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Service Design is a methodology created as a response to the growing expectations of contemporary consumers and the changes that business has undergone in the last century.
That is mainly due to the growing importance of the Internet and digital transformation. Clients are well aware that they have a real influence on the design of the new services. They also know what technological opportunities are available in today’s world and want to use them.
Many companies use Service Design to improve the customer experience and, at the same time, further develop their organizations.
Take a look at our article about User Experience Design.
Find out what the term Service Design actually means according to the best experts in the field.
Companies that take proper care of their Customer Experience observe a 10-15% increase in revenue, a 20% increase in customer satisfaction, and a 15-20% reduction in costs. Are you wondering how to achieve that? Designing services, or Service Design, is precisely what enables the improvement of customer experience and, at the same time, the development of your organization.
However, before we move on to the definition of Service Design, it is worth introducing two other concepts that will prove to you that Service Design is something your company needs.
Those definitions were developed by experts from Socjomania.
Service Design is a fairly young methodology, but many organizations have tried to develop their own definitions due to its great popularity. It is also related to the fact that the Service Design process can be used in different business areas.
Service Design Network is an international organization dealing with promoting the idea of Service Design and bringing together the best experts in the industry. According to their definition, Service Design is the activity of planning and organizing people, infrastructure, communication, and material components of a service to improve its quality and the interaction between the service provider and customers.
UK Design Council, a non-profit organization that advises the British government on design issues, does not focus on the definition itself but rather on the purpose of Service Design. It is creating services that are useful, efficient, and desirable.
In turn, P. Boag, a consultant for Service Design and User Experience (Service Design vs. User Experience), claims that Service Design results from changes in the behavior and expectations of today’s consumers. Therefore, each client’s interaction with the company should be designed in such a way as to provide a top-class experience. And Service Design makes it possible.
According to Socjomania experts, Service Design is a methodology that supports the creation, optimization, and improvement of services in a user-oriented approach. The use of the Design Thinking method is also crucial in the whole process.
In fact, none of the above definitions is better or worse. All of them offer the complete picture of Service Design as a methodology enabling the creation of services that respond to the needs of today’s consumers and ensure maximum efficiency for organizations that provide them.
To better understand the Service Design process, it is not enough to know a few definitions. Understanding the principles that play a paramount role in service design is also very important. Marc Stickdorn and Jakob Schneider present these in the book “This is Service Design Thinking.”
Although Service Design has many definitions, the most important thing for you should be the results that you can achieve thanks to it. It can be the optimization of Customer Experience, but also an improvement in employee experience and, of course, an increase in revenues. There are many possibilities – it all depends on your goals and the challenges your organization is facing.
Remember that Service Design can be used to design any processes in which the user’s experience is the most important.
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