skip to primary navigationskip to content
 

June paper on 'Modular Service Structures for the Successful Design of Flexible Customer Journeys for AI Services and Business Models – Orchestration and Interplay of Services'

last modified Jun 26, 2018 09:15 AM
June paper on 'Modular Service Structures for the Successful Design of Flexible Customer Journeys for AI Services and Business Models – Orchestration and Interplay of Services'

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 behavior 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.

[paper]

RSS Feed Latest news

Industry Day 2020 | What we learnt

Dec 06, 2020

What is the future of services in the new pandemic-driven era? This was the topic explored at our 2020 Industry Day by senior executives from L'Oréal, Microsoft Research, Manchester United and start-up, Fairjungle.

Understanding business models in the construction sector

Nov 25, 2020

What’s standing in the way of offsite manufacturing? For decades, the construction sector has been hailing it as the next big thing but we have yet to see it really taking off. Why is that, when the technologies and processes already exist? Dr Zakaria Dakhli believes it is due to a fundamental incompatibility between business models and it is only when this has been fully understood that the long-awaited transformation can take place.

A machine learning approach to quality control

Nov 14, 2020

Most of the products we take for granted contain huge numbers of components assembled in multiple stages by different manufacturers. Quality control is vital throughout the assembly process with rigorous testing required at every step.

Digital twins: driving business model innovation

Nov 06, 2020

For B2B firms struggling to reap the rewards of digitalisation, could digital twins be the way forward? In this article, CSA's Dr Erika Pärn and colleagues from the Fraunhofer Institute and Technische Universität in Dortmund, explore the relationship between this emerging technology and business model innovation.

Making business model innovation happen: the Business Model Cohesiveness Scorecard

Oct 30, 2020

Digital transformation is failing to live up to its hype, at least as far as productivity gains are concerned. If, as research suggests, a lack of business model innovation is the main culprit, we need a way of making it happen. Dr Chander Velu thinks a balanced scorecard approach could be the answer.

View all news