It is not surprising that almost every business analyst, from whatever field they come from, management, business consulting, marketing, finance…etc predicts that customer experience and customer value in use will be the next big strategic thing, including major players like Forrester research – The State Of Customer Experience, 2010 – and big five consultancies like Cap Gemini. See also for example Emanuele Quintarelli’s summaries of the Enterprise 2.0 Summit 2010 and the “Social CRM Strategies Summit” (Day 1 & Day 2). More fundamental models in business and academia are underlining this new paradigm: Service dominant logic, and lean consumption as an application of lean management .
And that’s exactly the reason why service design (as a generalization of the formerly emerged discipline of User experience design – see Peter Morville, Smashing Magazine & Kimmy Paluch) and design thinking are starting to raise such a high interest: It’s these disciplines that have the tools, methods and people (the designers and design thinkers) necessary to discover & create customer value and experience, the new ingredients for success and competitiveness in business.
via servicedesign.lu