Human issues in service design

Abstract

A heightened awareness of the fundamental behavioral science principles underlying human interactions can be translated directly into service design. Service encounter design can be approached with the same depth and rigor found in goods production. Service encounters can be designed to enhance the customer's experience during the process and their recollection of the process after it is completed. This paper summarizes the key concepts from a panel discussion at the DSI National Meeting in Orlando in November 2000. The panel brought together a number of leading academic researchers to investigate current research questions relating to the human side of the design, development and deployment of new service technologies. Human issues from the customer and service provider vantage are illustrated and challenges to researchers for exploring this perspective are presented.

Sacred Services: The Potential for Service Design of Theory Relating to the Sacred

“…Chase and Dasu (2001) express the importance of ritual in the service encounter but fails to suggest how this might be done. Cook et al (2002) refers to Chase and Dasu arguing that ritual allows for social scripts that alleviates participants from the strain of thinking, which, as this paper will demonstrate, only touches on one element of what rituals do. Finally Nakamura, Tschirky and Ikawa's paper of 2008 links the tea ceremony to service design, constructing a three axis model to deconstruct the tea ceremony.…”

“…However the service designer must consider other needs of the customer in the service journey that might be existentially more fundamental and relate to issues such as belonging, esteem or fairness etc. (Cook et al, 2002). What is at stake is how the supplementary services that embellish the core service offering may allow for differentiation of the service and deliver the potential for extraordinary service experiences.…”

“…Intangibility: Service design makes the intangible tangible through the use of physical evidence such as the sequestered service space (Zeithaml et al, 1981) touchpoints, evidencing of experience, metaphors such as theatre and performance (Meroni & Sangiorgi, 2011;Schneider et al, 2010) and cues that also prompt scripting for both service staff and customer alike (Cook et al, 2002).…”

Validation of Service Blueprint Models by Means of Formal Simulation Techniques

“…One of those disciplines is Service Design, which aims at helping in the development or improvement of services in order to deliver user-centered services by focusing on the interactions (or touchpoints) between the provider and the consumer [3]. Its main principles are: human-orientation, value co-creation, processbased nature, tangible evidences and holistic view.…”

“…Its main principles are: human-orientation, value co-creation, processbased nature, tangible evidences and holistic view. Born also in the context of research on services marketing, service design evolved and gained impact through the impulse of IDEO 3 and has finally been established as the entry point to service development for any organization seriously concerned about user experience, digital transformation and the like (see for instance the efforts on this issue of the British government around the Government Digital Service 4 ).…”