In this video Tom and Patricia review the key principles of service design and how what you learned in previous videos helps you put them into practice.
- One of the key ideas that we've talked about is that empathy lies at the heart of designing great experiences, which means walking in the customer's shoes, it means putting yourself in the customer's place so that you actually can see what that person is going through. Years ago Harvard Business Review published a great article called Staple Yourself to an Order, which was about how to track documents through your systems. We think you should piggyback yourself on your customer, and walk that journey with the customer and see what happens.
So, empathy. That's one of the really big ideas that we talked about and it's important as a guiding principle around which you can design the activities you perform. - In the great words of Victor Ermoli, the head of the design department at Savannah College of Art and Design, who's one of the people who first got me interested in this subject, there's always somebody who knows more about the customer than you do. Find out who knows more than you do and find out what they know and then help them be able to use that information in a positive way to the customer's benefit because again, if it's the right customer, benefiting that customer will benefit you.
- What's service design?
- Make-or-break moments in customer loyalty
- Building brand consistency
- Making sure that you're easy to do business with
- Using a service design report card for yourself