The Digital Service Model consists of three layers: functional, rational, and emotional. Functional studies whether the path from question to solution exists at all on the website; rational covers the simplicity of the path. Emotional scores the feeling customers have during the process of solving a service question, and to what extent their feelings are positively influenced during their journey.
Based on these themes we assign a Digital Service Score to the service performance on different tasks. There are also sub-scores for Channel Preference, NPS and CES.