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題名 企業軟體公司的B2B客戶旅程策略分析與探討—以思愛普(SAP)為例
An Analysis of B2B Customer Journey Strategies in Enterprise Software Companies: A Case Study of SAP SE作者 魏若芸
Wei, Jo-Yun貢獻者 邱奕嘉
Chiu, Yi-Chia
魏若芸
Wei, Jo-Yun關鍵詞 客戶旅程
客戶體驗
關鍵時刻
體驗設計
Customer Journey
Customer Experience
Moment of Truth
Experience Design日期 2025 上傳時間 4-Aug-2025 13:41:33 (UTC+8) 摘要 在數位轉型與體驗經濟浪潮下，企業對B2B客戶體驗的重視程度日益提升。相較於B2C市場，B2B客戶旅程更為複雜且決策鏈更長，如何透過策略性設計提升客戶體驗，成為企業建立差異化競爭力的關鍵。本研究聚焦於全球企業軟體領導品牌SAP，探討其在B2B商業模式下如何設計與管理客戶旅程，以提升客戶體驗與商業關係的穩定性。 本研究採用質性研究方法，透過個案研究法分析SAP官方公開之客戶旅程文件與相關資料，輔以主題式分析進行文獻資料整理與理論詮釋。研究理論基礎結合Lemon & Verhoef（2016）所提出的客戶旅程模型架構，以及汪志謙（2022, 2024）所主張的「峰值體驗」與「關鍵時刻」概念，建構出三個分析構面：一、旅程階段構面，二、接觸點構面，三、關鍵時刻構面，用以分析並探討SAP的B2B客戶旅程設計背後的策略及管理意涵。 研究發現顯示，SAP透過策略性和系統性地明確劃分其五大客戶旅程階段，有效串聯客戶從初期探索到價值延續的整體歷程，並透過精細設計的眾多接觸點，整合數位與實體服務環節，提升客戶參與度與互動品質。SAP亦針對客戶痛點密集的「目標設定」階段與「產品採用」階段的關鍵時刻加以識別，並善用情感連結與信任機制，引導客戶正向情緒與價值感知以創造體驗高峰，藉此提升客戶的整體體驗與長期合作意願。本研究不僅補足現有客戶旅程理論於B2B情境中的實務運用空缺，也對企業如何強化客戶體驗策略、提升客戶關係品質提供實證與策略建議。
In the era of digital transformation and the experience economy, B2B customer experience has become a critical focus for enterprises. Compared to B2C, the B2B customer journey is more complex, with longer decision cycles and multiple stakeholders. This study explores how SAP, a global leader in enterprise software, strategically designs and manages its B2B customer journey to enhance experience and strengthen long-term business relationships. Adopting a qualitative case study approach, this research analyzes official SAP customer journey documentation using thematic analysis. The study framework is grounded in the customer journey model by Lemon and Verhoef (2016), as well as the concepts of “Peak Experience” and “Moment of Truth” proposed by Wang (2022, 2024). Three analytical aspects are developed: (1) customer journey stage design, (2) touchpoint integration strategy, and (3) Moment of Truth management. The findings reveal that SAP has structured its customer journey into five strategic phases, effectively connecting pre-purchase to post-purchase stages. Through thoughtful integration of physical and digital touchpoints, SAP enhances engagement and interaction quality. Particularly in stages such as “Build the Vision” and “Deliver the Promise,” SAP leverages emotional trust to create peak experiences, thereby increasing customer perception of brand value. These Moment of Truth significantly influence customer loyalty and willingness to collaborate, demonstrating the practical value of well-designed B2B journey strategies.參考文獻 中文文獻 1. SAP台灣。關於SAP：公司簡介。SAP官方網站。上網日期 2025年4月24日，檢自 https://www.sap.com/taiwan/about/company.html 2. SAP中國。SAP解決方案合作夥伴。SAP官方網站。上網日期 2025年4月24日，檢自 https://www.sap.cn/partners/find.html#solution-sales 3. 汪志謙、朱海蓓（2022）。峰值體驗：洞察隱而未知的需求，掌握關係時刻影響客戶決策。台北市：天下雜誌股份有限公司。 4. 汪志謙、朱海蓓（2024）。峰值體驗2：增量／存量雙增長的戰略思維，實現商業效益指數型躍進的關鍵洞察與落地。台北市：天下雜誌股份有限公司。 英文文獻 1. Bischoff, A. (2024). Customer journey map: The key to understanding your customer. Delighted. Retrieved April 20, 2025, from https://delighted.com/blog/guide-to-customer-journey-mapping 2. Carlzon, J. (1987). Moments of truth. Cambridge, MA: Ballinger Publishing Company. 