Organisations today are keenly aware of the importance of improving CX. Yet, many approach this goal with a narrow focus, addressing only the most apparent issues rather than looking at the bigger picture. This limited approach often leads to short-term fixes that don’t yield the desired results.
To truly elevate CX, organisations must start with service design.
Consider a common (perhaps familiar?) scenario: an organisation notices a spike in complaints related to payment on their mobile app. In an attempt to improve user experience, they dive into the complaints collected about this specific touchpoint. They make changes to the payment process based on this feedback. Initially, it seems effective—complaints decrease.
However, the underlying issues haven’t been addressed comprehensively. The modifications in payments, though well-intended, may disrupt finance team workflows, leading to problems elsewhere in the customer journey.
This fragmented approach highlights the need for a more rigorous and holistic method: service design.
Why Service Design?
Service design emphasises internal organisation. It involves planning and coordinating the people (teams and stakeholders), processes and the resources within an organisation to deliver a service or product effectively. By taking a holistic view, service design aims to enhance both the quality of the service and the interactions between the service provider and its customers.
Though it might seem counter-intuitive to focus on internal service design when aiming to improve the external customer experience, considering the entire ecosystem of service delivery ensures that enhancements or modifications in one area do not create issues in another. This comprehensive approach guarantees cohesive and seamless service improvements.
Key Aspects of Service Design
1. User-Centred Approach
Service design starts with a deep understanding of the users. This involves researching their needs, experiences, assumptions, and behaviours through interviews, surveys, and observations. A user-centred approach ensures that the service aligns with the actual needs and preferences of the customers.
2. Holistic perspective
Rather than focusing on isolated touchpoints, service design considers the entire customer journey from the user’s perspective. This includes online interfaces, physical spaces, and customer interactions. By viewing the service as a cohesive whole, organisations can identify and address issues that affect the overall experience.
3. service ecosystems
Service design recognises the broader context in which the service is delivered. This includes understanding the roles of different teams, stakeholders, technologies, and processes within the organisation. Designing with the entire ecosystem in mind helps create services that are sustainable and adaptable.
4. co-creation
Engaging various stakeholders—customers, employees, and partners—in the design process is crucial. Co-creation ensures that the service meets the needs of all involved parties. By incorporating diverse perspectives, organisations can develop more innovative and effective solutions.
5. iterative process
Service design uses iterative cycles of prototyping, testing, and refining to develop and improve services. Feedback is continually incorporated, allowing for constant enhancement. This iterative process ensures that the service evolves in response to changing customer needs and market conditions.
6. blueprinting
The culmination of service design (or the outcome, so to speak) is the creation of service blueprints. These detailed maps outline all the components and interactions within a service. Blueprints help identify pain points for both users and employees, pinpointing areas for improvement. They provide a clear visual representation of the service, making it easier to communicate and implement changes.
The Underrated Impact of Service Design
By starting with service design, organisations can achieve more than just a reduction in complaints. They can create a seamless, efficient, and enjoyable experience for their customers. Service design ensures that every touchpoint is considered, and every team member is aligned, resulting in a cohesive and high-quality service.
And so, to deliver great CX, organisations must move beyond superficial fixes and adopt a comprehensive approach through service design.
By focusing on user needs, considering the entire service journey, understanding the service ecosystem, engaging in co-creation, embracing an iterative process, and utilising service blueprints, organisations can significantly enhance their CX.
RELATED ARTICLES
For A Great Service Blueprint, Start With Your Customer Journey Map