This article introduces the Service Experience Blueprint (SEB), a multidisciplinary method for designing multi-interface service experiences, and illustrates its application with two case examples of the redesign of the service experiences of a multichannel bank. The SEB method starts by studying the customer service experience to understand customer experience requirements for different service activities and how these requirements can be satisfied through alternative service interfaces. Based on this analysis, the multi-interface service is designed to allocate service activities to the interfaces best suited to provide the desired experience, defining channel specialization and integration. Finally, with the SEB method each service interface is designed to best leverage its unique capabilities and guide customers to other service interfaces whenever that interface better enhances the overall customer experience. By incorporating the contributions of service management, interaction design, and software engineering, the SEB method is a multidisciplinary tool and terminology for service design.
Bendoly, Elliot, James D. Blocher, Kurt M. Bretthauer, Shanker Krishnan, and M.A. Vankataramanan (2005), "Online/In-Store Integration and Customer Retention," Journal of Service Research, 7 (4), 313-327.
2.
Berry, Leonard L., Lewis P. Carbone, and Stephan H. Haeckel (2002), "Managing the Total Customer Experience," Sloan Management Review, 43 (3), 85-89.
3.
Birgelen, Marcel Van, Ad De Jong, and Ko De Ruyter (2006), "Multi-Channel Service Retailing: The Effects of Channel Performance Satisfaction on Behavioral Intentions ," Journal of Retailing, 82 (4), 367-377.
4.
Bitner, Mary Jo and Stephen W. Brown (2006), "The Evolution and Discovery of Services Science in Business Schools," Communications of the ACM, 49 (7), 73-78.
5.
---, ---, and Matthew L. Meuter (2000), "Technology Infusion in Service Encounters," Journal of the Academy of Marketing Science, 28 (1), 138-149.
6.
---, William T. Faranda, Amy R. Hubbert, and Valarie A. Zeithaml (1997), "Customer Contributions and Roles in Service Delivery," International Journal of Service Industry Management, 8 (3), 193-205.
7.
Booch, Grady, James Rumbaugh, and Ivar Jacobson (1999), The Unified Modeling Language User Guide. Boston: Addison-Wesley.
8.
Brown, Stephen W., Raymond P. Fisk, and Mary Jo Bitner (1994), "The Development and Emergence of Services Marketing Thought," International Journal of Service Industry Management, 5 (1), 21-48.
9.
Chesbrough, Henry and Jim Spohrer (2006), "A Research Manifesto for Services Science," Communications of the ACM, 49 (7), 35-40.
10.
Churchill, Gilbert A. (1979), "A Paradigm for Developing Better Measures of Marketing Constructs," Journal of Marketing Research,16 (February), 64-73.
11.
Constantine, Larry L. (2006), "Activity Modeling: Toward a Pragmatic Integration of Activity Theory with Usage-Centered Design," working paper, Laboratory for Usage-Centered Software Engineering, University of Madeira, Portugal.
12.
--- and Lucy A. D. Lockwood (2001), "Structure and Style in Use Cases for User Interface Design," in Object Modeling and User Interface Design: Designing Interactive Systems, M. Van Harmelen, ed. Boston: Addison-Wesley, 245-279.
13.
Curran, James M., Matthew L. Meuter, and Carol F. Suprenant (2003), "Intentions to Use Self-Service Technologies: A Confluence of Multiple Attitudes," Journal of Service Research, 5 (3), 209-224.
14.
Ding, Xin, Rohit Verma, and Zafar Iqbal (2007), "Self-Service Technology and Online Financial Service Choice," International Journal of Service Industry Management, 18 (3), 246-268.
15.
Fisk, Raymond P. and Stephen J. Grove (forthcoming), "Broadening Service Marketing: Building a Multidisciplinary Field, " in Trends and Perspectives in the Service Sector, Dieter Spath and Walter Ganz, eds. Munich : Hanser Verlag.
16.
Froehle, Craig M. and Aleda V. Roth (2004), "New Measurement Scales for Evaluating Perceptions of the Technology-Mediated Customer Service Experience ," Journal of Operations Management, 22, 1-21.
