以客户旅程图提升观众参观科技馆体验——以中国科技馆为例

Enhancing Visitor Experience at Science and Technology Museumsthrough Customer Journey Mapping：A Case Study of China Scienceand Technology Museum

中文关键词: 科技馆 客户旅程图 观众体验 服务设计

英文关键词: science and technology museum  customer journey mapping  visitor experience  service design

中文摘要:

      本研究以中国科技馆为研究对象，深入研究了如何利用客户旅程图来提升观众参观体验。研究通 过分析观众特征和行为，绘制了观众画像，进而绘制了客户旅程图，覆盖了典型观众参观中国科技馆的全 过程。研究发现，客户旅程图可以有效揭示观众在关键环节的情绪波动，特别是购票、就餐和离馆时的不 满。针对这些痛点，采取了优化退票流程、增加就餐空间、尽早开放文创商店等措施，实践证明这些措施 有效提升了观众参观体验。运用客户旅程图提升观众体验的方法在科技馆观众服务研究中具有普遍性，持 续迭代的客户旅程图能够为提升观众服务质量提供支撑。

英文摘要:

      This research takes the China Science and Technology Museum as the research object，and deeply studies how to use customer journey maps to enhance the audience's visiting experience. By analyzing the characteristics and behaviors of the audience，audience portraits were drawn. And then customer journey maps were created，covering the entire process of typical audiences visiting the China Science and Technology Museum. Results reveal that the customer journey map reveals the emotional fluctuations of the audience at key moments，especially dissatisfaction during ticket purchasing，dining，and leaving the museum. In response to these pain points，measures such as optimizing the ticket refund process，increasing dining space，and opening cultural and creative shops earlier were taken，and practice has proven that these measures effectively enhance the audience's visiting experience.Using customer journey maps to enhance audience experience is universal in the research of audience services in science and technology museums，and continuously iterated customer journey maps can provide support for improving the quality of audience services.