Service design tool: How to use the ERRC decision model for service designer to prioritize touchpoints

Authors

Chun-An Chang, Department of Industrial Design, National Cheng Kung University, Taiwan
Chun-Juei Chou, Department of Industrial Design, National Cheng Kung University, Taiwan

Abstract

This research aims to remedy lack of design principle at touchpoints of customer journey. ERRC decision model was developed to support designer in strategic evaluating and taking design action in response to customer feedback at different touchpoints. The model was constructed using customer feedback on experience and four actions framework of Blue Ocean Theory. Designer can use customer experience data to evaluate touchpoints along customer journey and, based on model’s distribution result, link service delivery level to competitor and redesign to eliminate, reduce, raise or create individual touchpoint.

Keywords

ERRC decision model, touchpoint, customer experience, four actions framework

DOI

https://doi.org/10.21606/drs.2022.204

Citation

Chang, C., and Chou, C. (2022) Service design tool: How to use the ERRC decision model for service designer to prioritize touchpoints, in Lockton, D., Lenzi, S., Hekkert, P., Oak, A., Sádaba, J., Lloyd, P. (eds.), DRS2022: Bilbao, 25 June - 3 July, Bilbao, Spain. https://doi.org/10.21606/drs.2022.204

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

Conference Track

Research Paper