02 — Capability · BC-560.20
Service Experience Design
Design how a service feels to the customer from first contact to completion, and the front-stage and back-stage work that produces that experience, so the promise and the delivery match.
- Service Blueprinting
- Journey Design
- Experience Design
In scope
- Customer journeys for each service
- Service blueprints linking touchpoints to supporting processes
- Interaction standards and moments that matter
- Prototyping and testing of service concepts
Out of scope
- Cross-company customer experience strategy and loyalty programs (see BC-460)
- User interface design of a software product (see BC-530)
Decomposes into · 4
- BC-560.20.10Journey MappingTrace the customer's path through a service, stage by stage, to see where it delights, where it frustrates and where it simply waits.
- BC-560.20.20Service BlueprintingConnect every customer touchpoint to the people, processes and systems behind it, so a change on stage is understood backstage.
- BC-560.20.30Interaction StandardsSet the standards for how the service is performed at each touchpoint, consistent enough to trust and flexible enough to be human.
- BC-560.20.40Service Concept TestingPilot a new or changed service with real customers at small scale and adjust before it is offered widely.