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内容简介
How to design and market services to create outstanding customer experiences Service design thinking is the designing and marketing of services that improve the customer experience, and the interactions between the service providers and the customers. If you have two coffee shops right next to each other, and each sell the exact same coffee at the exact same price, service design is what makes you walk into one and not the other. Maybe one plays music and the other doesn't. Maybe one takes credit cards and the other is cash only. Maybe you like the layout of one over the other, or one has more comfortable seating. Maybe the staff at one is friendlier, or draws fun shapes on the top of their lattes. All of these nuances relate to service design. This Is Service Design Thinking combines the knowledge of twenty-three international authors and even more online contributors from the global service design community and is divided into three sections: Basics: outlines service design thinking along five basic principles Tools: describing a variety of tools and methods used in Service Design Thinking Cases: vivid examples for the introduced fundamentals with real-life case studies from 5 companies that did inspiring projects within the field of Service Design At the end, a one-page "Customer Journey Canvas" is included, which can be used to quickly sketch any service on a single sheet of paper—capturing different stakeholder concerns: e.g. customers, front-line staff and management.
作者简介
哈彿大學管理策略大師麥可．波特（Michael Porter）於去年5月31日在FSG Shared Value Leadership 高峰會談中提出，未來企業發展的方向將由生產製造商品，改為以關心顧客的需求福祉為目標，以為人類社會創造價值與分享價值做為主導（Creating Shareable Value—The Path Far ward）。可預知以知識創造產品與服務對人類產生真正價值的知識經濟、體驗到使用者真正需求的體驗經濟及以人為本的服務經濟時代的來臨。
服務設計是為了使產品與服務系統能符合目標使用者在使用與互動上的方便而產生的一個年輕學科，如何使其內容的呈現及過程中使用者接觸到的軟硬體皆能讓使用者感到賞心悅目，凡此種種均為二十一世紀數位科技時代，產品與服務創新的一個嶄新但也是決定成敗的重要課題。
本書集結全球重要服務設計領域23位作者豐富的知識與經驗，提供關於服務設計的基本概念、工具運用等知識介紹，並以案例詳細敘述實際運用之概況，對顧問、行銷人員、創新者與設計專業人員是一本極具價值的工具書。
This Is Service Design Thinking是2012年由Wiley出版,作者MarcStickdorn。
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