Those services already exist although they may have not been thought through or consciously “designed.” They might be good or in need of improvement. There are a few things that service organisations should be able to do:
- Having a clear and shared view of what customers are trying to get done. Not just an internal view of what your organisation is trying to do, but a true representation of what customers outside of your organisation are trying to achieve. You should have a plain English list of the services your organisation provides and a clear map of how customers interact with those services and at what stage.
- Knowing how these services are performing for customers and for the business. That requires the ability to track service performance with real, selected, meaningful data. Data can be both qualitative and quantitative.
- Solving for customers’ whole journey. Not just for a slice of the journey owned by a specific department or team. That means that you understand where the journey begins and ends for customers and have cross functional teams working together to improve services for people outside the organisation. Those teams should not be arranged product by product, or technology by technology, but service by service.
- Talk about the customer outcomes you are trying to achieve. Those outcomes should be clearly articulated and measurable. You should have a list of a few metrics attached to those selected outcomes that you can track over time and that can signal whether you are achieving those outcomes, or not.
- Articulating how much it costs to run those services. And the value that those services bring to the firm. You should be able to show how work in your current portfolio relates to reducing costs or increasing revenue.
Can your organisation do that? I bet that some of these things you are already doing, for the rest you are still figuring out how to get there. Good news is that you are not alone. It is hard, it takes time, these are things that are counterintuitive to the way organisations have historically been set up. Design can help in this transition.