Woo, Wow, and Win

What's your service design GPA?

To plan a successful service design journey, you must know your starting point. The Service Design and Delivery Report Card helps you evaluate your current competence in service design and identify areas for improvement.

Score each business unit or service line on the ten elements of service design and delivery we outline in Woo, Wow, and Win.

Rate each of the elements on a five-point scale. (We like using 0 to 4 rather than 1 to 5—zero meaning, “We do not do this at all,” four meaning, “We’re world class.”)

By using 0 to 4, you still have a five-point scale (which statisticians like), but you can combine the results into a Grade Point Average—for example, a 3.2, equivalent to a B+.


To get the best result, complete the Report Card with a team from different parts of the business—the customer service desk is likely to have a different view than the sales director or the head of operations.

You can get further perspective by using the report card as the basis for customer surveys and market research. You should also complete a report card for your competitors and compare results.

Your result is a starting point for identifying where to apply service design principles to improve your business, which service lines or business units have best practices you can propagate internally, and where you have competitive advantages to exploit or holes to fill.

Copyright © Thomas A. Stewart and Patricia O'Connell. All rights reserved.