{"id":4046,"date":"2022-02-24T14:02:36","date_gmt":"2022-02-24T06:02:36","guid":{"rendered":"https:\/\/blog.visual-paradigm.com\/cn\/?p=4046"},"modified":"2022-11-30T16:53:24","modified_gmt":"2022-11-30T08:53:24","slug":"understanding-customer-behavior-and-customer-journey","status":"publish","type":"post","link":"https:\/\/blog.visual-paradigm.com\/cn\/understanding-customer-behavior-and-customer-journey\/","title":{"rendered":"\u4e86\u89e3\u5ba2\u6237\u884c\u4e3a\u548c\u5ba2\u6237\u65c5\u7a0b"},"content":{"rendered":"<h3><span id=\"What_is_Customer_Behavior\"><span>\u4ec0\u4e48\u662f\u5ba2\u6237\u884c\u4e3a\uff1f<\/span><\/span><\/h3>\n<p><span>\u6d88\u8d39\u8005\u884c\u4e3a\u662f\u5bf9\u4e2a\u4eba\u3001\u56e2\u4f53\u6216\u7ec4\u7ec7\u4ee5\u53ca\u4e0e\u5546\u54c1\u548c\u670d\u52a1\u7684\u8d2d\u4e70\u3001\u4f7f\u7528\u548c\u5904\u7f6e\u76f8\u5173\u7684\u6240\u6709\u6d3b\u52a8\u7684\u7814\u7a76\u3002\u6d88\u8d39\u8005\u884c\u4e3a\u5305\u62ec\u6d88\u8d39\u8005\u7684\u60c5\u7eea\u3001\u6001\u5ea6\u548c\u504f\u597d\u5982\u4f55\u5f71\u54cd\u8d2d\u4e70\u884c\u4e3a\u3002<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"\" src=\"https:\/\/blog.visual-paradigm.com\/wp-content\/uploads\/2022\/10\/customer-behaviors-illustration.png\" alt=\"\u5546\u4e1a\u63d2\u56fe\u6a21\u677f\uff1a\u5ba2\u6237\u884c\u4e3a\u63d2\u56fe\uff08\u7531 Scenarios \u7684\u5546\u4e1a\u63d2\u56fe\u5236\u4f5c\u8005\u521b\u5efa\uff09\" width=\"344\" height=\"229\" \/><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/blog.visual-paradigm.com\/wp-content\/uploads\/2022\/10\/purchasing-habits-illustration.png\" width=\"344\" height=\"229\" \/><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/blog.visual-paradigm.com\/wp-content\/uploads\/2022\/10\/consumer-motivation-illustration.png\" width=\"344\" height=\"229\" \/><\/p>\n<p><span>\u7f16\u8f91\u4ee5\u4e0a\u63d2\u56fe\uff1a<\/span><a href=\"https:\/\/online.visual-paradigm.com\/app\/diagrams\/#infoart:proj=0&amp;type=ScenariosBusiness&amp;gallery=\/repository\/7d01a296-e8d2-4042-97b0-c16c66100a3e.xml&amp;name=Customer%20Behaviors%20Illustration%20\" target=\"_blank\" rel=\"noopener\"><span>\u5ba2\u6237\u884c\u4e3a<\/span><\/a><span>\u3001<\/span><a href=\"https:\/\/online.visual-paradigm.com\/app\/diagrams\/#infoart:proj=0&amp;type=ScenariosBusiness&amp;gallery=\/repository\/d7c38698-8ea6-4523-9535-1d21d5c7cfdd.xml&amp;name=Purchasing%20Habits%20Illustration\" target=\"_blank\" rel=\"noopener\"><span>\u8d2d\u4e70\u4e60\u60ef<\/span><\/a><span>\u3001<\/span><a