TOPIC FOUR

SERVICE DESIGN

Brian Wadambisha
LECTURE OBJECTIVES
By the end of this class, students should be able to;

• Define service design and explain its core

principles
• Explain the customer service mix
• Understand the elements of a service
design
• Explain the concept of service blue print
and its relevance to service marketing
• Discuss strategies for service design
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INTRODUCTION

• Service design: the practice of planning and

organizing people, processes, communications and
touchpoints so that a service delivers value and a
coherent customer experience.
• In marketing, service design shifts the emphasis from
selling offers to organizing experiences, aligning brand
value proposition and all customer interactions.
• Service design analyses the workflows and procedures
involved in service delivery
• Involves creating a customer journey and using
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organizational resources to make it a reality

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INTRODUCTION …….
What do service designers actually do

• Problem identification
• Find creative solutions to the problem
identified
• They do service planning
• Create and map out customer journeys
• Create service blue prints
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INTRODUCTION ….. WHY SERVICE

DESIGN
• Service design helps to;
• Identity mis-alignment between organization
and business models
• Reduce redundancies
• Overhaul outdated policies and procedures
• Fosters Interdepartmental relationship
• Enhance user experience

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CUSTOMER SERVICE MIX

Also known as the service marketing mix
Element Description Example
A hotel service, online
Product The actual service offered
banking, or delivery service
Price The cost customers pay for the service Subscription fee, ticket price
Place Where and how the service is delivered Physical location or online
Advertising, PR, sales
Promotion Communication of service benefits
promotions
Front desk staff, call center
People Employees who deliver the service
agents
Online booking process,
Process Procedures and flow of activities
complaint handling
Physical Décor, website design,
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Tangible cues that represent service quality
Evidence uniforms
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DESIGN ELEMENTS IN SERVICE DESIGN

The following are they elements of service design
• Customer Personas – Fictional representations of typical customers used
to understand behaviors, needs, and expectations.
Example: A busy professional who prefers mobile banking.
• Customer Journey Mapping – Visualization of the customer’s experience
from start to finish, identifying touchpoints, emotions, and pain points.
• Customer Touchpoints – All moments of interaction between the
customer and service provider, such as websites, apps, or in-person
meetings.
• Stakeholder Mapping – Identification of all people and organizations that
affect or are affected by the service (customers, employees, suppliers,
regulators).
• Service Blueprinting – A detailed diagram showing how service
7 components work together including front-stage (customer-facing) and
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OPERATING SYSTEMS CLASSIFICATIONS

Classification Description Example

Customer is physically
Hospitals, restaurants,
High-contact systems present during service
salons
delivery
Service is delivered
Online banking, e-
Low-contact systems remotely through
learning, app-based rides
technology
Combination of both
Retail stores with online
Hybrid systems physical and digital
ordering options
contact

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THE FRONT AND BACK OFFICE IN

SERVICE DESIGN
• Front Office (Front Stage)
• Directly interacts with customers.
• Includes all visible elements: staff behavior, communication, environment, and
service interface.
• Example: Reception desk, customer support, service counters.
• Back Office (Back Stage)
• Supports service delivery but is invisible to the customer.
• Includes administrative tasks, systems management, logistics, and database
operations.
• Example: IT support, kitchen in a restaurant, order fulfillment center.
• Effective Service Design connects both front and back offices seamlessly to ensure
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consistency and reliability.
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THE SERVICE BLUE PRINT

• A service blueprint is a visual diagram that outlines the service
process in detail showing what happens at each customer touchpoint
and how internal systems support it.
Components of a Service Blueprint:
[Link] Actions – Steps taken by the customer in the process.
[Link] (Visible) Actions – Employee actions visible to the
customer.
[Link] (Invisible) Actions – Behind-the-scenes employee
activities.
[Link] Processes – Internal systems or third parties enabling service
delivery.
5.
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Physical Evidence – Tangible items used or encountered (receipts,
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SERVICE BLUE PRINT CONT.…..

Benefits of service blue prints…..
•Improves understanding of the service process.
•Identifies inefficiencies and gaps in delivery.
•Aligns employees and resources with customer needs.
•Enhances Service Consistency and Quality Control
•Facilitates
•Cross-Department Collaboration
•Supports Innovation and Service Redesign
•Improves Customer Experience and Satisfaction
•Strengthens Accountability and Performance Measurement
•Aids technology integration
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STEPS IN CREATING A SERVICE BLUE

PRINT
Steps in Creating a Service Experience Blueprint
[Link] the Service Concept and Value Proposition
Define what experience you aim to deliver and what value the
customer seeks.
[Link] Customer Personas and Journeys
Understand target users and outline their emotional and
behavioral journey.
[Link] All Service Interfaces (Touchpoints)
Identify every possible interaction channel (e.g., app, website, call
center, kiosk).
[Link] the Service Experience Flow
12Show how customers move between interfaces and what triggers
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STAGES CONT.
5. Add Frontstage and Backstage Processes
Link visible customer interactions to internal systems and employee
actions.
6. Define Physical and Digital Evidence
Include elements that influence perception such as interface
design, communication style, ambiance.
7. Analyze Integration Points and Pain Points
Examine where breakdowns or inconsistencies occur between
interfaces.
8. Iterate and Prototype
Use design thinking principles to test and refine the experience
across touchpoints.
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EXERCISE
• Ronsan, is a popular coffee shop along Kumi road, especially
busy during morning rush hours. Recently, customers have been
complaining about slow service and occasionally receiving
incorrect orders, leading to frustration and sometimes missed
appointments. The owner wants to understand why this is
happening and is considering adding a new ordering system.
• Your Task
As a team of service design consultants, your goal is to blueprint
the current customer journey for ordering and receiving a coffee
at Ronsan during its morning rush. Focus on identifying the key
steps and interactions that contribute to the current problems.

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SERVICES DESIGN STRATEGY

Strategies for converting ideas into competitive advantage

• A services design strategy outlines how an

organization plans, structures, and manages its
service delivery to create consistent customer
value and competitive advantage.
• “Service design strategy combines user-centered
principles, stakeholder involvement, and
organizational processes to create valuable and
coherent service experiences.” - Stickdorn &
Schneider (2010)
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SUGGEST SERVICE DESIGN STRATEGIES TO ENHANCE CUSTOMER

EXPERIENCE

Home Work

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