Service design for experience-centric services

Zomerdijk, L and Voss, C A (2010) Service design for experience-centric services. Working Paper. London Business School Operations and Technology Management Working Paper Series.

Abstract

Service organizations are increasingly managing customer experiences to promote differentiation and customer loyalty. This paper examines the design of experiencecentric services, particularly the design of their context. Drawing on relevant literature in service and experience design, we develop a theorybased set of propositions for experience design. The propositions are then investigated empirically by means of 17 case studies of design agencies, consulting firms, and experiencecentric service providers in different industries. Strong support was found for the designing of “customer journeys” and “touchpoints,” for sensory design, and for the designing of a dramatic structure of events. In addition, the engagement of employees, the management of fellow customers, and the close coupling of backstage employees and frontstage activities represent promising new frontiers in experience design. By identifying the current design practices of leaders in experience design, this study both informs this practice and presents a unique perspective on the design of service delivery systems.