Service Digitization and the Provider-to-Customer Handoff

Abstract

This chapter provides a more detailed look at the customer and provider points of view on service process digitization. It proposes a framework describing which technology-enabled service processes will migrate from employee handling to customer handling. The chapter focuses on service processes that are already or will be digitized for use by customers in the form of self-service technology (SSTs). It considers the set of all service processes executed in the economy that do not require physical labor. The chapter examines which individual tasks and complete processes are likely to migrate to SST form, and how customer and firm adoption considerations affect this migration. There are substantial streams of research focused on service innovation leading to new SSTs as well as on factors that enhance customer adoption of these SSTs. Changes to digital SST capabilities can be classified into these three groups, providing a clear picture of how SSTs evolve over time.