3. Cleverence. (n.d.). Oracle vs SAP: Analyzing market share. Retrieved April 20, 2025, from https://www.cleverence.com/articles/oracle/oracle-vs-sap-analyzing-market-share/ 4. Data Bridge Market Research. (n.d.). Global enterprise software market – Industry trends and forecast to 2030. Retrieved April 20, 2025, from https://www.databridgemarketresearch.com/reports/global-enterprise-software-market 5. Forbes Advisor. (n.d.). SAP vs Salesforce: Comparing the two software giants. Retrieved April 20, 2025, from https://www.forbes.com/advisor/business/software/sap-vs-salesforce/ 6. Forbes Business Council. (2022). The software company of the future will be built on customer experience. Forbes. Retrieved April 20, 2025, from https://www.forbes.com/councils/forbesbusinesscouncil/2022/03/01/the-software-company-of-the-future-will-be-built-on-customer-experience/ 7. Forrester. (2024). Forrester: 2024 US Customer Experience Index. Retrieved April 20, 2025, from https://www.forrester.com/press-newsroom/forrester-2024-us-customer-experience-index/ 8. Gong.io. (n.d.). About Gong. Retrieved April 20, 2025, from https://www.gong.io/about/ 9. Kahneman, D., Fredrickson, B. L., Schreiber, C. A., & Redelmeier, D. A. (1993). When more pain is preferred to less: Adding a better end. Psychological Science, 4(6), 401–405. https://doi.org/10.1111/j.1467-9280.1993.tb00589.x 10. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420 11. McCombes, S. (2023). What is a case study? | Definition, examples & methods. Scribbr. Retrieved April 20, 2025, from https://www.scribbr.com/methodology/case-study/ 12. Moser, A., & Korstjens, I. (2017). Series: Practical guidance to qualitative research. Part 1: Introduction. The European Journal of General Practice, 23(1), 271–273. Retrieved April 20, 2025, from https://doi.org/10.1080/13814788.2017.1375093 13. PitchGrade. (n.d.). SAP company analysis. Retrieved April 20, 2025, from https://pitchgrade.com/companies/sap 14. Polit, D. F., & Beck, C. T. (2017). Nursing research: Generating and assessing evidence for nursing practice (10th ed.). Philadelphia: Lippincott, Williams & Wilkins. 15. Reichheld, F. F., & Sasser, W. E. Jr. (1990). Zero defections: Quality comes to services. Harvard Business Review. Retrieved April 20, 2025, from https://hbr.org/1990/09/zero-defections-quality-comes-to-services 16. Reichheld, F. F., & Schefter, P. (2000). The economics of e-loyalty. Harvard Business School Working Knowledge. Retrieved April 20, 2025, from https://hbswk.hbs.edu/archive/the-economics-of-e-loyalty 17. Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. (2017). How to create a realistic customer journey map. Business Horizons, 60(1), 143–150. Retrieved April 20, 2025, from https://doi.org/10.1016/j.bushor.2016.09.010 18. Salesforce. (n.d.). What is customer journey mapping & why is it important? Retrieved April 20, 2025, from https://www.salesforce.com/eu/blog/what-is-customer-journey-mapping-why-is-it-important/ 19. SAP. (2020). Customer journey shaping customer experience. Retrieved April 20, 2025, from https://news.sap.com/2020/02/customer-journey-shaping-customer-experience/ 20. SAP. (2022). Customer journey mapping. Retrieved April 20, 2025, from https://news.sap.com/india/2022/02/customer-journey-mapping/ 21. SAP. (n.d.). SAP global technology partners. Retrieved April 20, 2025, from https://www.sap.com/partners.html#global-technology-partners 22. SAP Community. (n.d.). SAP S/4HANA Cloud integration strategies. Retrieved April 20, 2025, from