This article was originally published by Wiley Online Library
Stewart and O’Connell contend that companies must design great customer experiences to attract, retain, and delight customers. We tend to think about design more in products, yet services must also be designed. The authors describe nine attributes that represent what they call “service design archetypes,” which in their words are the aggregator, the bargain, the classic, the old shoe, the safe choice, the solutions provider, the specialist, the trendsetter, and the utility. When you match your own archetype, you are better able to design services. “An organization aligned to its archetype,” they write, “makes better decisions at all levels, delighting customers and saving money at the same time.”
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© Thomas A. Stewart and Patricia O’Connell
Thomas A. Stewart and Patricia O’Connell are co-authors of the bestselling book Woo, Wow, and Win: Service Design, Strategy, and the Art of Customer Delight. Drawing on their combined experience as management experts, thought leaders, and journalists, Tom and Patricia offer groundbreaking insights into how companies create memorable, differentiating customer experiences that boost reputation, customer satisfaction, and the bottom line.