Strategic Management: Designing a service is
just the first step, implementing is as important as the design process. There
can be a great service designed but if it is not implemented appropriately the
result will be a poor customer experience. This is why strategic management has
an important role in the process for providing great customer service. Managers
use three levels of strategy,
corporate, business, and
operational, to better demonstrate the reason for the decisions that have been
made. In the Corporate strategy level the 5-forces model of Micheal
Porter which includes Industry competition, Suppliers, Buyers, Substitutes,
and Threat of entry is commonly used. Business strategy is dealing
with the decisions made about the methods and techniques of competing in a
certain market. The Operation strategy is where service design is highly
involved. It is the segment where research and development takes place and the
marketing and customer service are main concerns. The import thing to remember
is that designers should be aware of the business language and the business
world to be able to design appropriate services, to understand the process of
implementation, and to better communicate with the stakeholders.
Operation Management: Kate Blackmon definition
of operation management is clear and powerful “Operation management is
concerned with the design, management, and improvement of the processes through
which an organization’s product and services are delivered.” So operation
managers and service designers are working side by side for a common goal in
parallel direction. One of the operation management methods to deal with
services, introduced by Ted Levitt, is to approach service as it is a product. The
role of technology and customers are very important in the service design. The
use of technology is important but it needs to be simple and user friendly.
Customers, also, have a great role and impact on the success of a service. The
interaction between employees and customers are a key point in designing a
service and has to be emphasized.
Design Ethnography: Understanding the future
choices and decisions by studying behavior and background of different people
is the main point in the structure of ethnography. Ethnography is a method that
uses different social sciences such as anthropology and sociology and it is
learning about people and their behavior and choices they make in life. These
studies gather data that can inform and inspire service designers for
innovative processes. There is a strong connection between ethnography and
service design which can result to a successful customer experience.
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