会customerjourneysleadingtothetargetedcustomerexperience,来共同设计客户旅程，从而实现有针doneinclosecooperationwithemployees(experience-based对性的客户体验；co-design);6）共享客户体验文档以消除组织内6)sharingcustomerexperiencedocumentationtoovercomethe部出现的孤岛心态（例如，使用内部silomentalitywithinanorganization(i.e.byusinginternalonline在线平台）。platforms).b）制定服务标准并兑现服务承诺b)Settingorganizationalservicestandardsanddeliveringthe实施的适当性做法可包括：servicepromise1）向客户传达明确制定的服务水平Appropriatepracticesforimplementationcaninclude:和高满意度。这可以通过服务保证、1)Communicatingexplicitlyformulatedservicelevelsoreven服务或客户章程和服务承诺等行为totalsatisfactiontocustomers.Thiscanbedonewithcodesof准则来实现。conductsuchasserviceguarantees,serviceorcustomercharters2）对所有客户旅程使用内部服务标andservicepledges.准。2)Usinginternalservicestandardsforallcustomerjourneys.c）将客户体验概念涵盖到整个组织c)Deploymentofthecustomerexperienceconceptthroughoutthe中organization实施的适当性做法可包括：Appropriatepracticesforimplementationcaninclude:1）使用创造性的头脑风暴技术和建1)usingcreativebrainstormingtechniquesandsuggestion议方案；schemes;2）实施持续改进计划，致力于培养2)implementingcontinuousimprovementprogrammesdedicated对客户的关注度；todevelopingattentivenesstowardsthecustomer;3）与其他组织交流最佳做法。3)exchangingbestpracticeswithotherorganizations.d）卓越的服务恢复d)Servicerecoveryexcellence实施的适当性做法可包括：Appropriatepracticesforimplementationcaninclude:1）定义提供针对性体验的可及性、1)definingrequirementsofaccessibility,easeandproactivityto易用性和主动性要求；deliverthetargetedexperiences;2）推出前瞻性解决方案（例如通过2)organizingforwardresolution(e.g.throughpredictive预测分析）；机构了解客户可能遇到analytics);theorganizationknowswhatproblemscustomersare的问题，并主动通知他们避免此类问likelytoencounterandproactivelyinformthemtoavoidsuch题；problems;3）就服务恢复的服务水平向客户传3)communicatingspecificserviceguaranteestocustomersonthe达具体的服务保证。servicelevelofservicerecovery.服务创新管理Serviceinnovationmanagementa）创新文化a)Innovationculture实施的适当性做法可包括：14表A.2 (续)项目原文译文Appropriatepracticesforimplementationcaninclude:1）使用产生和捕捉创意的方法；1)useofidea-generatingandcapturingmethods;2）使用创意技巧；2)useofcreativitytechniques;3）使用服务设计工具和方法；3)useofservicedesigntoolsandmethods;4）为员工或团队安排专门的时间段4)organizingdedicatedtimeslotsforemployeesorteamstowork进行创新工作；oninnovations;5）与客户和其他利益相关者共同创5)organizingco-creationininnovationwithcustomersandother新。stakeholders.b）结构化的创新过程b)Structuredinnovationprocess实施的适当性做法可包括：Appropriatepracticesforimplementationcaninclude:1）组建创新委员会，该委员会定期1)makinguseofaninnovationboard,aboardthatmeetsona举行以提出新想法；regularbasisinordertodecideonnewideas;2）使用创新漏斗，通过使用特定步2)theuseoftheinnovationfunnel,aconcepttostructurethe骤和创新过程控制门来构建创新过innovationprocessbyusingspecificstepsandgoorno-go程；decisionsorcontrolgatesforeachnextstepoftheinnovation3）组织共创，借助客户描述的当前process;与理想中的客户旅程，实现理想的客3)organizingco-creation,sothatcustomersnotonlydescribethe户旅程;currentcustomerjourneybutalsotheidealcustomerjourney;in4）基于价值主张、服务战略、目标thelastphasetheyhelpimplementthisidealcustomerjourney;关系与客户体验之间的联系，使用商4)theuseofabusinessmodelcanvasfordesigninganinnovative业模式画布来设计的创新商业模式。businessmodelbasedonthelinksbetweenvalueproposition,servicestrategyandtargetedrelationshipandcustomerexperiences.卓越运营服Managingcustomer-experience-relatedefficientandeffective管理与客户体验相关的高效流程和务processesandorganizationalstructure组织结构（Operationala)Managingcustomer-experience-relatedprocessesa）管理与客户体验相关的流程service1)regularevaluationofcustomer-experience-relatedprocesses1）定期评估与客户体验相关的流程excellence）(e.g.mysteryshopping,serviceexcellenceaudits,monitoring（KPIKPIsofperformanceandsocialmedia);绩效监控和社交媒体）；2)evaluationofprocessqualityfromacustomer’sperspective2）从客户的角度评估过程质量（例(e.g.bycustomerjourneymonitoring,customerdiariesand如通过客户旅程控、客户日记和定期regularcustomersurveys);客户调查）；3)regularimprovementofcustomer-experience-relatedprocesses3）与客户体验相关流程的定期改进(e.g.errororcomplaintmanagement,qualitycircle,usergroups（例如错误或投诉管理、品质圈、就andcustomercommunitiestoexchangeonserviceandprocess服务和流程需求进行交流的用户群ideasandneeds);体和客户社区）；4)regularrevisionofcustomer-experience-relatedprocesses.4）定期修订客户体验相关流程。b)Deployingcustomer-experience