{"id":4046,"date":"2022-02-24T14:02:36","date_gmt":"2022-02-24T06:02:36","guid":{"rendered":"https:\/\/blog.visual-paradigm.com\/tw\/?p=4046"},"modified":"2022-11-30T16:53:46","modified_gmt":"2022-11-30T08:53:46","slug":"understanding-customer-behavior-and-customer-journey","status":"publish","type":"post","link":"https:\/\/blog.visual-paradigm.com\/tw\/understanding-customer-behavior-and-customer-journey\/","title":{"rendered":"\u4e86\u89e3\u5ba2\u6236\u884c\u70ba\u548c\u5ba2\u6236\u65c5\u7a0b"},"content":{"rendered":"<h3><span id=\"What_is_Customer_Behavior\"><span>\u4ec0\u9ebc\u662f\u5ba2\u6236\u884c\u70ba\uff1f<\/span><\/span><\/h3>\n<p><span>\u6d88\u8cbb\u8005\u884c\u70ba\u662f\u5c0d\u500b\u4eba\u3001\u5718\u9ad4\u6216\u7d44\u7e54\u4ee5\u53ca\u8207\u5546\u54c1\u548c\u670d\u52d9\u7684\u8cfc\u8cb7\u3001\u4f7f\u7528\u548c\u8655\u7f6e\u76f8\u95dc\u7684\u6240\u6709\u6d3b\u52d5\u7684\u7814\u7a76\u3002\u6d88\u8cbb\u8005\u884c\u70ba\u5305\u62ec\u6d88\u8cbb\u8005\u7684\u60c5\u7dd2\u3001\u614b\u5ea6\u548c\u504f\u597d\u5982\u4f55\u5f71\u97ff\u8cfc\u8cb7\u884c\u70ba\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\u696d\u63d2\u5716\u6a21\u677f\uff1a\u5ba2\u6236\u884c\u70ba\u63d2\u5716\uff08\u7531 Scenarios \u7684\u5546\u696d\u63d2\u5716\u88fd\u4f5c\u8005\u5275\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>\u7de8\u8f2f\u4ee5\u4e0a\u63d2\u5716\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\u6236\u884c\u70ba<\/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>\u8cfc\u8cb7\u7fd2\u6163<\/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\u8cbb\u8005\u52d5\u6a5f<\/span><\/a><\/p>\n<h3><span id=\"What_is_Customer_Journey\"><span>\u4ec0\u9ebc\u662f\u5ba2\u6236\u65c5\u7a0b\uff1f<\/span><\/span><\/h3>\n<p><span>\u5ba2\u6236\u65c5\u7a0b\u662f\u5ba2\u6236\u8207\u54c1\u724c\u6e9d\u901a\u6642\u7684\u5168\u90e8\u9ad4\u9a57\u3002\u5b83\u8003\u616e\u4e86\u5f9e\u54c1\u724c\u767c\u73fe\u5230\u8cfc\u8cb7\u53ca\u5176\u4ed6\u4e92\u52d5\u7684\u5b8c\u6574\u8def\u7dda\u5716\u3002\u91cd\u9ede\u4e0d\u5728\u65bc\u4ea4\u6613\uff0c\u800c\u5728\u65bc\u5ba2\u6236\u8207\u54c1\u724c\u4e92\u52d5\u5f8c\u7684\u611f\u53d7\u3002<\/span><\/p>\n<blockquote><p><span>\u63cf\u7e6a\u5ba2\u6236\u65c5\u7a0b\u7684\u6700\u4f73\u65b9\u5f0f\uff1a\u7ad9\u5728\u4ed6\u5011\u7684\u7acb\u5834\u4e0a\uff01<\/span><\/p><\/blockquote>\n<ol>\n<li><strong><span>\u9700\u6c42\u8b58\u5225<\/span><\/strong><span>\u2014\u2014\u71df\u92b