Service-design in marketing

Help the company to anticipate the behavior and reaction of the consumer, to predict its impressions and evaluate the brand can service design in marketing.

  1. What is service-design?

Service design is a set of techniques through which you can predict what impressions and what experience a consumer will receive when choosing and using a particular service or product.

With this approach, attention is not focused on the product itself, but on the experience and impressions that each consumer receives when using it. This allows you to create a chain of quality interactions without disruption between the end user and the service provider or the product manufacturer.

2.How does it work?

Service-design refers to different methods and tools, working with elements such as time and interaction between actors. In the role of actors, the consumer is here — on the one hand — and the company or brand — on the other. Service design analyzes existing interactions between actors, projects their possible interactions, creates behavioral algorithms, and ultimately offers a solution to how actors achieve their desired goals.

3.Steps of service design.

  • Definition of problems and tasks. Initially, we are faced with a specific problem that prevents communication between the consumer and the company. From these data, a task is formed, which the future service will have to solve.
  • Creating an image of the consumer. Here we are working on the collective image of the consumer. His summary characteristic is given, a whole story of the character is developed and the goal to which he aspires, interacting with the company or brand, is determined.
An example of the design of the image of the consumer
  • The route of action of the consumer. Based on the image, a communication plan with the consumer is created. Each stage of interaction between actors is described here, characteristics of interactions between them are given and the means used for this are indicated. The communication plan is divided into two parts — the front stage (what happens in the foreground — the consumer’s actions and their visible result) and the back stage (what happens “behind the scenes” — all possible components of each consumer action and the means that for This is used).
An example of a communication plan between the clinic and its potential patient.
  • Points of contact with the consumer. They denote those places in all communication, where the consumer directly interacts with the company, intersects with it. For example, it’s a business card that came into his hands, an advertising sign or even elements of after-sales service. At each point of contact, the consumer has a certain impression of interaction with the company or brand, and some experience also appears.
An example of the scheme of points of contact of the consumer with the company.

Due to this separation, it is easy to determine at which point of contact the consumer is dissatisfied or operates outside the algorithm and quickly correct errors.

  • Analytics and improvement. After the launch of the service, its creators begin to closely monitor the performance of the service based on feedback. So users, without knowing it, while working with the service also become its creators, helping to improve it.