This list represents a summary of the past forty years of service design literature. The citations were compiled from the Emergence conference at Carnegie Mellon University as well as the Designing for Services project in the UK, service design syllabi at CMU and independent research. I've included the abstracts and introductions to the papers and cross-referenced examples and concepts so that it's easy to follow the development of ideas such as "service blueprinting" across multiple papers.
Select any underlined term to filter the list, showing only papers that share that particular concept, example, author, journal or decade. If you'd like to help fill in the gaps by suggesting other canonical papers, e-mail the citations to service at howardesign.com. Thanks!
From the article: "Suggests that behavioural hypothesis, which rearranges or alters any element, by design or accident, will change the overall entity, just like changing bonds or atoms in a molecule creates a new substance, and this is known as molecular modelling — and this can help the marketer to better understand any market entity. States that the first step towards rational service design is a system for visualizing this phenomenon, enabling services to be given proper position and weight in the market entity context. Proposes that people are essential evidence of a service and how they are dressed or act has a bearing on this. Identifies benefits, standards and tolerances, and discusses modifications using tables and figures for emphasis. Concludes that modelling and blueprinting offer a system for marketers which can lead to the kind of experimentation and management necessary to service innovation and development."
Examples: Amusement Park, Fast Food Chain, Automobile Transportation, Airline Travel, Dry Cleaners, Tax Return Preparation, McDonalds, Corner Shoeshine
From the article: "The service sector contributes substantially to the US gross national product, however, little effort has been directed toward applying the rational management techniques so common in the goods-producing sector to the design and operation of services. It has been assumed that good service is a function of the particular style of an entrepreneur or business and that it cannot be quantitatively analyzed. A method is presented to turn the trial-and-error process of service design into a rational, systematic process. In designing a service, the processes constituting the service must be identified, areas of potential service breakdown isolated, the amount of time required for service delivery determined, and a standard of service delivery time must be established to ensure profitability. Alternative methods of delivery should be examined, and means of highlighting tangible evidence of the service for consumers should be identified. The service should make customers feel special, requiring hiring, training, and performance standards which stress courtesy and credibility."
Examples: H&R Block, McDonalds, Walt Disney, Corner Shoeshine, Discount Brokerage
From the article: "Examines service provider behaviors that influence customer evaluation of service encounters. Develops a list of service provider behaviors relevant to customer evaluation of a service encounter. Examines performance of these behaviors in specific restaurant and medical transactions. Then examines the relationship between performance of each behavior and encounter satisfaction. Behaviors are grouped, using factor analysis from consumer surveys, into three dimensions: concern, civility, and congeniality. Each is defined using multiple behavioral measures. Measures include concepts not widely addressed in current services literature, including conversation, respect, genuineness, attitude and demeanor. These dimensions and constituent behaviors provide a framework for future research and service training and management."
Examples: Medical, Restaurant
From the article: "Service processes require the participation of the customer: Without the customer, service processes cannot take place. The fact that the service provider is dependent on customer participation causes difficulties in managing service processes efficiently and effectively because customer's contributions can only be influenced by the provider up to a certain extent. The article will stress the management of service process efficiency. Therefore, a production-theoretic view will be used to identify the sources of efficiency problems. Based on this approach, we will differentiate between customer-induced and customer-independent acivities for a better efficiency management. The well-known blueprinting technique will be used in a revised version based on the production-theoretic approach to identify starting points for improving process efficiency."
Examples: Banks, Acquisition
