The document discusses service design as a holistic approach to creating services that enhance customer experience across all channels. It outlines various tools and methods such as business model canvas, stakeholder mapping, empathy mapping, and customer journey mapping for understanding and improving service interactions. Additionally, it highlights the importance of emotions and employee engagement in fostering customer loyalty and successful service relationships.

1. Service Design Doing
Designing services that people fall in love with
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2. Some FACTS

3. Age of the customer
Empowered buyers demand new level of
customer obsession
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4. Products are becoming services
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5. Products are becoming services
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6. Product market is satisfied
20 different available products are fulfilling same purpose
Basic Function & Quality is taken for granted

7. Service relationship can’t be copied

8. Good product design is not the only
ingredient to success
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9. Traditional organisation silos are
breaking

10. Emotions are becoming a decisive
factor
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11. Emotions bigger impact on loyalty

12. Employee engagement as priority
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13. Holistic service experience is new
standards
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14. Service Design Benefits

15. Service Design is a
holistic approach
that considers the
end-to-end service
experience across
all channels and
touch points from a
customer and
organisation
perspective.
What is Service Design ?

17. Service Design Principles

18. Service Design Process

19. Service Design Process

20. Workshops & Tools

21. Business Model Canvas

22. Business Model Canvas
Purpose:
This tool is used to map and detail out the
essential components of a business and
understand their relationship to each other.
Outcome:
This leads to consideration of a business’s full
scope and describes how the elements fit
together to provide a clear picture of the business
and how the internal components affect the
customer experience.

23. Stakeholder Mapping

24. Stakeholder Mapping
Purpose:
This tool helps visualise and map out the various
stakeholders in the organisation’s ecosystem.
Outcome:
This provides us with a clear picture of the direct,
less direct and indirect stakeholders that are part
of the ecosystem in order to further evaluate their
relationship and value.

25. Stakeholder Mapping

26. Value Exchange Mapping

27. Value Exchange Mapping

28. Value Exchange Mapping
Purpose:
This tool helps identify the value that is created
and exchanged between the organisation and its
stakeholders.
Outcome:
This provides a clear understanding of the value
network in the ecosystem of stakeholders in
order to generate a systematic view of the
service and its context.

29. Empathy Mapping

30. Empathy Mapping

31. Empathy Mapping
Purpose:
This tool is used to identify and describe what the
customer/stakeholder personas are thinking, feeling,
doing, seeing, and hearing as they engaged with the
service. It helps us to zoom out from focusing on
behaviours to consider the users’ emotions and
experience as well.
Outcome:
This activity reveals the underlying “why” behind users’
actions, choices and decisions so as to proactively design
for their real needs - those that are difficult for users’ to
perceive and articulate.

32. Visualising drivers of change

33. Visualising drivers of change
Purpose:
This tools helps identify the drivers of change
that are considered to be shaping the issues one
plan to address.
Outcome:
It provides clear knowledge and shared view of
the drivers of change shaping the context of a
service which help in identifying the major issues
or opportunities.

34. Customer Journey Mapping

37. Purpose:
This tool is used to describe the journey of a user
by identifying and representing the different
touch points that characterise his interaction
with the service.
Outcome:
This provides a step by step visualisation of the
interaction that a user has with the given service
which helps identify the usually ignored problems
that affect the user’s experience.
Customer Journey Mapping

38. Service Blueprint

39. Service Blueprint
Purpose:
This tool describes the nature and the
characteristics of the service interaction
including the all the touch points and the back-
stage processes aligned to the user experience.
Outcome:
A detailed visual picture of the front end and
backstage activities and interactions that affect
the service.

40. Brainstorming

41. Brainstorming
Purpose:
This group activity is used to generate fresh
ideas or alternatives to the status quo.
Outcome:
It provides a bunch of ideas that can result in
something new for value addition or innovation.

42. Storyboarding

43. Storyboarding

44. Storyboarding

45. Storyboarding

46. World without Service Design Thinking
By Claudio Perrone

47. World without Service Design Thinking
By Claudio Perrone

48. Thank You !
Icons by : Whitespring Service Design // www.whitespring.de