Fifth lecture on service design at KISK of Masaryk University, Brno, Czech Republic. This time on importance, key principles and best practices of customer service.

1. Service Design
Customer
Services
Service Design Course
VIKMB32
5

2. 2
What‘s the news
this week?

3. Good and bad Customer service
3
1. Why is it a corner-stone of services
2. How should it be set up and managed
3. Good and bad practices
4. Handling problematic situations with grace

4. Why it matters
anyway?
4
82 %
People stopped doing business with
the company after bad experience
with staff.
95 %
People turned bad experience into
action (complaint, negative
recommendation to friends etc.)
22 %
People got any kind of response to
their complaint.



Customer Satisfaction Report
Data for 2010

5. How to manage great services
5
1. Shared vision like Airbank
2. The right mind set like Zappos
3. Good training like Starbucks
4. Performance measurement (NPS, individual
assessment) like all of the above

6. Dos and don‘ts
6

10. Problematic situations
10

11. Listen
Acknowledge the problem
Take problem-solving action
Thank them, and
Explain what you've done

13. 13
ZCLT Stories – Zappos 8 hour call with customer

14. The tandem project
Two-person teams cooperate on a realistic design challenge together.
We‘ll follow the HCD methodology, hence I expect you to do:
1. Empathic research for your project (min. 5 in-depth interviews per team member)
2. Brainstorming session (ideály with some external person, e.g. client or domain expert)
3. Min. one quick prototype of the best idea incl. user feedback
Deadline: 11 June or 18 June (let‘s pick one of them now)
Format: max. 30 min executive presentation incl. Q&A + report (handed
over with presentation)
14

15. Until Next Time
1) List most striking
overdeliveries in services
you have met so far and
explain them to the group.
2) Please read one of the
following books.
15

16. Next Meeting
KISK lecture room
Wednesday 30 April 2014
12:30 – 15:30
16