A Holistic Shift in Service Design: Beyond Customer Centricity

I’m revisiting a topic that’s a cornerstone in service design: moving from Goods-Dominant to Service-Dominant Logic, intertwined with Jobs-to-be-Done. But let’s take this a step further and explore how this mindset is not just customer-centric but also transformative for company culture and employee experience.

Here we go

From Goods to Services

We’ve evolved from valuing tangible goods to cherishing the experiences and services around them. It’s a shift from what we hold in our hands to what we hold in our lives.

Value in Use

It’s not about the product itself, but how it’s used and integrated into daily life, constantly evolving to meet changing needs.

Jobs-to-be-Done Theory

This helps us understand the deeper ‘why’ behind customer choices, focusing on the actual needs and jobs customers are trying to accomplish.

The Bigger Picture

When we combine these perspectives in service design, we’re looking at a lifelong relationship with customers, not just a one-time transaction. It’s about services that grow, adapt, and continue to provide value.

Beyond Customers — A Cultural Shift

Here’s the exciting part — this approach doesn’t just benefit our customers; it’s also a game-changer for our teams and company culture.

- Understanding deeper needs fosters empathy, not just for customers but within our teams.

- Focusing on service and experience over products can create a more dynamic and innovative work environment.

- This mindset encourages employees to think long-term and understand their role in the customer’s journey, enhancing their sense of purpose and effectiveness.

The Ripple Effect on Employee Experience and Effectiveness

- Employees become more engaged and invested when they see the direct impact of their work on customers’ lives.

- A service-dominant culture promotes collaboration, as everyone works towards enhancing the customer experience.

- This, in turn, leads to better customer experiences because engaged and motivated employees are at the heart of great service.

To all the service designers and business leaders out there, let’s remember that this shift is not just a strategy; it’s a cultural transformation that benefits everyone involved — our customers, our teams, and our entire organization.

Embracing this holistic approach keeps me inspired every day in the world of service design, and I hope it does the same for you!

Let me know what you think!