Author(s): Marc Stickdorn; Jakob Schneider
How to design and market services to create outstanding customerexperiences
Service design thinking is the designing and marketing ofservices that improve the customer experience, and the interactionsbetween the service providers and the customers. If you have twocoffee shops right next to each other, and each sell the exact samecoffee at the exact same price, service design is what makes youwalk into one and not the other. Maybe one plays music and theother doesn't. Maybe one takes credit cards and the other is cashonly. Maybe you like the layout of one over the other, or one hasmore comfortable seating. Maybe the staff at one is friendlier, ordraws fun shapes on the top of their lattes. All of these nuancesrelate to service design.
This Is Service Design Thinking combines the knowledge oftwenty-three international authors and even more onlinecontributors from the global service design community and isdivided into three sections:
At the end, a one-page "Customer Journey Canvas" is included, which can be used to quickly sketch any service on a single sheetof paper--capturing different stakeholder concerns: e.g.customers, front-line staff and management.
Marc Stickdorn (Austria; http://thisisservicedesignthinking.com; www.destinable.com) is co-founder of Destinable, a consultancy specializing in service design for tourism, and lectures around the world at business and design schools. He is a professor at the Management Center Innsbruck in Austria, where he lectures on service design and service innovation. His main areas of interest are service design and strategic marketing management particularly in a tourism context. Jakob Schneider (Germany) is a graphic designer based in Germany.