Customer Engagement
客戶參與

and
和

Digital Excellence Pro
數位卓越專業

LEARNER'S GUIDE
學習者指南

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Table of Contents
目錄

Course Overview 3
課程概覽 3

Warm-Up and Introduction 5
熱身與介紹 5

LU1: Digital Foundations in Customer Experience 6
LU1：客戶體驗中的數位基礎 6

1.1 Impact Factors and Digital Influences 7
1.1 影響因素與數位影響 7

1.2 Competitor Digital Presence Analysis 11
1.2 競爭者數位存在分析 11

Learning Activity 1 – Competitor Research Analysis Report 13
學習活動 1 – 競爭者研究分析報告 13

LU2: Enhancing Customer Experience with In-Demand Digital Skills 15
LU2：利用熱門數位技能提升客戶體驗 15

2.1 Product Features, Benefits, and Digital Enhancements 16
2.1 產品特點、優勢及數位增強 16

2.2 Competitive Advantage through Digital Innovation 19
2.2 透過數位創新獲得競爭優勢 19

Learning Activity 2 – Digital Innovation Strategy Reflection 23
學習活動 2 – 數位創新策略反思 23

2.3: In-Demand Digital Skills for Customer Experience 25
2.3：客戶體驗所需的熱門數位技能 25

LU3: Targeting Customer Experience 31
LU3：以客戶體驗為目標 31

3.1 Target Customers and Digital Engagement 32
3.1 目標客戶與數位互動 32

3.2: Leveraging Complementary Digital Offerings 33
3.2：利用互補的數位產品 33

Learning Activity 3 – Competitor Research Analysis Report 36
學習活動 3 – 競爭者研究分析報告 36

LU4: Implementing and Evaluating Customer Experience (CX) Improvements 40
LU4：實施和評估客戶體驗（CX）改進 40

4.1 Digital CX Cost-Benefit Analysis 41
4.1 數位客戶體驗成本效益分析 41

4.2: Digital CX Strategy Effectiveness Evaluation 45
4.2：數位客戶體驗策略有效性評估 45

Learning Activity 4 – Evaluating and Improving Digital Customer Experience 47
學習活動 4 – 評估與改善數位客戶體驗 47

Course Overview
課程概覽

This Learner’s Guide aimed to present the content and activities of the course Customer Engagement and Digital Excellence Pro which is aligned to (TSC) Customer Experience Innovation, RET-INO-3001-1.1
本學習者指南旨在介紹與（TSC）客戶體驗創新 RET-INO-3001-1.1 對齊的課程「客戶參與與數位卓越專業」的內容和活動。

The course is designed in response to identified performance gaps within the realm of digital customer engagement, Key performance gaps address include:
該課程是針對數位客戶互動領域中識別出的表現差距而設計的，主要針對的關鍵表現差距包括：

Digital Customer Interaction: A notable deficiency in leveraging digital platforms for dynamic and effective customer interaction.
數位客戶互動：在利用數位平台進行動態和有效的客戶互動方面存在顯著不足。

Utilization of Digital Tools for Customer Engagement: Professionals often underutilize digital tools that can significantly enhance customer understanding and service personalization.
利用數位工具進行客戶互動：專業人士往往未充分利用數位工具，這些工具可以顯著提升對客戶的理解和服務的個性化。

Strategies for Customer Experience Enhancement: There's a gap in deploying effective strategies that leverage digital innovations to improve overall customer experience.
提升客戶體驗的策略：在運用數位創新來改善整體客戶體驗方面，存在著有效策略部署的空白。

This course covers the following ability (A) and knowledge (K) elements
本課程涵蓋以下能力（A）和知識（K）要素

Target Audience
目標受眾

This course has been specifically designed for learners with all types of background
這門課程是專門為各種背景的學習者設計的

Course Objectives
課程目標

At the end of this course, learners will be able to:
在本課程結束時，學習者將能夠：

Competency in Digital Customer Engagement: Ability to engage customers effectively across digital platforms, enhancing interaction and satisfaction.
數位客戶互動能力：能夠在數位平台上有效地與客戶互動，提升互動性和滿意度。

Mastery of Digital Tools: Skills to use digital tools for in-depth customer insights, leading to improved service customization.
數位工具的掌握：運用數位工具獲取深入的客戶洞察，從而提升服務的客製化程度。

Strategic Application for Customer Experience: Understanding of how to apply digital innovations strategically to elevate the customer experience.
客戶體驗的策略應用：了解如何策略性地應用數位創新以提升客戶體驗。

Course Duration
課程持續時間

Warm-Up and Introduction
熱身與介紹

“Fun Fact” Icebreaker Activity
“有趣的事實”破冰活動

Introduce yourself
自我介紹

Share one fun fact about yourself!
分享一個有趣的事實關於你自己！

Share a digital communication tip that you find useful or important.
分享一個你覺得有用或重要的數位溝通技巧。

LU1: Digital Foundations in Customer Experience
LU1：客戶體驗中的數位基礎

In this Section, you will learn the following:
在本節中，您將學習以下內容：

LO1: Apply knowledge of factors, including digital, that impact customer experience to identify areas for improvement.
LO1：運用對影響客戶體驗的因素（包括數位因素）的知識，識別改進的領域。

LO2: Apply methods to research competitors' digital products and/or services to gather actionable insights.
LO2：應用方法研究競爭對手的數位產品和/或服務，以收集可行的見解。

This learning unit covers the following:
本學習單元涵蓋以下內容：

Knowledge Elements
知識元素

K1: Factors that impact customer experience.
K1: 影響顧客體驗的因素。

K2: Methods to research products and/or services offered by competitors.
K2：研究競爭對手所提供的產品和/或服務的方法。

A2: Conduct research on competitors' products and/or services.
A2：對競爭對手的產品和/或服務進行研究。

1.1 Impact Factors and Digital Influences
1.1 影響因素與數位影響

Introduction
介紹

Welcome to the first topic of Learning Unit 1 (LU1) on Digital Foundations in Customer Experience. In this section, we'll explore the various factors that influence customer experience, with a particular focus on how digital elements play a crucial role in shaping these experiences.
歡迎來到學習單元 1（LU1）數位基礎在客戶體驗中的第一個主題。在這一部分，我們將探討影響客戶體驗的各種因素，特別關注數位元素在塑造這些體驗中所扮演的重要角色。

Learning Objectives
學習目標

By the end of this topic, you will be able to:
在本主題結束時，您將能夠：

Understand and identify key factors that impact customer experience, particularly in the digital realm.
了解並識別影響客戶體驗的關鍵因素，特別是在數位領域。

Recognize how digital influences can be leveraged to improve customer satisfaction and engagement.
認識如何利用數位影響力來提升顧客滿意度和參與度。

Customer experience (CX) refers to the overall impression a customer has of your brand or business across all touchpoints.
客戶體驗（CX）是指客戶在所有接觸點上對您的品牌或業務的整體印象。

This experience is influenced by a range of factors, including product quality, service delivery, brand perception, and increasingly, digital interactions.
這種體驗受到多種因素的影響，包括產品質量、服務交付、品牌認知，以及日益增長的數位互動。

For many businesses, particularly in today’s digital age, customer experience is a key differentiator. Understanding the factors that impact CX, especially digital influences, is essential for improving customer satisfaction and fostering long-term loyalty.
對於許多企業而言，尤其是在當今的數位時代，客戶體驗是一個關鍵的區別因素。了解影響客戶體驗的因素，特別是數位影響，是提升客戶滿意度和培養長期忠誠度的必要條件。

Key Factors Impacting Customer Experience
影響顧客體驗的關鍵因素

Product and Service Quality: The foundation of customer experience lies in the quality of the products or services you offer. However, even the best products need to be supported by strong digital strategies to ensure customers are aware of their value.
產品和服務質量：客戶體驗的基礎在於您所提供的產品或服務的質量。然而，即使是最好的產品也需要強大的數位策略來支持，以確保客戶意識到它們的價值。

Customer Service: Excellent customer service, both online and offline, is critical. Digital tools such as live chat, email support, and social media platforms have become integral in providing timely and effective customer service.
客戶服務：優秀的客戶服務，無論是在線上還是線下，都是至關重要的。即時聊天、電子郵件支持和社交媒體平台等數位工具已成為提供及時有效客戶服務的不可或缺的部分。

Brand Perception: How your brand is perceived online—through your website, social media, and customer reviews—plays a significant role in shaping customer experience. A positive digital presence can enhance brand trust and loyalty.
品牌認知：您的品牌在網上（通過您的網站、社交媒體和客戶評價）如何被感知，對塑造客戶體驗起著重要作用。積極的數位形象可以增強品牌信任和忠誠度。

Digital Accessibility: In today’s world, ensuring that your digital platforms are easy to navigate and accessible to all users, including retirees and homemakers, is vital. This includes user-friendly websites, mobile apps, and responsive customer service channels.
數位無障礙：在當今世界，確保您的數位平台易於導航並對所有用戶（包括退休人士和家庭主婦）可及是至關重要的。這包括使用者友好的網站、行動應用程式和靈活的客戶服務渠道。

Personalization: Customers expect personalized experiences that cater to their individual needs and preferences. Digital tools allow businesses to gather data and tailor their offerings to meet these expectations, enhancing overall customer satisfaction.
個性化：顧客期望獲得滿足其個別需求和偏好的個性化體驗。數位工具使企業能夠收集數據，並根據這些期望調整其產品，從而提升整體顧客滿意度。

