Why Read This
The 2010 Service Design Network conferences in Europe and the US highlighted organizations that achieved a higher level of customer experience through design innovation. Examples spanned industries as diverse as travel, utilities, manufacturing, healthcare, and education. Because a service design effort seeks to design end-to-end experiences and the underlying business systems that support them, any company embarking on a service design project should expect to re-evaluate its corporate strategy and organizational structure. Chief customer officers (CCOs) should embrace service design as a path to competitive differentiation and partner with agencies that have strong service design practices.