href=\"https:\/\/online.visual-paradigm.com\/app\/diagrams\/#infoart:proj=0&amp;type=ScenariosBusiness&amp;gallery=\/repository\/46696d88-f79b-4545-aa07-e0565dcc19a7.xml&amp;name=Consumer%20Motivation%20Illustration\" target=\"_blank\" rel=\"noopener\"><span>\u6d88\u8d39\u8005\u52a8\u673a<\/span><\/a><\/p>\n<h3><span id=\"What_is_Customer_Journey\"><span>\u4ec0\u4e48\u662f\u5ba2\u6237\u65c5\u7a0b\uff1f<\/span><\/span><\/h3>\n<p><span>\u5ba2\u6237\u65c5\u7a0b\u662f\u5ba2\u6237\u4e0e\u54c1\u724c\u6c9f\u901a\u65f6\u7684\u5168\u90e8\u4f53\u9a8c\u3002\u5b83\u8003\u8651\u4e86\u4ece\u54c1\u724c\u53d1\u73b0\u5230\u8d2d\u4e70\u53ca\u5176\u4ed6\u4e92\u52a8\u7684\u5b8c\u6574\u8def\u7ebf\u56fe\u3002\u91cd\u70b9\u4e0d\u5728\u4e8e\u4ea4\u6613\uff0c\u800c\u5728\u4e8e\u5ba2\u6237\u4e0e\u54c1\u724c\u4e92\u52a8\u540e\u7684\u611f\u53d7\u3002<\/span><\/p>\n<blockquote><p><span>\u63cf\u7ed8\u5ba2\u6237\u65c5\u7a0b\u7684\u6700\u4f73\u65b9\u5f0f\uff1a\u7ad9\u5728\u4ed6\u4eec\u7684\u7acb\u573a\u4e0a\uff01<\/span><\/p><\/blockquote>\n<ol>\n<li><strong><span>\u9700\u6c42\u8bc6\u522b<\/span><\/strong><span>\u2014\u2014\u8425\u9500\u9700\u8981\u53d1\u73b0\u6d88\u8d39\u8005\u7684\u6f5c\u5728\u9700\u6c42\uff0c\u5e76\u5c06\u6f5c\u5728\u9700\u6c42\u8f6c\u5316\u4e3a\u5b9e\u9645\u9700\u6c42\u3002\u9700\u6c42\u53ef\u4ee5\u5206\u4e3a\u4e24\u5927\u7c7b\uff0c\u5373\u5185\u5fc3\u9700\u6c42\u548c\u529f\u80fd\u9700\u6c42\uff0c\u4e24\u8005\u5408\u4e8c\u4e3a\u4e00\uff0c\u6700\u5927\u9650\u5ea6\u5730\u6ee1\u8db3\u8d2d\u4e70\u8005\u7684\u9700\u6c42\u3002\u4e00\u4e2a\u597d\u7684\u8425\u9500\u4eba\u5458\u53ef\u4ee5\u53d1\u73b0\u5ba2\u6237\u7684\u591a\u79cd\u9700\u6c42\uff0c\u800c\u4e0d\u662f\u505c\u7559\u5728\u4e00\u79cd\u9700\u6c42\u4e0a\u5e76\u5c06\u5176\u8f6c\u5316\u4e3a\u5b9e\u9645\u4e1a\u52a1\u3002<\/span><\/li>\n<li><strong><span>\u641c\u7d22\u4fe1\u606f<\/span><\/strong><span>\u2014\u2014\u5b58\u50a8\u4fe1\u606f\u6709\u5185\u90e8\u548c\u5916\u90e8\u73af\u5883\u3002\u5185\u90e8\u73af\u5883\u5305\u62ec\u9884\u5148\u5b58\u5728\u7684\u4fe1\u606f\u3001\u5927\u8111\u8bb0\u5fc6\u5e93\u4e2d\u5b58\u50a8\u7684\u4ea7\u54c1\u7c7b\u578b\u3001\u54c1\u724c\u7b49\u3002\u5916\u90e8\u73af\u5883\u5305\u62ec\u5bf9\u5176\u4ed6\u4ea7\u54c1\u7684\u8bc4\u8bba\u3001\u7f51\u4e0a\u5bf9\u8be5\u4ea7\u54c1\u7684\u8bc4\u8bba\u3001\u540c\u7c7b\u4ea7\u54c1\u7684\u4f18\u7f3a\u70b9\u3001\u4ef7\u683c\u5dee\u5f02\u7b49<\/span><\/li>\n<li><strong><span>\u8bc4\u4ef7<\/span><\/strong><span>\u2014\u2014\u8bc4\u4ef7\u4e0d\u540c\u4ea7\u54c1\u7684\u4f18\u7f3a\u70b9\u3001\u4e0d\u540c\u5c5e\u6027\u7684\u4f18\u52a3\u3001\u6743\u91cd\u6807\u51c6\u7684\u9ad8\u4f4e\uff0c\u6700\u7ec8\u5f71\u54cd\u51b3\u7b56\u7684\u76ee\u7684\u3002<\/span><\/li>\n<li><strong><span>\u8d2d\u4e70<\/span><\/strong><span>\u2014\u2014\u53ef\u4ee5\u5728\u5b9e\u4f53\u5e97\u8d2d\u4e70\uff0c\u4e5f\u53ef\u4ee5\u5728\u7f51\u4e0a\u8d2d\u4e70\u3002\u5b9e\u4f53\u5e97\u8d2d\u4e70\u65b9\u4fbf\u5feb\u6377\uff0c\u7f51\u8d2d\u4ef7\u683c\u5b9e\u60e0\uff0c\u4f46\u9700\u8981\u7b49\u5f85\u65f6\u95f4\u8f83\u957f\u3002<\/span><\/li>\n<li><strong><span>\u552e\u540e<\/span><\/strong><span>\u2014\u2014\u552e\u540e\u662f\u5ba2\u6237\u8d2d\u4e70\u540e\u7684\u884c\u4e3a\u3002\u552e\u540e\u662f\u4ea7\u54c1\u68c0\u9a8c\u7684\u6700\u540e\u4e00\u5173\u3002\u5ba2\u6237\u5bf9\u5176\u8d2d\u4e70\u7684\u4ea7\u54c1\u6709\u4e00\u5b9a\u7684\u671f\u671b\uff0c\u5982\u679c\u4ea7\u54c1\u8fbe\u4e0d\u5230\u5ba2\u6237\u7684\u671f\u671b\uff0c\u5ba2\u6237\u6ee1\u610f\u5ea6\u548c\u9000\u8d27\u7387\u5c31\u4f1a\u5927\u5927\u964d\u4f4e\u3002\u540c\u65f6\uff0c\u5ba2\u6237\u7684\u4e0d\u6ee1\u4f1a\u5bfc\u81f4\u8ba4\u77e5\u5931\u8c03\u548c\u8d1f\u9762\u7684\u8d2d\u540e\u8bc4\u4ef7\u3002\u8fd9\u5c06\u5bf9\u4ea7\u54c1\u548c\u516c\u53f8\u4ea7\u751f\u8d1f\u9762\u5f71\u54cd\u3002<\/span><\/li>\n<\/ol>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/blog.visual-paradigm.com\/wp-content\/uploads\/2022\/10\/what-is-customer-journey-map.png\" \/><\/p>\n<p><a class=\"edit-template-v1\" href=\"https:\/\/online.visual-paradigm.com\/app\/diagrams\/#infoart:proj=0&amp;type=CustomerJourneyMaps&amp;gallery=\/repository\/20a586ff-fb97-41d4-915f-072f48316a2f.xml&amp;name=What%20is%20Customer%20Journey%20Map%3F\"><span>\u4f7f\u7528 CX \u5de5\u5177\u7f16\u8f91\u6b64\u5ba2\u6237\u65c5\u7a0b\u5730\u56fe<\/span><\/a><\/p>\n<p id=\"ghfcqkp\"><span>\u901a\u8fc7\u5ba2\u6237\u65c5\u7a0b\u56fe\u4e86\u89e3\u4ed6\u4eec\u7684\u671f\u671b\uff0c\u53d6\u60a6\u60a8\u7684\u5ba2\u6237<\/span><\/p>\n<p><span>\u987e\u5ba2\u671f\u671b\u662f\u987e\u5ba2\u5e0c\u671b\u516c\u53f8\u63d0\u4f9b\u7684\u4ea7\u54c1\u6216\u670d\u52a1\u6ee1\u8db3\u5176\u9700\u8981\u7684\u7a0b\u5ea6\uff1b\u5982\u679c\u6ee1\u8db3\u4e86\u8fd9\u79cd\u671f\u671b\uff0c\u5ba2\u6237\u5c31\u4f1a\u6ee1\u610f\uff1b\u5426\u5219\uff0c\u5ba2\u6237\u4f1a\u4e0d\u6ee1\u610f\u3002<\/span><\/p>\n<p><span>\u5b9a\u4e49\u5ba2\u6237\u9700\u6c42\u3001\u95ee\u9898\u4ee5\u53ca\u4e0e\u516c\u53f8\u7684\u4e92\u52a8\u4f3c\u4e4e\u52bf\u4e0d\u53ef\u6321\u3002\u7136\u800c\uff0c\u4e86\u89e3\u6bcf\u4e2a\u5ba2\u6237\u5728\u5ba2\u6237\u65c5\u7a0b\u7684\u6bcf\u4e2a\u9636\u6bb5\u7684\u4f53\u9a8c\u5bf9\u4e8e\u5c06\u4e1a\u52a1\u6d1e\u5bdf\u529b\u8f6c\u5316\u4e3a\u957f\u671f\u6539\u8fdb\u7b56\u7565\u81f3\u5173\u91cd\u8981\u3002\u5ba2\u6237\u65c5\u7a0b\u5730\u56fe\u53ef\u4ee5\u5e2e\u52a9\u60a8\u548c\u60a8\u7684\u516c\u53f8\u53ef\u89c6\u5316\u5ba2\u6237\u5728\u