Applying Customer Journey Methods in SST-based Service Design: A Proposed Methodology
This paper develops a methodology in how to apply customer journey methods in designing technology-mediated services. The focus is particularly on how to improve customer satisfaction and perceived value through introducing innovative services delivered through self-service technologies (SSTs). Action research is applied on a sub-program of a four-year-long government sponsored project in Taiwan. A methodology covering nine steps is proposed, which is believed valuable in bridging perspectives of service marketing, innovation design, and IT-enabled service (ITeS) development. The strategic roles and implications of customer journey methods in identifying current service gaps and diagnosing the potentials ofSST-mediated services are also spotlighted.