7\u9700\u8981\u767c\u73fe\u6d88\u8cbb\u8005\u7684\u6f5b\u5728\u9700\u6c42\uff0c\u4e26\u5c07\u6f5b\u5728\u9700\u6c42\u8f49\u5316\u70ba\u5be6\u969b\u9700\u6c42\u3002\u9700\u6c42\u53ef\u4ee5\u5206\u70ba\u5169\u5927\u985e\uff0c\u5373\u5167\u5fc3\u9700\u6c42\u548c\u529f\u80fd\u9700\u6c42\uff0c\u5169\u8005\u5408\u4e8c\u70ba\u4e00\uff0c\u6700\u5927\u9650\u5ea6\u5730\u6eff\u8db3\u8cfc\u8cb7\u8005\u7684\u9700\u6c42\u3002\u4e00\u500b\u597d\u7684\u71df\u92b7\u4eba\u54e1\u53ef\u4ee5\u767c\u73fe\u5ba2\u6236\u7684\u591a\u7a2e\u9700\u6c42\uff0c\u800c\u4e0d\u662f\u505c\u7559\u5728\u4e00\u7a2e\u9700\u6c42\u4e0a\u4e26\u5c07\u5176\u8f49\u5316\u70ba\u5be6\u969b\u696d\u52d9\u3002<\/span><\/li>\n<li><strong><span>\u641c\u7d22\u4fe1\u606f<\/span><\/strong><span>\u2014\u2014\u5b58\u5132\u4fe1\u606f\u6709\u5167\u90e8\u548c\u5916\u90e8\u74b0\u5883\u3002\u5167\u90e8\u74b0\u5883\u5305\u62ec\u9810\u5148\u5b58\u5728\u7684\u4fe1\u606f\u3001\u5927\u8166\u8a18\u61b6\u5eab\u4e2d\u5b58\u5132\u7684\u7522\u54c1\u985e\u578b\u3001\u54c1\u724c\u7b49\u3002\u5916\u90e8\u74b0\u5883\u5305\u62ec\u5c0d\u5176\u4ed6\u7522\u54c1\u7684\u8a55\u8ad6\u3001\u7db2\u4e0a\u5c0d\u8a72\u7522\u54c1\u7684\u8a55\u8ad6\u3001\u540c\u985e\u7522\u54c1\u7684\u512a\u7f3a\u9ede\u3001\u50f9\u683c\u5dee\u7570\u7b49<\/span><\/li>\n<li><strong><span>\u8a55\u50f9<\/span><\/strong><span>\u2014\u2014\u8a55\u50f9\u4e0d\u540c\u7522\u54c1\u7684\u512a\u7f3a\u9ede\u3001\u4e0d\u540c\u5c6c\u6027\u7684\u512a\u52a3\u3001\u6b0a\u91cd\u6a19\u6e96\u7684\u9ad8\u4f4e\uff0c\u6700\u7d42\u5f71\u97ff\u6c7a\u7b56\u7684\u76ee\u7684\u3002<\/span><\/li>\n<li><strong><span>\u8cfc\u8cb7<\/span><\/strong><span>\u2014\u2014\u53ef\u4ee5\u5728\u5be6\u9ad4\u5e97\u8cfc\u8cb7\uff0c\u4e5f\u53ef\u4ee5\u5728\u7db2\u4e0a\u8cfc\u8cb7\u3002\u5be6\u9ad4\u5e97\u8cfc\u8cb7\u65b9\u4fbf\u5feb\u6377\uff0c\u7db2\u8cfc\u50f9\u683c\u5be6\u60e0\uff0c\u4f46\u9700\u8981\u7b49\u5f85\u6642\u9593\u8f03\u9577\u3002<\/span><\/li>\n<li><strong><span>\u552e\u5f8c<\/span><\/strong><span>\u2014\u2014\u552e\u5f8c\u662f\u5ba2\u6236\u8cfc\u8cb7\u5f8c\u7684\u884c\u70ba\u3002\u552e\u5f8c\u662f\u7522\u54c1\u6aa2\u9a57\u7684\u6700\u5f8c\u4e00\u95dc\u3002\u5ba2\u6236\u5c0d\u5176\u8cfc\u8cb7\u7684\u7522\u54c1\u6709\u4e00\u5b9a\u7684\u671f\u671b\uff0c\u5982\u679c\u7522\u54c1\u9054\u4e0d\u5230\u5ba2\u6236\u7684\u671f\u671b\uff0c\u5ba2\u6236\u6eff\u610f\u5ea6\u548c\u9000\u8ca8\u7387\u5c31\u6703\u5927\u5927\u964d\u4f4e\u3002\u540c\u6642\uff0c\u5ba2\u6236\u7684\u4e0d\u6eff\u6703\u5c0e\u81f4\u8a8d\u77e5\u5931\u8abf\u548c\u8ca0\u9762\u7684\u8cfc\u5f8c\u8a55\u50f9\u3002\u9019\u5c07\u5c0d\u7522\u54c1\u548c\u516c\u53f8\u7522\u751f\u8ca0\u9762\u5f71\u97ff\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\u7de8\u8f2f\u6b64\u5ba2\u6236\u65c5\u7a0b\u5730\u5716<\/span><\/a><\/p>\n<p