Page 233 - The Design Thinking Playbook

EXPERT TIP:
With service design thinking to value excellence

When we have already made our company fit for the future through The quality and operational excellence in the service used to be in the foreground. Then, more and more
operational and service excellence, service design thinking pro- importance was put on experience. Today and in the future, value will take center stage. Value excellence
vides the necessary framework to initiate differentiation. As noted, is achieved through a strong customer centricity and close, proactive collaboration with customers.
business models with a strong focus on servitization may come into So-called customer experience chains constitute the basic structure; the touch points with the customer
being, or customers may be segmented by categories that follow a from the initial interaction to the warranty case are mapped in the chain.
different rationale than age, income, and family status. Service design
also includes experience design, UX, and UI. Ultimately, the basic From our experience, we can recommend two tools:
considerations are based on design and systems thinking. • The customer journey (customer experience chain)
The insurance industry provides us with an example of the application • Service blueprint (an extension of the customer experience chain as a blueprint)
of service design. The Swiss health insurer Sanitas integrates the
Swissmom portal in their service portfolio. Thus a customer interac- The customer experience chain, or customer journey, represents the process that the customer experiences
tion chain is created with expectant mothers, from the initial wish for in contact and dealing with our company. The issue is to design the journey of the customer through our
a child, to pregnancy, to giving birth, up to dealing with toddlers. The offers. All contact points (touch points) should be considered.
actual product of insurance protection for newborns is embedded in The service blueprint is an extension of the customer experience chain and also constitutes the provision of
the service components. In addition, mothers are given access to a the service. On page 234, we will address the topic of using a service blueprint.
community and a further range of offers for childcare.

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