Service Design for Business E-Book

Ben Reason

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 236

Veröffentlichungsjahr: 2015

Beschreibung

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.

Leseprobe

Table of Contents

Title Page

Copyright

Introduction

Who This Book Is For

How to Navigate This Book

Chapter 1: Why Service Design

Three Trends That Make Service Design Relevant Today

Use Service Design to Deal with Business Ambitions and Organizational Challenges

Key Concepts

Chapter 2: Foundations: Three Critical Factors in Service Design

Movement

Structures

Behavior

Challenges

Chapter 3: The Customer Story: Understanding Customers Better Provides the Basis for Customer-Driven Service Improvement and Innovation

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: Designing a Service around Customers' Needs Provides a New Way to Address Age-Old Business Challenges

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: Organizational Challenge: Using Customer Centricity to Move Your Organization Forward

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

Customer Insights

Customer Journeys

Customer LifeCycles

Cross-Channel Views

Service Scenarios

Organizational Impact Analysis

Creative Design Workshops

Acknowledgements

Index

End User License Agreement

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Guide

Cover

Table of Contents

Begin Reading

For additional content on the topics discussed in this book, case studies and service design tools and approaches, visit: www.liveworkstudio.com/SDforB

SERVICE DESIGN FOR BUSINESS

A Practical Guide to Optimizing the Customer Experience

BEN REASONLAVRANS LØVLIEMELVIN BRAND FLU

Copyright © 2016 by Livework Studio Ltd. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at [phone], outside the United States at [phone] or fax [phone].

Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. For more information about Wiley products, visit our web site at www.wiley.com.

Library of Congress Cataloging-in-Publication Data:

Names: Reason, Ben, 1972- author. | Løvlie, Lavrans, 1969- author. | Flu,

Melvin Brand, 1966- author.

Title: Service design for business : a practical guide to optimizing the

customer experience / Ben Reason, Lavrans Løvlie, Melvin Brand Flu.

Description: Hoboken, N.J. : John Wiley & Sons, Inc., [2016] | Includes index.

Identifiers: LCCN 2015032743 | ISBN 9781118988923 (cloth)

Subjects: LCSH: Customer services. | Customer relations.

Classification: LCC HF5415.5 .R435 2016 | DDC 658.8/12— dc23 LC record available at http://lccn.loc.gov/2015032743

Cover design: Wendy Lai

Cover images: Peshkova / Shutterstock; Anna Frajtova / iStockphoto

Illustrations: Melissa Gates

Editor: Wendy Van Leeuvan

Photographs: Livework

ISBN 978-1-118-98892-3

Introduction

Design is trending in business. Business gurus are writing about design and the value it offers to more traditional business practice to enable innovation, collaboration, and creativity. Forrester Research describes service design as “the most important design discipline.” Businesses like Apple, Dyson, and Philips have raised the awareness of the value of design to business. Other major businesses are bringing design capabilities in-house. IBM is building its Design Studio. Capital One Bank acquired leading design agency Adaptive Path. Mayo Clinic has its own design practice. The U.K. government is hiring designers in areas including tax and revenue and justice. Leading management consultancies are recognizing the value of design, too. McKinsey has bought design studio Lunar. Accenture acquired Fjord in the digital design space.