Technological Integration: Seamless integration of technology in customer interactions, such as automated systems for handling inquiries or AI-driven recommendations, can significantly improve the efficiency and effectiveness of customer service.
技術整合：在客戶互動中無縫整合技術，例如用於處理查詢的自動化系統或基於人工智慧的推薦，可以顯著提高客戶服務的效率和效果。

Digital Influences on Customer Experience
數位影響對顧客體驗的影響

The digital landscape has dramatically altered how businesses interact with their customers. Here are some key digital influences:
數位環境已經徹底改變了企業與客戶之間的互動方式。以下是一些關鍵的數位影響：

Social Media: Platforms like Facebook, Instagram, and Twitter are powerful tools for engaging with customers, addressing their concerns, and promoting products or services. Social media allows businesses to interact with customers in real-time, fostering a sense of community and immediacy.
社交媒體：像 Facebook、Instagram 和 Twitter 這樣的平台是與客戶互動、解決他們的問題以及推廣產品或服務的強大工具。社交媒體使企業能夠與客戶實時互動，促進社群感和即時性。

E-Commerce Platforms: Online shopping has become a primary mode of purchasing for many customers. Ensuring that your e-commerce platform is user-friendly, secure, and efficient is essential for providing a positive customer experience.
電子商務平台：網上購物已成為許多顧客的主要購買方式。確保您的電子商務平台使用方便、安全且高效，對於提供良好的顧客體驗至關重要。

Mobile Accessibility: With the increasing use of smartphones, customers expect businesses to offer mobile-friendly services. This includes responsive websites, mobile apps, and easy access to customer support via mobile devices.
行動無障礙：隨著智慧型手機的使用日益增加，顧客期望企業提供適合行動裝置的服務。這包括響應式網站、行動應用程式，以及透過行動裝置輕鬆獲取客戶支援。

Data Analytics: Businesses can now collect and analyze customer data to understand behaviors, preferences, and trends. This information is invaluable for making informed decisions that improve customer experience.
數據分析：企業現在可以收集和分析客戶數據，以了解行為、偏好和趨勢。這些信息對於做出明智的決策以改善客戶體驗是無價的。

Online Reviews and Feedback: Customer reviews on platforms like Google, Yelp, and TripAdvisor can significantly influence public perception. Encouraging positive reviews and promptly addressing negative feedback is crucial for maintaining a good digital reputation.
線上評論與反饋：顧客在 Google、Yelp 和 TripAdvisor 等平台上的評論可以顯著影響公眾的看法。鼓勵正面評論並迅速處理負面反饋對於維護良好的數位聲譽至關重要。

1.2 Competitor Digital Presence Analysis
1.2 競爭對手數位存在分析

Methods to Research Competitors' Products and Services
研究競爭對手產品和服務的方法

Online Marketplaces and E-Commerce Platforms
線上市場和電子商務平台

Example: Suppose you are analyzing the online presence of a competitor in the electronics industry, like Samsung. You can check their product listings on Shopee to observe pricing, product descriptions, and customer reviews.
假設您正在分析電子產品行業中一個競爭對手的線上存在，例如三星。您可以查看他們在蝦皮上的產品列表，以觀察價格、產品描述和客戶評價。

Competitor Websites
競爭對手網站

Example: If you want to analyze the website of Apple, you could explore various product pages, their blog, and customer service sections to understand their offerings and customer engagement strategies.
例如：如果您想分析蘋果公司的網站，您可以探索各種產品頁面、他們的部落格以及客戶服務部分，以了解他們的產品和客戶參與策略。

Social Media Analysis
社交媒體分析

Example: To analyze how our Ministers engage with their audience on TikTok, you could follow their account and monitor their posts, customer interactions, and promotional campaigns.
例如：要分析我們的部長如何在 TikTok 上與觀眾互動，您可以關注他們的帳戶，並監控他們的帖子、客戶互動和促銷活動。

Customer Reviews and Ratings
顧客評價與評分

Example: Analyzing customer reviews for a hotel on Google reviews or TripAdvisor can provide insights into customer satisfaction and areas of improvement.
分析客戶在 Google 評論或 TripAdvisor 上對酒店的評價，可以提供有關客戶滿意度和改進領域的見解。

Search Engine Results and SEO Analysis
搜尋引擎結果與 SEO 分析

Example: You can use Google’s free tools like Google Search Console and Google Trends to analyze the SEO strategy of a competitor such as RedMart grocery in Singapore. These tools allow you to see what keywords RedMart is ranking for, track their website’s search performance, and identify trending topics in Singapore that could affect their SEO strategy.
您可以使用谷歌的免費工具，如谷歌搜索控制台和谷歌趨勢，來分析新加坡競爭對手如 RedMart 雜貨店的 SEO 策略。這些工具讓您能夠查看 RedMart 的關鍵字排名，追蹤其網站的搜索表現，並識別可能影響其 SEO 策略的新加坡熱門話題。

Industry Reports and Market Research
行業報告與市場研究

Example: Accessing an industry report on the global retail market via Statista can give you insights into market trends and competitor performance.
透過 Statista 訪問全球零售市場的行業報告，可以讓您深入了解市場趨勢和競爭對手的表現。

URL: www.statista.com
網址：www.statista.com

Mystery Shopping
神秘購物

Example: Suppose you are conducting mystery shopping at NTUC FairPrice in Singapore. You would visit a physical store or shop online, interact with staff or customer service, and assess the overall shopping experience. This method provides firsthand insights into their customer engagement strategies and service quality.
假設您在新加坡的 NTUC FairPrice 進行神秘購物。您將親自造訪實體店或在線購物，與員工或客服互動，並評估整體購物體驗。這種方法提供了對他們客戶參與策略和服務質量的第一手見解。

URL: www.ipsos.com/en-sg/mystery-shopping
網址：www.ipsos.com/zh-sg/mystery-shopping

Web Analytics Tools
網絡分析工具

Example: Using Google Analytics, you can analyze the traffic sources and audience behavior of a competitor’s website, such as Target.
範例：使用 Google Analytics，您可以分析競爭對手網站（例如 Target）的流量來源和受眾行為。

Learning Activity 1 (Role Play) – Competitor Research Analysis Report
學習活動 1（角色扮演）– 競爭者研究分析報告

To solidify your understanding, complete the following activity:
為了鞏固您的理解，請完成以下活動：

Form a group of 4 to 5 learners,
組成一個由 4 到 5 名學習者組成的團體，

1. Select a business to start with
1. 選擇一個要開始的業務

2. Each group should choose 2 of the methods outlined above
每個小組應選擇上述提到的兩種方法。

gather information about your competitor’s products and services.
收集有關競爭對手產品和服務的信息。

Write a brief report summarizing your findings, focusing on what makes their customer experience strong or where they might be vulnerable.
撰寫一份簡要報告，總結您的發現，重點關注他們的客戶體驗強勁之處或可能存在的脆弱點。

use the ”Template 1” provided for your findings
使用提供的「範本 1」來呈現您的發現

Template 1
範本 1

LU2: Enhancing Customer Experience with In-Demand Digital Skills
LU2：利用熱門數位技能提升客戶體驗

In this Section, you will learn the following:
在本節中，您將學習以下內容：

LO3: Demonstrate the application of digital services to enhance customer experience.
LO3：展示數位服務的應用以提升客戶體驗。

LO4: Develop strategies that use digital innovation to secure a competitive advantage.
LO4：制定利用數位創新來獲取競爭優勢的策略。

This learning unit covers the following:
本學習單元涵蓋以下內容：

Knowledge Elements
知識元素

K3: Features and benefits of products and/or services that enhance customer experience.
K3：增強客戶體驗的產品和/或服務的特點和好處。

A1: Determine features of the organization’s products and/or services that may enhance customer experience.
A1：確定組織產品和/或服務的特徵，以提升客戶體驗。

A4: Identify ways in which customer experience may be enhanced to generate a competitive advantage for the organization.
A4：確定可以增強客戶體驗以為組織創造競爭優勢的方法。

2.1 Product Features, Benefits, and Digital Enhancements
2.1 產品特點、優勢及數位增強功能

Introduction
介紹

Welcome to Learning Unit 2, let’s explore how digital services and tools can be leveraged to enhance customer experience. In this section, we'll delve into the features and benefits of products and services that can be digitally enhanced to meet and exceed customer expectations.
歡迎來到學習單元 2，讓我們探索如何利用數位服務和工具來提升客戶體驗。在本節中，我們將深入探討可以數位化增強的產品和服務的特點與好處，以滿足並超越客戶的期望。

Learning Objectives
學習目標

By the end of this topic, you will be able to:
在本主題結束時，您將能夠：

Identify the key features of products and services that can be enhanced through digital means.
識別可以通過數位手段增強的產品和服務的關鍵特徵。

Understand how these enhancements contribute to a superior customer experience.
了解這些增強如何促進卓越的客戶體驗。

Understanding Product Features and Benefits
了解產品特性與優勢

Product features refer to the characteristics of a product or service—what it does, how it works, and the specific components or capabilities it includes. Benefits, on the other hand, describe the advantages that customers gain from using the product or service.
產品特徵是指產品或服務的特性——它的功能、運作方式以及所包含的具體組件或能力。另一方面，利益則描述了客戶使用該產品或服務所獲得的優勢。

In the context of customer experience, digital enhancements can amplify these benefits, making the product more accessible, user-friendly, or efficient. Let's examine some ways this can be achieved.
在客戶體驗的背景下，數位增強可以放大這些好處，使產品更易於接觸、使用友好或更高效。讓我們來看看一些可以實現這一點的方法。

