Understanding Service Design
Service design is a relatively new field but it is of immense importance to the service industry. Customers have become very picky and they are not afraid to exercise their right to choose. Most companies operate in a highly competitive environment where a small slip in the service standards could have serious repercussions for a company's profitability and also it's very ability to survive in the face of competition. This is the main reason why service design is of immense importance and why companies are scrambling to get design consultants examine their services in order to suggest better style of functioning. The desired result is services that are exactly what the customer wants so that the company gets repeat business from the same customer either for the same product or service or for another one that has hitherto been untried by the customer.
The problem is that most people do not understand how service design can help them. It is a common perception that a company has to design its services entirely around the needs of the customer. In actuality, services have to be designed in a manner that both the service provider and the customer find the exchange to be mutually rewarding. Therefore, it is usually concerned with how to add value to the customer rather than merely reducing the cost of the service which does not always benefit the service provider. Therefore, the differing interests of the service provider and the user have to be aligned in a manner that is only possible if the company truly understands what its customers require from it.
There are various processes that take place within a company in order to provide service to a customer. A design consultant needs to study them carefully before recommending any changes so that the entire system works well. The consultant needs to take a holistic approach in order to be successful in reworking the services in a manner that is beneficial to all parties. This also means that the design consultant has to take into account the requirements of the people involved in providing the service. No matter how good the product or the process it, it requires to be implemented in the proper manner by people who need to be given their due importance.
A talented service design consultant studies more than what is obvious to others and also takes the customer's pre and post use experience into account. This is very important to design services that will help a company attract new customers and retain existing ones.
The basic premise of designing services is to help a company demonstrate to its customers how it can add value to their lives. This is something that customers themselves think before they pay their hard earned money for any product or service. A design consultant who is able to help a company highlight this will make a huge difference to the company's profitability. Customers can expect an immense improvement in the services they receive because of this radical shift in thinking.
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Service design has become a fairly common term these days in any kind of business set up. But what exactly does this term mean? It simply means an integrated service interface where products or services are designed keeping in mind the consumer's needs, preferences, desirability, utility and point of view while being effective, profitable and efficient for the provider.
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