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Strategic Service Design

Posted by Danielle MacInnis on 7 April 2015


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 competitorsand 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.


Humanising services is about creating those purposeful touch points that become those memorable moments for your ideal customer  and position your brand head and shoulders over any alternative. It is based on the principal of don't tell me, show me and emphasises the important of designing a customer journey that is alive, interactive and delivers every time.
Strategic service design workshop from MacInnis Marketing

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.

Learn more in our workshop outline



Author: Danielle MacInnis
About: Dan is a customer centric marketer and the owner of MacInnis Marketing a company that creates sales and marketing systems to attract customers and employees to companies that they love.
Connect via: Twitter Google+ LinkedIn
Tags: Customer Centric Marketing

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