Key Digital Enhancements for Customer Experience
提升客戶體驗的關鍵數位增強措施

User-Friendly Interfaces
使用者友好的介面

Description: A user-friendly interface is one that is intuitive, easy to navigate,
描述：一個用戶友好的介面是直觀的，易於導航的

and requires minimal effort from the customer to achieve their goals.
並且需要客戶付出最少的努力來達成他們的目標。

Example: An e-commerce platform like Shopee enhances user experience by offering a streamlined checkout process, personalized recommendations,
例如：像 Shopee 這樣的電子商務平台通過提供簡化的結帳流程和個性化的推薦來提升用戶體驗，

and easy navigation across various product categories.
以及在各種產品類別之間的輕鬆導航。

Benefit: Customers experience less frustration and are more likely to complete their transactions, leading to higher satisfaction and repeat business.
好處：客戶體驗到的挫折感減少，更有可能完成交易，從而提高滿意度和重複購買率。

Personalization
個人化

Description: Personalization involves tailoring the user experience to meet the individual preferences and needs of each customer.
描述：個性化涉及根據每位客戶的個別偏好和需求來量身定制用戶體驗。

Example: Netflix uses algorithms to recommend shows and movies based on a user’s viewing history, creating a personalized entertainment experience.
例如：Netflix 利用算法根據用戶的觀看歷史推薦節目和電影，創造個性化的娛樂體驗。

Benefit: Personalization can significantly increase customer engagement and loyalty, as customers feel that the service is specifically catered to their interests.
好處：個性化可以顯著提高客戶的參與度和忠誠度，因為客戶感覺到該服務是專門針對他們的興趣而設計的。

Seamless Omnichannel Experience
無縫的全通道體驗

Description: An omnichannel experience ensures that customers can interact with a brand across multiple platforms (e.g., in-store, online, mobile app) seamlessly.
描述：全通道體驗確保客戶能夠在多個平台（例如，實體店、線上、行動應用程式）之間無縫地與品牌互動。

Example: A brand like Apple allows customers to start a purchase on their website, continue it on their mobile app, and finalize it in a physical store without any loss of information or continuity.
例如，像蘋果這樣的品牌允許客戶在其網站上開始購買，然後在移動應用程序上繼續，最後在實體店完成，且不會丟失任何信息或連貫性。

Benefit: This seamless transition across channels makes the shopping experience more convenient and satisfying for customers.
好處：這種無縫的跨渠道轉換使顧客的購物體驗更加便利和滿意。

Enhanced Mobile Accessibility
增強的行動無障礙性

Description: With more users accessing the internet via mobile devices, optimizing products and services for mobile use is crucial.
描述：隨著越來越多的用戶通過移動設備訪問互聯網，為移動使用優化產品和服務變得至關重要。

Example: Food delivery services like GrabFood ensure their apps are optimized for mobile, providing features such as easy order tracking, quick reordering, and in-app customer support.
例如：像 GrabFood 這樣的外送服務確保其應用程式針對手機進行優化，提供如簡便的訂單追蹤、快速重新訂購和應用內客戶支持等功能。

Benefit: Mobile accessibility increases the likelihood that customers will use the service regularly, especially when they are on the go.
好處：行動可及性提高了顧客定期使用服務的可能性，特別是在他們外出時。

Real-Time Customer Support
即時客戶支持

Description: Real-time support allows customers to get immediate assistance through live chat, chatbots, or phone support.
描述：即時支援讓客戶能夠透過即時聊天、聊天機器人或電話支援獲得即時協助。

Example: Many banks offer live chat services on their websites, enabling customers to get instant answers to their queries without having to visit a branch.
許多銀行在其網站上提供即時聊天服務，使客戶能夠獲得即時的問題解答，而無需親自前往分行。

Benefit: Real-time support can enhance customer satisfaction by resolving issues quickly and efficiently, reducing the need for follow-up interactions.
好處：即時支援可以通過快速有效地解決問題來提升客戶滿意度，減少後續互動的需求。

Integrated Payment Solutions
整合支付解決方案

Description: Offering multiple payment options, including digital wallets and installment plans, can make transactions smoother and more flexible for customers.
描述：提供多種支付選項，包括數位錢包和分期付款計劃，可以使交易對客戶來說更加順暢和靈活。

Example: E-commerce platforms like Lazada offer a variety of payment methods, including credit/debit cards, digital wallets, and installment plans.
電子商務平台如 Lazada 提供多種支付方式，包括信用卡/借記卡、數位錢包和分期付款計劃。

Benefit: Flexible payment options can remove barriers to purchase, making it easier for customers to complete their transactions.
好處：靈活的付款選項可以消除購買障礙，使客戶更容易完成交易。

2.2 Competitive Advantage through Digital Innovation
2.2 透過數位創新獲得競爭優勢

Understanding Competitive Advantage
理解競爭優勢

Competitive advantage refers to the factors that allow an organization to outperform its competitors. This could be through offering superior products, providing exceptional customer service, or innovating faster than others in the industry. In today’s digital age, leveraging technology and digital tools is often key to creating and sustaining this advantage.
競爭優勢是指使組織能夠超越其競爭對手的因素。這可能是通過提供優質產品、提供卓越的客戶服務，或在行業中比其他人更快地創新。在當今的數位時代，利用科技和數位工具通常是創造和維持這種優勢的關鍵。

Key Areas of Digital Innovation for Competitive Advantage
數位創新競爭優勢的關鍵領域

Artificial Intelligence and Machine Learning
人工智慧與機器學習

Description: AI and machine learning can be used to automate processes, provide personalized customer experiences, and gain insights from large data sets.
描述：人工智慧和機器學習可以用來自動化流程、提供個性化的客戶體驗，並從大量數據集中獲取洞察。

Example: Amazon uses AI to recommend products based on customer behaviour, increasing sales through personalized suggestions.
亞馬遜利用人工智慧根據客戶行為推薦產品，通過個性化建議提高銷售。

Benefit: Implementing AI-driven solutions can help your organization predict customer needs, streamline operations, and improve decision-making.
好處：實施人工智慧驅動的解決方案可以幫助您的組織預測客戶需求、簡化操作並改善決策。

Data-Driven Marketing
數據驅動的行銷

Description: Using customer data to inform marketing strategies allows for more targeted and effective campaigns.
描述：利用客戶數據來指導市場營銷策略，可以實現更具針對性和有效性的活動。

Example: Brands like Sephora use data from customer purchases and online behaviour to send personalized offers and recommendations.
例如：像是 Sephora 這樣的品牌利用顧客購買和線上行為的數據，發送個性化的優惠和推薦。

Benefit: Data-driven marketing can increase customer engagement and conversion rates by delivering relevant content to the right audience.
好處：數據驅動的行銷可以通過向正確的受眾提供相關內容來提高客戶參與度和轉換率。

Blockchain Technology
區塊鏈技術

Description: Blockchain offers a secure and transparent way to manage transactions, track supply chains, and protect data.
描述：區塊鏈提供了一種安全且透明的方式來管理交易、追蹤供應鏈和保護數據。

Example: IBM’s Food Trust blockchain network enables greater transparency in food supply chains, enhancing trust with consumers.
IBM 的食品信任區塊鏈網絡提高了食品供應鏈的透明度，增強了消費者的信任。

Benefit: Implementing blockchain can enhance security, reduce fraud, and increase transparency, all of which can strengthen customer trust and loyalty.
好處：實施區塊鏈技術可以增強安全性、減少詐騙並提高透明度，這些都能加強客戶的信任和忠誠度。

Augmented Reality (AR) and Virtual Reality (VR)
擴增實境 (AR) 和虛擬實境 (VR)

Description: AR and VR can create immersive experiences that enhance product visualization, training, and customer engagement.
描述：擴增實境（AR）和虛擬實境（VR）可以創造沉浸式體驗，增強產品可視化、培訓和客戶互動。

Example: IKEA uses AR to allow customers to visualize furniture in their homes through the IKEA Place app.
宜家利用擴增實境技術，通過宜家家居應用程式讓顧客在家中可視化家具。

Benefit: AR and VR can help customers make more informed purchasing decisions by providing a more interactive and engaging shopping experience.
好處：擴增實境（AR）和虛擬實境（VR）可以通過提供更具互動性和吸引力的購物體驗，幫助顧客做出更明智的購買決策。

Omnichannel Integration
全通道整合

Description: Seamless integration across various customer interaction channels ensures a consistent experience whether online, in-store, or on mobile.
描述：在各種客戶互動渠道之間無縫整合，確保無論在線上、實體店還是移動端，都能提供一致的體驗。

Example: Starbucks offers an integrated experience where customers can order via their mobile app and pick up in-store while earning rewards across all channels.
星巴克提供一個整合的體驗，顧客可以透過手機應用程式下單，並在店內取貨，同時在所有渠道賺取獎勵。

Benefit: Omnichannel integration helps retain customers by providing a consistent and convenient experience across all touchpoints.
好處：全渠道整合透過在所有接觸點提供一致且便利的體驗，幫助留住客戶。

Sustainability and Green Technology
可持續性與綠色科技

Description: Incorporating sustainable practices and green technology can attract eco-conscious consumers and reduce operational costs.
描述：融入可持續實踐和綠色技術可以吸引環保意識強的消費者並降低運營成本。

Example: Tesla’s focus on sustainable energy solutions not only attracts environmentally conscious consumers but also positions the brand as a leader in green technology.
特斯拉對可持續能源解決方案的專注，不僅吸引了環保意識強的消費者，還使品牌在綠色科技領域中樹立了領導地位。

