Service Design: From Insight to Implementation

FIGURE 9.2
The five stages of getting back to employment provided the timeline for the Make It Work blueprint

Reliability: the organization’s ability to perform the service dependably and accurately
Assurance: employees’ knowledge and ability to inspire trust and confidence

Tangibles: appearance of physical facilities, equipment, personnel, and communication materials
Empathy: understanding of customers and acknowledging their needs
Responsiveness: willingness to help customers, provide prompt service, and solve problems

Using RATER as a foundation, it is possible to start design projects by defining measurement criteria. From here you can develop design principles and design solutions, and finally, measure the effects of the design.

The simplicity of the method is its great advantage—customers are simply asked “How likely is it that you would recommend our company to a friend or colleague?” This type of survey is relatively simple to conduct, and it is constant across companies and industries. This makes it easy for companies to compare their performance with the competition, and good net promoter scores have been documented to relate directly to business growth.

New sales: increased acquisition of new customers
Longer use: increased loyalty and retention of customers
More use: increase in revenue for every customer
More sales: increased sales of other services from the same provider
More self-service: reduced costs
Better delivery processes: reduced costs

We suggest that user experience in this context is primarily concerned with tasks, short time frames, and interactions with nonhuman touchpoints.

We can break these down into the following four categories:

User experience: interactions with technologies
Customer experience: experiences with retail brands
Service provider experience: what it is like on the other side
Human experience: the emotional effect of services (e.g., healthcare) that impact quality of life and well-being

FIGURE 5.14
A customer journey map

row of the blueprint represents a channel of touchpoints ().