Toward an methodology for SST-based service design: A customer journey perspective

This paper develops a reference methodology for technology-mediated service innovation and design, from a customer journey or total customer experience perspective. The methodology has its focuses on how to create customer values and improve customer satisfaction through introducing appropriate innovative self-service technologies (SSTs). Through an action research based approach on a project sponsored by Taiwanese government, a methodology with nine stages is then proposed. Detailed information, practical guideline, as well as implications about the proposed methodology are discussed in this paper.