6240\u6709\u54c1\u724c\u63a5\u89e6\u70b9\u7684\u611f\u53d7\uff0c\u8fd9\u6837\u60a8\u5c31\u53ef\u4ee5\u63d0\u524d\u907f\u514d\u6f5c\u5728\u95ee\u9898\uff0c\u63d0\u9ad8\u5ba2\u6237\u4fdd\u7559\u7387\uff0c\u5e76\u53d1\u73b0\u5173\u952e\u4fe1\u606f\uff0c\u4ece\u800c\u4e3a\u60a8\u7684\u4e1a\u52a1\u505a\u51fa\u6700\u4f73\u51b3\u7b56\u3002<\/span><\/p>\n<p><span>\u5ba2\u6237\u65c5\u7a0b\u56fe\u662f\u5ba2\u6237\u4e0e\u60a8\u7684\u670d\u52a1\u3001\u54c1\u724c\u6216\u4ea7\u54c1\u7684\u6bcf\u6b21\u4e92\u52a8\u7684\u89c6\u89c9\u6545\u4e8b\u60c5\u8282\u3002\u521b\u5efa\u65c5\u7a0b\u5730\u56fe\u5c06\u4f7f\u60a8\u76f4\u63a5\u8fdb\u5165\u6d88\u8d39\u8005\u7684\u89c6\u89d2\uff0c\u8fd9\u6837\u60a8\u5c31\u53ef\u4ee5\u770b\u5230\u60a8\u53ef\u80fd\u9057\u6f0f\u4e86\u4ec0\u4e48\u3001\u60a8\u505a\u5bf9\u4e86\u4ec0\u4e48\uff0c\u4ee5\u53ca\u60a8\u53ef\u4ee5\u5728\u6574\u4e2a\u5ba2\u6237\u751f\u547d\u5468\u671f\u4e2d\u505a\u4e9b\u4ec0\u4e48\u6765\u6539\u8fdb\u3002<\/span><\/p>\n<h3><span id=\"What_is_Customer_Journey_Mapping\"><span>\u4ec0\u4e48\u662f\u5ba2\u6237\u65c5\u7a0b\u5730\u56fe\uff1f<\/span><\/span><\/h3>\n<p><span>\u60a8\u60f3\u7ed9\u5ba2\u6237\u7559\u4e0b\u96be\u5fd8\u7684\u7b2c\u4e00\u5370\u8c61\u5e76\u63d0\u4f9b\u5dee\u5f02\u5316\u200b\u200b\u7684\u8d2d\u4e70\u4f53\u9a8c\u5417\uff1f\u60a8\u60f3\u4e86\u89e3\u60a8\u7684\u5ba2\u6237\u5982\u4f55\u5728\u5f53\u4eca\u7684\u6570\u5b57\u4e16\u754c\u4e2d\u8d2d\u7269\u5417\uff1f\u54ea\u4e9b\u662f\u4ed6\u4eec\u5ba2\u6237\u65c5\u7a0b\u4e2d\u6700\u6709\u5f71\u54cd\u529b\u7684\u6e20\u9053\u548c\u63a5\u89e6\u70b9\uff0c\u60a8\u5982\u4f55\u5f71\u54cd\u8fd9\u4e9b\uff1f\u5bf9\u4e8e\u60a8\u8981\u8f93\u5165\u7684\u65b0\u4ea7\u54c1\u7c7b\u522b\uff0c\u8fd9\u770b\u8d77\u6765\u50cf\u4ec0\u4e48\uff1f<\/span><\/p>\n<p><span>\u5ba2\u6237\u65c5\u7a0b\u5730\u56fe\u4f7f\u7528\u8bb2\u6545\u4e8b\u7684\u6280\u5de7\u548c\u89c6\u89c9\u63d0\u793a\u6765\u8bf4\u660e\u5ba2\u6237\u4e0e\u60a8\u7684\u4f01\u4e1a\u968f\u7740\u65f6\u95f4\u7684\u63a8\u79fb\u7684\u5173\u7cfb\u3002\u4ece\u5ba2\u6237\u7684\u89d2\u5ea6\u8bb2\u8ff0\uff0c\u8fd9\u4e2a\u6545\u4e8b\u63d0\u4f9b\u4e86\u5bf9\u6574\u4f53\u5ba2\u6237\u4f53\u9a8c\u7684\u6d1e\u5bdf\uff0c\u5e76\u5e2e\u52a9\u60a8\u66f4\u597d\u5730\u7406\u89e3\u548c\u89e3\u51b3\u5ba2\u6237\u5728\u4f53\u9a8c\u60a8\u7684\u4ea7\u54c1\u6216\u670d\u52a1\u65f6\u7684\u9700\u6c42\u548c\u75db\u70b9\u3002<\/span><\/p>\n<p><a