Unveiling the Future of Service Experience: A Look at a Fast Good Digital Transformation Journey

In Kristensson, Per; Witell Lars, and Zaki, Mohamed (Eds.), Handbook of Service Experience. UK:Edward Elgar Publishing.

Welcome, everyone! We're thrilled to introduce an upcoming chapter in the soon to be published, Handbook of Service experience delves into the fascinating world of digitalisation and its impact on service experience.

Summary

This chapter, authored by Gautam Jha , Jatin Chandwani, CTO of KFC UK&I and Prof. Mohamed Zaki, explores how businesses can leverage digital technologies to create seamless and exceptional service experiences for their customers.
The Rise of Digital Service Experience

The landscape of customer service is undergoing a digital revolution. Consumers are increasingly embracing digital tools, with online food delivery experiencing a phenomenal 67% growth worldwide in 2020 alone. This shift presents both challenges and exciting opportunities for businesses.

KFC: A Case Study in Digital Transformation

The chapter dives deep into the case study of KFC, a leading fast-food giant, to illustrate the strategic implementation of digitalisation. By examining KFC's journey towards digital transformation, the authors provide valuable insights on how businesses can design their service delivery processes to capitalise on the power of digitalisation.

Key Takeaways

The authors with a background of several years of both scholarly knowledge and practical experience of digital transformation offer a treasure trove of knowledge for businesses looking to enhance their service experience:

•    Understanding Digitalisation in Service: The authors explore the multifaceted nature of digitalisation within the service experience theory. It goes beyond mere technological adoption and delves into value co-creation among various stakeholders

•    The Power of Data: The chapter discusses the vital role of data in the digitalisation process. The insights from KFC shed light on how businesses can leverage data to gain deeper customer behavioural insights to personalise service experiences.

•    Aligning Technology with Business Goals: The authors emphasise the importance of critically aligning digitalisation efforts with a value-driven business model to ensure success of your digitalisation in service initiatives

What to Expect

This upcoming chapter promises to be a valuable resource for businesses of all sizes. It equips readers with the knowledge and practical insights required to navigate the digitalisation journey and transform their service experience strategies.
Stay tuned for the official release of the chapter on the CSA website and social media channels ! In the meantime, feel free to reach out to our researchers at the CSA to share your thoughts and questions about digitalisation and service experience in the comments section below.

ABOUT THE AUTHORS

• Gautam Jha is a Doctoral Researcher at the Cambridge Service Alliance with a background of 20+ years in digital transformation.
• Jatin Chandwani is the Chief Technology Officer of KFC UK & Ireland.
• Prof. Mohamed Zaki is the Deputy Directory of Cambridge Service Alliance.

This book chapter will appear in the 'Handbook of Service Experinece' and is now currently with the publishes at Elgar Publishing (Oct 2024) - more information to come once the book has been fully published.