多维体验视角下的实体商业服务创新

Service Innovation of Retails Based on Multi-Dimensional Experience

电商和网购的兴起与迅猛发展对实体商业服务形成了巨大冲击,使我国实体商业服务发展遭遇瓶颈,服务运营成本占比增加,顾客满意度降低,顾客忠诚度下降且流失严重,呈现饱和乃至下降态势。随着新零售背景下线上线下商业在资源、供应方式、价值分配等方面不断创新与融合,实体商业为进一步满足不同顾客群体需要,破解经营困境,引领经济发展,必须进行服务创新。而考虑到实体商业所具有的与顾客高度接触的优势,实体商业服务创新应当以多维顾客体验为导向,从服务顾客的方式着手改变竞争策略,开拓多元化服务空间,多角度为零售服务对象提供差异化服务,让顾客参与到实体商业服务活动中来,只有如此方能改善顾客全方位体验,提高顾客对实体商业的服务感知,形成顾客满意。具体而言,就是要调整实体商业管理视角,聚焦实体商业服务传递系统全流程设计,在以大数据为基础的信息平台支持下,实现核心业务层面的服务场景直觉性创新和显性服务知觉性创新、服务组织管理层面的隐性服务移情性创新,以多层次服务内容提升多维度顾客体验水平,创造实体商业特色利润增长点,形成不同于网商的差异化竞争优势。

The rise and rapid development of e- commerce and online shopping has significant impact on physical commercial service,brings the development of China's physical commercial service with bottleneck.Under the background of new retail,and with the innovation and integration of online and offline commerce in terms of resources,supply pattern,and value allocation,to further satisfy the demand of different customer groups,break through the operational dilemma,and guide the economic development,the physical commerce should make innovation in service.With the consideration of the advantages of physical commerce in terms of highly connection with customers,innovation in physical commercial service should take multidimensional customer experience as the guidance,change the competition strategies starting from service pattern,explore diversified service space,provide customers with differentiated service,and involve customers into physical commercial service activities.Only by doing in this way,will the customers'multidimensional experience and customers'service perception be improved.Specifically speaking,we should adjust our view of management on physical commerce,focus on the design of the whole process of service delivery system,realize related innovation on the level of corn business,improve the level of multidimensional customer experience with multilevel service content,create special profit growth points,and foster the differentiated competitive advantages for the physical commerce.