Service Design and Delivery

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Framework Primer
Service Design and Delivery
Presentation created by
CUSTOMER-
CENTRIC
ELEMENTS
PROVIDER-
CENTRIC
ELEMENTS
ExecutionEmpathy
Engine-
ering
Economics
Experi-
mentation
Equiva-
lence
Engage-
ment
Elegance
Expecta-
tion
Emotion
CUSTOMER
DELIGHT

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Contents
Overview
Core Principles
Elements of Customer Delight
Templates
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Presentation Overview
The Service sector operating models were adapted from manufacturing, where the value of
customer interactions weren’t emphasized or measured.
Service Design is the art of designing great experiences for the customer
to achieve Customer Delight, benefiting customers and our organization
Service Design is the process of planning and organizing people, infrastructure, communication, and
material components of a service in order to improve its quality and the interaction between the
service provider and its customers. In other words, Service Design is the art of designing great
experiences for the customer—thus attaining Customer Delight.
If a service is well-designed, the service will be user-friendly and relevant to the customers, while
being sustainable and competitive for our organization.
There are 5 principles to great Service Design and Delivery:
Additional topics discussed in this presentation include the 10 Elements of Customer Delight,
Technical Excellence, Customer Experience, and Customer Experience Journey Design.
1 The customer is always right—assuming the customer is right for us.
2 Don't surprise and delight customers—just delight them.
3 Great service should not require heroic efforts by us—or the customer.
4 Service Design and Delivery must be coherent across all platforms.
5 We're never done--anticipate, create, innovate, iterate, and repeat.

Service Design is the bridge between Strategy and Customer Experience
Service Design Philosophy
Service Design is grounded in our organization’s identity, capabilities, and planned
competitive path.
Service Design is the bridge between Strategy and Customer Experience. Service Design is successful when
we delight the customers we have chosen to serve and advance our strategic goals at the same time. There
are 3 key ideas at the core of the Service Design philosophy:
1
Service Design starts with what we, as the seller, wants.
It is about delivering on our promise to customers per our strategy—not
succumbing to all the wants and wishes of the customer.
2 Service Design is proactive.
It isn’t reactive. It involves choices, actions, and consequences.
3 Service Design create consistency.
Consistency isn’t an accident—it occurs by design.

Customers are looking for a great experience—and experiences are
journeys that need to be carefully designed
Customer Experience Journey Design
If we’re designed for service, we will naturally all the behaviors required of good customer
experience—including elements of intention, attention, and culture.
To understand Service Design and its delivery, we must realize that customers are looking for a great
experience. Experiences are journeys—and journeys are designed
INTELLECTUAL JOURNEYS
For instance, a consulting engagement
PHYSICAL JOURNEYS
For instance, a train ride from New York
City to Washington DC
TEMPORAL JOURNEYS
For instance, a 20-year relationship with
your doctor
We need to carefully analyze
and design every stage of the
customer journey, particularly
all customer touch points.
Each touch point is an
opportunity to engage (or
alienate) our customer.
Experiences can happen over time or space. They are journeys, which can take 3 forms:

Great Service Design is founded upon both Technical Excellence and
Customer Experience
Dimensions of Service Design
Great Service Design is similar to great Industrial Design, which seeks to attain both
excellence and efficiency simultaneously.
Great Service Design succeeds on 2 dimensions simultaneously: Technical Excellence and Customer
Experience.
CUSTOMER EXPERIENCE
TECHNICALEXCELLENCE
GREAT
SERVICE
DESIGN
Service Design views
Customer Satisfaction and
Cost Management as
complementary goals, not
contradictory or trade-offs.
If we don’t have good
design, then we are more
likely to base decision on
cost, rather than value. This
is because it becomes
harder to recognize the
difference between
spending and investing
money.

Contents
Overview
Core Principles
Templates

A successful Service Strategy is built upon 5 core Principles of Service
Design and Delivery
5 Principles of Service Design and Delivery (1/2)
The 5 principles of good Service Design and Delivery will help us develop Service Design initiatives, evaluate
proposals and programs, and bring coherence to our Service Strategy:
We need to decide which customers we want—and which ones we don’t.
If a customer demands a type of product, level of service, or price that we are not
willing to delivery, then this customer profile is the wrong for our organization.
Going through the exercise of decision what customers want is very useful in
defining our brand.
1
The customer is
always right—
assuming the
customer is right
for us.
We delight customers by meeting their needs within their expectations, whether or
not these expectations are high or low.
If expectations are not met, a customer has no reason to stay or return.
A well-designed service is predictably excellent for the customer.
2
Don’t surprise
and delight
customers—just
delight them.
Service Design and Delivery should be efficient, effective, scalable, and error-
resistant (preferably also error-proof).
Employees should not need to go above and beyond their duty to provide
customers with the experience we promised.
Saving the customer time and money is as important is saving our own
organization time and money.
It should be easy for a customer to engage and do business with our organization
at every stage and touchpoint
Great service
should not
require heroic
efforts by us—or
the customer.
3