17.
---, ---, Richard B. Chase , and Christopher A. Voss (2000), " Antecedents of New Service Development Effectiveness: An Exploratory Examination of Strategic Operations Choices," Journal of Service Research , 3 (1), 3-17.
18.
Grönroos, Christian (2000), Service Management and Marketing: A Customer Relationship Approach, 2nd ed. Chichester , UK: Wiley.
19.
Grove, Stephen J. and Raymond P. Fisk (2001), "Service Theater: An Analytical Framework for Services Marketing," in Services Marketing, 4th ed., Christopher Lovelock , ed. Upper Saddle River, NJ: Prentice Hall, 83-92.
20.
Gupta, Sudheer and Mirjana Vajic (2000), "The Contextual and Dialectical Nature of Experiences ," in New Service Development: Creating Memorable Experiences , James A. Fitzsimmons and Mona J. Fitzsimmons, eds. Thousand Oaks, CA: Sage, 33-51.
21.
Hair, Joseph F., William C. Black, Barry J. Babin, Rolph E. Anderson, and Ronald L. Tatham (2006), Multivariate Data Analysis , 6th ed. Upper Saddle River, NJ: Pearson, Prentice Hall.
22.
Hauser, John R. and Don Clausing (1988), "The House of Quality," Harvard Business Review, 66 (3), 63-73.
23.
Hill, Arthur V., David A. Collier, Craig M. Froehle, John C. Goodale, Richard D. Metters, and Rohit Verma (2002), "Research Opportunities in Service Process Design ," Journal of Operations Management, 20 (2), 189-202.
24.
Johnson, Susan Paul, Larry J. Menor, Aleda V. Roth, and Richard B. Chase (2000), "Critical Evaluation of the New Service Development Process: Integrating Service Innovation and Service Design," in New Service Development: Creating Memorable Experiences , James A. Fitzsimmons and Mona J. Fitzsimmons, eds. Thousand Oaks, CA: Sage, 1-32.
25.
Lovelock, Christopher and Jochen Wirtz (2006), Services Marketing: People, Technology, Strategy , 6th ed. Upper Saddle River, NJ: Pearson, Prentice Hall.
26.
Menor, Larry J., Mohan V. Tatikonda, and Scott E. Sampson (2002), "New Service Development: Areas for Exploitation and Exploration," Journal of Operations Management, 20 (2), 135-157.
27.
Meuter, Mathew L., Amy L. Ostrom, Robert I. Roundtree, and Mary Jo Bitner (2000), "Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters ," Journal of Marketing, 64 (3), 50-64.
28.
Montoya-Weiss, Mitzi, Glenn B. Voss, and Dhruv Grewal (2003), "Determinants of Online Channel Use and Overall Satisfaction with a Relational Multichannel Service Provider," Journal of the Academy of Marketing Science, 31 (4), 448-458.
29.
Mylopoulos, John, Lawrence Chung, and Eric Yu (1999), "Requirements Analysis: From Object-Oriented to Goal-Oriented," Communications of the ACM, 42 (1), 31-37.
30.
Neslin, Scott A., Dhruv Grewal, Robert Leghorn, Venkatesh Shankar, Marije L. Teerling, Jacquelyn S. Thomas, and Peter C. Verhoef (2006), "Challenges and Opportunities in Multichannel Customer Management," Journal of Service Research , 9 (2), 95-112.
31.
Nunes, Nuno Jardim and João Falcão e Cunha (2001), "Wisdom: Whitewater Interactive System Development with Object Models," in Object Modeling and User Interface Design, M. Van Harmelen , ed. Boston: Addison-Wesley , 197-243.
32.
Parasuraman, A. and George M. Zinkhan (2002), "Marketing and Serving Customers through the Internet: An Overview and Research Agenda," Journal of the Academy of Marketing Science, 30 (4), 286-295.
33.
--- ( 2000), "Technology Readiness Index (TRI): A Multiple-Item Scale to Measure Readiness to Embrace New Technologies," Journal of Service Research, 2 (4), 307-320.
34.
