# Service Design for Business ![rw-book-cover](https://books.google.com/books/content?id=WIkgCwAAQBAJ&printsec=frontcover&img=1&zoom=5&edge=curl&source=public) ## Metadata - Author: [[Ben Reason]] - Full Title: Service Design for Business - Category: #books ## Highlights - Takeaway Messages 1. Customers' experience begins before they engage with your organization. 2. The beginning sets the tone for the relationship. 3. Customers' needs can change during their relationship. 4. Past customers can be future customers, too. 5. One service's former customers are another's future customers. - Customer lifecycles are frameworks to help us understand how the majority of customers experience a service. The customer lifecycle describes the relationship between an organization and its customers. This enables us to view a service or a whole sector through the customers' eyes. Lifecycles are phase-by-phase descriptions of how customers move from initially becoming aware of a service to becoming a customer who uses a services and eventually either renewing or leaving. - The back-stage of the service involves other dimensions that are essential to success with customers. This view enables you to map capabilities that cross the organization and impact on the customer experience—including capabilities like: • People—How do members of an organization behave as individuals and as a group? Do you need to make changes with staff behavior? • Policy—Do the principles that guide decision making in the business lead to the right customer experience—and do employees adhere to them? • Process—Are processes designed to serve customers well or do they serve internal purposes that provide little customer value? • Procedure—Does the business have the ability to implement and maintain standards and deliver quality in a consistent way? • Practice—What people in the organization really do. People are people and will find their own ways to do things— both good and bad. Do people in the organization practice their job in a way that creates customer and business value? • Systems—IT and other systems that are used to operate the service. What are the implications of change? - Tags: [[favorite]]