Service Design

Domains in this track

Customer Satisfaction

Customer Satisfaction focuses on creating and delivering services that meet or exceed customer expectations. This cluster covers strategies to understand customer needs, measure satisfaction levels, and implement improvements to enhance the overall service experience.

Related Resources Show Summaries

Service Design

How I Did It: Zappos’s CEO on Going to Extremes for Customers

4.67 (15)

Tony Hsieh

Jul 20, 2021 • 14 min read

How and why Zappos shaped itself around a core competency.

A company's core competency is its competitive advantage, and understanding its nature is key to fully leveraging its opportunity. In this article Tony Hsieh, the past CEO of Zappos, shares the company's difficulties in staffing its call center. Having decided customer service was their differentiating factor, a life-changing choice was made - one that defined Zappos and teaches us a lesson about organizational focus.

Service Design

Your strategy needs a minimum viable experience

3.76 (34)

Dr. Stefanie Di Russo

Apr 15, 2018 • 5 min read

The MVP works in small teams but break apart in large, complex systems.

Lean/Agile methodologies focus on the iterative delivery of a product and its features, often losing sight of the position and impact of the product across the customer value chain. This results in teams pushing a huge backlog of MVP’s to market and losing sight of the strategic vision and overall impact to customer experience. Stefanie Di Russo proposes the Minimum Viable Experience (MVE) as a way to bridge the gap between execution and static strategic plans.

Service Design

The Trick That Boosted Waiter Tips by 23%

0.00 (0)

Jordy Schuck

Jul 01, 2022 • 2 min read

A restaurant made an experiment where mints were provided with the bill. But, the mint was provided in a different way each time.

This study explains how to manipulate people (empty their purses) with limited resources. Waiters in a restaurant were divided into three groups: 1) Waiters/waitresses giving a single mint with the check, and also no mention of the mint itself. This increased tips by around 3% against the control group. 2) Servers bringing out two mints by hand (separate from the check). In addition, they mentioned them to the table ( i.e. "Would anyone like some mints?"). This saw tips increase by ~14% against the control group. 3) The last group had waiters bring out the check first along with a pair of mints. A short time afterwards, the waiter came back with another set of mints, and let customers know that they had brought out more mints, in case they wanted another. This last group saw the increase of 23% against the control group.

Customer Retention

Customer Retention involves keeping customers engaged and satisfied over time, ensuring they remain loyal to the service or product. This cluster covers techniques to increase customer loyalty, reduce churn, and implement retention programs that strengthen customer relationships.

Iterative Design

Iterative Design emphasizes the importance of continuously refining and improving services based on user feedback and testing. This cluster covers the principles of iterative design, including rapid prototyping, testing, and incorporating user feedback to enhance service quality and effectiveness.

Service Innovation

Service Innovation is about developing and implementing novel services or significantly enhancing existing ones to better meet customer needs. This cluster emphasizes creativity, strategic thinking, and continuous improvement to ensure services remain relevant and competitive. Mastering Service Innovation enables learners to lead initiatives that drive growth and differentiation in the market.

Process Mapping

Process Mapping involves creating visual diagrams to represent the sequence of actions and decision points within a service workflow. This cluster focuses on understanding and optimizing service processes, ensuring efficiency and effectiveness in service delivery. Mastering Process Mapping equips learners to streamline operations and improve service quality.

Customer Experience Strategy

Event Management

Experience Prototyping

Service Blueprinting

Service Blueprinting focuses on creating detailed visual maps that outline the entire service delivery process. This cluster emphasizes understanding and improving service touchpoints and customer interactions to enhance the overall service experience. By mastering Service Blueprinting, learners can design more efficient and customer-centric services.