--- and Dhruv Grewal (2000), "The Impact of Technology and the Quality-Value-Loyalty Chain: A Research Agenda," Journal of the Academy of Marketing Science, 28 (1), 168-174.
35.
Patrício, Lia (2005), "Enhancing Service Delivery Systems through Technology: A Multidisciplinary Approach Applied to Internet Banking," doctoral dissertation, University of Porto, Portugal.
36.
---, João Falcão e Cunha, Raymond P. Fisk, and Nuno Jardim Nunes (2004), "Customer Experience Requirements for Multi-Platform Service Interaction: Bringing Services Marketing to the Elicitation of User Requirements," in 12th IEEE International Requirements Engineering Conference (RE'04), Neil Maiden, ed. Kyoto, Japan: IEEE Computer Society, 26-35.
37.
---, Raymond P. Fisk, and João Falcão e Cunha (2003), "Improving Satisfaction with Bank Service Offerings: Measuring the Contribution of New Delivery Channels ," Managing Service Quality, 13 (6), 471-482.
38.
Pine, B. Joseph and James H. Gilmore (1998), "Welcome to the Experience Economy," Harvard Business Review, 76 (4), 97-105.
39.
Preece, Jennifer, Yvonne Rogers, and Helen Sharp (2002), Interaction Design: Beyond Human-Computer Interaction . New York: John Wiley.
40.
Pullman, Madeleine E. and Michael A. Gross (2004), "Ability of Experience Design Elements to Elicit Emotions and Loyalty Behaviors," Decision Sciences, 35 (3), 551-578.
41.
Rangaswamy, Arvind and Gerrit H.Van Bruggen (2005), "Opportunities and Challenges in Multichannel Marketing: An Introduction to the Special Issue," Journal of Interactive Marketing, 19 (2), 5-11.
42.
Rayport, Jeffrey F. and Bernard J. Jaworski (2005), Best Face Forward: Why Companies Must Improve Their Service Interfaces with Customers. Boston: Harvard Business School Press.
43.
Rust, Roland T. and Richard W. Oliver (2000), "The Real-Time Service Product ," in New Service Development: Creating Memorable Experiences , James A. Fitzsimmons and Mona J. Fitzsimmons, eds. Thousand Oaks, CA: Sage, 52-69.
44.
Schmitt, Bernd H. (2003), Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. New York: John Wiley.
45.
Shaw, Colin and John Ivens (2002), Building Great Customer Experiences. New York: Palgrave, Macmillan.
46.
Shneiderman, Ben and Catherine Plaisant (2005), Designing the User Interface: Strategies for Effective Human-Computer Interaction, 4th ed. Boston: Pearson, Addison-Wesley.
47.
Shostack, G. Lynn (1984), "Designing Services that Deliver," Harvard Business Review, 62 (1), 133-39.
48.
Sousa, Rui and Christopher A. Voss (2006), "Service Quality in Multichannel Services Employing Virtual Channels," Journal of Service Research, 8 (4), 356-371.
49.
Strauss, Anselm and J. Corbin (1998), Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory, 2nd ed. Thousand Oaks, CA: Sage.
50.
Stuart, F. Ian and Stephen Tax (2004), "Toward an Integrative Approach to Designing Service Experiences: Lessons Learned from the Theatre ," Journal of Operations Management, 6 (22), 609-627.
51.
--- and --- (1996), "Planning for Service Quality: An Integrative Approach," International Journal of Service Industry Management , 7 (4), 58-77.
52.
Tax, Stephen S. and Ian Stuart (1997), "Designing and Implementing New Services: The Challenges of Integrating Service Systems," Journal of Retailing , 73 (1), 105-134.
53.
Vargo, Stephen L. and Robert F. Lusch (2004), "Evolving to a New Dominant Logic for Marketing," Journal of Marketing, 68 (1), 1-17.
54.
Womack, James P. and Daniel T. Jones (2005), "Lean Consumption," Harvard Business Review, 83 (3), 58-68.
55.
Zeithaml, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler (2006), Services Marketing: Integrating Customer Focus across the Firm, 4th ed. Boston: McGraw-Hill.
