Service experiences exist in many different dimensions that customers travel through as they attempt to reap the benefits from the services we are providing. Delivering service is not tied to any one touchpoint or moment; it is a collection of moments, like connecting dots that all add up to the larger value we provide – or fail to provide.
The painful, irritating moments or failures in these journeys can be difficult to pinpoint. Moments that cause pain early on might not be felt, or have an impact, until much later. And neither us nor the customer can necessarily see how those dots connect holistically.
To truly deliver exceptional experiences, both the dots that make up the customer experience, and the dots that make up our organizational structure, must be connected to each other. The practical application of service design is the perfect tool for looking across the dimensions and connecting the dots in order to turn the points of pain and failure into opportunities to delight and improve how you deliver experiences.