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Service process optimization is conducive to the innovation of enterprise services, but the poor logic design of multiple touchpoints can easily lead to problems in the service process, such as scattered layouts and repeated paths. Aiming at the promotion of service innovation and user experience, this paper takes the optimization of a single service touchpoint as the prerequisite and proposes a service process optimization method based on service touchpoint association and the design structure matrix (DSM). The association of service touchpoints is categorized into two types, namely, noncoupled and coupled association. The DSM is used to describe the two types of association between service touchpoints, and the matrix operation is used for modular identification and layering of the two kinds of association. Finally, through the above steps, the problematic service process was replanned. By using the service process optimization of a new retail convenience store as an example, the service process is divided into 6 relatively independent modules, and the order of module execution is arranged. Moreover, the optimal service process of the convenience store system is determined, and the method is verified to be feasible. Through optimization both from single service touchpoint and service process modularization, the study provides a reference for process optimization of the complex service system.

Complex Service Process Optimization Based on Service Touchpoint Association and the Design Structure Matrix