Benefit: Sustainability can differentiate your brand in a competitive market, appeal to a growing demographic of eco-friendly consumers, and potentially reduce long-term costs.
好處：可持續性可以使您的品牌在競爭激烈的市場中脫穎而出，吸引日益增長的環保消費者群體，並有可能降低長期成本。

Digital Innovation Strategy – an example will look like this
數位創新策略 – 一個範例將會是這樣

Explanation of the Digital Innovation
數位創新的解釋

Must-Have: Mark "Yes" if the innovation is critical for your business and needs immediate implementation.
必備：如果這項創新對您的業務至關重要並需要立即實施，請標記「是」。

Good-to-Have: Mark "Yes" if the innovation is beneficial but can wait.
好有用：如果這項創新是有益的但可以等，請標記「是」。

Why: Provide a brief reason for categorizing the innovation as a must-have or good-to-have.
為什麼：簡要說明將該創新歸類為必備或可選的原因。

Budget Estimate: Enter the estimated cost for implementing the innovation.
預算估算：輸入實施創新的預估成本。

Expected ROI: Quantify the return on investment with specific figures (e.g., 20% increase in sales, 15% reduction in operational costs).
預期投資回報率：用具體數字量化投資回報（例如，銷售增長 20%，運營成本降低 15%）。

Learning Activity 2 (Role Play) – Digital Innovation Strategy Reflection
學習活動 2（角色扮演）– 數位創新策略反思

Return to your group of 4 to 5 learners,
回到你的 4 到 5 人的學習小組

Instructions: Think about the key areas of digital innovation that could give your business a competitive edge. Reflect on the different innovations that could be applied to your business and answer the following questions:
指示：思考數位創新中的關鍵領域，這些領域可能為您的業務帶來競爭優勢。反思可以應用於您業務的不同創新，並回答以下問題：

Which Key Area of Digital Innovation is a Must-Have for Your Business?
您企業必備的數位創新關鍵領域是什麼？

Explain why this innovation is crucial and how it fits with your business goals.
解釋這項創新為何至關重要，以及它如何與您的商業目標相契合。

Which Innovations Are Good to Have, but Not Essential?
哪些創新是有益的，但並非必需的？

Identify which innovations could help your business but aren’t immediately necessary. Explain why these are "good to have" and how they might benefit your business in the future.
識別哪些創新可能對您的業務有幫助，但並非立即必要。解釋為什麼這些是「有益的」以及它們將如何在未來使您的業務受益。

Why Did You Prioritize These Innovations?
為什麼您優先考慮這些創新？

Discuss why you chose to focus on certain innovations. Think about customer needs, current market trends, and how these innovations could help you stand out from the competition.
討論為何選擇專注於某些創新。考慮客戶需求、當前市場趨勢，以及這些創新如何幫助您在競爭中脫穎而出。

Use the ”Template 2” provided for your findings
使用提供的「範本 2」來呈現您的研究結果

Template 2: Digital Innovation Strategy
範本 2：數位創新策略

2.3: In-Demand Digital Skills for Customer Experience
2.3：客戶體驗所需的熱門數位技能

In today’s digital landscape, the ability to effectively engage with customers is crucial for enhancing their experience and ensuring long-term loyalty. This topic will focus on the essential digital skills that are in high demand for improving customer interactions. We will explore how these skills can be applied in customer service operations, using the 5 Cs of Communication—Clarity, Cohesiveness, Correctness, Concreteness, and Conciseness—as guiding principles.
在當今的數位環境中，有效地與客戶互動的能力對於提升他們的體驗和確保長期忠誠度至關重要。本主題將專注於改善客戶互動所需的基本數位技能，這些技能在市場上需求旺盛。我們將探討這些技能如何應用於客戶服務操作，並以溝通的五個 C——清晰性、一致性、正確性、具體性和簡潔性作為指導原則。

1. Digital Marketing and Social Media Management
數位行銷與社群媒體管理

Description: Skills in digital marketing, including SEO, content marketing, and social media management, are vital for engaging customers online and promoting brand awareness.
描述：數位行銷技能，包括搜尋引擎優化、內容行銷和社交媒體管理，對於在線吸引客戶和提升品牌知名度至關重要。

Why Important: Effective digital marketing strategies increase customer engagement, drive traffic, and enhance the overall customer experience by reaching customers where they are most active.
為什麼重要：有效的數位行銷策略能提高客戶參與度，驅動流量，並通過在客戶最活躍的地方接觸他們來提升整體客戶體驗。

2. Artificial Intelligence (AI) and Machine Learning (ML)
2. 人工智慧 (AI) 與機器學習 (ML)

Description: Understanding how to leverage AI and ML technologies to automate customer interactions, personalize experiences, and analyze large datasets.
描述：了解如何利用人工智慧和機器學習技術來自動化客戶互動、個性化體驗以及分析大型數據集。

Why Important: AI-driven tools like chatbots and recommendation engines improve response times, enhance personalization, and provide customers with seamless experiences.
為什麼重要：像聊天機器人和推薦引擎這樣的人工智慧驅動工具能夠提高回應速度、增強個性化，並為客戶提供無縫的體驗。

3. Omnichannel Communication Management
3. 全通道溝通管理

Description: The ability to manage customer communications across multiple channels (e.g., email, social media, live chat) while ensuring a consistent and cohesive experience.
描述：能夠在多個渠道（例如電子郵件、社交媒體、即時聊天）中管理客戶溝通，同時確保一致且連貫的體驗。

Why Important: Customers expect seamless interactions across various touchpoints, and managing these effectively is key to delivering a superior CX.
為什麼重要：客戶期望在各種接觸點之間獲得無縫的互動，而有效管理這些互動是提供卓越客戶體驗的關鍵。

4. Content Creation and Management
4. 內容創作與管理

Description: The ability to create and manage engaging, relevant content for customers across digital platforms.
描述：在數位平台上為客戶創建和管理引人入勝、相關的內容的能力。

Why Important: High-quality content enhances customer engagement, educates customers, and supports the overall brand experience.
為什麼重要：高品質的內容能提升客戶參與度，教育客戶，並支持整體品牌體驗。

These skills are crucial for creating a cohesive, personalized, and engaging customer experience across digital platforms, ensuring that businesses can effectively connect with and serve their customers.
這些技能對於在數位平台上創造一致、個性化且引人入勝的客戶體驗至關重要，確保企業能夠有效地與客戶建立聯繫並提供服務。

Engaging customers
吸引顧客

The 5 Cs of Communication
溝通的五個 C

Clarity:
清晰度：

Clarity is fundamental when communicating with customers, especially in digital interactions where misunderstandings can easily occur. When responding to customer inquiries or concerns, use simple and direct language. Avoid jargon or overly technical terms unless necessary, and always aim to provide a clear and straightforward answer. For example, if a customer asks about a return policy, clearly outline the steps they need to follow, such as: “To return your item, please visit our Returns page and fill out the form within 30 days of purchase.
清晰在與客戶溝通時至關重要，尤其是在數位互動中，誤解很容易發生。在回應客戶的詢問或關切時，使用簡單直接的語言。避免使用行話或過於技術性的術語，除非必要，並始終旨在提供清晰明瞭的答案。例如，如果客戶詢問退貨政策，請清楚列出他們需要遵循的步驟，例如：“要退回您的商品，請訪問我們的退貨頁面，並在購買後 30 天內填寫表格。”

Cohesiveness: 
凝聚力：

Cohesiveness ensures that your communication is logical and consistent across all touchpoints. Whether you’re engaging with a customer via email, social media, or live chat, your messaging should be unified and aligned with your brand’s voice. This means that the tone, style, and information should be consistent, regardless of the platform. If a customer begins an inquiry on social media and continues it via email, ensure that your responses follow the same thread of communication without needing the customer to repeat themselves.
凝聚力確保您的溝通在所有接觸點上都是合邏輯且一致的。無論您是通過電子郵件、社交媒體還是即時聊天與客戶互動，您的信息都應該統一並與品牌的聲音保持一致。這意味著無論平台如何，語調、風格和信息都應保持一致。如果客戶在社交媒體上開始詢問並通過電子郵件繼續，請確保您的回應遵循相同的溝通線索，而無需客戶重複自己。

Correctness: 
正確性：

Correctness is about providing accurate and reliable information to your customers. In digital interactions, this is particularly important because misinformation can quickly lead to dissatisfaction and loss of trust. Always verify the details you are providing, whether it’s about product availability, pricing, or company policies. If you’re unsure about something, it’s better to double-check than to give a potentially incorrect answer. For instance, if a customer asks about shipping times, respond with verified information: “Your order will be shipped within 3-5 business days.”
正確性是向客戶提供準確和可靠信息的關鍵。在數位互動中，這一點尤為重要，因為錯誤信息可能迅速導致不滿和信任的喪失。無論是有關產品可用性、定價還是公司政策，始終要核實您所提供的細節。如果您對某件事不確定，最好進行再次確認，而不是給出可能不正確的答案。例如，如果客戶詢問運送時間，請用經過核實的信息回應：“您的訂單將在 3-5 個工作日內發貨。”

