5 critical concepts for service design

5 Critical Conceptsfor Service Design

June 2015

Copyright © 2015 Scriptura Engage

5 Critical Service Design Concepts


1Marketing

Intelligence

4The Customer’s

Demand

2Brand & Values

5Technology

3Efficiency &

Effectiveness

Marketing Intelligence


‘Service Design should rely on Big Data for

better communication with customers’

• Lively business dynamics

• Valuable customer feedback

• Market trend information

• Service Designers need real-time market info

Brand & Value


‘Service Design depends on the organization’s

brand and value consistency’

• Brand is an organization’s most valuable asset

• Core values are an organization’s DNA

• Consistent external and internal behavior

• Protected One-Voice communications

• All touch points in one general strategy

Efficiency & Effectiveness


‘Service Design needs more than automation

to deliver efficiency and effectiveness’

• Effectiveness is about timely communicating

relevant, accurate info & data and clear CTA

• Efficiency is about unburdening your

organization an your customers (and partners)

• Being effective generates being efficient

• It’s about the design of the User Experience

The Customer’s Demand


‘Service Design has become subject to the

customer’s demand’

• It’s the Age of the Customer (Forrester)

• The customer is everywhere (Mobile)

• The customer talks (Social Media)

• The customer knows (Internet)

• Ability to answer the customer’s multichannel

communications choice

Technology


‘Service Design should consider scaling’

• Start-ups are disrupting the markets due to the

technological evolution (3rd IT platform, EDI)

• Established businesses can react by:

Making standardization of processes more

sophisticated

Integrating internal user flexibility as well

• Improve service excellence by enabling high-

volume services (vs on demand vs interactive)

5 critical concepts for service design

Business