Chapter 2: Creating the service concept - Delivering services that are compelling, personal and human has been saved
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Chapter 2: Creating the service concept - Delivering services that are compelling, personal and human
Identifying the right mix of channels to interact effectively with different customers
To remain relevant, organizations have to effectively serve a diverse group of customers including those who aren’t digitally savvy, those who like to do everything digitally, those who prefer personal contact, and those who like to act quickly and independently. Therefore, a 'one size fits all' approach to service delivery simply won’t work.
Organizations can meet the challenge of "mass customization" by creating a service concept: a strategic model in which an organization defines the services it offers. The goal is to remove the ambiguity and inconsistency in customer service, create a unified customer experience and provide a strategic direction in service delivery.
In this article we use three lenses to create an integrated service concept:
- The users’ needs and wishes
- Organization, policy and vision
- People, processes and technology.
The article explains how each of the three lenses can be applied in the development of a service concept and describes the steps an organization can take and the potential results.
A well-crafted service concept will give the organization insights into how resources can be used effectively and where further improvement or innovation is needed. It also ensures clarity and consistency in customer service, both for customers and employees, boosting satisfaction internally and externally.
A service concept is not an end point: it is the starting point for continuous learning and improvement.
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