Concreteness: 
具體性：

Concreteness in communication involves giving customers specific and detailed information that supports your message. When dealing with customer queries or complaints, back up your responses with tangible details or examples. For example, if a customer is unhappy with a product, you could say: “I understand your concern. This product is designed to last for up to five years with proper care. Here’s a link to our care instructions to help you get the most out of it.” Providing concrete information helps to reassure the customer and can prevent further issues.
在溝通中具體性涉及向客戶提供支持您信息的具體和詳細資料。在處理客戶查詢或投訴時，請用具體的細節或例子來支持您的回應。例如，如果客戶對某個產品不滿意，您可以說：“我理解您的擔憂。這款產品在適當保養下設計可使用長達五年。這裡有我們的保養說明鏈接，幫助您充分利用它。”提供具體的信息有助於安撫客戶，並可以防止進一步的問題。

Conciseness:
簡潔性：

Conciseness means delivering your message in a clear and straightforward manner, without unnecessary details. In digital communication, where customers often expect quick responses, it’s important to get to the point efficiently. For example, if a customer asks how to track their order, a concise response might be: “You can track your order by clicking on the tracking link sent to your email.” This approach respects the customer’s time and ensures that the information provided is easily digestible.
簡潔意味著以清晰明瞭的方式傳達信息，而不包含不必要的細節。在數位通信中，客戶通常期望快速回應，因此有效地切入主題非常重要。例如，如果客戶詢問如何追蹤訂單，簡潔的回應可能是：「您可以通過點擊發送到您電子郵件的追蹤鏈接來追蹤您的訂單。」這種方式尊重了客戶的時間，並確保提供的信息易於理解。

Expanding on Customer Engagement Skills
擴展客戶參與技能

Active Listening 
主動聆聽

Active listening is crucial in understanding the customer’s needs and concerns. Even in a digital context, it’s important to demonstrate that you are paying attention to what the customer is saying. This can be achieved by summarizing their query or concern before providing a response, ensuring that you have understood their issue correctly. For example, if a customer is frustrated with a product, acknowledge their feelings before offering a solution.
積極聆聽對於理解客戶的需求和關切至關重要。即使在數位環境中，展示你在關注客戶所說的內容也很重要。這可以通過在提供回應之前總結他們的問題或關切來實現，確保你正確理解了他們的問題。例如，如果客戶對某個產品感到沮喪，應在提供解決方案之前先承認他們的感受。

Professional and Empathetic Responses 
專業且具同理心的回應

When handling customer queries, maintaining professionalism while showing empathy is key. Customers appreciate when their issues are acknowledged and treated with importance. Always begin by expressing understanding of the customer’s situation, such as saying, “I understand how frustrating this must be for you.” Follow up with a clear, actionable solution or next step. Empathy helps in building rapport and trust, which are vital for long-term customer relationships.
在處理客戶查詢時，保持專業同時展現同理心是關鍵。客戶會感激他們的問題被重視和認可。始終以表達對客戶情況的理解開始，例如說：「我理解這對您來說一定很令人沮喪。」接著提供一個清晰、可行的解決方案或下一步行動。同理心有助於建立融洽的關係和信任，這對於長期的客戶關係至關重要。

Handling Difficult Conversations 
處理困難的對話

Dealing with upset or angry customers can be challenging, especially online where tone can be easily misinterpreted. It is important to remain calm and patient, focusing on resolving the issue rather than responding emotionally. Use phrases like, “Let’s work together to resolve this,” to show that you are on the customer’s side. If the conversation becomes too heated, it might be necessary to escalate the issue to a supervisor or offer to continue the discussion over a more private channel, such as a phone call or direct email.
處理不滿或生氣的顧客可能會很具挑戰性，尤其是在網上，語氣容易被誤解。保持冷靜和耐心是很重要的，應該專注於解決問題，而不是情緒化地回應。使用像「讓我們一起來解決這個問題」這樣的語句，表明你站在顧客一邊。如果對話變得過於激烈，可能需要將問題升級到主管，或提議通過更私密的渠道繼續討論，例如電話或直接電子郵件。

Timely Responses 
及時回應

In the digital world, customers expect quick responses. Whether it’s an inquiry on social media or a question submitted via email, aim to respond as quickly as possible, ideally within a few hours. If you need more time to resolve an issue, let the customer know that you are working on it and provide an estimated timeframe for when they can expect a resolution. Timely communication shows that you value the customer’s time and are committed to addressing their needs.
在數位世界中，客戶期望快速回應。無論是在社交媒體上的詢問還是通過電子郵件提交的問題，都應盡量在幾小時內回覆。如果您需要更多時間來解決問題，請告知客戶您正在處理中，並提供預計的解決時間。及時的溝通顯示您重視客戶的時間，並致力於滿足他們的需求。

Consistency Across Channels 
跨渠道的一致性

Customers may reach out to your organization through various channels, including social media, email, live chat, or phone. It is important to maintain consistency in how you engage with customers across these platforms. Ensure that your tone, messaging, and the level of service provided are consistent, regardless of the channel. This helps in creating a seamless experience for the customer, reinforcing their trust in your brand.
客戶可以通過各種渠道與您的組織聯繫，包括社交媒體、電子郵件、即時聊天或電話。在這些平台上與客戶互動時，保持一致性非常重要。無論使用哪種渠道，都要確保您的語氣、信息和服務水平保持一致。這有助於為客戶創造無縫的體驗，增強他們對您品牌的信任。

Personalization of Interactions 
互動的個性化

Personalizing your interactions with customers can significantly enhance their experience.
個性化與客戶的互動可以顯著提升他們的體驗。

Use the customer’s name, reference previous interactions, and tailor your responses to their
使用客戶的名字，參考之前的互動，並根據他們的需求量身定制您的回應

specific needs. For example, if a customer frequently purchases certain products, you might
特定需求。例如，如果顧客經常購買某些產品，您可能會

suggest related items that could interest them. Personalization makes customers feel valued
建議相關項目以引起他們的興趣。個性化使顧客感到被重視。

and understood, which can lead to increased loyalty and satisfaction.
並且被理解，這可以導致忠誠度和滿意度的提升。

Practical Application: Engaging with Customers Online
實用應用：在線與客戶互動

To effectively engage with customers, consider the following best practices:
為了有效地與客戶互動，請考慮以下最佳實踐：

Use Positive Language: Frame your responses in a positive manner, even when delivering bad news. For example, instead of saying, “I don’t know when this will be back in stock,” you could say, “We’re expecting new stock soon, and I’ll make sure to notify you as soon as it’s available.”
使用正面語言：即使在傳達壞消息時，也要以正面的方式表達你的回應。例如，與其說「我不知道這什麼時候會再補貨」，不如說「我們預計很快會有新貨到，我會確保在有貨時立即通知您。」

Follow Up After Resolution: After resolving an issue, follow up with the customer to ensure they are satisfied with the outcome. This shows that you care about their experience and are committed to their satisfaction.
解決後的跟進：在解決問題後，與客戶跟進以確保他們對結果感到滿意。這表明您關心他們的體驗並致力於他們的滿意度。

Stay Updated on Digital Etiquette: Digital communication trends evolve, and it’s important to stay informed about the latest best practices for online customer engagement. This includes understanding the nuances of communicating on different platforms, such as the informal tone often used on social media versus the more formal tone required in email communication.
保持對數位禮儀的最新了解：數位溝通趨勢不斷演變，了解最新的在線客戶互動最佳實踐至關重要。這包括理解在不同平台上溝通的細微差別，例如社交媒體上常用的非正式語氣與電子郵件溝通中所需的更正式語氣。

LU3: Targeting Customer Experience
LU3：以客戶體驗為目標

In this Section, you will learn the following:
在本節中，您將學習以下內容：

LO5: Identify two targeted customer markets.
LO5：識別兩個目標客戶市場。

LO6: Explore complementary digital products/services to enhance customer experience.
LO6：探索互補的數位產品/服務，以提升客戶體驗。

This learning unit covers the following:
本學習單元涵蓋以下內容：

Knowledge Elements
知識元素

K4: Organisation's target customers
K4：組織的目標客戶

K5: Complementary products and/or services that enhance customer experience
K5：增強客戶體驗的互補產品和/或服務

3.1 Target Customers and Digital Engagement
3.1 目標客戶與數位參與

Introduction
介紹

In today’s digital landscape, effectively targeting customer markets and leveraging complementary digital offerings are essential for creating a superior customer experience. This unit covers two critical areas:
在當今的數位環境中，有效地針對客戶市場並利用互補的數位產品對於創造卓越的客戶體驗至關重要。本單元涵蓋兩個關鍵領域：

Learning Objectives
學習目標

By the end of this unit, you will be able to:
在本單元結束時，您將能夠：

Identify and Segment Target Customer Markets
識別和劃分目標客戶市場

Leverage Complementary Digital Offerings
利用互補的數位產品

Identifying Target Customer Markets
識別目標客戶市場

Understanding Your Target Market
了解您的目標市場

Definition: A target market is a specific group of customers that your business aims to reach with its products and services. These customers are identified based on various factors such as demographics, behaviour, needs, and preferences.
定義：目標市場是指您的企業旨在通過其產品和服務接觸的特定客戶群體。這些客戶是根據各種因素如人口統計、行為、需求和偏好來識別的。

Importance: Identifying the right target market is essential for creating effective marketing strategies, optimizing product offerings, and ensuring that your customer engagement efforts are well-directed.
重要性：識別正確的目標市場對於制定有效的行銷策略、優化產品供應以及確保您的客戶參與努力得到良好指導至關重要。

Segmentation strategy
細分策略

Demographic Segmentation: This involves dividing your customer base based on demographic factors such as age, gender, income level, education, and occupation. For example, a company might target young professionals aged 25-35 with a high disposable income.
人口統計細分：這涉及根據年齡、性別、收入水平、教育程度和職業等人口統計因素來劃分客戶群。例如，一家公司可能會針對年齡在 25 至 35 歲之間、擁有高可支配收入的年輕專業人士。

