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Service Design for Business

Book Description

A practical approach to better customer experience through service design

Service Design for Business helps you transform your customer's experience and keep them engaged through the art of intentional service design. Written by the experts at Livework, this practical guide offers a tangible, effective approach for better responding to customers' needs and demands, and provides concrete strategy that can be implemented immediately. You'll learn how taking a design approach to problem solving helps foster creativity, and how to apply it to the real issues that move businesses forward. Highly visual and organized for easy navigation, this quick read is a handbook for connecting market factors to the organizational challenge of customer experience by seeing your company through the customers' eyes.

Livework pioneered the service design industry, and guides organizations including Sony, the British Government, Volkswagen Procter & Gamble, the BBC, and more toward a more carefully curated customer experience. In this book, the Livework experts show you how to put service design to work in your company to solve the ongoing challenge of winning with customers.

  • Approach customer experience from a design perspective
  • See your organization through the lens of the customer
  • Make customer experience an organization-wide responsibility
  • Analyze the market factors that dovetail with customer experience design

The Internet and other digital technology has brought the world to your customers' fingertips. With unprecedented choice, consumers are demanding more than just a great product—the organizations coming out on top are designing and delivering experiences tailored to their customers' wants. Service Design for Business gives you the practical insight and service design perspective you need to shape the way your customers view your organization.

Table of Contents

  1. Title Page
  2. Copyright
  3. Introduction
    1. Who This Book Is For
    2. How to Navigate This Book
  4. Chapter 1: Why Service Design
    1. Three Trends That Make Service Design Relevant Today
    2. Use Service Design to Deal with Business Ambitions and Organizational Challenges
    3. Key Concepts
  5. Chapter 2: Foundations: Three Critical Factors in Service Design
    1. Movement
    2. Structures
    3. Behavior
    4. Challenges
  6. Chapter 3: The Customer Story: Understanding Customers Better Provides the Basis for Customer-Driven Service Improvement and Innovation
    1. Get the Basics Right and Achieve Customer Experience Excellence
    2. Prevent Customer Irritations and Failures
    3. Engage Customers Effectively
    4. High-Impact Customer Innovations
  7. Chapter 4: Business Impact: Designing a Service around Customers' Needs Provides a New Way to Address Age-Old Business Challenges
    1. Innovate New Business Concepts
    2. Becoming a <i xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" xmlns:m="http://www.w3.org/1998/Math/MathML" xmlns:svg="http://www.w3.org/2000/svg" xmlns:ibooks="http://vocabulary.itunes.apple.com/rdf/ibooks/vocabulary-extensions-1.0">More</i> Digital Business Digital Business
    3. Achieve Higher Customer Performance
    4. Successful Launch and Adoption of a New Product or Service
  8. Chapter 5: Organizational Challenge: Using Customer Centricity to Move Your Organization Forward
    1. Foster Internal Alignment and Collaboration
    2. Deliver Better Staff Engagement and Participation
    3. Build a Customer-Centric Organization
    4. Building a More Agile Organization
  9. Chapter 6: Tools
    1. Customer Profiles
    2. Customer Insights
    3. Customer Journeys
    4. Customer LifeCycles
    5. Cross-Channel Views
    6. Service Scenarios
    7. Organizational Impact Analysis
    8. Creative Design Workshops
  10. Acknowledgements
  11. Index
  12. End User License Agreement