When we think to adopt SST (Self Service Technique), the customers will become the “partial employees”.

The selection and ability of the customers in services will make changes in the strategy. The customer role
will change as they will contributors to quality, satisfaction and value. The firm needs to decide what they
want to achieve through the SST (competitive advantage, cost savings, revenue growth, etc.). They need
to strategize on how the customers can be taught regarding the benefits of producing services on their
own. They need to plan how customers can be motivated to try SST. How can they be made to understand
their role and to analyze whether the customers have the capability to perform the role. The company
needs to identify are they ready to accept newer technology and should also identify is there any segment
which is more ready to use the technology than others. They must also plan how to involve the customers
in the design of service technology. How should they educate the customers and what kinds of incentives
will be needed to attract them? The company need to consider the feedback from users before making
any changes. Lastly, if SST fails, they must also plan how to gain the confidence of the customers.