How to design and market services to create outstanding
customer experiences
Service design thinking is the designing and marketing of
services that improve the customer experience, and the interactions
between the service providers and the customers. If you have two
coffee shops right next to each other, and each sell the exact same
coffee at the exact same price, service design is what makes you
walk into one and not the other. Maybe one plays music and the
other doesn''t. Maybe one takes credit cards and the other is cash
only. Maybe you like the layout of one over the other, or one has
more comfortable seating. Maybe the staff at one is friendlier, or
draws fun shapes on the top of their lattes. All of these nuances
relate to service design.
This Is Service Design Thinking combines the knowledge of
twenty-three international authors and even more online
contributors from the global service design community and is
divided into three sections:
Basics: outlines service design thinking along five basic
principles
Tools: describing a variety of tools and methods used in Service
Design Thinking
Cases: vivid examples for the introduced fundamentals with
real-life case studies from 5 companies that did inspiring projects
within the field of Service Design
At the end, a one-page "Customer Journey Canvas" is included,
which can be used to quickly sketch any service on a single sheet
of paper—capturing different stakeholder concerns: e.g. customers,
front-line staff and management.
關於作者：
Marc Stickdorn Austria;
http:thisisservicedesignthinking.com;
www.destinable.com is co-founder of Destinable, a
consultancy specializing in service design for tourism, and
lectures around the world at business and design schools. He
is a professor at the Management Center Innsbruck in Austria, where
he lectures on service design and service innovation. His
main areas of interest are service design and strategic marketing
management particularly in a tourism context.
Jakob Schneider Germany is a graphic designer based in
Germany.
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