Designing for Both Sides
The point of my Abandoning Service Design post earlier this week was to rebut the assertion that “service design” isn’t gaining enough ground in the US. My argument wasn’t focused on terminology, but Joel Bailey made a great observation in the comments that I want to highlight.
To paraphrase, the term “customer experience” focuses attention on the customer. And while that’s a necessary component of service design, it isn’t sufficient:
…it’s just as much about employee engagement and co-design for the benefit of the service provider. Clients have to recognise that increasingly both customers and staff operate in a service ecology. This needs integrated, holistic thinking, involving the community of players, not just a single strand.
Well said. I have the same problem with the term “user experience design” because it suggests a similar one-way value proposition. It really helps to articulate the distinction.