Service Design – Center for Services Leadership
ServiceFriday: Customer Involvement in the Service Design Process
What does your customer really need? Customers possess unique knowledge about usage necessary if companies are to design successful services. But customers also have what researchers call latent needs: requirements or issues that users themselves do not perceive or cannot articulate. To address this, many companies involve customers in co-creating innovations, but seldom do they …
ServiceFriday: Going from Free to Premium – How Consumers Weigh No Cost vs. Paid Services
“There is no such thing as a free lunch.” That adage tells us that there is always some sort of cost attached to a complimentary service. In the case of free service offerings, customers will bear with elements such as advertising and interruptions in order to enjoy the basics of a particular service as long …
ServiceFriday: Joining Different Views – How to Deliver a Holistic Customer Experience
In an article published in the Journal of Service Management, CSL Faculty Ruth Bolton with co-authors including CSL Faculty Network members, Janet McColl-Kennedy, Andrew Gallan, and Lars Witell, presented a new take on the concept of customer experience and its connection to physical, digital and social realms. While past research mainly focused on the separate …