ABSTRACT
The pervasive role of technology in modern society has had significant implications for organizations of all types, particularly in the service industry, which has traditionally been viewed as a ‘high-touch’ sector. Indeed, technology is fast becoming a critical element in the competitive strategies of service firms, augmenting service and allowing extraordinary opportunities for personalization and customization. To be successful, service firms must carefully curate each touchpoint and consider how and where these touchpoints exist – whether digital, social, or physical – to establish a leading position in the market. Those who harness technology to gain a faster and more accurate understanding of their customers’ needs, expectations, and behaviors will be better placed to provide personalized service and increase value across the customer journey. This chapter introduces ways in which service has been redefined by technology, the benefits of technology to service organizations in terms of data and efficiency, and the importance of leveraging technology to enhance the customer experience.
