Archives For service design

Why a Glimpse Behind the Curtain Can Enhance the Magic

January 17, 2013 — 1 Comment

 

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I am fascinated by how things are made. For me, having a sense of where something comes from gives me a much deeper connection to a product. That is why I love the segment in Gary Hustwit’s movie Objectified that shows Jasper Morrison’s Air Chairon the production line, and the interview with Apple Design Head Jony Ive where he talks about designing the fixtures to make Apple laptops. The more I know about how a product gets into my hands, the more I value it.

I think the same is true of services. I was reminded of that the other evening at, of all things, a performance of Shakespeare’s Twelfth Night. Ordinarily when attending a theatrical performance we enter the theater and sit patiently in front of a closed curtain while the actors and production staff are busy getting ready. The convention is that we should be separated from the preparations so as to maintain the suspension of disbelief.

For this performance at London’s Apollo Theater however, the preparations became part of the performance. On entering the auditorium we were faced with a stage full of benches and tables with actors coming and going. They were putting on costumes, applying makeup, and chatting with each other just as you would imagine happens in the backstage dressing rooms. As favorite actors came and went we felt drawn into the company and part of the process. The quality of the performance was superb, but that small glimpse behind the curtain certainly enhanced the experience for me.

I feel the same way about restaurants, where I love sitting so that I can see into the kitchen and watch the chefs at work. Again, the food seems that extra bit more interesting when I can see how it is prepared.

I would suggest that any product or service experience can be enhanced by letting the customer see behind the scenes. Of course, to do so we must be as proud of what happens ‘offstage’ as we are of what happens ‘onstage.’ This requires careful design, but in markets where the alternative is commoditization, anything that creates a deeper connection to the customer is an advantage.

Where might you create a glimpse behind the curtain for the customers of your product or service?

(Posted also on my LinkedIn Thought Leader blog)

In creative culture, design culture, design thinking , , ,
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In Service Cultures, “What You Manage Is What You Get”

January 11, 2013 — 3 Comments

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How often have you experienced unfriendly or grumpy service on an airline, in a restaurant, or in another service environment? Quite a few times, I imagine. In the vast majority of cases, I would take a bet that this is not so much a result of poor hiring or training, but a reflection of a poor internal culture.

Service brands often use the vocabulary of theater to describe what good service looks like. They talk about “performance,” “scripts,” and “stages” when instructing their staff. However, they forget one crucial difference between acting and working as a service provider. On the stage, the performer has a chance to prepare, and can treat the moment as a separate experience. A sales clerk in a retail environment has to cope with unpredictable customers and shifting levels of demand — never having the opportunity to distinguish the “performance” from the rest of the job.

When brands attempt to script their service performance, but do not give equal attention to their internal culture, it should be no wonder that these organizations inevitably fail to meet consistent service standards. Companies that have combative relationships with their employees, or fail to engage staff in a respectful way, risk seeing these same negative attitudes filter into staff interactions with customers.

Famously great service brands — such as Nordstrom, Southwest Airlines, and Four Seasons Hotels — go out of their way to develop respectful and positive corporate cultures that act as the foundation for great service. One of my local favorites in San Francisco is Bi-Rite Market. Owners Sam and Raph Mogannam have created a positive and inclusive culture that extends beyond employees, all the way to suppliers and the local community. A few simple behaviors guide how staff interact with customers, known as “guests.” Everything else comes down to the naturally optimistic and helpful personality of staff who work in an enjoyable and supportive culture.

Where might your corporate culture be obstructing your ability to deliver the best experiences to your customers?

(Posted also on my LinkedIn Thought Leader blog)

In creative culture, design thinking, organizational design , ,
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