A successful Service Strategy is built upon 5 core Principles of Service
Design and Delivery
5 Principles of Service Design and Delivery (2/2)
The mindset and these principles of Service Design are a critical way to improve how
services are managed.
The 5 principles of good Service Design and Delivery will help us develop Service Design initiatives, evaluate
proposals and programs, and bring coherence to our Service Strategy:
The number of channels, touch points, and opportunities for interaction between
us and customers has increased drastically over the years, as new technologies
are introduced (e.g. mobile, web).
Nonetheless, we must ensure a great Customer Experience across all such
interactions.
There is more complexity, less control, more ways to make errors, and increased
competition. However, there is also more ways for customers to find us—and
thus more opportunities for us to influence customers positively
Service Design
and Delivery
must be
coherent across
all platforms.
4
We need to instill an innovative culture, so that our Service Delivery is constantly
being improved.
Services innovation can occur anywhere in the Value Chain.
Note that co-creation and innovation with actual customers is perhaps more
valuable than research in the lab
We’re never
done—
anticipate,
create, innovate,
iterate, and
repeat.
5

Contents
Overview
Core Principles
Templates

To achieve Customer Delight, there are 10 elements we need to by
attentive to
10 Elements of Customer Delight
Once we understand these elements, we can assess how we are at delivering them—
we can then begin to take necessary transformational actions.
Great Service Design and Delivery is driven by the alignment among our strategic goals, our customer’s needs,
and what actually happens between us and our customer. This alignment is driven by the 10 Elements of
Customer Delight:
Source: The Art of Customer Delight, strategy+business, Stewart and O’Connell, 2017
ExecutionEmpathy
Engine-
ering
Economics
Experi-
mentation
Equiva-
lence
Engage-
ment
Elegance
Expecta-
tion
Emotion
CUSTOMER-
CENTRIC
ELEMENTS
PROVIDER-
CENTRIC
ELEMENTS
CUSTOMER
DELIGHT

The first 5 elements emphasize the customer’s side of the relationship—
Empathy, Expectation, Emotion, Elegance, and Engagement
Customer-centric Customer Delight Elements
The Elements of Customer Delight can be leveraged to create a Service Design and Delivery
report card, used to measure how well we create a superior Customer Experience.
Engage-
ment
EleganceEmpathy
Develop products, services, and experiences
from the customer’s point of view
We do this taking full account of how our
customers interact with us
Expecta-
tion
Ensure our customers know what to expect
from their interactions with us—our service
should be predictably excellent.
Emotion
Know the emotions our customer bring to our
relationship.
Guide customers to a feeling of satisfaction
about working with us
Provide offerings that are clean, simple,
easy to work with, and complete.
Our experience should not have any
superfluous or unnecessary, while also
omitting nothing
At every touch point, enable 2-way
communication to better understand the
customer experience and how to improve
upon it.

These next 5 elements focus on our organization—Execution,
Engineering, Economics, Experimentation, and Equivalence
Provider-centric Customer Delight Elements
Once we carefully and thoroughly assess how well our service is delivered to our
customers, we can utilize this assessment to priorities for improvement.
Equiva-
lence
Experimen-
tation
Execution
Reliably meet all the expectations that we
have set.
Engine-
ering
Achieve technical excellence—both relative to
peers and general business standards.
Be Lean—eliminate waste of materials, time,
and effort, so that no unnecessary effort is
needed on the part of either our company of
the customer
Economics
Conduct pricing strategy analysis to ensure
the economics make sense.
The customer perceives value for money
spent, while we also make the target profit
margins
Build processes for improvement and
innovation into the daily work of our
business.
Develop capabilities to create and roll our
new products and services.
Manage the customer, our team, and
partners that we are satisfied too.

Contents
Overview
Core Principles
Templates

Insert headline
Dimensions of Service Design – TEMPLATE
Insert bumper.
Customer Experience
Technical
Excellence GREAT
SERVICE
DESIGN
Filler text, filler text, filler text,
filler text
filler text
filler text
filler text

Insert headline
10 Elements of Customer Delight – TEMPLATE
Insert bumper.
CUSTOMER-
CENTRIC
ELEMENTS
PROVIDER-
CENTRIC
ELEMENTS
ExecutionEmpathy
Engine-
ering
Economics
Experi-
mentation
Equiva-
lence
Engage-
ment
Elegance
Expecta-
tion
Emotion
CUSTOMER
DELIGHT

Insert headline
10 Elements of Customer Delight – TEMPLATE ALTERNATE
Insert bumper.
Customer-centric
Elements
ExecutionEmpathy
Engine-
ering
Economics
Experi-
mentation
Equiva-
lence
Engage-
ment
Elegance
Expecta-
tion
Emotion CUSTOMER
DELIGHT
Provider-centric
Elements
Filler text, filler text, filler
text, filler text
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1
Flevy (www.flevy.com) is the marketplace
for premium documents. These
documents can range from Business
Frameworks to Financial Models to
PowerPoint Templates.
Flevy was founded under the principle that
companies waste a lot of time and money
recreating the same foundational business
documents. Our vision is for Flevy to
become a comprehensive knowledge base
of business documents. All organizations,
from startups to large enterprises, can use
Flevy— whether it's to jumpstart projects, to
find reference or comparison materials, or
just to learn.
Contact Us
Please contact us with any questions you may have
about our company.
• General Inquiries
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Service Design and Delivery

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