Service Design is a practice of innovating (creating new) or improving existing services through research, developing ideas and testing customer experiences. It is all about making services we deliver more useful, usable, desirable and enjoyable for clients. Every touchpoint within the client’s interaction with a product or a service is designed to deliver experiences based on the brand’s promise, and to respond to customer needs and expectations. It is both a creative and analytical methodology to improve and innovate service offerings and to innovatively design new ones.
Thinking like a Designer can transform the way you develop your visual communication, products, services, processes, strategy, or the way you solve your organisation problems. Designing a service around customer experience means applying best practices to the design and prototyping process to deliver an intuitive, simple and enjoyable service. Design and design thinking are poised to transform our economy in the 21st century like science and technology did in the last century. Service Design helps to innovate (create new) or improve (existing) services to make them more useful, usable, desirable and enjoyable for clients, and efficient as well as effective for organisations. It is a new holistic, multi-disciplinary, integrative field.
When service design thinking methodology is applied a service is designed around end to end customer experience rather than around the process flow. A key principle here is to integrate service end-users into the design and prototyping process that will help to fine-tune a service model and deliver an intuitive, enjoyable and empowering customer experience.
Business Value of developing Service Design capability:
Customer Journey Map is used as one of the main tools shared across service design. It captures customers emotions and experience throughout the service model. It also helps to ideate the future aspirational customer experience. Every touchpoint within the client’s interaction with a product or a service is designed to deliver experiences based on the brand’s promise, and responding to client needs and expectations.
Scale, adaptability, agility and innovation. In today’s volatile and rapidly chaining world, these are essentials that every company needs to grow and to remain relevant. Service design thinking that is focus on customer perspective and user experience is a real game changer and a raising new big direction across many industries. More and more we realise the necessity to become customer centric as opposite to process centric. In fact companies are seeking balance between excellent lean processes and excellent customer service. Driven by adaptation of new digital technologies services are being designed around customer needs and experience fusing digital and physical environments. Service Design methodology is entering service world the same way as Lean/ Six Sigma/ Operational Excellence was entering services world 7-8 years ago.
…Because people have a computer or a smartphone in their hands at any given second, the individual moment they’re in is now the most important part of their customer journey…Across the entire customer journey, every touch-point is a brand experience.
Great client experience design is about injecting purpose and empathy into everything a brand does. Numerous research has shown that over 70 percent of buying experiences are based on how clients feel they are being treated—and a large part of that has to do with showing the client we (as the brand) care about them, and value their business. Because in a world where physical and virtual environments rapidly converge, people have a digital device in their hands at any given second, and the individual moment they are in is now the most important part of the customer journey. Across the entire customer journey, every touch-point is a brand experience.