edf40wrjww2CF_PaperMaster:Desc
Extended QFD: Multi-Channel Service
Concept Design
LUUK SIMONS & HARRY BOUWMAN
Delft University of Technology, The Netherlands
ABSTRACT The objective is to develop and test a multi-channel e-services design supportmethod that
meets relevant design criteria. On basis of the evaluation of existing service concept design methods, we
extracted relevant design criteria, such as customer orientation, channel coherence, channel synergy,
competitive positioning, speed, focus and communication, and developed an alternative service concept
design method, i.e. XQFD: extended quality function deployment focussed on achieving multi-channel
synergy. This paper illustrates how this design support method is used in six cases in the insurance and
telecommunication industry, and test on basis of a qualitative quasi-experiment the added value of this
new design approach. The results indicate that our XQFD method meets relevant design criteria and
that XQFD is an attractive approach due to its clear focus on channel synergy and coherence,
competitive positioning, and the relatively short time span required to come to relevant results.
KEY WORDS: Design, service design, multi-channel strategy, Internet service, case-studies
Introduction
Many traditional (click and brick) firms are struggling in their attempt to turn their Internet
presence into a competitive asset (Simons et al., 2002; Omwando et al., 2003; Latzer &
Schmitz, 2004). We focus on designing Internet or e-service concepts in situations
where other service and distribution channels (e.g. retail stores, personal sales representatives
or contact centres) are already available. These new e-service concept ...