Service design - Introduction to service design

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SERVICE DESIGN Introduction to service design


CONTENT

Service Design? Key concepts Service design process Service quality analysis Â


SERVICE DESIGN?

Service Design is holistic, multidisciplinary, integrative field (Management, marketing, research, design) The purpose is to innovate new or improve existing services and to make them more useful, usable and desirable for clients as well as more efficient and profitable for the organising parties

thisisservicedesignthinking.com


SERVICE DESIGN? “Service Design is giving people what they want, the way the want it, when they want it”. – Paul Thurston “Service design is giving people what they didn’t even know they wanted, but when they experience it, it blends into their lives smoothly.” – Anouk Randag


SERVICE DESIGN?

Service design applies user driven approaches to cross the Customer Gap with services Tries to describe abstract and non tangible, complex processes in a tangible way for all of the service producers to understand in a similar way the vision, strategy and promise to the customer as well as the real life execution of the service


SERVICE DESIGN? Words of mouth communication

Personal needs

Past experiences

Expected service

Customer Gap Perceived service

CUSTOMER

Customer Gap Customer Gap Customer Gap

Service delivery (pre and post contact)

Customer Gap

Translation of perceptions into service quality specifications

Management perceptions of customer expectations

Parasuraman, Zeithaml, Berry (1985) The Integrated Gaps Model of Service Quality

External communications to customer

MARKETEER


SERVICE DESIGN?

GAP1 The difference between what customers really expected and what management perceived as expectations

GAP 3 The difference between service quality specifications and the actual service delivered to customers

GAP 2 The difference between management’s perceptions of customer expectations and the translation of those perceptions into service designs

GAP 4 The difference between the service delivered to customers and the promise of the firm to customers about its service quality

CUSTOMER EXPECTATIONS

BASIC GAP

CUSTOMER PERCEPTION


KEY CONCEPTS Service Design approach focuses on service offerings Customer journey illustrates how the customer perceives and experiences the service interface along the time axis It also considers the phases before and after actual interaction with the service The customer journey serves as the umbrella under which the service can be explored, developed and systematised


KEY CONCEPTS Customer Journey AWARENESS

RESEARCH

DECISION

8.000 10.000 9.500

Acknowledging the need for a product

Research

Choosing a model

PRE-PURCHASE

RES

ERV

PURCHASE

Comparing prices

Choosing a place to buy

POST-PURCHASE

ED

Reserving the car

Checkout

Getting the car

Receiving the following assistance/ warranty services


KEY CONCEPTS

Services happen over time (episodes) with service moments and across several touchpoints (contact points) Total service experience is made up from contacts with the components such as service channels, behavior, service gestures, information, space, products The components and their style compose the service style together with the leading idea of the service


KEY CONCEPTS EXAMPLE OF DIFFERENT TOUCHPOINTS WITHING SINGLE SERVICE INTERNET

ADVERTISING

WEBSITE

CUSTOMER SERVICE

WEBSITE

EMAIL

CONTRACT

MAIL

CALL SERVICE

BILL/INVOICE

WELCOME PACKAGE


KEY CONCEPTS The suitable design driver discovered through user needs and expectations along with the image aspirations of the company (brand) should become tangible in a service concept with a suitable service style (e.g. Dignified, casual) The service style is visible in the touchpoints It can be experienced also with the behavior of the staff and how the functional / technical interaction is planned to happen


SERVICE CONCEPT AND SERVICE PACKAGE

Single company’s services often function in the middle of a network of many other companies’ services and they build the service Experience together Grönroos 2007


SERVICE DESIGN PROCESS

1.  Understanding and mapping the context 2.  Profiling the users 3.  Generating service solutions, making the service tangible 4.  Filtering, concepting 5.  Prototyping and testing 6.  Explaining and Realising


SERVICE DESIGN PROCESS EXPECTED SERVICE

Brief, drivers

Requirements

Prototype

ITERATIVE PROCESS

Mapping Understanding

Profiling Scenarios

Concept Evaluation

Testing Realising

PERCEIVED SERVICE service-design-network.org


SERVICE QUALITY ANALYSIS Organisation value, resources needed, profitability = business value, other values

Client/user value, drivers, needs both functional and nonfunctional

Stakeholder value, what is the value for stakeholders to take part in the service package?


SERVICE DESIGN PROFESSIONALS

Service Designers visualize, formulate and choreograph solutions that are not yet available They watch and interpret needs and behaviors and transform them into potential future services In the process, exploring, generating and evaluating approaches are used to redesign existing and develop new innovative services


SERVICE DESIGN TOOLS

www.servicedesigntools.org


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