https://community.sap.com/t5/enterprise-resource-planning-blogs-by-sap/sap-s-4hana-cloud-integration-strategies/ba-p/13320080 23. Seeking Alpha. (2023). Workday: Strong competitive advantage and strong reputation. Retrieved April 20, 2025, from https://seekingalpha.com/article/4602586-workday-strong-competitive-advantage-and-strong-reputation 24. StudySmarter. (2024). Customer value: Definition, types & journey. Retrieved April 20, 2025, from https://www.studysmarter.co.uk/explanations/marketing/introduction-to-marketing/customer-value/ 25. Velázquez, A. (2023). Customer value journey: What is it & how to implement it. QuestionPro. Retrieved April 20, 2025, from https://www.questionpro.com/blog/customer-value-journey/ 26. Wikipedia. (n.d.). Microsoft Dynamics 365. Retrieved April 20, 2025, from https://en.wikipedia.org/wiki/Microsoft_Dynamics_365 27. Yahoo Finance. (2023). Gong named to 2023 Forbes Cloud 100 list for third consecutive year. Retrieved April 20, 2025, from https://finance.yahoo.com/news/gong-named-forbes-cloud-100-140500400.html 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363046資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110363046 資料類型 thesis dc.contributor.advisor 邱奕嘉 zh_TW dc.contributor.advisor Chiu, Yi-Chia en_US dc.contributor.author (Authors) 魏若芸 zh_TW dc.contributor.author (Authors) Wei, Jo-Yun en_US dc.creator (作者) 魏若芸 zh_TW dc.creator (作者) Wei, Jo-Yun en_US dc.date (日期) 2025 en_US dc.date.accessioned 4-Aug-2025 13:41:33 (UTC+8) - dc.date.available 4-Aug-2025 13:41:33 (UTC+8) - dc.date.issued (上傳時間) 4-Aug-2025 13:41:33 (UTC+8) - dc.identifier (Other Identifiers) G0110363046 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/158415 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 110363046 zh_TW dc.description.abstract (摘要) 在數位轉型與體驗經濟浪潮下，企業對B2B客戶體驗的重視程度日益提升。相較於B2C市場，B2B客戶旅程更為複雜且決策鏈更長，如何透過策略性設計提升客戶體驗，成為企業建立差異化競爭力的關鍵。本研究聚焦於全球企業軟體領導品牌SAP，探討其在B2B商業模式下如何設計與管理客戶旅程，以提升客戶體驗與商業關係的穩定性。 本研究採用質性研究方法，透過個案研究法分析SAP官方公開之客戶旅程文件與相關資料，輔以主題式分析進行文獻資料整理與理論詮釋。研究理論基礎結合Lemon & Verhoef（2016）所提出的客戶旅程模型架構，以及汪志謙（2022, 2024）所主張的「峰值體驗」與「關鍵時刻」概念，建構出三個分析構面：一、旅程階段構面，二、接觸點構面，三、關鍵時刻構面，用以分析並探討SAP的B2B客戶旅程設計背後的策略及管理意涵。 研究發現顯示，SAP透過策略性和系統性地明確劃分其五大客戶旅程階段，有效串聯客戶從初期探索到價值延續的整體歷程，並透過精細設計的眾多接觸點，整合數位與實體服務環節，提升客戶參與度與互動品質。SAP亦針對客戶痛點密集的「目標設定」階段與「產品採用」階段的關鍵時刻加以識別，並善用情感連結與信任機制，引導客戶正向情緒與價值感知以創造體驗高峰，藉此提升客戶的整體體驗與長期合作意願。本研究不僅補足現有客戶旅程理論於B2B情境中的實務運用空缺，也對企業如何強化客戶體驗策略、提升客戶關係品質提供實證與策略建議。 zh_TW dc.description.abstract (摘要) In the era of digital transformation and the experience economy, B2B customer experience has become a critical focus for enterprises. Compared to B2C, the B2B customer journey is more complex, with longer decision cycles and multiple stakeholders. This study explores how SAP, a global leader in enterprise software, strategically designs and manages its B2B customer journey to enhance experience and strengthen long-term business relationships. Adopting a qualitative case study approach, this research analyzes official SAP customer journey documentation using thematic analysis. The study framework is grounded in the customer journey model by Lemon and Verhoef (2016), as well as the concepts of “Peak Experience” and “Moment of Truth” proposed by Wang (2022, 2024). Three analytical aspects are developed: (1) customer journey stage design, (2) touchpoint integration strategy, and (3) Moment of Truth management. The findings reveal that SAP has