Self-service is everywhere. Without realizing it, you are daily user of self-services. In some cases, self-service has become so part of daily routines that you don’t even consider it to be nothing else than normal way of act. Nowadays, when digitalization (of everything) is ongoing it is even harder to understand that when you are using self-service concept.


Evolution of self-service

If we take a peek to the evolution of grocery stores. It started with small stores where customers were served and supervised all the time. Then came supermarkets and hypermarkets which allowed customer to pick the goods himself and the goods were charged in checkout. This were the first visible step of self-service. Recently, we have seen transformation of picking the products to online and charging can be done in self-checkouts and online. Good examples of these kind of concepts are Ikea’s Click&Collect or Prisma’s Foodie Click&Collect. These both also supports self-checkout in stores.

So, I would say that digitalization brought new evolutionary step with some predefined strategies but it is up to you where and how to utilize it.


Along with digitalization came multi-channel, omni-channel, cross-channel strategies

Currently we recognize four strategies that can define how to serve customers. Some strategies can be considered obsolete, though those are still used.


  1. Single channel – Company serves customers from single channel.
  2. Multi-channel – Multiple independent channels.
  3. Cross-channel – Multiple channels can be used simultaneously. Customer is shared between channels even the channels work partly in silos.
  4. Omni-channel – Multiple channels offering seamless user experience across the channels.


Nowadays, most companies are pursuing towards operating models that provide customer with a diverse and seamless user experience. It can also be said that customers are more demanding.

Although the choice of strategy is not directly related to self-service concepts, it plays a significant role while setting implementation requirements.


Selecting correct way to implement digital self-service to your business

To get all out of self-service, your first priority is to learn and listen needs of your business. This may sound like an obvious thing, but contains some very important steps that cannot be put aside. Missing some of the important aspects in design may lead to non-functioning concept.

Process of learning is always customer specific and suitable for people involved. We strongly recommend use of professional facilitator.

Our tips for the learning process:

Business requirements

  1. Define your business needs
  2. Define your target/goals
  3. Know your customers and how they are affected
  4. Define your targeted operational model

Technical requirements

  1. Define current state
  2. Define users and use cases
  3. Define non-functional requirements and limitations
  4. Define functional requirements and limitations

After crystalizing the vision, you can start planning the implementation project.

If you are unsure about how such a process should be performed and what its end result should be, you can contact us and we will support you throughout the process. We have professional facilitators that can orchestrate your learning process and our architects and designers easily transform your business needs to technical descriptions and visualized concepts.


Want to know more? We are here to help you on your journey to successful digital self-service.

This is a second part of a blog series about Digital Selfservice. Read more: Digital self-service – new possibilities for business developers.