Are your services as carefully designed as your physical widgets? Does your service bridge the gap between your customers’ experiences and the advancement of your strategic goals? According to Thomas Stewart and Patricia O’Connell, “Company after company is underwhelming its customers and leaving money on the table. It’s time to stop that and take action.”
In their strategy + business article – drawn from their forthcoming book, “Woo, Wow, and Win: Service Design, Strategy, and the Art of Customer Delight” (HarperCollins, November 2016) – they dig into the principles of service design and share techniques to adopt that will serve the customer and the company simultaneously. Stewart is a thought leader on global management; O’Connell is an expert on customer-centric business strategy. Together, they provide design-led best practices for service innovation.
Notably, their service design does not confuse cost with value. “When you, as a seller, do not have a good design, you are more likely to base decisions on cost rather than value because you cannot tell the difference between spending money and investing it.” And a delightful customer experience doesn’t require “heroic efforts.” Instead, the design informs the entire philosophy of the service, reducing pain points for customers and demonstrating every touch point as an opportunity to wow them – making the contact more valuable to both the company and the customer.