Service design is about connecting all touch-points of the company and pointing them collectively toward delivering the value prop to customers.
“Imagine you put 11 world class soccer players on a single team. What do you think would happen if there’s no coach and no tactics? All of these players would play their own game.
Even though individually they are some of the best, as a team they probably wouldn’t win a single match. And it wouldn’t be much fun to watch for the spectators. The stadium would be empty in no time.
What we do, and what service design does, is take all the interactions in a service and help to orchestrate and harmonize them, where the end result is a happy customer and a successful business.” - Marc Fonteijn
