Service Design for Business: A Practical Guide to Optimizing the Customer Experience

TRANSFORM YOUR CUSTOMERS′ EXPERIENCE THROUGH SERVICE DESIGN

"Service design has been around for 20 years and has matured from a niche design discipline to a more comprehensive and accessible way to tackle customer, business, and organizational challenges. However, it is still under recognized and undervalued by businesses. This book aims to address this in two ways. First, by putting the value of service design into business terms and second, by showing how service design can connect to core business outcomes and capabilities."
FROM THE INTRODUCTION

From Ben Reason, Lavrans Løvlie, and Melvin Brand Flu, the directors of Livework the groundbreaking service design company comes Service Design for Business. This is the indispensable guide for any organization that wants to move their customers to a more positive experience. The authors show how to transform your customer′s experience and keep them engaged through the art of intentional service design.

Written in practical terms, Service Design for Business offers all types of organizations (business–to–consumer, business–to–business, or government services) a proven, effective approach for better responding to customers′ needs and demands, and provides a strategy that can be implemented immediately.

Reason, Løvlie, and Brand Flu walk you through their winning service design approach to problem solving that can help your business succeed. They give you the tools to tackle the common challenges and resolve real issues in order to move your business forward. Organized for easy navigation, this essential handbook offers the information needed for connecting market factors to the organizational challenge of customer experience by seeing your company through the customers′ eyes.

For additional content, cases studies and tools relevant to this book, please visit: www.liveworkstudio.com/SDinB

Introduction

Chapter 1: Why SD

Driving Trends

Key Concepts

Chapter 2: Foundations

Structures

Movement

Behavior

Chapter 3: Customer Story

Get the Basics Right and Achieve Customer Experience Excellence

Prevent Customer Irritations and Failures

Engage Customers Effectively

High Impact Customer Innovations

Chapter 4: Business Impact

Innovate New Business Concepts

Becoming a More Digital Business

Achieve Higher Customer Performance

Successful Launch and Adoption of a New Product or Service

Chapter 5: Org Challenge

Foster Internal Alignment and Collaboration

Deliver Better Staff Engagement and Participation

Build A Customer Centric Organization

Building A More Agile Organization

Chapter 6: Tools

Customer Profiles

Service Scenarios

Cross Channel Views

Customer Insights

Customer Journeys

Customer Lifecycle

Organizational Impact Analysis

Service Blueprints

Design Workshops

BEN REASON is a founding partner of Live–work winners of the prestigious Designweek ′Design Team of the Year′ award in 2014. As director of the London studio he continues to pioneer the discipline and is a visiting tutor at the Royal College of Art, London.

LAVRANS LØVLIE is a founding partner and Director of Livework. His work includes projects with the BBC, Sony, Orange, VW, several of the largest hospitals in Norway and the United Nations. He has taught at universities across Europe and is a board member of the Norwegian Design Council.

MELVIN BRAND FLU is a partner and the Director of Strategy and Business Design at Livework. He has over 25 years of experience working as a business and strategy consultant.