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
