Service design


Back to services

We deliver real value by making smart use of networks of technology and people to simplify complex services and make them powerful for the customers. Services differ from products in that way that multiple touch points of interaction are involved and not only discrete objects. The term touchpoint refers to all of the contact points between the customer and the service provider, which involve an interaction with a human need in specific time and place. Each touchpoint is a message that literally “touches” a customer in some way. One of the key touchpoints for cutomer experience is the Atmospheric elements which cover all aspects of a consumer coming into contact with the store physically or digitally, and will activate any of the consumer’s senses, such as: sight, sound, touch, and smell.

The service experience is made up of the customer’s interactions with many touchpoints, and service quality can be defined by how well the touchpoints work together for the customer.

What should be taken into consideration in the service design process?

  • Who are the users/customers? What they need? When they need it?
  • Qualitative over quantitative research methods
  • Designing with people and not for people
  • Looking at different stages of the people’s relationship with the service (different journeys)
  • Minimaizing gap between expectation and experience

Key areas of service design

Front stage

  • User/customer journey
  • Chanel, touchpoints

Back stage

  • Process/operation, service blue print
  • Products
  • Information from client:List of possible interactions and touchpoints, former studies
  • Client cooperation:Provide subjects for interviews and role playing
  • Deliverables:Service blue print, journey summaries, channel summaries, individual touchpoints specification