structured its customer journey into five strategic phases, effectively connecting pre-purchase to post-purchase stages. Through thoughtful integration of physical and digital touchpoints, SAP enhances engagement and interaction quality. Particularly in stages such as “Build the Vision” and “Deliver the Promise,” SAP leverages emotional trust to create peak experiences, thereby increasing customer perception of brand value. These Moment of Truth significantly influence customer loyalty and willingness to collaborate, demonstrating the practical value of well-designed B2B journey strategies. en_US dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與問題 3 第三節 研究流程 4 第二章 文獻回顧 6 第一節 客戶旅程的定義 6 第二節 客戶旅程的組成 7 第三節 客戶旅程管理對客戶體驗的重要性 9 第四節 客戶旅程中關鍵時刻對體驗的影響 11 第五節 文獻回顧小結 14 第三章 研究方法與架構 15 第一節 研究方法 15 第二節 研究架構 17 第三節 研究對象 19 第四節 資料蒐集與分析 20 第四章 個案分析與探討 21 第一節 個案產業概況 21 第二節 個案商業特性 26 第三節 個案客戶旅程 31 第四節 個案客戶旅程分析 79 第五章 結論與建議 93 第一節 研究結論 93 第二節 貢獻與限制 96 第三節 研究建議 98 參考文獻 100 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110363046 en_US dc.subject (關鍵詞) 客戶旅程 zh_TW dc.subject (關鍵詞) 客戶體驗 zh_TW dc.subject (關鍵詞) 關鍵時刻 zh_TW dc.subject (關鍵詞) 體驗設計 zh_TW dc.subject (關鍵詞) Customer Journey en_US dc.subject (關鍵詞) Customer Experience en_US dc.subject (關鍵詞) Moment of Truth en_US dc.subject (關鍵詞) Experience Design en_US dc.title (題名) 企業軟體公司的B2B客戶旅程策略分析與探討—以思愛普(SAP)為例 zh_TW dc.title (題名) An Analysis of B2B Customer Journey Strategies in Enterprise Software Companies: A Case Study of SAP SE en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻 1. SAP台灣。關於SAP：公司簡介。SAP官方網站。上網日期 2025年4月24日，檢自 https://www.sap.com/taiwan/about/company.html 2. SAP中國。SAP解決方案合作夥伴。SAP官方網站。上網日期 2025年4月24日，檢自 https://www.sap.cn/partners/find.html#solution-sales 3. 汪志謙、朱海蓓（2022）。峰值體驗：洞察隱而未知的需求，掌握關係時刻影響客戶決策。台北市：天下雜誌股份有限公司。 4. 汪志謙、朱海蓓（2024）。峰值體驗2：增量／存量雙增長的戰略思維，實現商業效益指數型躍進的關鍵洞察與落地。台北市：天下雜誌股份有限公司。 英文文獻 1. Bischoff, A. (2024). Customer journey map: The key to understanding your customer. Delighted. Retrieved April 20, 2025, from https://delighted.com/blog/guide-to-customer-journey-mapping 2. Carlzon, J. (1987). Moments of truth. Cambridge, MA: Ballinger Publishing Company. 3. Cleverence. (n.d.). Oracle vs SAP: Analyzing market share. Retrieved April 20, 2025, from https://www.cleverence.com/articles/oracle/oracle-vs-sap-analyzing-market-share/ 4. Data Bridge Market Research. (n.d.). Global enterprise software market – Industry trends and forecast to 2030. Retrieved April 20, 2025, from https://www.databridgemarketresearch.com/reports/global-enterprise-software-market 5. Forbes Advisor. (n.d.). SAP vs Salesforce: Comparing the two software giants. Retrieved April 20, 2025, from https://www.forbes.com/advisor/business/software/sap-vs-salesforce/ 6. Forbes Business Council. (2022). The software company of the future will be built on customer experience. Forbes. Retrieved April 20, 2025, from https://www.forbes.com/councils/forbesbusinesscouncil/2022/03/01/the-software-company-of-the-future-will-be-built-on-customer-experience/ 7. Forrester. (2024). Forrester: 2024 US Customer Experience Index. Retrieved April 20, 2025, from https://www.forrester.com/press-newsroom/forrester-2024-us-customer-experience-index/ 8. Gong.io. (n.d.). About Gong. Retrieved April 20, 2025, from https://www.gong.io/about/ 9. Kahneman, D., Fredrickson, B. L., Schreiber, C. A., & Redelmeier, D. A. (1993). When more pain is preferred to less: Adding a better end. Psychological Science, 4(6), 401–405. https://doi.org/10.1111/j.1467-9280.1993.tb00589.x 10. