SDN Team
Author - SDN Team

We asked leading practitioners giving talks and workshops at the Service Design Global Conference to answer the 3 key questions. Today we asked Daniel Ewerman, a writer, service developer, entrepreneur at Transformator Design, to give us his take.

1) Can you explain what service design is? And how your company implements it / uses that field?

Service design is a design method (an approach) in order to become customer centric. It’s used to improve the relationship between the organisation and their customers but also to improve the relation within the organisation.

Transformator Design is helping organisations to become customer centric. We help organisations to understand customers’ needs and transform the organisation accordingly in order to become relevant, profitable and reduce costs. 

Custellence is a software system to create ownership of the customer centric change plan. It’s used to keep focus on the customers in the continuous improvements.

2) What do you believe is the greatest opportunity for your company using service design? 

We interact with service providers’ daily and by helping organisations to adapt to human needs will in the long run create a better society. It’s proven that happy customers are profitable and empathy is probably the biggest competitive edge you can bring to a business in the coming years.

3) Can you share three tips for implementing service design in their own practice? 

1.     The connection between the organisation and the service design deliverables, such as customer journeys, customer insights or service concepts, is essential for a successful implementation. Service design must be a crucial part of everyday life in the organisation and can’t live a parallel life of wonderful "what if". It must be prioritised! And you must understand how everything is connected. For example how is the customer journey connected with the internal processes and channels?  It’s complex but you need to have the big picture in order to get result.

2.     The organisation must have ownership of the change and fully commit to the change. And there is only one way of doing it; they must understand the needs that everything is based on. Commitment of internal stakeholders is crucial and along comes distribution of mandate and budget.

3.     You must have the whole picture. Many organisations are facing the challenge to explain why they need to change, many departments (and people) do not understand their role in a bigger change plan towards a better service offer and customer experience. That’s why it’s so important to have a service map and to visualise how it’s all connected.

 

Figure image

Daniel Ewerman is an industrial designer who started designing customer experiences and now calls himself a writer, service developer, entrepreneur and passionate advocate for customer centricity. A year ago Daniel wrote a book, Customer Experience – why some organizations succeed and others do not.

 

Read Daniel 's full biography here.

And find out more about his SDGC16 talk Finding the New Business As Usual here.

 

 

 

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