Title: Multi-channel service design process: challenges and solutions

Authors: Luuk P.A. Simons, Harry Bouwman

Addresses: Information and Communication Technology, Faculty of Technology Policy and Management, Delft University of Technology, P.O. Box 5015, 2600 GA Delft, The Netherlands. ' Information and Communication Technology, Faculty of Technology Policy and Management, Delft University of Technology, P.O. Box 5015, 2600 GA Delft, The Netherlands

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.

Keywords: multi-channel marketing; service design; design methods; internet; call centres; retail stores; personal sales; e-services; service quality; e-service design; product design; web services.

DOI: 10.1504/IJEB.2005.006388

International Journal of Electronic Business, 2005 Vol.3 No.1, pp.50 - 67

Published online: 02 Mar 2005 *

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