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Service Design for Business
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Table of Contents

Introduction vii Chapter 1 Why Service Design 1 Three Trends That Make Service Design Relevant Today 2 Use Service Design to Deal with Business Ambitions and Organizational Challenges 4 Key Concepts 7 Chapter 2 Foundations: Three Critical Factors in Service Design 15 Movement 17 Structures 32 Behavior 44 Challenges 50 Chapter 3 The Customer Story: Understanding Customers Better Provides the Basis for Customer-Driven Service Improvement and Innovation 53 Get the Basics Right and Achieve Customer Experience Excellence 54 Prevent Customer Irritations and Failures 62 Engage Customers Effectively 70 High-Impact Customer Innovations 78 Chapter 4 Business Impact: Designing a Service around Customers' Needs Provides a New Way to Address Age-Old Business Challenges 87 Innovate New Business Concepts 88 Becoming a More Digital Business 96 Achieve Higher Customer Performance 106 Successful Launch and Adoption of a New Product or Service 117 Chapter 5 Organizational Challenge: Using Customer Centricity to Move Your Organization Forward 125 Foster Internal Alignment and Collaboration 126 Deliver Better Staff Engagement and Participation 134 Build a Customer-Centric Organization 141 Building a More Agile Organization 151 Chapter 6 Tools 161 Customer Profiles 162 Customer Insights 164 Customer Journeys 166 Customer LifeCycles 168 Cross-Channel Views 170 Service Scenarios 172 Organizational Impact Analysis 174 Creative DesignWorkshops 177 Acknowledgements 181 Index 183

About the Author

BEN REASON is a founding partner of Live-work winners of the prestigious Designweek 'Design Team of the Year' award in 2014. As director of the London studio he continues to pioneer the discipline and is a visiting tutor at the Royal College of Art, London. LAVRANS LOVLIE is a founding partner and Director of Livework. His work includes projects with the BBC, Sony, Orange, VW, several of the largest hospitals in Norway and the United Nations. He has taught at universities across Europe and is a board member of the Norwegian Design Council. MELVIN BRAND FLU is a partner and the Director of Strategy and Business Design at Livework. He has over 25 years of experience working as a business and strategy consultant.

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