Service Design

Align your experience vision, business goals and processes with service design

One platform for Personas, Journeys, Opportunities and Solution ideation

Map current state vs future state journey maps

Service Blueprint template to get started faster

Deeper customer understanding with VoC integration

Collaborate with multiple teams from design to implementation

Align operational processes and KPIs to Customer Experience

How Service Design impacts Customer Experience management

What is Service Design? It is a human-centered approach to creating and improving services, ensuring they are both effective and enjoyable for customers. Service design directly connects to experience management because it plays a crucial role in aligning the company vision and internal processes with customer needs.

Key to successful Experience Design is gaining a deep understanding of customers and their interactions at each touchpoint to ensure products, services and operations meet expectations.

Cemantica centralizes Service Design tools in one platform to map Customer Journeys and Service Blueprints, create user and customer Personas, surface Opportunities, ideate Solutions and collaborate on optimizing processes to deliver the experiences customers are looking for.

Journey Mapping

Personas

Journey Implementation

Design thinking methodology and Journey Management

In essence, services are the link between a concept (goal or vision of the customer or business) and the concrete - with products or skills (offers) that the customer experiences. As such, design thinking and customer experience are linked.

As a Service Designer you are passionate and curious about understanding and solving the challenges of customers and want the tools to support you in innovating how services are delivered. A design thinking framework fosters innovation by centering on user and customer needs, leading to better products and services.

What is design thinking? To create or improve services, Service Designers need to both visualize and step outside the present status. Design thinking and Solution ideation is an iterative process on the path to doing things differently. Working within a proactive Journey Management framework supports Service Designers from strategy to execution.

Research

Discovery and exploration

Step #1

Ideation

Creation and concept design

Step #2

Testing

Reflection and prototyping

Step #3

Implementation

Change management

Step #4

How do the features in the Cemantica Journey Management platform and our Consulting support help you design and deliver services at scale, that make it easy to do business with, solve issues and add value?

Understanding customer needs with Personas

Human-centered Service Design means developing a deep understanding of your current and potential customers that you can share with colleagues for alignment throughout the design and implementation process.

In Cemantica, the Service Design team can bring your customer profiles to life and develop a common empathy by creating user and customer Personas to establish a common understanding of your target audience, reflecting their challenges, traits and requirements.

Personas are crucial throughout the practical Service Design process, firstly to detect potential experience frictions as well as inspire Solution ideation by drilling down into their customer wants and needs. They are a pivotal point in the Service Design mapping process, where one or more Personas are central to a customer journey and all the way through to change management and implementation, acting as hand-outs to service delivery staff to reinforce empathy and customer needs for each interaction.

Use the power of AI with our built-in assistant Alex to create and enrich your Personas, discover more about Persona features in Cemantica.

Personas in Cemantica How to Create a Persona with AI

Journey mapping for current and future state

Customer journey mapping from the current state to future state is a strategic process to understand where you are in order to identify the gaps to reach your brand's vision.

The current state journey map captures how customers interact with a company’s products or services today - identifying pain points, inefficiencies and opportunities for improvement.

The future state journey map envisions an ideal customer experience, incorporating enhancements that align with business goals, customer expectations, and emerging trends.

This process helps your teams address Service Design gaps and to optimize interactions at every touchpoint.

Discover more about using journey mapping in design thinking in Cemantica.

Journey Mapping in Cemantica

Service Design Blueprint mapping

Using Service Design software can significantly enhance service quality. The Cemantica platform allows you to visualize the entire service process, which helps clarify roles and relationships. It also helps identify pain points and areas where improvements can be made in the customer journey for both employees and customers.

Engaging various cross-functional teams in this blueprinting process promotes open communication and collaboration, leading to more effective resource allocation that aligns with customer needs.

A Service Design Blueprint map illustrates how Customer Experience integrates with your internal processes, technologies and behind-the-scenes activities, helping you assess their impact as you work toward optimizing services and how they are delivered.

In Cemantica, use the Service Blueprint map template to get started in designing services and follow best practices to start mapping and combining a view of customer interactions and the internal elements that lie behind the touchpoints.

Journey Maps for Service Designers

Generate Opportunities and Ideate Solutions

Directly in journey maps you can create Opportunities to fix pain points identified at stage and touchpoint level. This is where you seamlessly go on to Solution ideation to add detail on how you will address the improvement areas, forming the basis of your action plan.

For data driven Service Design ensure you are bringing in customer and business data into your maps for more robust inights, testing and decision making.

Try an AI Service Design tool - use Alex, Cemantica's Artificial Intelligent assistant to automatically generate Opportunities and Solutions based on the data held in your journey map for you to refine and build on.

Service Design from Insight to Implementation Generate Opportunities and Ideate Solutions with AI

Solution Ideation and Service Blueprint Workshops

Let's help you visualize and simplify seemingly complex Service Design challenges by considering the end-users' needs, explore a wide range of ideas and iterate solutions.

Cemantica´s CCXP qualified Consultants facilitate dedicated Service Design Workshops to help your cross functional teams in the design thinking process for focused problem solving, diverse brainstorming and collaboration.

Learn more about our CX Workshops.

Service Blueprint Workshop

Identify the backstage elements below the visibility line that influence Customer Experience.

We analyze organizational systems, departments, and business processes, establishing clear ownership and KPI measurements. For each stage, we outline action items, with deliverables including a comprehensive summary report with recommendations, a Service Blueprint map, action steps and a persona profile.

Solution Ideation Workshop

Generate Solutions to address customer pain points and prioritize them using a cost-benefit analysis scoring model.

Industry research and stakeholder interviews gain insights into needs and challenges while engaging sponsors for the Workshop. During the session, participants brainstorm solutions for key challenges and identify opportunities. A report summarizes the discussions, with a follow-up meeting for next steps.

Service Design implementation

Building the right tools, processes and services for staff to help customers impacts multiple teams.

Service Design integrates disciplines like UX design, CX design, business strategy and operations. Because of its cross functional nature, the need for collaboration, communication and alignment is important, none more so than in the implementation phase where change management happens.

Once you have performed Service Design ideation you will have a list of great ideas to resolve customer pain points, in Cemantica you move seamlessly to prioritization of your Solutions to turn into Projects using criteria based on both customer and business value and short, medium or longer term wins.

In your Project plan you can create and assign tasks, set timelines and track who is responsible for each Solution. This rolls up into your CX Program to track performance of initiatives against the KPIs you set.

In Cemantica you have the cost-effective flexibility to empower everyone in your organization to take part and view what is relevant to them with Read Only viewer licenses, personalized Workspaces and Smart Analytics dashboards.

Delivering Impact Prioritize Opportunities, Solutions and Actions