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: "The loss of service jobs, which currently account for over 80% of private sector employment in the United States, is not merely an American phenomenon. The fact is that service sector jobs in all developed countries are at risk. We are in the middle of a fundamental change, which is that services are being industrialized. Three factors in particular are combining with outsourcing and offshoring to drive that transformation: The first is increasing global competition. The second is automation. The third is self-service. As these forces combine to sweep across the service sector, executives of all stripes must start thinking about arming and defending themselves, just as their manufacturing cousins did a generation ago."
Examples: Travel Agent, Diagnostic Imaging, Edmunds.com, Wells Fargo Bank, Dell, Virgin Atlantic Airways, Concierge Services, Financial Services, Hotels, NTT DoCoMo, Thompson Publishing, IndyMac Bank
From the article: "Marketing was originally built on a goods-centered, manufacturing-based model of economic exchange developed during the Industrial Revolution. Since its beginning, marketing has been broadening its perspective to include the exchange of more than manufactured goods. The sub-discipline of service marketing has emerged to address much of this broadened perspective, but it is built on the same goods and manufacturing-based model. The influence of this model is evident in the prototypical characteristics that have been identified as distinguishing services from goods — intangibility, inseparability, heterogeneity, and perishability. The authors argue that these characteristics (a) do not distinguish services from goods, (b) only have meaning from a manufacturing perspective, and (c) imply inappropriate normative strategies. They suggest that advances made by service scholars can provide a foundation for a more service-dominant view of all exchange from which more appropriate normative strategies can be developed for all of marketing."
Examples: hospitals, Dell, airlines, banks, hotels, theaters, Cannondale, Acumin, Land Rover, Levis, Harley Davidson
From the article: "Service businesses struggle with a reality that is foreign to manufacturers: Customers "interfere" with their operations. To deliver consistent quality at sustainable cost, companies must learn to manage that involvement."
Examples: Grocery Store, Call Center, Emergency Room, Diner, Cleaning Service, Law Firm, College, eBay, Dell, Starbucks, Zipcar, Tiffany's, Southwest Airlines, Gateway, First Union, Netflix