Service Design: A Customer Experience Discipline Not to be Missed

More and more businesses are seeing the benefits of creating a greater and more seamless Customer Experience (CX). The success of your business is dependent on customers and even the slightest frustration along a customer experience journey can lead to brand abandonment and have a significant impact on the bottom line. However, when it comes to actually putting customer experience into practice, we start to see some disparities.

customer-journey-hike-sqr.jpgToday, internal customer experience professionals need a lot of ammunition to do what they do best, but, it appears as though they may be missing out on one of the key customer experience areas – Service Design.

Service Design Boosts Business and Customer Engagement

Customer experience professionals normally face three issues:

  • Gaining effective business support
  • Changing the ideas and practices within larger or complex organizations
  • Engaging Customers

However, service design allows them to resolve all these issues.

One of the things required of a well designed customer experience is that it deal with the emotions of customers. This includes everything from excitement to frustration. Apart from that, customer experience must also be focused on business logic, which can be found manifested in the various systems and processes that are used to offer services to the customer.

Good customer experience needs to stay fixed on these areas in order to be holistic. Service design helps customer experience experts craft the stories needed to inspire or motivate customers, leaders, and staff with the structure and analysis required to meet business goals.

Transparent business goals are the foundation of a business scenario. Each business scenario has a set of key concepts that need to be accepted, guided, constructed, and interpreted by the business or company. This must be done before the business starts implementing them across the organisation.

Filling Up the Gaps

The discipline of service design is a practical one. The objective is to make sure that customers enjoy real benefits and that businesses meet their goals. This approach is quite different from what has been followed traditionally.

Service design helps create specifications and concepts using customer insights in order to craft a better customer experience. Service design deliverables serve as tangible and practical designs that tell businesses how to offer better service.

For instance, service design focuses on the core priorities of a business. Whether it’s cutting costs or boosting sales, the goals are clearly defined using service design. Also, the options that allow businesses to achieve these goals provide a picture concerning the parameters and scope for a service design. In turn, the business scenario offers the clarity needed to channel sponsorship and support.

Service design also increases engagement from various corners of the organization through the use of working sessions that are visual and creative.

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One of the CX challenges that customer experience experts face is that they need to use customer experience data and insights towards creating change. This effort requires a lot of engagement from various business areas. With service design, this is done easily. Customer insights are used to engage the stakeholder’s logic and emotions and prepare them to respond using tangible ideas within their respective areas of expertise, while still meeting the greater objectives of the entire organization.

These are just some of the benefits of service design. Service design is a function that works across multiple areas and allows organizations to look at things from the customer’s perspective and eventually, as reality.



Photo credit: Andrew Hitchcock

Brad Arsenault

Written by Brad Arsenault

Brad is the Head of Marketing at Fifth Quadrant. For over 16 years he's worked across digital marketing and content production. He actively publishes content on LinkedIn and Medium.

Topics: Customer experience customer centric customer service

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