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Designing Multi-Interface Service Experiences

This article introduces the Service Experience Blueprint (SEB), a multidisciplinary method for designing multi-interface service experiences, and illustrates its application with two case examples of the redesign of the service experiences of a multichannel bank. The SEB method starts by studying the customer service experience to understand customer experience requirements for different service activities and how these requirements can be satisfied through alternative service interfaces. Based on this analysis, the multi-interface service is designed to allocate service activities to the interfaces best suited to provide the desired experience, defining channel specialization and integration. Finally, with the SEB method each service interface is designed to best leverage its unique capabilities and guide customers to other service interfaces whenever that interface better enhances the overall customer experience. By incorporating the contributions of service management, interaction design, and software engineering, the SEB method is a multidisciplinary tool and terminology for service design.