Band-aid strategies for pleasing customers aren’t enough to differentiate your business. Your business needs to be designed for service from the ground, up.
In today’s interview with Patricia O’Connell we discover the importance of service design in businesses that compete today. Patricia shares her journey of discovery in the field of service design and the inspiration behind Woo, Wow, and Win, a Guide to Service Design, Strategy, and the Art of Customer Delight. Patricia currently serves as the President of Aerten Consulting, in New York City.
[1:03] As a journalist transitioning from print to web, Patricia found service design thinking a necessity.
[4:06] Search Engine Optimization is an example of service design.
[4:30] There are key differences between successful businesses that sell services and successful businesses that sell products.
[5:30] The essence of service is providing something that the customer has a right to expect, in accordance with your strategy.
[7:12] Service is not done in a silo — it involves a co-creative interaction between the business and the customer.
[9:40] The five principles of service design:
- The customer is always right, provided they are the right customer for you.
- Don’t surprise and delight your customers, just delight them.
- Heroism should not be required for good service.
- Anywhere you play, you have to play well.
- You’re never done.
[28:22] The 10 Es of customer experience provide a framework for designing services with the customer in mind.