Sometimes it’s difficult to determine where bad service begins. Most of the time the poor service doesn’t start at the point of contact for the customer. That’s because organizations are likely to invest in the frontend of their company, while the backend gets ignored. Companies sometimes fail to see that what happens behind the scenes can have a profound affect on the customer experience. This organizational weakness is influenced by a variety of factors. For example, how does an organization maintain its finances? How does a company make decisions? What is the staff training like? These are just a few of the questions one might ask about the organizational competency of a company’s backend.
This is where service design comes into the picture. A designer uses qualitative research methods, such as observation and interviewing, to conceive of a range of scenarios demonstrating how the customer interacts with the brand. This fosters challenging conversations on policies and procedures that reveals weak links but it allows organizations to come up with collaborative solutions. Service design also maps out the whole cycle of internal service processes giving an organization a holistic view of their operations. As a result, service design reduces redundancies, helps to conserve energy, reduces cost, and improves employee efficiency.
At Stonehill, we create personas and customer journey maps based on our qualitative research into your company. Establishing personas allows us to consider attributes of your customers that may have been disregarded otherwise. We use a customer journey map to tell a story about your customers, their drive or motivation, and their needs and pain points.