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Service Design for Business: A Practical Guide to Optimizing the Customer Experience Hardcover – 6 Jan 2016
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From the Inside Flap
Organizations spend significant time designing tangible products. Services receive less design attention--however, if your business is to succeed in today's highly competitive marketplace, this needs to change. Generally, services are less productive and cause more frustration to customers than products. Service design addresses this quality and productivity gap.
Service Design for Business can help your organization tap into the power of intentional service design to transform your customer's experience. Written by Ben Reason, Lavrans Løvlie, and Melvin Brand Flu from Livework--the world's first service design company--this vital resource shows how to tap into the power of service design to address specific business challenges, create positive outcomes, and enhance capabilities. No matter if your company is involved in business-to-consumer, business-to-business, or government services, all services ultimately serve people. This practical book defines the core principles and presents the formidable tools of service design that can be used successfully across all sectors.
Livework is the groundbreaking leader in the service design industry, and has guided companies toward a more carefully curated customer experience including such noteworthy organizations such as Samsung, Johnson & Johnson, the British Government, the BBC, J.P. Morgan and more. Let Ben Reason, Lavrans Løvlie, and Melvin Brand Flu help you see your organization through the lens of your consumers and show you how to put service design to work in your company.
From the Back Cover
TRANSFORM YOUR CUSTOMERS' EXPERIENCE THROUGH SERVICE DESIGN
"Service design has been around for 20 years and has matured from a niche design discipline to a more comprehensive and accessible way to tackle customer, business, and organizational challenges. However, it is still under recognized and undervalued by businesses. This book aims to address this in two ways. First, by putting the value of service design into business terms and second, by showing how service design can connect to core business outcomes and capabilities."
--FROM THE INTRODUCTION
From Ben Reason, Lavrans Løvlie, and Melvin Brand Flu, the directors of Livework--the groundbreaking service design company--comes Service Design for Business. This is the indispensable guide for any organization that wants to move their customers to a more positive experience. The authors show how to transform your customer's experience and keep them engaged through the art of intentional service design.
Written in practical terms, Service Design for Business offers all types of organizations (business-to-consumer, business-to-business, or government services) a proven, effective approach for better responding to customers' needs and demands, and provides a strategy that can be implemented immediately.
Reason, Løvlie, and Brand Flu walk you through their winning service design approach to problem solving that can help your business succeed. They give you the tools to tackle the common challenges and resolve real issues in order to move your business forward. Organized for easy navigation, this essential handbook offers the information needed for connecting market factors to the organizational challenge of customer experience by seeing your company through the customers' eyes.
For additional content, cases studies and tools relevant to this book, please visit: www.liveworkstudio.com/SDinBSee all Product description
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I've known of Live|Work for a long time and have used them as case studies with my own students, so have a lot of respect for their work.
This is a very good book on Service Design but a couple of things should be noted. First, it's written by a company that is clearly promoting what it can do to potential clients. That's not a criticism at all - it's very sensible and I've read quite a few books like this. The point is that the book isn't as objective as you might like if you are coming at the topic from a critical perspective (in the academic sense). It's promising a lot.
The second is that the book is written for people in business, not in service design, so it's not an idea book for practitioners of service design, more for those who might be thinking of using it in their organisation.
It's well written, aimed at a specific audience (but should be of wide interest) and explains key concepts very well, with good illustrations.
My only beef is the quality of the paper feels a bit cheap and the layout of the book could be a little more interesting - it looks like quite a dull business textbook and it really shouldn't.
It's a mistake to call this 'service design for business' because it's really of interest to a far wider audience. Maybe follow-up volumes are coming for education, charity, government etc etc...
Google the subject will return the exact same lightweight actionless content that a million and one blog posts czn give you freely.
‘Service Design for Business’ is not just aimed at traditional customer service, but at the wider business, including internal customers and business to business applications, with the idea that using customer design can make your business better. It explains the importance of staff engagement and of how to get the most out of your customers. It will not fix all the problems in your business, but it does explain how the authors believe their method can help.
The book is well organised and thought out, it explains ideas clearly and with appropriate illustrations so you can, say, see just how to lay out your ideas when planning. Much of what the book tells you should be obvious but, having worked in customer service for the last twelve years to some people just do not understand how to make customer service better, don’t want to risk being an innovator and want to keep on with dated, malfunctioning methods. Kudos to the authors for trying to rescue the rest of us from such horrors.
If someone gives you this book, it’s a good bet they think you are in need of a guide for hard of thinking business managers.
So there's a bit of a problem of self-importance here, and the desperate desire to see service design defined as a specialist new industry; it isn't.
With that issue out of the way; the book itself is a very useful resource on how to create better customer experiences through better planning and understanding of the elements that contribute to those experiences. Where it is practical, it is useful and there's a lot of practical here. Ignore the chapter on customer centric organisations, there it veers away from practical and into the fantasy land where customers are like unicorns and companies blueprinted machine-made homologations.
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