Service Design for Business: A Practical Guide to Optimizing the Customer Experience

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I need yellow pages and an unhighlighter. Service design for business. Focused on customer experience and outcomes, this section looks into how to understand customers and improve or innovate better services. Addressing age-old business challenges in a new way, this section shows how classic business challenges can be approached using a customer perspective and a design methodology. Diving into the organisation itself, this section brings service design into the operational context, exploring how design approaches can be applied to the challenges of changing the organisation.

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Sketching is a quick and effective way to capture ideas. Better than a note on a post-it, a sketch captures an idea in a way that can be understood Customer profiles are pen portraits of individuals that help guide service design. A customer profile describes an individual and their needs and Customer interviews are used to provide insight into human behaviour and experience. Having experience of an extremely wide range of clients in differing sectors with different challenges I have developed an understanding of what works on innovation, design and strategy projects.

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Working across sectors from government to car manufacturing has enabled me to understand the value organisations can gain by orienting themselves towards their customers more. Over the years I developed the ability to understand, imagine, and communicate across all the different objectives, structures, hierarchies and politics that make up an organisation. Service design for Business A practical guide to optimizing the customer experience Buy book Facebook Twitter Twitter.

Three critical factors in Service Design form the foundations of the book. Movement For services to be successful they must move customers forward. Structure For customer experience to impact the business it must connect to channels, systems and processes.


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Behaviour Customers and organisations have different motivations and goals. The book is divided in three themes.