Why do strategic service design?
We help companies develop more profitable customer relationships by delivering better customer experiences and by designing better customer journeys.
If you want a point of different that sets you apart then strategic service design is the answer.
So much of a service is intangible. Compared with a tangible product, a service can be much harder to differentiate from its competitors—and more difficult to ensure consistent and high-quality customer experiences. Strategic Service Design is a holistic way for you to show how empathic you are to your customer needs. It is a practical but creative way to improve your services and innovate new ones. Strategic Service Design is all about making that customer journey tangible.
Strategic Service Design was created out of my interest in Service Design.
Service Design is an interdisciplinary approach that combines many different tools and disciplines. It is evolving as an approach and a new emerging field. The five principals of *Service Design thinking are:
- User Centred – the services should be experienced through the customer eyes
- Co-creative – all stakeholders should be involved in the service design process
- Sequencing – the service should be visualised as a sequence of interrelated actions
- Evidencing - Intangible services should be visualised in terms of physical artefacts
- Holistic – the entire environment of services should be considered.
*Note: from This is Service Design Thinking book.
Thus, Service Design is a philosophy or a way of thinking. I have taken this practice and created Strategic Service Design. It is based in innovating services to make them more useful, usable, desirable for us. It is a multidisciplinary integrated and holistic way to show empathy to the user. The reason I really resonate with this approach is, ultimately value is not just tied to the deliverable of a service but the ultimate value is tied to the how of the delivery as well. We are emotional beings and we make decisions based not just on a service ticking rational needs, but out emotional needs as well.
This approach can provide great services and customer experiences. I love 31 Volts service design definition.
“When you have two coffee shops right next to each other, and each sells the exact same office at the exact same price, service design is what makes you walk into one and not the other.”
It is this strategic service design approach that integrates so much with my customer centric marketing approach.
Customer Centric Marketing includes the process of strategic Service Design. It has a few key steps.
MacInnis MacInnis approach to workshops uses this philosophy or practice. Here are some resources we use:
- Mltcreative is a company that has a template called upclose and personna and it does just this!
- Customer Journey Cavas by This is service design thinking website
- Customer journey maps in Prezi
- Employee and Customer Feedback Surveys
- Value and Culture assessments – Humanise the book
- Madpow – building a culture
- Dan Pink – Creating a purpose driven business
- Outside In – Book about creating the customer at the centre of your business
We have a number of workshops available including:
- Value setting – the how we do it here
- True North – setting your goals
- Personal Branding
For more information go here.