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
CONTRACT
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