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HOW TO MEET YOUR CUSTOMER'S NEEDS—AND YOUR OWN: UNDERSTANDING SERVICE DESIGN ARCHETYPES
Author(s) -
Stewart Thomas A.,
O'Connell Patricia
Publication year - 2017
Publication title -
leader to leader
Language(s) - English
Resource type - Journals
eISSN - 1531-5355
pISSN - 1087-8149
DOI - 10.1002/ltl.20291
Subject(s) - archetype , service (business) , business , service design , marketing , news aggregator , customer service , computer science , service provider , advertising , process management , operations management , world wide web , engineering , art , literature
Stewart and O'Connell contend that companies must design great customer experiences to attract, retain, and delight customers. We tend to think about design more in products, yet services must also be designed. The authors describe nine attributes that represent what they call “service design archetypes,” which in their words are the aggregator, the bargain, the classic, the old shoe, the safe choice, the solutions provider, the specialist, the trendsetter, and the utility. When you match your own archetype, you are better able to design services. “An organization aligned to its archetype,” they write, “makes better decisions at all levels, delighting customers and saving money at the same time.”