Services account for great majority of our economy – and therefore a need arises to gain some strategic directions into how to establish our business within the category of delightful services.
There appears to be a need to build the connection between forward-looking teams in C-suites - who build an enterprise strategy - and those in workshop rooms with colorful PostIt cards, ideating around prototyping and testing their products and services.
There is a fundamental difference between services and products – for which the design needs to adapt – namely that services happen with the real people. For the service to happen, you have to be there. Let it be a haircut, dining in a restaurant, or car rental. These are a simplified examples to illustrate the act of participation from the buyer. Service design and delivery happens at the same time. They are created and consumed in the very same moment. They happen in the real world, rather than in a design lab.
Here comes a question of “what is a measure of good design? One may argue that delivery of service is a proof of good design. Designing can be proven effective when it is consumed by customer. Thus, it requires ongoing testing for the effectiveness and keeping the finger on own pulse at all times.
What is the good enough service? Why good service has to be an astonishment? Doesn’t your Customer deserve a good service all the time? Are you able to recognize the moment when a novelty becomes a norm? when do you turn to “old ways of doing things” in the pursuance to “wow” your Customer? Has this happen to you to respond with confusion, when being “surprised”?
I remember an experiment when one large books retailer (brick & mortar only, at that time) tried to call its customers by first name – taken from credit card after paying for the purchase. Imaging yourself hearing: “thank you Miss Aga, looking forwards to seeing you soon!”… Well, that experiment hadn’t last long:)) maybe cultural “distancing” had something to play here.
Therefore, how can you sustain the service that constantly raises the bar? Is it sustainable?
I invite you to read my next blog on “signature moments”.
