what value does service design provide for the business? course hero

What do you need to know when designing a service?

Associates (other organizations involved in providing the service – e.g., logistics) Processes (e.g., workflows used to deliver the service) You’ll need to define problems, iterate and address all dimensions of the customers’, users’ and business needs best in a holistic design.

What is the objective of service design?

The objective of service design is to formulate both front office and back office strategies that meet the customers’ needs in the most relevant way whilst remaining economic (or sustainable) for the service provider.

How to design a customer service solution?

Associates (other organizations involved in providing the service – e.g., logistics) Processes (e.g., workflows used to deliver the service) You’ll need to define problems, iterate and address all dimensions of the customers’, users’ and business needs best in a holistic design. To begin, you must empathize with all relevant users/customers.

What are the core values of customer service?

This is a customer service core value. When respect permeates your organization, you attract people who respect you. They respect themselves and their job. As a natural outgrowth of this, they have respect for the customer. It’s vital to have respect for the customer service department too.

From product orientation to service experience

Focus on customer service as a service circle around products is common sense for quite some time.

The value of service design

That’s where service design comes into play. Mat Hunter, former Chief Design Officer at the Design Council explains:

A holistic customer experience

I’d like to conclude with the following: when an organisation embraces service design, cross-disciplinary teams are being created, bringing together designers and many other professionals (such as marketing, sales, process, product and business specialists) inside the organisation to analyse, empathise, ideate and design every little interaction between customers and the entire organisation.

Invitation

Are you a marketing, innovation or business specialist and trying to embed this strategic thinking into your team or organisation? Join the Service Design Days in Barcelona and listen to insightful case studies and follow several intensive masterclasses!

Inge Keizer

Service design is becoming increasingly important within marketing departments, often being the central pivot when talking about customers and their interactions with the organisation.

Lija Groenewoud van Vliet

Thank you for going through the different point of views and characteristics of service design. I agree on getting the employees completely aligned on all levels. To realize the customer experience and find the conversation starter to take off, I would suggest that the process of solution outcome can benefit from insights from the world of art.

Inge Keizer

Yes, experimenting should be part of the process, leading to solutions (and experiences) that matter. tnx!

What is service design?

Well, that’s service design in a nutshell! Wikipedia explains it like this: Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between the service provider and its customers. Service design may function as a way ...

What is the difference between service design and product design?

The main difference between service design and product design is that services are intangible. Essentially, a service designer tries to make a company’s services better than its competitors by following a service design methodology. The aim is to improve how the service works in order to improve the customer experience.

What is Airbnb design 101?

Airbnb uses a platform to create a unique customer experience that previously wasn’t so widely available. People wanted to feel free in an apartment and have a unique experience without feeling held hostage in a hotel room.

How does a blueprint work?

A blueprint works on the business back-end on how a service works, how it will be delivered and where it fits into the customer experience. Prototype and test: Validate with prototyping, and be aware of biases that might be introduced into this part of the project.

What is a service blueprint?

Service blueprint: The service plan is a strategy originally used for service design and advancement, but has additionally found applications in identifying problems with operational effectiveness. The method was first described by G. Lynn Shostack, a bank exec, in the Harvard Business Review in 1984.A service blueprint is different from a customer journey map. A blueprint works on the business back-end on how a service works, how it will be delivered and where it fits into the customer experience.

What is the purpose of a designer?

Designers seek to understand the needs and desires of the people who will use a product or service by spending time with them . This approach ensures solutions are both fit for purpose and desirable to the people who will use them. By focusing on human stories and insights, designers build empathy for users, and ensure that the ideas they develop are wholly relevant.

What is an example of outstanding service design?

Apple is a great example of outstanding service design.

How to promote a value?

The best way to promote a value is to lead your team by demonstrating and modeling that value yourself. Then, correct people who disregard your values — whether they are management, staffers, suppliers, or even customers.

How to express your values as a leader?

As a leader, it’s your responsibility to express your values through your actions and words through public statements and inter-office communication. If your values are to make a real difference to your company, you must exhibit sincerity and dedication over time.

What does it mean to be accountable to your customers?

Customers turn to them when problems arise. Accountability means that your agent takes responsibility for the issue and does their best to fix it.

How to encourage authenticity in a business?

Encourage authenticity by asking for your staffers’ input and welcome their contributions. Ask them to express themselves and show interest in who they are as a person. Then, when the customer calls, they’ll reflect that attitude.

What is the basis of good communication?

Trust is the basis of good communication. It means telling the truth, even if you’ve made a mistake. After all, everyone is human. Errors are inevitable. The key is to own up to it and do your best to fix it. Making mistakes in the right spirit increases customer loyalty.

Why do you need loyalty to flow?

Loyalty must flow both ways if you are going to earn it from your staff and customers. When your team sees that you value them as people (not just task-performing robots), you’ll get the best they have to offer.

What are the principles of service design?

Marc Stickdorn and Jakob Schneider, authors of This is Service Design Thinking, identify five key principles—for service design to be: 1 User-centered – Use qualitative research to design focusing on all users. 2 Co-creative – Include all relevant stakeholders in the design process. 3 Sequencing – Break a complex service into separate processes and user journey sections. 4 Evidencing – Envision service experiences to make them tangible for users to understand and trust brands. 5 Holistic – Design for all touchpoints throughout experiences, across networks of users and interactions.

What is Service Design?

Service design is a process where designers create sustainable solutions and optimal experiences for both customers in unique contexts and any service providers involved. Designers break services into sections and adapt fine-tuned solutions to suit all users’ needs in context—based on actors, location and other factors.

What is a service blueprint?

Service blueprints (elevated forms of customer journey maps that help reveal the full spectrum of situations where users/customers can interact with brands)

Why use agile development?

Use agile development to adapt to ever-changing customer needs.

What is holistic design?

Holistic – Design for all touchpoints throughout experiences, across networks of users and interactions.

Connect to Real Business Results

Now that we’ve talked about what makes a great insight, we need to dive into how exactly you can connect that to business results.

Step Outside of the PPC Bubble

This point goes along nicely with the previous one. Not only do you want to connect to business results, but you want to look for learnings and insights that may impact other channels or areas of the business.

Unique Tool & Process Development

In my particular role at Hanapin, this is my favorite way to provide value to my teammates and their clients.

Have a Plan to Execute

When delivering recommendations based on your expert analysis, it’s always a good idea to have a plan to execute said recommendations. Remember that old saying “a goal without a plan is just a wish”? That applies here.

Be A Good Partner & Establish Yourself as the Expert

One critical thing that is easy to forget is that you are the expert. Your client, boss, etc. has hired you for a reason, and is leaning on you to use your expertise to give a recommendation. Know when to push back, and don’t be a yes man. No Means No.

What You Should Take Away From All of This

We’ve gone through a lot in this article, and kudos to you for following this thing through to the end.

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