Traditionally Service Design has been perceived as a soft discipline, a qualitative approach where we talk about needs, desires, painpoint, emotions and understanding their role in the bigger picture of creating better experiences or more desirable services. One of the issues has been communicating the value of Service Design to the C-suite. Why does it pay to invest it?
How do you measure the success of service design?
When done well, service design has several positive and long-term impacts on business operations. At its best, it improves your customer experience and the success of new products and services both now and in the future. This is something that any company understands as a valid output for an investment. The key to measuring the success of service design is to focus on measuring the right factors, or the metrics essential to the project in question and the company’s business objectives. It is never sensible, not to mention possible, to measure everything for the sake of measuring. Therefore, it takes an expert to select the most important and relevant metrics that will bring the project closer to the goals that improve the business.
What are the key metrics used to measure service design?
CES (Customer Effort Score) indicates the level of effort consumers put into buying services, CTS (Cost to Serve) the costs associated with serving the customer, CSAT (Customer Satisfaction) how happy customers are with the service, CLV (Customer Life Value) the value of the customer relationship and TtM (Time to Market) the time it takes to develop and launch a product and so forth – the list of metrics that can be used to assess service design and customer experience is endless.
All the metrics mentioned above are good options, but since no two companies are the same, there is no one size fits all solution. The key is to choose the metrics that best meet the requirements of the business and service design project. An excellent service design partner supports you in ensuring that the results measured contribute to a clear business impact that can be communicated to the wider organization. One last thing which is important to keep in mind – measuring alone won´t produce business value, you need to put the designed solution into action and walk the talk.
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