Behavioural Segmentation: Focuses on the behaviours and decision-making patterns of your customers, such as purchasing habits, brand loyalty, and product usage. For instance, targeting customers who frequently shop online or are loyal to eco-friendly products.
行為細分：專注於客戶的行為和決策模式，例如購買習慣、品牌忠誠度和產品使用情況。例如，針對經常在線購物或忠於環保產品的客戶。

Psychographic Segmentation: This involves understanding your customers’ lifestyles, values, interests, and opinions. For example, targeting health-conscious consumers who prioritize organic and sustainable products.
心理圖像細分：這涉及了解客戶的生活方式、價值觀、興趣和意見。例如，針對重視有機和可持續產品的健康意識消費者。

Geographic Segmentation: This involves dividing the market based on geographic boundaries such as countries, regions, or cities. For example, a brand might target urban customers in large metropolitan areas.
地理細分：這涉及根據地理邊界（如國家、地區或城市）劃分市場。例如，一個品牌可能會針對大型都市區的城市客戶。

Identify Your Users
識別您的用戶

It’s essential to recognize who will be the primary users of your knowledge base. Is it designed to assist customers, empower employees, or inform partners? Each group has unique requirements. For example, customers generally look for immediate problem-solving guides and tutorials, whereas partners might need more comprehensive technical details.
必須認識到誰將是您知識庫的主要使用者。它是為了協助客戶、賦能員工還是通知合作夥伴而設計的？每個群體都有其獨特的需求。例如，客戶通常尋求即時的問題解決指南和教程，而合作夥伴可能需要更全面的技術細節。

User Needs: Take a proactive approach to understand what your users are seeking. Utilize brief surveys or delve into the patterns emerging from support tickets to identify common issues. This ensures that your knowledge base is not just a repository of information but a solution center addressing real-time user challenges.
用戶需求：採取主動的方式了解用戶所尋求的內容。利用簡短的調查或深入分析支援票據中出現的模式，以識別常見問題。這確保了您的知識庫不僅僅是信息的存儲庫，而是解決實時用戶挑戰的解決中心。

Set Clear Objectives Goals: Knowing your users, outline specific, actionable objectives for your knowledge base. Whether it's to streamline customer support, enhance user satisfaction, or facilitate smoother onboarding, your goals should be tangible. Set quantifiable targets like aiming to "reduce customer service operational costs by 10% over the next quarter" or "cut down on average resolution man-hours by 20% within six months
設定明確的目標：了解您的用戶，為您的知識庫列出具體且可行的目標。無論是簡化客戶支持、提升用戶滿意度，還是促進更順利的入門流程，您的目標都應該是具體可行的。設定可量化的目標，例如「在下個季度內將客戶服務運營成本降低 10%」或「在六個月內將平均解決工時減少 20%」。

KPIs for Performance Tracking: Establish KPIs that not only track the effectiveness of your knowledge base but also align with your organizational ambitions. These KPIs should serve as benchmarks for success, ensuring that your knowledge base is a strategic asset contributing to overall company performance.
績效追蹤的關鍵績效指標：建立不僅能追蹤知識庫有效性的關鍵績效指標，還能與組織目標相一致的指標。這些關鍵績效指標應作為成功的基準，確保您的知識庫成為一項戰略資產，為整體公司績效做出貢獻。

3.2: Leveraging Complementary Digital Offerings
3.2：利用互補的數位產品

In today’s competitive marketplace, enhancing customer experience goes beyond just offering a single product or service. By leveraging complementary digital products and services, organizations can create a more cohesive and satisfying customer journey. In this topic, we will explore how to identify and integrate complementary digital offerings to improve customer experience and increase customer loyalty.
在當今競爭激烈的市場中，提升客戶體驗不僅僅是提供單一產品或服務。通過利用互補的數位產品和服務，組織可以創造出更具凝聚力和滿意度的客戶旅程。在本主題中，我們將探討如何識別和整合互補的數位產品，以改善客戶體驗並提高客戶忠誠度。

Understanding Complementary Digital Offerings
理解互補的數位產品

1. Definition and Importance
1. 定義與重要性

Complementary digital offerings are products or services that enhance the value of your primary offerings by providing additional benefits or convenience to customers. These can include digital tools, platforms, or services that work seamlessly with your core products to create a more comprehensive customer experience.
互補的數位產品是通過為客戶提供額外的好處或便利，來提升您主要產品價值的產品或服務。這些可以包括與您的核心產品無縫協作的數位工具、平台或服務，以創造更全面的客戶體驗。

Importance: Integrating complementary offerings can differentiate your brand, improve customer satisfaction, and increase overall engagement. It also allows you to meet a broader range of customer needs, making your brand a one-stop solution for their requirements.
重要性：整合互補產品可以使您的品牌脫穎而出，提高客戶滿意度，並增加整體參與度。這也使您能夠滿足更廣泛的客戶需求，讓您的品牌成為他們需求的一站式解決方案。

2. Examples of Complementary Digital Offerings
2. 互補數位產品的範例

E-commerce and Mobile Apps: An online retailer might develop a mobile app that allows customers to track orders, receive personalized promotions, and manage their shopping lists.
電子商務與行動應用程式：一個線上零售商可能會開發一個行動應用程式，讓顧客能夠追蹤訂單、接收個性化促銷以及管理他們的購物清單。

Social Media and Content Platforms: A fitness brand could offer workout plans through a subscription-based app, complementing their physical products like fitness equipment or apparel.
社交媒體與內容平台：一個健身品牌可以通過訂閱制應用程式提供健身計劃，並輔助其健身器材或服裝等實體產品。

Customer Support Tools: A software company might integrate a live chat service or AI-driven chatbot to provide instant support, complementing their primary software products.
客戶支持工具：一家軟體公司可能會整合即時聊天服務或人工智慧驅動的聊天機器人，以提供即時支持，補充其主要軟體產品。

Loyalty Programs and Gamification: Implementing a digital loyalty program that rewards customers for purchases and engagement, thus enhancing the overall customer experience by encouraging repeat business.
忠誠計劃與遊戲化：實施一個數位忠誠計劃，通過對顧客的購買和參與進行獎勵，從而提升整體顧客體驗，鼓勵重複消費。

Developing a Digital Engagement Strategy
制定數位參與策略

Once complementary digital offerings are identified, the next step is to develop a digital engagement strategy that effectively integrates these offerings into your overall customer experience. This strategy should focus on how to best utilize various digital platforms and tools to engage customers and drive the adoption of the complementary offerings.
一旦確定了互補的數位產品，下一步就是制定一個數位參與策略，將這些產品有效地整合到整體客戶體驗中。這個策略應該專注於如何最佳利用各種數位平台和工具來吸引客戶並推動互補產品的採用。

1. Selecting Digital Platforms
1. 選擇數位平台

Social Media Platforms:
社交媒體平台：

Facebook: Use Facebook to create targeted ads and posts that promote your complementary offerings. Engage with customers through comments, polls, and direct messages to build a community around your brand.
Facebook：利用 Facebook 創建針對性的廣告和帖子，推廣您的互補產品。通過評論、投票和直接消息與客戶互動，建立圍繞您品牌的社群。

Instagram: Leverage Instagram Stories, Reels, and IGTV to showcase how your complementary offerings can be used in real-life scenarios. This visual approach can be particularly effective for lifestyle and consumer products.
Instagram：利用 Instagram Stories、Reels 和 IGTV 展示您的互補產品如何在現實生活中使用。這種視覺化的方法對於生活方式和消費品特別有效。

TikTok: Create short, engaging videos that demonstrate the unique benefits of your complementary offerings. TikTok’s algorithm can help your content reach a wider, relevant audience.
TikTok：創建短小且引人入勝的影片，展示您互補產品的獨特優勢。TikTok 的演算法可以幫助您的內容觸及更廣泛且相關的受眾。

Video Platforms:
視頻平台：

YouTube: Develop tutorial videos, product demos, and customer testimonials that highlight the value of your complementary offerings. YouTube is an excellent platform for providing in-depth content that educates and informs customers.
YouTube：製作教學影片、產品示範和客戶見證，突顯您互補產品的價值。YouTube 是提供深入內容的絕佳平台，能夠教育和告知客戶。

Chatbots and AI-Driven Tools:
聊天機器人和人工智慧驅動的工具：

Chatbots: Implement chatbots on your website or mobile app to provide instant customer support and answer queries about your complementary offerings. Chatbots can help customers navigate your offerings and resolve issues quickly.
聊天機器人：在您的網站或移動應用程序上實施聊天機器人，以提供即時客戶支持並回答有關您補充產品的查詢。聊天機器人可以幫助客戶瀏覽您的產品並快速解決問題。

AI Personalization Tools: Use AI tools to personalize customer interactions based on their behaviour and preferences. For example, an AI-driven recommendation engine could suggest complementary products based on past purchases.
AI 個性化工具：使用 AI 工具根據客戶的行為和偏好來個性化互動。例如，基於過去購買的 AI 驅動推薦引擎可以建議互補產品。

Engagement Tactics
參與策略

Content Marketing:
內容行銷：

Create blogs, articles, and social media posts that explore the benefits of your complementary offerings. Use SEO strategies to ensure this content is discoverable by potential customers.
創建博客、文章和社交媒體帖子，探討您互補產品的好處。使用 SEO 策略以確保這些內容能被潛在客戶發現。

