Service design is key to creating economic value in todays economy.

Service Design
COMMODITIES Value = 2 to 3 per bean

The evolution of economic value

Extracting Making

GOODS Value = 10 to 15 per bean

SERVICES Value = 50 to 1$ as a cup of brewed coffee

Customizing Goods

EXPERIENCES Value = $2 to $5 as a hand-crafted drink enjoyed in a unique atmosphere

Customizing Services
Tools for understanding customer behavior
Customer Journey Mapping
Customer journey maps take a holistic view of how your customers interact with your company across all touch points. Use them to identify opportunities to make their experience better.

Design Personas

Design personas are specific portraits of each type of customer who buys your products. Use them to understand who youre designing for and what they want.

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Service design: a disciplined, designed approach

The Service Blueprint
Service blueprints help companies deliver exceptional customer experiences on a consistent basis. Use them to design your services just like youd design a product.
CUSTOMER DELIVERABLES CUSTOMER INTERACTION TOUCH POINTS

BACKSTAGE OPERATIONS

SUPPORT PROCESS

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Sources

Identify processes What will constitute a service?

Isolate fail points Where could things go wrong?

Establish the time frame How long will it take to provide the service?

Analyze profitability If you provide the service, will you be profitable?

Use service design to learn about customers and develop consistent, exceptional customer experiences.

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Infographic created by www.4imprint.com, based on the . Download Blue Paper at: Service Design Blue Paper http://info.4imprint.com/bluepapers/service-design/

Pine, Joseph. "Joseph Pine: What Consumers Want." TED: Ideas worth Spreading. TED Conferences, LLC, Jan. 2009. Web. 25 Mar. 2013. <http://www.ted.com/talks/joseph_pine_on_what_consumers_want.html>. Manning, Harley. "Customer Experience Should Be Part of Your Business." Harvard Business Review. Harvard Business School Publishing, 29 Aug. 2012. Web. 26 Mar. 2013. <http://blogs.hbr.org/cs/2012/08/customer_experience_should_be.html>. Mulder, Steve, and Ziv Yaar. The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web. Berkeley, CA: New Riders, 2007. Print. Shostack, G. Lynn. "Designing Services That Deliver." Harvard Business Review. Harvard Business School Publishing, Jan. 1984. Web. 26 Mar. 2013. <http://hbr.org/1984/01/designing-services-that-deliver/ar/1>.

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