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: "It is dangerous to take the marketing concepts that apply to products, and try to transfer them to services. Products are tangible; services are not-and that makes a lot of difference in how you market them."
Examples: Airline Travel, Automobile Transportation, Citibank, McDonalds
From the article: "Quality of service is becoming an increasingly important differentiator between competing businesses in the retailing sector. In today's fiercely competitive marketplace, characterized by similarly priced, look-alike product offerings from a variety of retailing firms, clear winners will be the ones that provide excellent service quality. The paper describes the development and potential applications of a multiple-item instrument--called SERVQUAL--for measuring customer perceptions of service quality.
Examples: Appliance Repair and Maintenance, Banks, Long-distance Telephone, Credit card
From the article: "It is time for U.S. companies to raise their service aspirations significantly and for U.S. executives to declare war on mediocre service and set their sights on consistently excellent service, say the authors. This goal is within reach if managers will provide the necessary leadership, remember that the sole judge of service quality is the customer, and implement what the authors call the "five service imperatives."
Examples: Deluxe Corporation, Southwest Airlines, Sewell Village Cadillac, Palais Royal Apparel, Nordstroms, Wal-Mart, McDonalds, Century 21, Walt Disney World, Friendly Bank, PHH FleetAmerica, Aid Association for Lutherans, Preston Trucking Company, Books and Co., Florida Power & Light, British Airways, Wachovia Bank & Trust, First Bank System, American Express
From the article: "When customers lack the expertise to judge a company's offerings, they naturally turn detective, scrutinizing people, facilities, and processes for evidence of quality. The Mayo Clinic understands this and carefully manages that evidence to convey a simple, consistent message: The needs of the patient come first. From the way it hires and trains employees to the way it designs its facilities and approaches its care, the Mayo Clinic provides patients and their families concrete evidence of its strengths and values--an approach that has allowed it to build what is arguably the most powerful brand in health care. Marketing professors Leonard Berry and Neeli Bendapudi conducted a five-month study of evidence management at the Mayo Clinic. Their experiences led them to identify best practices applicable to just about any company, in particular those that sell intangible or technically complex products."
Examples: Mayo Clinic, Ritz Carlton