Develop email campaigns that provide customers with valuable information and updates about your offerings, including exclusive promotions or discounts.
開發電子郵件活動，向客戶提供有關您產品的有價值資訊和更新，包括獨家促銷或折扣。

Influencer Collaborations:
網紅合作：

Partner with influencers who align with your brand values to promote your complementary offerings. Influencers can provide authentic endorsements that resonate with their followers.
與符合您品牌價值觀的影響者合作，以推廣您的互補產品。影響者可以提供與其追隨者產生共鳴的真實推薦。

Interactive Campaigns:
互動式活動：

Launch interactive campaigns such as contests, polls, or challenges on social media that encourage customers to engage with your complementary offerings. For example, a fitness brand could run a challenge where customers share their workout routines using your products.
在社交媒體上推出互動活動，例如比賽、投票或挑戰，鼓勵顧客參與您的互補產品。例如，一個健身品牌可以舉辦一個挑戰，讓顧客分享他們使用您產品的健身計劃。

Customer Testimonials and Case Studies:
客戶見證與案例研究：

Collect and share customer testimonials or case studies that highlight how others have benefited from your complementary offerings. This social proof can be very persuasive for potential customers.
收集並分享客戶見證或案例研究，突顯其他人如何從您的互補產品中受益。這種社會證明對潛在客戶來說非常具有說服力。

Learning Activity 3 (Role Play) – Competitor Research Analysis Report
學習活動 3（角色扮演）– 競爭者研究分析報告

Return to your group of 4 to 5 learners,
回到你的 4 到 5 人的學習小組

Identify the Target Market:
確定目標市場：

Use the segmentation methods (Demographic, behavioural, psychographic, and geographical) to circle the relevant characteristics that describe your target market.
使用細分方法（人口統計、行為、心理和地理）圈出描述目標市場的相關特徵。

Select on the Digital Engagement Strategy:
數位參與策略的選擇：

Choose the digital platforms where your target market is most active.
選擇您的目標市場最活躍的數位平台。

Create and Post Content: Craft a message or video that promotes your business. Focus on engaging your target audience, then choose the appropriate platform (TikTok, Facebook, etc.) and publish your content.
創建並發布內容：製作一則推廣您業務的訊息或視頻。專注於吸引您的目標受眾，然後選擇合適的平台（如 TikTok、Facebook 等）並發布您的內容。

Share in WhatsApp: Take a snapshot of your post and share it in the WhatsApp group.
在 WhatsApp 分享：拍攝您的帖子快照並在 WhatsApp 群組中分享。

use the template below for your findings
請使用以下模板來呈現您的發現

Template 3
範本 3

Table: Identifying a Target Market Using Segmentation Methods
表格：使用細分方法識別目標市場

LU4: Implementing and Evaluating Customer Experience (CX) Improvements
LU4：實施和評估客戶體驗（CX）改進

In this Section, you will learn the following:
在本節中，您將學習以下內容：

LO7: Conduct a digital cost-benefit analysis for proposed customer experience improvements.
LO7：對提議的客戶體驗改進進行數位成本效益分析。

LO8: Evaluate gaps in the organization's customer experience.
LO8：評估組織在客戶體驗中的差距。

This learning unit covers the following:
本學習單元涵蓋以下內容：

Knowledge Elements
知識元素

A5: Conduct cost-benefit analysis of proposed improvements that may enhance customer experience.
A5：對可能提升顧客體驗的提議改進進行成本效益分析。

A3: Analyze gaps in customer experience offered by the organization and that of competitors.
A3：分析該組織提供的客戶體驗與競爭對手之間的差距。

4.1 Digital CX Cost-Benefit Analysis
4.1 數位客戶體驗成本效益分析

Introduction
介紹

Effectively implementing and evaluating customer experience (CX) improvements are essential for maintaining a competitive advantage. This unit covers two critical areas:
有效實施和評估客戶體驗（CX）改進對於維持競爭優勢至關重要。本單元涵蓋兩個關鍵領域：

Learning Objectives
學習目標

By the end of this unit, you will be able to:
在本單元結束時，您將能夠：

Conduct a Digital Cost-Benefit Analysis for CX Improvements.
進行數位成本效益分析以改善客戶體驗。

Evaluate Gaps in the Organization’s Customer Experience.
評估組織在客戶體驗中的差距。

Digital CX Cost-Benefit Analysis
數位客戶體驗成本效益分析

A digital cost-benefit analysis is essential for assessing the viability of proposed customer experience (CX) improvements. This analysis helps determine whether the benefits of the proposed enhancements justify the costs, guiding strategic decisions.
數位成本效益分析對於評估提議的客戶體驗（CX）改進的可行性至關重要。這項分析有助於確定提議的改進所帶來的好處是否足以證明其成本，從而指導戰略決策。

Cost Identification:
成本識別：

Technology Costs: Assess expenses for new software, platforms, or hardware. For example, implementing an AI-driven chatbot to handle customer inquiries.
技術成本：評估新軟體、平台或硬體的費用。例如，實施一個由人工智慧驅動的聊天機器人來處理客戶查詢。

Training Costs: Include the cost of training staff on new tools or systems, such as a new CRM platform.
培訓成本：包括對員工進行新工具或系統的培訓費用，例如新的客戶關係管理平台。

Operational Costs: Consider ongoing expenses such as maintenance, updates, and additional staffing needed for extended support hours.
運營成本：考慮持續的開支，例如維護、更新以及延長支援時間所需的額外人員。

Benefit Identification:
利益識別：

Increased Customer Satisfaction: Enhanced CX features, like faster response times or personalized services, can lead to higher customer loyalty.
提高顧客滿意度：增強的客戶體驗功能，如更快的回應時間或個性化服務，能夠促進更高的顧客忠誠度。

Revenue Growth: Improvements in customer experience can drive sales and increase customer lifetime value. For example, a more intuitive e-commerce platform could lead to higher conversion rates.
收入增長：改善客戶體驗可以推動銷售並增加客戶終身價值。例如，更直觀的電子商務平台可能會導致更高的轉換率。

Cost Savings: Automation and efficiency improvements, such as chatbots handling routine inquiries, can reduce operational costs over time.
成本節省：自動化和效率提升，例如聊天機器人處理日常查詢，可以隨著時間的推移降低運營成本。

Analysis Techniques:
分析技術：

Net Present Value (NPV): Calculate the present value of the expected benefits minus the costs to determine the overall financial impact.
淨現值（NPV）：計算預期收益的現值減去成本，以確定整體財務影響。

Return on Investment (ROI): Assess the profitability of the investment by comparing the expected returns to the costs.
投資回報率（ROI）：通過將預期回報與成本進行比較來評估投資的盈利能力。

Payback Period: Determine how long it will take for the benefits to repay the costs.
回收期：確定收益需要多長時間才能償還成本。

Decision-Making:
決策：

Based on the analysis, decide whether to proceed with the CX improvements. For example, if the ROI is significantly positive and the payback period is short, the investment is likely worthwhile.
根據分析，決定是否繼續進行客戶體驗的改善。例如，如果投資回報率顯著為正且回收期較短，則該投資可能是值得的。

Digital CX Cost-Benefit Analysis Example:
數位客戶體驗成本效益分析範例：

Shopee's AI-Powered Recommendation Engine
蝦皮的人工智慧推薦引擎

Background: Shopee, a leading e-commerce platform in Southeast Asia and Singapore, implemented an AI-powered recommendation engine to enhance its customer experience. The goal was to personalize the shopping experience by suggesting products based on users' browsing history, previous purchases, and preferences.
背景：Shopee，東南亞和新加坡領先的電子商務平台，實施了一個基於人工智慧的推薦引擎，以提升其客戶體驗。其目標是通過根據用戶的瀏覽歷史、過去的購買和偏好來個性化購物體驗。

Cost Identification
成本識別

Technology Costs:
科技成本：

Software Development and Integration: Shopee invested approximately $2 million in developing and integrating the AI recommendation engine into its platform. This includes costs for AI algorithms, data infrastructure, and software licenses.
軟體開發與整合：蝦皮投資約 200 萬美元於開發和整合 AI 推薦引擎至其平台。這包括 AI 演算法、數據基礎設施和軟體許可的成本。

Cloud Infrastructure: The AI system requires robust cloud computing resources to process and analyze vast amounts of data in real-time. The annual cost for cloud services and data storage is around $500,000.
雲端基礎設施：該人工智慧系統需要強大的雲端計算資源，以實時處理和分析大量數據。雲端服務和數據存儲的年費約為 50 萬美元。

Training Costs:
訓練成本：

Staff Training: Shopee allocated $200,000 for training its data scientists, engineers, and customer service teams to effectively implement and maintain the AI system. This includes workshops, online courses, and hands-on training sessions.
員工培訓：Shopee 撥款 20 萬美元用於培訓其數據科學家、工程師和客戶服務團隊，以有效實施和維護人工智慧系統。這包括研討會、線上課程和實作訓練課程。

Operational Costs:
營運成本：

Maintenance and Updates: The company estimates annual maintenance costs of $100,000 for software updates, troubleshooting, and ongoing algorithm improvements.
維護與更新：該公司估計每年在軟體更新、故障排除和持續演算法改進上的維護成本為 100,000 美元。

Benefit Identification
利益識別

Increased Customer Satisfaction:
提高顧客滿意度：

Personalized Shopping Experience: By offering tailored product recommendations, Shopee has seen a 20% increase in customer satisfaction ratings, as customers find it easier to discover products that match their interests.
個性化購物體驗：透過提供量身訂做的產品推薦，蝦皮的顧客滿意度評分提高了 20%，因為顧客發現更容易找到符合他們興趣的產品。

