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Free white paper: Embedding service design in organizations

27. February 2020


Free white paper: Embedding service design in organizations

This white paper outlines how to embed service design in organizations. It summarizes some reasons for the growing interest in the topic, leadership expectations and the challenges of embedding service design. Subsequently it provides 10 tips to successfully embed service design.

Service design strives to create delightful experiences for people, be they customers, users, employees, citizens or whomever you focus on. At the same time, service design also helps optimize the back-stage side of services, such as internal processes and systems. Over the past years, we talked a lot about service design processes, tools and methods. Now that service design proved to have a substantial impact, organizations want more.

I’ve noticed a growing interest in embedding service design: organizations are trying to really embed service design into their management’s DNA. However, folks focusing on service design often struggle to convince their teams and leaders of embracing such an approach.

In this white paper, together with friends and partners of the service design community, I address these additional layers of complexity and challenges. I present best practices on how to combine existing organizational structures with a customer-centric service design approach. Also, I share 10 tips you might want to consider when trying to embed service design.

Marc is co-founder of More than Metrics, and editor and co-author of the award-winning books This is Service Design Thinking and This is Service Design Doing. He regularly gives talks and workshops on service design and innovation, and teaches at various business and design schools.