Service Design, the must-have drill for your quarter inch hole
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Service Design, the must-have drill for your quarter inch hole

Wim Rampen
  • Wim Rampen
  • Director

There are numerous reasons why I wanted to work at Livework: the great team, the variety of clients and the awesome role they had carved out for me. Equally important is that service design is the must-have drill for your quarter inch hole. Let me give you three reasons why.

1: The challenges organisations face are more networked than ever before

Before the digital revolution, the number of disciplines required to run a business were easy to count. Nowadays marketing alone has expanded into online, offline, content, social, mobile and what have you. And there’s new communication channels every month.

Your customers’ happiness and your profitability depend on how well each channel, each department and each discipline work together. No wonder organisations have difficulties making sense of it all. Who has the bird’s-eye view?

These are the kinds of problems you can’t manage your way out of; you have to design your way out of them.

Marty Neumeier

Therefore many challenges are not clearly understood. Everything is connected with everything. Service designers use the term “wicked” for these type of challenges. Service design brings in the customer perspective to create your bird’s-eye view. And because the approach is co-creative, the solutions arrived at are realistic, sustainable and have buy-in internally.

2: The why behind the data we capture is drowning in the data lakes that hold it

Data is the new gold. But that doesn’t mean we know how to get the value out of it. Statistics may tell you what the relationship is between one type of data and a specific outcome. It however will not tell you why.

Data is the new gold. But that doesn’t mean we know how to get the value out of it.

History tells us there is always the unexpected outcome. This can be a black swan (a very unlikely yet highly impactful event), but it’s more likely an every day event that is slowly eating your profits and growth.

The research we employ in service design results in a deep understanding of human behaviour (in the context of your service or use of your products). It captures the underlying human desires, motivations and intrinsic drivers. We achieve this through highly qualitative interviews with customers and other stakeholders that reveal more than any data analysis will tell you. Data is transformed into actionable insights.

3: Agile ways of working often lack customer quality time

Agile ways of working empower teams and speed up work. But sometimes the customer can get forgotten in the sprint towards a solution. Prototyping focusses on feedback on usability and insights about the genuine customer need for the proposed solution are not collected.

The service design approach to agile keeps organisations customer focused, rooted in deep understanding of customer needs and seeking their input in multiple rounds of prototyping. As it involves people in all areas of the organisation it also supports the internal organisation’s capability to deliver it.

Agile ways of working empower teams and speed up work. But sometimes the customer can get forgotten in the sprint towards a solution.

Not just any old quarter inch hole: the best outcome for your customers and your business

The challenges organisations face need an approach that involves arriving at a bird’s-eye view of how a system works and how it impacts people and results. Above all it needs to dig deep into the drivers behind human behaviour so that we can make sense of the data it produces. Then we can design solutions in an agile way, to generate positive impact for customers and organisations.

In my opinion and experience it is service designers that have the unique mindset, competencies and methodology to do this best. Our toolkit is designed to get to the heart of understanding organisational challenges – ensuring that they get the quarter inch hole they need in the way that delivers the most value for their customers and the most profit for them.

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Hi, Wim!

Wim has over 20 years of experience in running and improving service operations, marketing, customer intelligence and customer experience change programs in different industries. Wim Rampen recently joined Livework as a Studio Director of Rotterdam and Commercial Director for the group.

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