Innovation Paper

.SSECCUS TEKRAM OT NOISIV MORF

Service Design

A template
How to create a unique customer
experience with Service Design
and make customer interactions
as easy as possible.
 The author.

+
Born in Vienna. A-Level at the commercial academy Vöcklabruck in Upper Austria. As
lecturer and project manager for a non-profit project in Kenya, he studied
Management, Communication & IT at the Management Center Innsbruck and at
Stellenbosch University in South Africa. Two years as a founder in the Austrian start-
up scene were his entry into the world of innovation. He focused particularly on
process and business model innovations. In one of the largest IT system houses in
Austria, he was responsible for New Business Development, the design of mobile
services and the development of the partnership with Apple. As Innovation Manager
at LEAD Innovation, he leads innovation projects in New Business Development,
Service Design. In 2018 he received the certificate "Certified Service Design Thinker"
in Frankfurt. His project experience spans the industries including sports, medical
technology, pharmaceuticals and consumer goods.
A PAPER FROM Service Design.
JULIAN EBERLING. A template.

Service Design improves the experience of

users and employees by designing, aligning and
streamlining a company's operations to better
support customer journeys.
The Blueprint is an operational tool that
describes the nature and characteristics of the
service interaction in sufficient detail to
review, implement, and maintain it.
It is based on a graphic technique that
represents the process functions above and
below the line of sight for the customer: All
touchpoints and backstage processes are
documented and aligned with the user
experience.
 What is a Service & Service Design?

What is a Today there is no clear distinction between goods and

service?
The traditional economy clearly distinguishes between
goods and services. Goods are tangible and consumable -
pens, sunglasses or shoes. Services are immediate
exchanges that are intangible and do not lead to proprietary
medical treatment, mail or public transport.
Example Customer Journey for a flight:
services. There is a continuum of goods services with a
variety of combined products and services in the middle. A
song (an mp3 file) is for example a product that can be
accessed through a service like Spotify or Apple Music. For
the user, the difference between a product and a service -
the ownership of the sound file versus the streaming of the
song - can be almost identical, while behind the scenes they
are quite different.

offers on
website flight fast
yppah

service connection
google info-
tainment
need - waiting
take a trip for
luggage
check in
booking
yppahnu

