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.
7 ways to keep your Madrid service design state-of-mind
New year, new chances – but let's not forget about 2017 just yet! It has been a great year, filled with great examples of service design. We've seen a lot of these cases during SDGC17. Let's look back on the annual Service Design Global Conference and find out how you can keep your Madrid state-of-mind – until SDGC18.
“Service Design at Scale” is the feature theme of the upcoming issue of Touchpoint. We invite you to become an author of Touchpoint Vol. 9 No. 3 and help to advance the service design field and its practices. Submit your abstracts till 19 December 2017 at 23:59 (CET).
The Service Design Award Annual 2017 will be a celebration of the very best in service design featuring what has been identified as the highest quality and most impactful work with case studies of the winners and finalists’ work from the first three years of the Service Design Award.