Abstract
Many companies investigate new business opportunities in a turn from product to service design. As service offerings expand over time and space; such notions as ‘customer journey’ or ‘service blueprint’ have been suggested to grasp and design the nature of the emergent services. However; we find that there is room for improvement on two levels. First; customer journeys and service blueprint tools could benefit from an empathic customer understanding; that is the design of customer-specific services. Secondly; the existing customer journey and service blueprint tools are less concerned with the cyclic nature of services; by which we mean the dynamics of a customer relationship and its development over time. We report findings from collaborative workshops; in which we challenged two companies to try a new concept and tool we call ‘The service Ouroboros’. We suggest it as a more appropriate way to design various customers’ service cycles.
Keywords
service design; service cycles; touchpoint; service ecology; customer journey; empathic design; personas
DOI
https://doi.org/10.21606/servdes2014.12
Citation
Klok Gudiksen, S.,and Brandt, E.(2014) The Service Ouroboros: Designing Persona Service Cycles, in Sangiorgi, D., Hands, D., & Murphy, E. (eds.), ServDes 2014: Service Future, 9–11 April, Lancaster, United Kingdom. https://doi.org/10.21606/servdes2014.12
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Research Papers
The Service Ouroboros: Designing Persona Service Cycles
Many companies investigate new business opportunities in a turn from product to service design. As service offerings expand over time and space; such notions as ‘customer journey’ or ‘service blueprint’ have been suggested to grasp and design the nature of the emergent services. However; we find that there is room for improvement on two levels. First; customer journeys and service blueprint tools could benefit from an empathic customer understanding; that is the design of customer-specific services. Secondly; the existing customer journey and service blueprint tools are less concerned with the cyclic nature of services; by which we mean the dynamics of a customer relationship and its development over time. We report findings from collaborative workshops; in which we challenged two companies to try a new concept and tool we call ‘The service Ouroboros’. We suggest it as a more appropriate way to design various customers’ service cycles.