Topic outline

  • MODULE 3: CUSTOMER-CENTRIC SERVICE SYSTEMS

    The third module focuses on customer-centric service systems. For many service operations, a measurable customer experience is the guiding principle of service operations management. 

    After studying this module you should have a high-level understanding of 1) what are customer experiences and what they consist of, 2) how service design can help in creating good customer experiences, 3) service design in general, what are its aims and what it focuses on (and if it is in any way different to product design). Also, the module provides you with a deeper look into two common 'tools' for service design: 4) customer journey mapping (sometimes also called user journey mapping) and 5) service blueprinting.

    NOTE: As this module overlaps the exam week of period III there are more self-study materials and only one 'live' session.

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      Wed 14.2.2024: Customer experiences in service

      This module deals with what constitutes a customer experience, how customer experiences are created within service systems, and how you can use service design to create service systems that consistently create compelling customer experiences.

      Before the session:

      1. Read and review the article: 

      • Lemon Verhoef 2016 Understanding customer experience throughout the customer journey.pdf
        The article brings together customer experience, customer journeys, and customer experience management. This article describes what customer experiences are, how they unfold over time, and what is the relationship between customer journeys and customer experiences. It also discusses role of customer journey mapping and service blueprinting in experience design. NOTE: You can skip or skim the following sections: A research Agenda for Customer Experience (but read Table 2 on p. 86) and Appendix. You can also skim the section on Customer Experience Measurement. (The article review is presented by the group of students assigned to this task.)         

      2. Watch these two videos:

      • Principles of Human-Centered Design (Don Norman) (2m55s)
      • How to create a customer journey map (3m50s)


      3. Listen to the podcast: 

      • The podcast (ca. 38 min) by Mikko Heiskala and Juha Kronqvist, Principal Designer of Hellon, discusses the connection between customer experience and service design.

       

      Lecture material:

      • Due to the public transport strike, the session will be organized in a hybrid format. You are welcome to participate on site or join online via Zoom: 

        https://aalto.zoom.us/j/65990270220 
        Meeting ID: 659 9027 0220

      • TU-E2013-M3-Session1-CustomerExperiences-Heiskala.pdf

      After the session:


    • Quiz icon
      M3 Session 1 Quiz - Customer-centric Service Systems
      Students must
      Receive a grade
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      Quiz icon
      M3 Session 1 Participation Self-assessment Quiz
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      Wed 21.2.2024 (NO session as period III exam week)


      This week is fully self-study at your own pace.

      1. Read the article: 

      2. Listen to the podcast:

      • This is the second part of the podcast by Heiskala & Kronqvist that discusses service design and customer experience (32min). This part focuses on three service design tools: personas, customer journey mapping, and service blueprinting - and their intersections, as well as what service design might look like in the future.



      3. Watch the following videos:

      • 4 Key Components of Service Blueprints (2min19s), / Sarah Gibbons, Chief Designer, NNGroup
      • Service blueprinting FAQ / Sarah Gibbons, Chief Designer, NNGroup (5min34s)

      4. Write a learning diary:

      • Write a short Learning diary "Module 3: Customer-centric Service Systems" reflecting on your learning on the key topics of this module (DL 28.2.2024 at 9.30).


      5. Voluntary further materials:

      These materials and readings from both scientific and non-scientific sources go beyond the requirements of the module. These do help the interested student to delve deeper into the topic - while the videos, podcasts, and practitioner oriented materials may provide a bit different take on the topic.
      • Holmlid, S., & Evenson, S. (2008). Bringing service design to service sciences, management and engineering. In Service science, management and engineering education for the 21st century. Springer US.
      • West, S., Stoll, O., Østerlund, M., Müller-Csernetzky, P., Keiderling, F., & Kowalkowski, C. (2020). Adjusting customer journey mapping for application in industrial product-service systems. International Journal of Business Environment, 11(3), 275-297.
      • Patrício, L., Fisk, R. P., Falcão e Cunha, J., & Constantine, L. (2011). Multilevel service design: from customer value constellation to service experience blueprinting. Journal of service Research, 14(2), 180-200.
      • Palmer, A. (2010). Customer experience management: a critical review of an emerging idea. Journal of Services marketing, 24(3), 196-208.
      • Yu, E. and Sangiorgi, D., 2018. Service design as an approach to implement the value cocreation perspective in new service development. Journal of Service Research, 21(1), pp.40-58.
      • Iriarte, I., Hoveskog, M., Justel, D., Val, E., & Halila, F. (2018). Service design visualization tools for supporting servitization in a machine tool manufacturer. Industrial Marketing Management, 71, 189-202.
      • Kimbell, L., 2011. Designing for service as one way of designing services. International Journal of Design, 5(2), pp.41-52.
      • Calabretta, G. and Kleinsmann, M., 2017. Technology-driven evolution of design practices: envisioning the role of design in the digital era. Journal of Marketing Management, 33(3-4), pp.292-304.
      • Kronqvist, J., & Leinonen, T. (2019). Redefining touchpoints: an integrated approach for implementing omnichannel service concepts. Service Design and Service Thinking in Healthcare and Hospital Management: Theory, Concepts, Practice, 279-288.
      • Maechler, N., Neher, K. and Park, R., 2016. From touchpoints to journeys: Seeing the world as customers do. McKinsey and Company.
        Available at: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/from-touchpoints-to-journeys-seeing-the-world-as-customers-do

      NOTE: these are practitioner made podcasts. You should be able to find the audios from via your preferred podcast service by searching the podcast name and then browsing to the episodes. There are some interesting observations, information and links in the shownotes below.

      After completing the module:

      • Submit your M3 Learning Diary: Customer-centric Service Systems (DL 28.2. at 9.30)


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      Assignment icon
      M3 Learning Diary: Customer-centric Service Systems Assignment
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MODULE 4: SERVICE SOLUTIONS