A methodology for the design of multichannel service processes

This study develops a methodology for assisting service providers in the choice of the service channels (e.g., physical facilities, internet, phone) to support distinct stages in service delivery to customers. We build on the principles of Quality Function Deployment (QFD) to develop a stepwise procedure for: i) translating customer requirements into a corresponding service concept across distinct service process stages; and ii) specify the channels to offer for customer interaction at each stage. Based on the QFD logic, the methodology employs a number of matrices to display the way channel choices fit with the intended service concept, aligning "the voice of the customer" with the "voice of the provider". The article offers an illustration of the application of the methodology to the design of an urban gourmet grocery service, providing a detailed description of the steps which lead to the choice of service channels.