href=\"https:\/\/www.visual-paradigm.com\/guide\/customer-experience\/what-is-customer-journey-mapping\/\"><span>\u5ba2\u6237\u65c5\u7a0b\u56fe<\/span><\/a><span>(CJM) \u662f\u5ba2\u6237\u5728\u4e00\u6bb5\u65f6\u95f4\u5185\u7684\u60f3\u6cd5\u548c\u611f\u53d7\u7684\u53ef\u89c6\u5316\u3002\u65c5\u7a0b\u5730\u56fe\u4f7f\u5ba2\u6237\u548c\u4f01\u4e1a\u4e4b\u95f4\u7684\u4ea4\u4e92\u53ef\u89c1\uff0c\u79f0\u4e3a\u63a5\u89e6\u70b9\u3002\u5b83\u786e\u5b9a\u4e86\u53ef\u80fd\u963b\u788d\u5ba2\u6237\u987a\u5229\u8fdb\u884c\u7684\u969c\u788d\uff0c\u5e76\u521b\u5efa\u4e86\u5ba2\u6237\u4f53\u9a8c\u7684\u6574\u4f53\u89c6\u56fe\u3002<\/span><\/p>\n<div class=\"cl-preview-section\">\n<h3 id=\"cjm-templates-and-examples\"><span id=\"CJM_Templates_and_Examples\"><span>CJM \u6a21\u677f\u548c\u793a\u4f8b<\/span><\/span><\/h3>\n<\/div>\n<div class=\"cl-preview-section\">\n<h4 id=\"buy-tv-online\"><span id=\"Buy_TV_Online\"><a href=\"https:\/\/circle.visual-paradigm.com\/buy-tv-online\/\"><span>\u5728\u7ebf\u8d2d\u4e70\u7535\u89c6<\/span><\/a><\/span><\/h4>\n<\/div>\n<div class=\"cl-preview-section\">\n<p><img decoding=\"async\" src=\"https:\/\/blog.visual-paradigm.com\/wp-content\/uploads\/2022\/10\/CJM-Buy-TV-Online-1-650x393.png\" \/><\/p>\n<\/div>\n<div class=\"cl-preview-section\">\n<h4 id=\"on-site-oven-repair-service\"><span id=\"On-site_Oven_Repair_Service\"><a href=\"https:\/\/circle.visual-paradigm.com\/on-site-oven-repair-service\/\"><span>\u73b0\u573a\u70e4\u7bb1\u7ef4\u4fee\u670d\u52a1<\/span><\/a><\/span><\/h4>\n<\/div>\n<div class=\"cl-preview-section\">\n<p><img decoding=\"async\" src=\"https:\/\/blog.visual-paradigm.com\/wp-content\/uploads\/2022\/10\/CJM-On-site-Oven-Repair-Service-1-650x537.png\" \/><\/p>\n<\/div>\n<div class=\"cl-preview-section\">\n<h4 id=\"online-banking-password-recovery\"><span id=\"Online_Banking_Password_Recovery\"><a href=\"https:\/\/circle.visual-paradigm.com\/online-banking-password-recovery\/\"><span>\u7f51\u4e0a\u94f6\u884c\u5bc6\u7801\u6062\u590d<\/span><\/a><\/span><\/h4>\n<\/div>\n<div class=\"cl-preview-section\">\n<p><img decoding=\"async\" src=\"https:\/\/blog.visual-paradigm.com\/wp-content\/uploads\/2022\/10\/CJM-Online-Banking-Password-Recovery-1-650x518.png\" \/><\/p>\n<\/div>\n<div class=\"cl-preview-section\">\n<h4 id=\"online-shop\"><span id=\"Online_Shop\"><a href=\"https:\/\/circle.visual-paradigm.com\/online-shop\/\"><span>\u7f51\u5e97<\/span><\/a><\/span><\/h4>\n<\/div>\n<div class=\"cl-preview-section\">\n<p><a href=\"https:\/\/circle.visual-paradigm.com\/online-shop\/\"><img decoding=\"async\" src=\"https:\/\/blog.visual-paradigm.com\/wp-content\/uploads\/2022\/10\/CJM-Online-Shop-1-650x565.png\" \/><\/a><\/p>\n<\/div>\n<div class=\"cl-preview-section\">\n<h4 id=\"basic-customer-journey-map-template\"><span id=\"Basic_Customer_Journey_Map_Template\"><a 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