id=\"ghfcqkp\"><span>\u901a\u904e\u5ba2\u6236\u65c5\u7a0b\u5716\u4e86\u89e3\u4ed6\u5011\u7684\u671f\u671b\uff0c\u53d6\u6085\u60a8\u7684\u5ba2\u6236<\/span><\/p>\n<p><span>\u9867\u5ba2\u671f\u671b\u662f\u9867\u5ba2\u5e0c\u671b\u516c\u53f8\u63d0\u4f9b\u7684\u7522\u54c1\u6216\u670d\u52d9\u6eff\u8db3\u5176\u9700\u8981\u7684\u7a0b\u5ea6\uff1b\u5982\u679c\u6eff\u8db3\u4e86\u9019\u7a2e\u671f\u671b\uff0c\u5ba2\u6236\u5c31\u6703\u6eff\u610f\uff1b\u5426\u5247\uff0c\u5ba2\u6236\u6703\u4e0d\u6eff\u610f\u3002<\/span><\/p>\n<p><span>\u5b9a\u7fa9\u5ba2\u6236\u9700\u6c42\u3001\u554f\u984c\u4ee5\u53ca\u8207\u516c\u53f8\u7684\u4e92\u52d5\u4f3c\u4e4e\u52e2\u4e0d\u53ef\u64cb\u3002\u7136\u800c\uff0c\u4e86\u89e3\u6bcf\u500b\u5ba2\u6236\u5728\u5ba2\u6236\u65c5\u7a0b\u7684\u6bcf\u500b\u968e\u6bb5\u7684\u9ad4\u9a57\u5c0d\u65bc\u5c07\u696d\u52d9\u6d1e\u5bdf\u529b\u8f49\u5316\u70ba\u9577\u671f\u6539\u9032\u7b56\u7565\u81f3\u95dc\u91cd\u8981\u3002\u5ba2\u6236\u65c5\u7a0b\u5730\u5716\u53ef\u4ee5\u5e6b\u52a9\u60a8\u548c\u60a8\u7684\u516c\u53f8\u53ef\u8996\u5316\u5ba2\u6236\u5728\u6240\u6709\u54c1\u724c\u63a5\u89f8\u9ede\u7684\u611f\u53d7\uff0c\u9019\u6a23\u60a8\u5c31\u53ef\u4ee5\u63d0\u524d\u907f\u514d\u6f5b\u5728\u554f\u984c\uff0c\u63d0\u9ad8\u5ba2\u6236\u4fdd\u7559\u7387\uff0c\u4e26\u767c\u73fe\u95dc\u9375\u4fe1\u606f\uff0c\u5f9e\u800c\u70ba\u60a8\u7684\u696d\u52d9\u505a\u51fa\u6700\u4f73\u6c7a\u7b56\u3002<\/span><\/p>\n<p><span>\u5ba2\u6236\u65c5\u7a0b\u5716\u662f\u5ba2\u6236\u8207\u60a8\u7684\u670d\u52d9\u3001\u54c1\u724c\u6216\u7522\u54c1\u7684\u6bcf\u6b21\u4e92\u52d5\u7684\u8996\u89ba\u6545\u4e8b\u60c5\u7bc0\u3002\u5275\u5efa\u65c5\u7a0b\u5730\u5716\u5c07\u4f7f\u60a8\u76f4\u63a5\u9032\u5165\u6d88\u8cbb\u8005\u7684\u8996\u89d2\uff0c\u9019\u6a23\u60a8\u5c31\u53ef\u4ee5\u770b\u5230\u60a8\u53ef\u80fd\u907a\u6f0f\u4e86\u4ec0\u9ebc\u3001\u60a8\u505a\u5c0d\u4e86\u4ec0\u9ebc\uff0c\u4ee5\u53ca\u60a8\u53ef\u4ee5\u5728\u6574\u500b\u5ba2\u6236\u751f\u547d\u9031\u671f\u4e2d\u505a\u4e9b\u4ec0\u9ebc\u4f86\u6539\u9032\u3002<\/span><\/p>\n<h3><span