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Creative Communications Photo - Redesigned Customer Journey

The redesigned customer journey results in an improved customer mood. – Presentation by Robert Bloom, Partner/Founder DT Group and DT Academy


The Cape Craft and Design Institute (CCDI) is running a series of interesting events around Service Design.

At the CCDI business breakfast on Service Design Gillian Benjamin and Robert Bloom gave a comprehensive overview:

Service design is the premeditated design of customer experiences from beginning to end. It focuses on the interaction with customers, and will allow you to see ways of improving service and related customer experiences.

Service Design introduces new vocabulary such as Touchpoint and Customer Journey. With such it is quite a game changer in focussing further on customer satisfaction.


How can Service Design benefit your business or organisation?

Start seeing the Touchpoints, think of the memories you want to evoke:

  1. Really understand the customer: What really counts, major preoccupations, worries and aspirations.
  2. Understand customer pains, and make them easy.
  3. Understand the emotional bond between the brand and customer.
  4. Align the company actions to build emotional bonds
  5. Form a holistic, human centered view of the customer experience.


Prototyping helps you to fail early, it’s about learning from your mistakes. Where failure is generally regarded as negative, prototyping ensures you fail forward.

But how do you prototype a service?

  1. Understand your customer: Create persona profiles of your most active customers.
  2. Put yourself into the customer’s shoes: Think of a great service experience. What made it great?
    • A smile: the human touch
    • Turning an order into a present: expectations met and exceeded
    • Clear information delivery: empowerment through transparency
    • Super fast transactions: speedy turnaround
    • Quick production line: no more waiting
    • Turning a complaint into a reward: appeasing disgruntled customers
    • Have a clear point of contact: one-stop-shop with all the answers
  3. Model the situation in order to work out where you could change it, then test with real people how they interact in this space, change it and test again.
  4. Make things tangible and visible:
    • Services are perceived not to be physically tangible but there are lots of ‘touching’ elements to it.
    • Put up a big board, use post-its, visualise the processes, take photos, watch.
    • Storyboard up your customer interaction, then play it through with the different personas, the different engagements that can happen.
  5. Do role playing with staff, so they understand the customer’s point of view.
  6. Find out what the people like about the process and strengthen on that.


So, what are the principles of service design?

  1. Iteration: This is a constantly changing environment and you need to constantly adapt to it.
    • Analyse the status quo, does it work? If it doesn’t, iterate to the next best solution: Develop, implement, redevelop, reimplement.
    • ‘Upcycle’: Never stay with the status quo, keep on iterating, never stop in the development, think in cycles.
  2. Crowdsource: By canvassing a large crowd of people for ideas, skills, or participation, the quality of content and idea generation will be superior.
  3. Cocreate: Lower your risk bycocreating and getting real results.
    • Cocreate solutions by involving your staff:

– Empower your staff to solve problems themselves, to make decisions. Otherwise they will not know what to do, this way you get their buy-in and strengthen loyalty and morale.
– Have people working as a team, not in competition to each other.
– Share values and believes, get staff to identify with your goals by being transparent and informative about them.

    • Cocreate with the customer:

– Do your home work: Research your customer preferences.
– Get customer feedback early. Allow easy feedback channels.
– Launch a beta version with an exclusive customer base. Involve them by gathering their comments, learn their opinions, take on their recommendations, ask them for solutions.


For more information on Service Design:

Cape Craft and Design InstituteService Design training

Design Thinkers GroupService Design downloads


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