Although Service Design is a creative and fuzzy process, it delivers concrete and hard results for brands and businesses.

Loyalty, advocacy and trust as the holy grail for long term business success
Communication and marketing by itself prove not enough to create sustainable relationships with our customers. The way towards sustainable business growth is a total, holistic brand experience. An experience where every part (from product to service to communication to website to retail outlet) is seamlessly connected and coherent. As soon as we experience this seamless brand experience, loyalty, advocacy and trust start to appear. And it is this trusted relationship that is worth the big bucks.

Holistic brands need innovative cultures to thrive
Culture plays a key role in managing a companies innovative and holistic thinking power. Service Design is a discipline that stimulates holistic thinking and helps organisations to design and develop total brand-product-service systems. It focuses on increasing the delivered value to the customer and drives trusted relationships.

One challenge remains: how to put service design at the heart of the organisation
The potential of design in leveraging successful business is currently realised in only a few, limited sectors of industry across Europe. Holistic thinking requires commitment from top management. The understanding that customer centered thinking, co-creation, iterative processes, holistic service systems have to become an integral part of the business. We need to realise that failure and uncertainty are an inevitable, even necessary component for succes.

Even when the value of service design is truly understood, it will be difficult and time consuming to transform the business and change the culture of a company.