Service Design is the activity of planning and organising people, infrastructure, communication of a service in order to improve quality and the engagement/interaction between Customers and the Service Provider.
So, let’s imagine… you have just been to meet a friend, for a coffee.
You met at a local coffee shop in your town when you arrived it was busy you politely asked if there were any seats available and to your right, you could see a table for 4 which said: “reserved”.
The waitress said no.
You asked if you could use the reserved table as you only were going to be 20 minutes, the waitress said the table wasn’t being used for another hour but she didn’t want to get it dirty.
How would you feel? Would you be annoyed? Is this a GOOD experience?
A lot of reason, why Businesses fail is due to a lack of good Customer Service.
We all know those places, that have shockingly awful decor – yet for some strange reason, people love to go there!
This is exactly my point. If you create a good ‘experience’ where people can see past your weak spots then you have mastered something fantastic. Those people that go above and beyond for you, the place is not great but the food is amazing and you know they are improving the decor as they keep telling you they are having a refurb, they make you feel at home and all soft inside – you can’t wait to go back. You tell your friends, they tell their friends and before you know it everyone is referring YOUR business.
Do you know what that means? More referrals create more interest, which creates more people buying, which means more sales, which means more profit. Every benefit of creating good customer experiences increases revenue! It is proven.
With Service Design, the users are the core focus of what I do. The process will involve everyone who is involved in making that service happen.
So, your next question is – how do you do create a better customer experience?
Firstly, I create personas to understand your demographics. Personas cover a wide segment of your market and have the same desires and motivations as your real customers.
Then we create a Customer Journey map, from the point where the Customer makes a decision (way before they arrive at your location) and takes them through the entire experience of your current service. We want to see the good and the worst parts of your journey.
It is then my job, to put the solutions in place to create the best possible experience to get your customers referring you and increasing their satisfaction levels, so their is more money in your pocket.