Service Design
by Nicolaj Nørgaard Petersen. Average Reading Time: about a minute.
Service design is a design specialism that helps develop and deliver great services. Service design projects improve factors like ease of use, satisfaction, loyalty and efficiency right across areas such as environments, communications and products – and not forgetting the people who deliver the service.
Services are systems of value creation. Producers and users of services have to work together to create the best service experience they can.
Why not..
.. Make customer complaints an asset? Respond promptly, understand the customer’s problem, solve it and create a database of customer complaints to serve as inspiration for product and service innovation. Turn complaints into assets!
.. Involve customers to support each other? You know everything about your product, but customers know everything about how products are used. Form a community of customers to share knowledge about how they use your products and help them support each other in case of problems. Your customers will benefit more from your products; you will learn more from them and your hotline support will be complemented by customers with real-time experience.
.. Invite customers to tell you both good and bad stories? Create a community (social network) of customers. Show them that you appreciate their stories, good and bad. Share good stories widely and add a happy ending to bad stories by dealing with the problems promptly and efficiently. Use the knowledge about customer experiences as input to your innovation process.
.. Invite customers to innovate with you? They will gladly tell you how you could make your products more valuable and attractive to them. Show that you are responsive by sharing good stories with everybody.
.. Drop Focus groups – make everybody your focus group? Why only base your product and marketing decisions on a few focus groups of, say, 10 people each? Why not involve everybody by posting your ideas in your customer community and asking for reactions.
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