additional
charges

Innovation Paper

As the complexity of services increases, so does the need to
support them. Complex user experiences often result from an
internal organizational deficiency - a weak link in the
ecosystem. For example, when was the last time you called a
support hotline, provided your personal information, and then
passed it on to another agent who asked you to repeat the
exact information you had already provided? This criticism
results from an internal process error caused by a lack of
service design.
Definition: Service Design
Service Design is all about improving and redesigning
services. LEAD Innovation involves LEAD users from whose
knowledge and experience the project can benefit.
Service design is the process of designing services and
processes of all kinds in which customers are involved. The
aim of Service Design is to create a unique customer
experience, making interactions as easy as possible for the
customer and giving them a good feeling.
Imagine a restaurant where there are a number of
employees: Host, service, waiters and cooks. The service
design focuses on how the restaurant works and delivers
what it promises - from sourcing and receiving ingredients,
to integrating new chefs, to communicating with the
service about allergies in the restaurant. Each moving role
plays a role in the food that arrives on the restaurant plate,
even if it is not directly part of her experience. The service
design can be illustrated using a service blueprint.
Service Design.
A template.
What is
Service Design?
Service Design starts after the first contact with a
company e.g. by advertising with the first click on a
banner, goes over the information phase to a product,
from searching for a parking space in front of a shop to
waiting at the supermarket checkout, to disposing of a
product or claiming a problem. The aim of the service
design is to create a unique customer experience and to
make interactions of all kinds as easy as possible for the
customer.
In order to be able to offer customers unique
experiences today, a company needs to know its needs
and the famous Customer Journey particularly well.
Service design therefore means providing a unique
experience for customers throughout the ecosystem,
including the touch points and channels they have with a
company or brand that are important to them.
In order to improve this customer journey in a company
and to design special services, the pain points that
disturb the customers along the customer journey must
first be collected. These need to be prioritized by
influence, and then consider how you can improve them.
The customer and his needs, as well as the goal he
wants to achieve, are always at the centre of the
process.
It is particularly important that customers do not only
see individual touch points, but also evaluate the overall
experience they have had with a company. Which are the
most important touch points for customers, and how can
the knowledge about them be used to turn customers
into real fans through enthusiasm? At the end of the day,
that's what counts.
History of
Service Design
The term "Service Design" was coined by Lynn Shostack
in 1982. Shostack suggested that companies develop an
understanding of how behind-the-scenes processes
interact because "leaving services to individual talents
and managing the parts, not the whole, makes a
company more vulnerable and creates a service that
slowly responds to market needs and opportunities.
This is still true today, but the responsibility does not
only lie with operations and management, as it did
twenty years ago. The implementation of the service
design is the responsibility of the company as a whole.
Advantages of
Service Design
The resources of most companies (time, budget,
logistics) are spent on customer-oriented results, while
internal processes (including the experience of the
company's employees) are overlooked. This separation
triggers a general, widespread feeling that one hand
does not know what the other is doing.
Service Design bridges such organizational gaps:
Emerging conflicts. Business models and service design
models have often come into conflict because business
models do not always match the service the company
provides. Service design triggers thoughts and
relationships around systems that must be present in
order to adequately deliver a service over the entire
product lifecycle (and in some cases beyond).
Innovation Paper
Encourage tough talk. Targeted discussion of procedures
and policies uncovers vulnerabilities and misalignments
and enables organizations to develop collaborative and
cross-functional solutions.
Reduction of redundancies from a bird's eye view. The
mapping of the entire cycle of internal service processes
gives companies an overview of their service ecosystem,
be it within a large offer or across several partial offers.
This process helps to identify where duplicate efforts
are taking place, which is likely to lead to employee
frustration and waste of resources. Avoiding redundancy
saves energy, improves employee efficiency and lowers
costs.
Building relationships. Service design helps to align
internal service regulations such as roles, backstage
actors, processes and workflows with the corresponding
frontstage personnel. To return to our first example,
Service Design, information provided to one agent should
be available to all other agents interacting with the
same customer.
Where does service
design begin?
Service design begins with the customer's need, then begins
after the initial contact with a company, continues through
the information phase to a product. The aim of service
design is to create a unique customer experience and make
interactions of all kinds as easy as possible for the
customer. In addition to improving a service around a
product, completely new, independent and revolutionary
new services can also be created.
Famous examples are:
AirBnB, Amazon Prime, Netflix or the McDonalds POS system
as well as Car2Go.
How does Service
Design work?
The 5 phases of service design
involving LEAD users:
Phase 1 - Understanding
The first phase is about understanding the needs and
problems of users through interviews and observations.
Thus the concrete innovation potentials for an increased
user satisfaction can be identified.
Phase 2 - Defining
In a second phase, the problems and needs within the
search field are defined and prioritized. The LEAD user
profiles are then created from analog fields and from the
target market.
Phase 3 - LEAD User search
In this phase LEAD users are identified and invited to a
conference lasting several days.
Phase 4 - LEAD User conference
LEAD User Conference "Service Design Jam" &
Prototype: Development of new concepts at a
conference lasting several days together with members
of the project team and LEAD users.
Phase 5 - Testing
In a final step, the new concepts and service prototypes
are tested and improved until they are very well received
by the market. The innovation concepts and prototypes
for services are improved through user feedback.
Service Design - your template:
How to apply service design with this template:
In a Service Blueprint, key elements are organized in
clusters with lines that separate them. There are three
main lines:
1.     The interaction line represents the direct
interactions between the customer and the company.
2.     The line of sight separates all service activities that
are visible to the customer from those that are not.
Everything on the stage (visible) appears above this line,
while everything behind the stage (not visible) appears
below this line.
3.     The line of internal interaction separates the
contact employees from those who do not directly
support the interaction with customers/users.
The final layer of a Service Blueprint is evidence that
consists of the props and locations with which everyone
in the Service has an exchange. Evidence can be
included in processes and measures in both the front
and backstage areas.
Service Design.
A template.

Service Design helps to improve existing services

and create new services - from the customer's
point of view.

Do you have any questions? Talk to our

expert:
Julian EBERLING
Innovation Manager
+43 664 913 91 92
eberling@lead-innovation.com
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