of sales in business depend on service design
of buyers are willing to pay for better service
of customers choose a store based on who serves them there
of companies that care about service earn more than their competitors
EXAMPLES OF SERVICE DESIGN
EXAMPLES OF SERVICE DESIGN
You arrived at the beauty salon. The security guard at the entrance did not greet you, the receptionist was unfriendly, and there was no waiting area.
In other words, the stylist has not even started working yet, but you already have a negative impression, as if you have been forgotten or are not welcome.
That is why it is so important to put yourself in the customer’s shoes and walk the entire path with them.
When you see two coffee shops, one next to the other.
They sell equally delicious coffee at the same price.
Service design is what will make you a regular customer of one coffee shop rather than the other.
Service design
This is a significant part of a long-term business strategy that substantially cuts marketing budgets
Business interest in service design is evident
A satisfied customer is a loyal customer who regularly makes repeat purchases and recommends the service to others because they are very satisfied
key indicators of business viability and success
These are repeat sales and purchases based on recommendations
Who will benefit from service design?
ENTREPRENEURS
Create a seamless customer experience in new or existing business ideas
GOVERNMENT AGENCIES
Improve people's quality of life and make the social support system customer-centric
DESIGNERS AND PLANNERS
Investigate and identify “pain points” in the user interaction scenario with the service
PRODUCT MANAGERS
Suggest product improvements based on real human experience
WHAT TYPES OF SERVICES DO I OFFER?
CUSTOMER EXPERIENCE AUDIT
Conducting customer experience research and studying company processes. The result of this stage will be a customer journey map (CJM). The CJM shows all stages of customer interaction with the product, problem areas in the service, and identifies potential for improvement
Creating a customer-centric culture in the company
1. Diagnostics – determining the level of customer centricity of the company
2. Training company employees in service design
3. Tracking and supporting projects, including in the accelerator format
SUPPORTING THE IMPLEMENTATION OF THE COMPANY’S CULTURAL SERVICE CODE
Conducting training for trainers on service design. Implementing a service vision in the company.
service design principles
service design principles
HUMAN-CENTERED
Main focus on people’s needs and their user experience
CONSISTENT
The service is designed within the structure of various stages of the user journey
HOLISTIC
The service includes the entire experience, including the context of service provision
CREATED IN CO-CREATION
Involvement of all stakeholders in the process
EXPERIENCE CONFIRMS
By visualizing the entire customer service experience, making it tangible
service design stages
service design
stages
This stage is devoted to data collection and working with sources of information. The result will be a set of confirmed hypotheses that will form the basis for the decision
Collecting and structuring research results. Creating a customer journey map, which allows you to analyze the entire customer experience and understand where exactly the pain points and difficulties arise
The goal of this stage is to gather a large number of ideas; the solution usually emerges from a synthesis of options. Then, several ideas are selected and quick prototypes are created
Verifying the effectiveness of the solution. Conducting a series of interviews with customers and industry experts to understand how the solution works and whether any adjustments are needed
Once the hypotheses have been confirmed, it is time to develop a step-by-step plan for conducting the pilot and implementing the project. At this stage, a project blueprint is created (the blueprint connects service design with business processes by visualizing customer contact with internal government services), which will provide an understanding of what the customer journey will look like after the solution is implemented
As a result of their research, service designers identify areas in public services or business where rethinking and implementing new levels of solutions is required.
Prototypes are created for new solutions and tested with customers to ensure that these solutions truly eliminate and facilitate the resolution of real-life situations through high-quality interaction with public services.
