The Trajectory Touchpoint Technique: A Deep Dive Methodology for Service Innovation

This article introduces the trajectory touchpoint technique (TTT), a service design methodology that harnesses customer experiences for enriched understanding of value throughout multilevel service components to ultimately increase innovativeness. We detail the design and development of the TTT using design science research, a goal-oriented methodology that produces robust and practical solutions to organizational problems. We demonstrate the TTT’s practical utility through collaborations with different organizations (n = 9) and diverse service users (n = 240). We show how the TTT is an easy to use methodology that enhances understanding of value creation and illustrate its benefits with concrete examples of innovations to service encounters, the service system, and the value constellation. We reveal how a service design methodology can be the bridge between the theoretical standpoint of S-D logic’s perspective on value cocreation and the practical tools and techniques required to operationalize it.