[eBook Code] Service Design for Business (eBook Code, 1st)

Introduction vii

Chapter 1 Why Service Design 1

Three Trends That Make Service Design Relevant Today 2

Use Service Design to Deal with Business Ambitions and Organizational Challenges 4

Key Concepts 7

Chapter 2 Foundations: Three Critical Factors in Service Design 15

Movement 17

Structures 32

Behavior 44

Challenges 50

Chapter 3 The Customer Story: Understanding Customers Better Provides the Basis for Customer-Driven Service Improvement and Innovation 53

Get the Basics Right and Achieve Customer Experience Excellence 54

Prevent Customer Irritations and Failures 62

Engage Customers Effectively 70

High-Impact Customer Innovations 78

Chapter 4 Business Impact: Designing a Service around Customers’ Needs Provides a New Way to Address Age-Old Business Challenges 87

Innovate New Business Concepts 88

Becoming a More Digital Business 96

Achieve Higher Customer Performance 106

Successful Launch and Adoption of a New Product or Service 117

Chapter 5 Organizational Challenge: Using Customer Centricity to Move Your Organization Forward 125

Foster Internal Alignment and Collaboration 126

Deliver Better Staff Engagement and Participation 134

Build a Customer-Centric Organization 141

Building a More Agile Organization 151

Chapter 6 Tools 161

Customer Profiles 162

Customer Insights 164

Customer Journeys 166

Customer LifeCycles 168

Cross-Channel Views 170

Service Scenarios 172

Organizational Impact Analysis 174

Creative DesignWorkshops 177

Acknowledgements 181

Index 183