Using Service Design to Power Your Customer Experience Improvement Program
Companies are awakening to the new reality in which their brand isn’t what they say it is; it’s the cumulative experiences people have with a company.
Companies have lost control of their brand—if they ever had it. Brand is now what customers feel, think, say, and do about the experiences they have with companies. As a result, customer experience improvement is more important now than ever. How can forward-thinking businesses improve their customer experience?
At our 6 April meetup, Sean Walsh proposed that “if delivering an exceptional customer experience is your destination, service design is a vehicle that will get you there.” This is because service design aims to improve “the interaction between service provider and customers” “so that the service is user-friendly, competitive and relevant to the customers.” In order to ensure their viability, service design also ensures that services are “sustainable for the service provider.”
Sean introduced the service blueprint, a key tool of our trade. The service blueprint follows the customer journey from left to right. From top to bottom, it shows the actions of not only the customer, but also the “front stage” personnel, supporting personnel, internal processes, and internal systems. A good blueprint clarifies complex systems through straightforward visual communication. As a result, stakeholders can identify issues in the customer experience, quickly trace their root causes within the organizational system, and make changes for improvement.
2017 Service Design Award Winners Announced at SDGC17
The much anticipated, third Service Design Award ceremony was a huge success, taking place from November 2-3 in majestic Madrid. The ceremony and Service Design Award finalist exhibition were key highlights of the 10th Anniversary Service Design Global Conference.
Over the last three months the Canadian Chapter of the Service Design Network has been hard at work: (1) putting in place the necessary infrastructure to administer the chapter, particularly challenging given the geographic span of Canada; (2) promoting the chapter and supporting local events; and (3) planning our first major multi-city initiative. What follows is a detailed accounting of each of these areas.