Modular Service Structures for the Successful Design of Flexible Customer Journeys for AI Services and Business Models – Orchestration and Interplay of Services
Type
working paper
Date Issued
2018
Author(s)
Research Team
IWI 6
Abstract
While we know that seamless customers’ journeys that span several channels are important, research on how firms can best manage and (re-) configure their customers’ journeys in a flexible manner is still unclear. At the same time complexity of customer journeys as well as the speed with which both technology such as artificial intelligence (AI) applications and consumer behaviour are changing is increasing. Companies react to this with trying to implement more agile organizational structures as well as more flexible service provision and customer journeys. But this needed flexibility can hardly be realized with current service provision structures. Instead, this conceptual paper suggests modular service structures that allow for a “plug & play” capability of service modules within
customer journeys. By doing so, flexible service provision configurations and customer journeys can be realized, thereby also laying the basis for new business models. The paper contributes by introducing the concept of modular service structures as a basis for managing the customers’ journeys and by presenting five archetypical customer journey configurations.
customer journeys. By doing so, flexible service provision configurations and customer journeys can be realized, thereby also laying the basis for new business models. The paper contributes by introducing the concept of modular service structures as a basis for managing the customers’ journeys and by presenting five archetypical customer journey configurations.
Language
English
Keywords
AI
artifical intelligence
business
customer journey
models
modular service structures
orchestration
services
touchpoints
HSG Classification
contribution to practical use / society
Publisher
Cambridge Service Alliance, University of Cambridge
Event Title
Working Paper Series of the Cambridge Service Alliance
Event Location
Cambridge, UK
Division(s)
Eprints ID
254846
File(s)![Thumbnail Image]()
Name
JML_698.pdf
Size
838.82 KB
Format
Adobe PDF
Checksum (MD5)
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