Lab+9


 * According to the slideshow by Sylvain Cottong, who is an employee at [|http://www.integratedplace.com] ****, what is the definition of 'service design', and why is it so important? (5 paragraphs)**

Service design is defined as designing both the product and the service. Although, design methods have traditionally been applied only to products, design methods for services have long been considered as well. Thus, this extension to products has become a necessity. However, this does not mean they are regarded as heavily important as products themselves.

It is no longer enough to design just products because customers end up judging the overall experience rather than the product itself. The overall experience would include the combination of both products and services. Moreover, service design is about a great experience. This would mean having useful, useable, desirable, efficient, effective, and valuable products and services.

This is especially important because in order to be successful, a human centered approach must be implemented. This would then place a focus on both the customer experience and the quality of the service provided. Good customer service can make a world of a difference as it sets your business apart from other businesses.

More opportunities are introduced including, higher conversion rates, greater cross-selling, and up-selling. Increased customer satisfaction and retention eventually result from such opportunities. Service design not only improves the customers’ tolerance of the business, but also the perception of the brand.

With well managed customer service, the business gains a competitive advantage; critical for all businesses. Competitive advantage comes from approaching the increase in customer expectations to efficiently making use of technology to achieve business goals.