Service Design for a Holistic Customer Experience: A Process Framework

Abstract

Modern service design practices conceptualize services as multistep processes. At each step, customers derive an uncertain value, which depends on a functional benefit and a subjective experience. The latter may depend on experiences realized at previous steps. Service designs determine the provider effort at each step given that customers prefer less-variable experiences, and enable a holistic perspective of the overall experience. We quantify two factors that shape service designs: the type of steps ((i) routine steps, where effort increases the functional benefit and decreases the experience variability, and (ii) nonroutine steps, where effort increases the functional benefit at the expense of higher variability) and a holistic coupling factor (at each step, the design is determined not only by experience realizations at predecessor steps but also by how it can shape subsequent experiences). The optimal efforts depend on the combination of these two factors, giving rise to actionable design rules. For a positive coupling factor, step type homogeneity leads to “spread the effort” designs (complementary efforts), whereas a negative coupling factor suggests focusing the effort on a few key steps at the expense of the rest of the service (substitutable efforts). Step type heterogeneity reverses these recommendations. Moreover, when the customer experience unfolds according to a nonstationary process with serial correlation, the effort at each step is determined by an impact zone defined by the steps surrounding the focal service step. Stronger correlation always induces higher effort, whereas weaker correlation may induce less effort in services with heterogeneous step types. This paper was accepted by Serguei Netessine, operations management.

Advancing customer experience through service design in mega shopping malls

“…This study advances theory and practice by providing four key managerial implications for service practitioners, especially owners and operators of shopping malls. The first one emphasizes the improvement of service design as a competitive strategy, as highlighted in the literature (Bellos and Kavadias, 2020; Zomerdijk and Voss, 2010). Our study validates the significant positive impact of service design on customer experience as a competitive advantage in retail services.…”

“…Service designers meticulously collect evidence throughout the customer journey to shape the overall experience (Berry et al ., 2002). Each step of the journey impacts the customer's experience and other complex outcomes (Bellos and Kavadias, 2020).…”

Online or offline? Spillover effect of customer-to-customer interaction in a multichannel background

“…, 2020). The customer experience occurs in several stages (Bellos and Kavadias, 2021). It is not only created by factors within the company's control but influenced by fellow customers beyond the company's control (Lemon and Verhoef, 2016; Hamilton et al.…”

“…Experience refers to the perceived, emotional and behavioral reactions of customers arising from direct or indirect encounter with the holistic company throughout the customer journey (Lemon and Verhoef, 2016;Gao et al, 2020). The customer experience occurs in several stages (Bellos and Kavadias, 2021). It is not only created by factors within the company's control but influenced by fellow customers beyond the company's control (Lemon and Verhoef, 2016;Hamilton et al, 2021).…”

Fatores críticos de sucesso em inovação de serviços por meio do Design Thinking

“…A experiência do consumidor com os serviços é o ponto central de debate entre gestores e pesquisadores. E, para desenvolver a melhor experiência possível, algumas estratégias foram abordadas através do design thinking, destacando a customização (Bellos & Kavadias, 2021). A customização de serviços fornece uma entrega única e personalizada aos clientes, fortalecendo as relações entre fornecedor e consumidor (Sandbacka et al, 2013).…”