Multi-channel service design process: challenges and solutions

Abstract

Organisations face significant challenges in designing e-service interactions with customers, especially if those customers interact through other channels as well. The aim of these organisations is to ensure a coherent, reliable service quality throughout all interactions. However, in a number of cases, we came across ill-structured and solution-driven processes in e-service design. To guarantee a less chaotic approach, a certain level of method and structure has to be in place. The objective of this paper is to develop a design method that offers guidance and structure to multi-channel services. In this paper we: evaluate existing service and product design methods; specify and substantiate requirements based on an analysis of multiple case studies; and compare several existing methods based on the more refined requirements.

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