Revenue Growth:
收入增長：

Sales Increase: The AI-powered recommendations have led to a 15% increase in average order value, resulting in an estimated $50 million additional revenue annually across all markets.
銷售增長：人工智慧驅動的推薦系統使平均訂單價值增加了 15%，預計在所有市場每年將帶來額外 5000 萬美元的收入。

Customer Retention: Personalized recommendations have improved customer retention rates by 10%, translating to a significant increase in lifetime customer value.
客戶留存：個性化推薦使客戶留存率提高了 10%，這轉化為顯著增加的客戶終身價值。

Cost Savings:
成本節省：

Efficiency Gains: Automation of product recommendations reduces the need for manual curation, saving an estimated $300,000 annually in operational costs.
效率提升：產品推薦的自動化減少了手動策劃的需求，預計每年可節省約 30 萬美元的運營成本。

Analysis Techniques
分析技術

Net Present Value (NPV):
淨現值 (NPV)：

Calculation: Shopee calculated the NPV of the AI-powered recommendation engine by estimating the total future cash flows generated by the system (including increased sales and cost savings) and discounting them back to their present value.
計算：蝦皮透過估算該系統所產生的未來總現金流（包括銷售增長和成本節省）來計算 AI 驅動推薦引擎的淨現值，並將其折現回當前價值。

Result: With an initial investment of $2.8 million and expected annual benefits of $50 million, the NPV was highly positive, indicating a strong financial return on investment.
結果：初始投資為 280 萬美元，預期年收益為 5000 萬美元，淨現值（NPV）非常正面，顯示出強勁的投資回報。

Return on Investment (ROI):
投資回報率 (ROI)：

Calculation: The ROI was calculated by dividing the net profit generated by the AI system by the total investment cost.
計算：投資回報率（ROI）是通過將人工智慧系統產生的淨利潤除以總投資成本來計算的。

Result: The ROI was approximately 1700%, demonstrating that the investment was highly profitable.
結果：投資回報率約為 1700%，顯示該投資極具盈利性。

Payback Period:
回收期：

Calculation: The payback period was determined by dividing the initial investment by the annual net benefits generated by the system.
計算：回收期是通過將初始投資除以系統產生的年度淨收益來確定的。

Result: Shopee’s investment in the AI-powered recommendation engine paid for itself within the first few months, given the substantial increase in revenue and cost savings.
結果：蝦皮對人工智慧推薦引擎的投資在最初幾個月內便收回了成本，因為收入大幅增加且節省了成本。

Conclusion
結論

Shopee's implementation of an AI-powered recommendation engine exemplifies a successful digital CX cost-benefit analysis. The high ROI, rapid payback period, and significant revenue growth justify the investment. This example demonstrates how a carefully conducted cost-benefit analysis can guide strategic decisions, ensuring that digital CX improvements deliver measurable benefits to both the company and its customers.
Shopee 實施的 AI 驅動推薦引擎 exemplifies 成功的數位客戶體驗成本效益分析。高投資回報率、快速的回本期以及顯著的收入增長證明了這項投資的合理性。這個例子展示了如何通過精心進行的成本效益分析來指導戰略決策，確保數位客戶體驗的改善能為公司和客戶帶來可衡量的好處。

4.2: Digital CX Strategy Effectiveness Evaluation
4.2：數位客戶體驗策略有效性評估

Evaluating your digital CX strategies involves identifying and addressing gaps between your organization’s customer experience and that of competitors. This analysis is key to continuous improvement and maintaining a competitive edge in the market
評估您的數位客戶體驗策略涉及識別並解決您組織的客戶體驗與競爭對手之間的差距。這一分析對於持續改進和在市場中保持競爭優勢至關重要。

Gap Analysis:
差距分析：

Customer Feedback: Collect and analyze feedback from your customers to identify areas where your CX might be lacking. Common sources include surveys, reviews, and direct customer interactions. For instance, if customers frequently complain about long response times, this signals a gap in service that needs to be addressed.
客戶反饋：收集並分析客戶的反饋，以識別您的客戶體驗可能存在的不足之處。常見的來源包括調查、評論和直接的客戶互動。例如，如果客戶經常抱怨回應時間過長，這就表明服務中存在需要解決的差距。

Performance Metrics: Measure your CX performance using key metrics such as Net Promoter Score (NPS), Customer Satisfaction (CSAT) scores, and Customer Effort Score (CES). Compare these metrics to industry benchmarks and competitor performance to identify gaps. For example, if your NPS is lower than the industry average, it may indicate that your customer experience is not meeting expectations.
績效指標：使用關鍵指標來衡量您的客戶體驗表現，例如淨推薦值（NPS）、客戶滿意度（CSAT）分數和客戶努力分數（CES）。將這些指標與行業基準和競爭對手的表現進行比較，以識別差距。例如，如果您的 NPS 低於行業平均水平，這可能表明您的客戶體驗未能達到預期。

Feature Comparison: Analyze the features and services offered by your competitors. If your competitors are offering advanced features like 24/7 customer support via chatbots or personalized user experiences, and your organization is not, this indicates a gap that could lead to customer dissatisfaction or loss of market share.
功能比較：分析競爭對手所提供的功能和服務。如果你的競爭對手提供像是 24/7 的聊天機器人客戶支持或個性化用戶體驗等先進功能，而你的組織卻沒有，這表明存在一個差距，可能導致客戶不滿或市場份額的流失。

Competitive Benchmarking:
競爭基準測試：

Industry Standards: Research and compare your organization’s CX performance with industry standards. This involves understanding what the baseline expectations are within your industry and ensuring your CX strategy meets or exceeds these standards. For example, in the banking sector, quick digital transactions and seamless mobile app experiences are standard; falling behind in these areas could hurt your customer retention.
行業標準：研究並比較您組織的客戶體驗（CX）表現與行業標準。這涉及了解您所在行業的基本期望，並確保您的 CX 策略達到或超過這些標準。例如，在銀行業，快速的數字交易和無縫的移動應用體驗是標準；在這些領域落後可能會損害您的客戶留存率。

Direct Competitor Analysis: Conduct a thorough analysis of your direct competitors’ CX strategies. This includes examining their digital presence, customer service practices, and how they engage with customers across different platforms. For instance, if a competitor has a highly rated mobile app with features that your app lacks, this could be a critical gap to address.
直接競爭對手分析：對您的直接競爭對手的客戶體驗策略進行徹底分析。這包括檢查他們的數位存在、客戶服務實踐，以及他們如何在不同平台上與客戶互動。例如，如果某個競爭對手擁有一個評價很高的行動應用程式，並且具備您的應用程式所缺乏的功能，這可能是一個需要解決的關鍵差距。

Strategic Adjustments:
戰略調整：

Closing the Gaps: Once gaps are identified, develop strategies to close them. This could involve adopting new technologies, enhancing existing digital platforms, or refining customer service processes. For example, if your analysis shows that competitors offer more personalized experiences, you might invest in AI-driven personalization tools to match or exceed their offerings.
填補差距：一旦識別出差距，便需制定策略來填補這些差距。這可能涉及採用新技術、增強現有的數位平台或改善客戶服務流程。例如，如果您的分析顯示競爭對手提供更具個性化的體驗，您可能會投資於基於人工智慧的個性化工具，以匹配或超越他們的產品。

Continuous Improvement: CX strategy is not static; it requires ongoing evaluation and adjustment. Regularly review performance metrics and customer feedback to adapt your strategy to evolving customer needs and technological advancements.
持續改進：客戶體驗策略並非靜態；它需要持續的評估和調整。定期檢視績效指標和客戶反饋，以便根據不斷變化的客戶需求和技術進步來調整您的策略。

Example: A telecommunications company conducted a gap analysis and found that while competitors offered seamless online account management and 24/7 customer support, their own services were lacking in these areas. Customer feedback highlighted frustration with the limited support hours and outdated online platform. In response, the company invested in a new customer portal and extended support hours, significantly improving customer satisfaction and reducing churn rates.
一家電信公司進行了差距分析，發現雖然競爭對手提供無縫的在線帳戶管理和全天候客戶支持，但他們自己的服務在這些方面卻有所欠缺。客戶反饋突顯了對有限支持時間和過時在線平台的沮喪。作為回應，該公司投資於一個新的客戶門戶並延長了支持時間，顯著提高了客戶滿意度並降低了流失率。

Digital CX Evaluation Framework
數位客戶體驗評估框架

Learning Activity 4 (Role Play) – Evaluating and Improving Digital Customer Experience
學習活動 4（角色扮演）– 評估與改善數位客戶體驗

Return to your group of 4 to 5 learners,
回到你的 4 到 5 人的學習小組

Evaluate Your Digital CX:
評估您的數位客戶體驗：
Compare your organization’s current digital CX performance against competitors, focusing on customer feedback, key performance metrics, and digital platform features.
比較您組織目前的數位客戶體驗表現與競爭對手，重點關注客戶反饋、關鍵績效指標和數位平台功能。

Propose Strategic Improvements:
提出戰略改進建議：
Based on your evaluation, identify gaps and suggest actionable improvements. Assess the expected benefits and ROI for each proposed change.
根據您的評估，識別差距並提出可行的改進建議。評估每項提議變更的預期效益和投資回報率。

Use the template below for your evaluation
請使用以下模板進行評估

Template 4
範本 4