Service Design for Business

Introduction vii Chapter 1 Why Service Design 1 Three Trends That Make Service Design Relevant Today 2 Use Service Design to Deal with Business Ambitions and Organizational Challenges 4 Key Concepts 7 Chapter 2 Foundations: Three Critical Factors in Service Design 15 Movement 17 Structures 32 Behavior 44 Challenges 50 Chapter 3 The Customer Story: Understanding Customers Better Provides the Basis for Customer-Driven Service Improvement and Innovation 53 Get the Basics Right and Achieve Customer Experience Excellence 54 Prevent Customer Irritations and Failures 62 Engage Customers Effectively 70 High-Impact Customer Innovations 78 Chapter 4 Business Impact: Designing a Service around Customers’ Needs Provides a New Way to Address Age-Old Business Challenges 87 Innovate New Business Concepts 88 Becoming a More Digital Business 96 Achieve Higher Customer Performance 106 Successful Launch and Adoption of a New Product or Service 117 Chapter 5 Organizational Challenge: Using Customer Centricity to Move Your Organization Forward 125 Foster Internal Alignment and Collaboration 126 Deliver Better Staff Engagement and Participation 134 Build a Customer-Centric Organization 141 Building a More Agile Organization 151 Chapter 6 Tools 161 Customer Profiles 162 Customer Insights 164 Customer Journeys 166 Customer LifeCycles 168 Cross-Channel Views 170 Service Scenarios 172 Organizational Impact Analysis 174 Creative DesignWorkshops 177 Acknowledgements 181 Index 183