Band-aid strategies for pleasing customers isn’t enough to differentiate your business—it needs to be designed for service from the ground up.
In today's interview with Patricia O’Connell we discover the importance of service design in businesses that compete today. Patricia shares her journey of discovery in the field of service design and the inspiration behind Woo, Wow, and Win, a guide to service design, strategy, and the art of customer delight. Patricia currently serves as the President of Aerten Consulting, in New York City.
[1:03] As a journalist transitioning from print to web, Patricia found service design thinking a necessity.
[4:30] The big idea behind Woo, Wow, and Win.
[7:12] The importance of co-creation.
[9:40] The 5 Principles of service design.
● The customer is always right, provided they are the right customer for you.
● Don’t surprise and delight your customers, just delight them.
● Heroics should not be required for good service.
● Anywhere you play, you have to play well.
● You’re never done.
[28:22] The 10 E’s of Customer Experience.
[31:49] Patricia can be found on Woowowwin.com
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Woo, Wow, and Win reveals the importance of designing your company around service, and offers clear, practical strategies based on the idea that the design of services is markedly different than manufacturing.
Most companies, both digital and brick-and-mortar, B2B or B2C; are not designed for service—to provide an experience that matches a customer’s expectations with every interaction and serves the company’s needs.
When customers have more choices than ever before, study after study reveals that it’s the experience that makes the difference. To provide great experiences that keep customers coming back, businesses must design their services with as much care as their products.
Tune in for our interview with Tom Stewart, an authority on intellectual capital and knowledge management, and an influential thought leader on global management issues and ideas.
[02:04] Service design is the most important management discipline you haven’t heard of.
[3:56] Services are experiences, and therefore open to user interpretation.
[6:45] It's harder to produce planned outcomes with services.
[11:36] Starbucks is a beautiful example of service design, from start to finish.
[16:06] The four design archetypes:
[19:58] Design your business around customer emotion.
[25:33] Critical moments can make or break your customer relationships.
[30:06] Providing an omnichannel experience is hard.
[32:50] A big city hospital designs the patient experience.
[35:16] Growth is the great enemy of strategy.
[38:38] How to learn more about Thomas Stewart or Woo, Wow, and Win.
Mentioned in This Episode: