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.
Discover Touchpoint Vol. 10 No. 1 - From Design to Implementation
Touchpoint Vol.10 No.1 is out! With this issue of Touchpoint, we celebrate a milestone tenth year of publication! And rather than choosing a simple theme, we decided to tackle one of the trickiest problems of service design: How does service design continue delivering value through to implementation? In other words, what happens after that second diamond?
Join us this year, to explore 'Designing to Deliver' at the Service Design Global Conference October 11-12, 2018 in Dublin, Ireland. A wide range of conferences passes tailored to your individual needs – for Professionals, Students, Corporates, Public Sector Organisations, SDN Members and those who want to become such – are available.
Looking for getting trained to gain high level knowledge and skills about service design in a professional and state-of-the-art approach? Then check out the upcoming events by our SDN Accredited Service Design Trainers taking place all around the world and book your seat!