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420 11. McCombes, S. (2023). What is a case study? | Definition, examples & methods. Scribbr. Retrieved April 20, 2025, from https://www.scribbr.com/methodology/case-study/ 12. Moser, A., & Korstjens, I. (2017). Series: Practical guidance to qualitative research. Part 1: Introduction. The European Journal of General Practice, 23(1), 271–273. Retrieved April 20, 2025, from https://doi.org/10.1080/13814788.2017.1375093 13. PitchGrade. (n.d.). SAP company analysis. Retrieved April 20, 2025, from https://pitchgrade.com/companies/sap 14. Polit, D. F., & Beck, C. T. (2017). Nursing research: Generating and assessing evidence for nursing practice (10th ed.). Philadelphia: Lippincott, Williams & Wilkins. 15. Reichheld, F. F., & Sasser, W. E. Jr. (1990). Zero defections: Quality comes to services. Harvard Business Review. Retrieved April 20, 2025, from https://hbr.org/1990/09/zero-defections-quality-comes-to-services 16. Reichheld, F. F., & Schefter, P. (2000). The economics of e-loyalty. Harvard Business School Working Knowledge. Retrieved April 20, 2025, from https://hbswk.hbs.edu/archive/the-economics-of-e-loyalty 17. Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. (2017). How to create a realistic customer journey map. Business Horizons, 60(1), 143–150. Retrieved April 20, 2025, from https://doi.org/10.1016/j.bushor.2016.09.010 18. Salesforce. (n.d.). What is customer journey mapping & why is it important? Retrieved April 20, 2025, from https://www.salesforce.com/eu/blog/what-is-customer-journey-mapping-why-is-it-important/ 19. SAP. (2020). Customer journey shaping customer experience. Retrieved April 20, 2025, from https://news.sap.com/2020/02/customer-journey-shaping-customer-experience/ 20. SAP. (2022). Customer journey mapping. Retrieved April 20, 2025, from https://news.sap.com/india/2022/02/customer-journey-mapping/ 21. SAP. (n.d.). SAP global technology partners. Retrieved April 20, 2025, from https://www.sap.com/partners.html#global-technology-partners 22. SAP Community. (n.d.). SAP S/4HANA Cloud integration strategies. Retrieved April 20, 2025, from https://community.sap.com/t5/enterprise-resource-planning-blogs-by-sap/sap-s-4hana-cloud-integration-strategies/ba-p/13320080 23. Seeking Alpha. (2023). Workday: Strong competitive advantage and strong reputation. Retrieved April 20, 2025, from https://seekingalpha.com/article/4602586-workday-strong-competitive-advantage-and-strong-reputation 24. StudySmarter. (2024). Customer value: Definition, types & journey. Retrieved April 20, 2025, from https://www.studysmarter.co.uk/explanations/marketing/introduction-to-marketing/customer-value/ 25. Velázquez, A. (2023). Customer value journey: What is it & how to implement it. QuestionPro. Retrieved April 20, 2025, from https://www.questionpro.com/blog/customer-value-journey/ 26. Wikipedia. (n.d.). Microsoft Dynamics 365. Retrieved April 20, 2025, from https://en.wikipedia.org/wiki/Microsoft_Dynamics_365 27. Yahoo Finance. (2023). Gong named to 2023 Forbes Cloud 100 list for third consecutive year. Retrieved April 20, 2025, from https://finance.yahoo.com/news/gong-named-forbes-cloud-100-140500400.html zh_TW
