At Open we identify and examine customer issues. At DNA we deliver on that thinking.

"We cannot solve our problems with the same thinking we used when we created them." - Albert Einstein

Service Design

Like changing airplanes in mid-flight

Stephen Maskell November 2011

A client the other day used the analogy of changing airplanes in mid-flight to describe what service design is like for most businesses. 

Imagine yourself flying along at 31,000 feet in a rather old aircraft that is getting a bit tatty around the edges – it smells a bit, rattles and shakes constantly, is not very fuel efficient and the food really sucks. 

A brand new shiny, gleaming, fuel efficient and much more comfortable plane – representing what your business could and potentially should be – is flying right next to you. You really want to be on the that plane and not the one you are on.

It's easy to want to be on that other plane – the hard bit is transferring yourself and all your passenges (customers) while you are in mid-flight.

Through applying service design thinking it may be relatively easy to identify what needs to change with your business – the challenge still remains how you will make those changes especially when your business probably doesn't have the funding, resources, capability or time. 

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