Our customer service development process starts with the definition of objectives. Clear objectives are set for the project being designed, which help steer design work from beginning to end. Objectives are also set for business and the customer experience. Further objectives may be set as required: sustainability, employee experience, organisational learning, etc. The objectives are always linked to indicators that make the objectives measurable. The objectives steer our joint efforts throughout the project and naturally lend themselves to the monitoring of the customer experience and business objectives after the project has concluded.

Customer insight and collaborative design are integral to service design. In our experience, new services, better customer experiences and business should be co-designed with customers and stakeholders. Service design emphasises qualitative customer insight supplemented with quantitative methods. Hypotheses are an important part of collaborative design – we build them with your organisation’s employees and refine them with your customers. A hypothesis is an initial proposition about the direction service development should take.

We take a comprehensive approach to the customer experience, which almost invariably means that more complex matters must be addressed: such as business models, service production, organisation and technology. We go beyond telling you what needs improving about your customer experience: we help you change your organisation’s operating models, reorganise your services and choose the right technologies to make the desired change possible.

Too often, service design stops after defining the service path or acquiring customer insight. This is when the actual design work starts. What measures are needed to produce tangible results for your services, customer experience, and business development? This often means experimenting, learning, refining, and finally scaling the services. The end result is a profitable service loved by customers.