id=\"What_is_Customer_Journey_Mapping\"><span>\u4ec0\u9ebc\u662f\u5ba2\u6236\u65c5\u7a0b\u5730\u5716\uff1f<\/span><\/span><\/h3>\n<p><span>\u60a8\u60f3\u7d66\u5ba2\u6236\u7559\u4e0b\u96e3\u5fd8\u7684\u7b2c\u4e00\u5370\u8c61\u4e26\u63d0\u4f9b\u5dee\u7570\u5316\u7684\u8cfc\u8cb7\u9ad4\u9a57\u55ce\uff1f\u60a8\u60f3\u4e86\u89e3\u60a8\u7684\u5ba2\u6236\u5982\u4f55\u5728\u7576\u4eca\u7684\u6578\u5b57\u4e16\u754c\u4e2d\u8cfc\u7269\u55ce\uff1f\u54ea\u4e9b\u662f\u4ed6\u5011\u5ba2\u6236\u65c5\u7a0b\u4e2d\u6700\u6709\u5f71\u97ff\u529b\u7684\u6e20\u9053\u548c\u63a5\u89f8\u9ede\uff0c\u60a8\u5982\u4f55\u5f71\u97ff\u9019\u4e9b\uff1f\u5c0d\u65bc\u60a8\u8981\u8f38\u5165\u7684\u65b0\u7522\u54c1\u985e\u5225\uff0c\u9019\u770b\u8d77\u4f86\u50cf\u4ec0\u9ebc\uff1f<\/span><\/p>\n<p><span>\u5ba2\u6236\u65c5\u7a0b\u5730\u5716\u4f7f\u7528\u8b1b\u6545\u4e8b\u7684\u6280\u5de7\u548c\u8996\u89ba\u63d0\u793a\u4f86\u8aaa\u660e\u5ba2\u6236\u8207\u60a8\u7684\u4f01\u696d\u96a8\u8457\u6642\u9593\u7684\u63a8\u79fb\u7684\u95dc\u4fc2\u3002\u5f9e\u5ba2\u6236\u7684\u89d2\u5ea6\u8b1b\u8ff0\uff0c\u9019\u500b\u6545\u4e8b\u63d0\u4f9b\u4e86\u5c0d\u6574\u9ad4\u5ba2\u6236\u9ad4\u9a57\u7684\u6d1e\u5bdf\uff0c\u4e26\u5e6b\u52a9\u60a8\u66f4\u597d\u5730\u7406\u89e3\u548c\u89e3\u6c7a\u5ba2\u6236\u5728\u9ad4\u9a57\u60a8\u7684\u7522\u54c1\u6216\u670d\u52d9\u6642\u7684\u9700\u6c42\u548c\u75db\u9ede\u3002<\/span><\/p>\n<p><a href=\"https:\/\/www.visual-paradigm.com\/guide\/customer-experience\/what-is-customer-journey-mapping\/\"><span>\u5ba2\u6236\u65c5\u7a0b\u5716<\/span><\/a><span>(CJM) \u662f\u5ba2\u6236\u5728\u4e00\u6bb5\u6642\u9593\u5167\u7684\u60f3\u6cd5\u548c\u611f\u53d7\u7684\u53ef\u8996\u5316\u3002\u65c5\u7a0b\u5730\u5716\u4f7f\u5ba2\u6236\u548c\u4f01\u696d\u4e4b\u9593\u7684\u4ea4\u4e92\u53ef\u898b\uff0c\u7a31\u70ba\u63a5\u89f8\u9ede\u3002\u5b83\u78ba\u5b9a\u4e86\u53ef\u80fd\u963b\u7919\u5ba2\u6236\u9806\u5229\u9032\u884c\u7684\u969c\u7919\uff0c\u4e26\u5275\u5efa\u4e86\u5ba2\u6236\u9ad4\u9a57\u7684\u6574\u9ad4\u8996\u5716\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\u7dda\u8cfc\u8cb7\u96fb\u8996<\/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>\u73fe\u5834\u70e4\u7bb1\u7dad\u4fee\u670d\u52d9<\/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>\u7db2\u4e0a\u9280\u884c\u5bc6\u78bc\u6062\u5fa9<\/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>\u7db2\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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