Digitally enabled interactions: Designing for Customer Agency, Control and Customization

Designing service processes to receive digital inputs from customers is a key challenge for service providers. This design has an impact on the outcomes of the service process for the provider and customer. These impacts can be customization, control, and customer agency. Service process activities receive customer information digitally through surrogate interactions using customer and provider digital technologies. These digital interactions are becoming the dominant method for obtaining customer resources and information to provide service. A design of learning processes to achieve customization and control is illustrated to show how these outcomes provide customer agency and satisfaction. Traditional service design challenges and trade-offs are mitigated through designing services for digital interactions.