“Excellent services are those that provide memorable moments instead of just the most convenient experiences.”</strong (Lisa Lindström)

The evolution of service design was influenced by a range of different fields. That’s why it comprises a variety of tools that can be applied – for instance, to thoroughly analyse the business model and offerings of an organisation, and to develop a business strategy. But at its heart, the discipline is about design. It’s about finding simple but smart solutions. Though this may sound easy, it is in fact incredibly difficult. It it was easy, we’d be surrounded by great services that lead to exceptional experiences – which clearly we are not. The challenge confronting companies is that “the culture that should deliver the services must be nourished with the same state-of-mind as the actual customer experience is designed. This is often trivialised,” Lisa Lindström explains in an interview with us.

Lisa is Managing Director of the design agency Doberman and was acclaimed as Sweden’s Service Innovator of the year 2010. For her, design is the crucial element of service design. Only by applying and incorporating a design point of view – not just in the design process, but as an integral part of an organisation’s culture – will you be able to create services that are truly memorable. So service design should be more than just another method to add to an agency’s tool box. Make sure that “the complete eco-system of processes, people, products and interactions [within the agency] play together as one team,” Lindström advises. Only then will you be able to provide your customers with true value. At NEXT Service Design 2012 on 8 October 2012 in Berlin, Lisa will elaborate on this relationship and will explain how design can bring something extra to the management and innovation of services.

Sounds interesting! See Lisa Lindström & other fabulous speakers on stage at NEXT Service Design. Buy your ticket now!