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Elements of the Service Design Process

Elements of the Service Design Process
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  • 0:00 Service Design Process
  • 0:58 Analyzing Customer Needs
  • 2:44 Implementation Planning
  • 3:48 Refining
  • 5:13 Lesson Summary
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Lesson Transcript
Instructor: Yuanxin (Amy) Yang Alcocer

Amy has a master's degree in secondary education and has taught math at a public charter high school.

Learn how service companies design their services to meet the needs of their customers. In this video lesson, you will see how service companies implement a service and then refine it along the way to make it better.

Service Design Process

In today's world, there are many companies that provide a service rather than a physical product. As you watch this lesson, there are even more service companies being started. There are mobile pet grooming companies, massage companies, grocery delivery companies, and party planning companies just to name a few.

Service companies can implement a service design process that involves planning and reviewing the types of services it provides and analyzing how to better meet the needs of its customers.

The steps involved in a service design process include:

  1. Analyzing customer needs
  2. Planning the implementation
  3. Reviewing the service to look for ways to improve and refine it

Let's look at what Harry does in his service design process as he figures out the services that he wants to provide. Harry loves dogs, so he has created a dog-related service company. He is now sitting down with his team to discuss the direction of his service company. Let's take a look.

Analyzing Customer Needs

The first step in the service design process is that of analyzing customer needs. As you are analyzing your customer needs, you want to keep your company vision clearly in mind so that you don't get sidetracked. As you analyze your customer needs, you'll find that your customers have varied needs that may or may not align with your service company. You want to target those needs that align with your company vision. To help you analyze your customer needs, you create fictional characters that mirror your real-life customers.

Harry sits down with his team at this stage and he and his team create fictional characters that mirror the real customers that his company will one day service. Harry and his team brainstorm about the possible needs his customers might have and why. They also think about the motivations behind his customers' actions so they can better communicate with their customers.

They look at one potential fictional customer named Sally. Sally has two dogs at home. She works full time, so her two dogs are left alone all day. What are her potential needs? Harry and his team begin to spew out ideas, writing each one on a sticky sheet. They come up with ideas such as dog sitter, dog day care, dog walker, and dog TV. Harry and his team also consider the potential needs of several other fictional customers.

When Harry and his team finish their brainstorming session, they now look through all the sticky notes and remove the ones that don't align with their company vision. They get rid of the sticky note that says dog TV as creating a dog TV show does not align with their company vision. They keep dog sitter and dog walker as these do align with their company vision. Now, the team can move on to the next step.

Implementation Planning

The second step in the service design process is implementation planning. It is in this step that you think about how you can provide the service. You include the costs of providing this service, too, so you see whether a particular service is worth providing or not. You also research what the going rate for similar services is in your area.

Harry and his team know that there are several other companies in the local area that also provide dog walking and dog sitting services. Harry and his team want to provide a unique service that will help them stand out from the others. They want to be known for providing something that the others don't.

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