Travel Reference
In-Depth Information
4
work in multi-disciplinary teams;
5
be aware of the iterative and co-creative process;
6
service design has to be fun; and
7
do not stop with the concept.
However, the service design process and tools described in this chapter should only serve as an
introduction. Service design cannot be learned out of textbooks, as the main key competence is
the skill set needed to successfully facilitate co-creative workshops. In fact, service design needs
to be based on a holistic management approach and has to be applied throughout the whole
organization, which implies the development of respective internal processes and a customer-
centred strategy. Organizations are often structured in silos, whereas customers increasingly
demand multi-channel structures. Yet also service design tools and methods should be adapted,
modifi ed and further developed with regards to specifi c industries and changing user behaviours.
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