Why you’re approaching strategy the wrong way

If you provide a service using a number of different channels, you likely have developed a strategy for each of those touchpoints, whether it’s a mobile strategy, a social media strategy, a retail strategy, etc. The problem is that your customers don’t care about touchpoints. They care about your overall service experience and how it helps them make their lives better.

A stellar mobile app won’t create brand loyalty for the airline that offers a lousy service experience. Great selection in your store won’t be as valued if the purchase process is painful. The best approach to drive strategy is to start with the service experience. Make sure that the journey your customers experience when using your services is optimized from beginning to end, no matter the touchpoint they use.

The key is to plan and design the service experience and then create your channel strategies to support that experience so that each touchpoint makes the desired customer journey a reality. This way, you end up with a customer experience by design as opposed to one by default.

Service Design helps you identify the needs, pain points, opportunities and concepts to help you design the experiences your customers want. Gaining insights using tools like Journey Maps and planning end to end service experiences with Service Blueprints will allow you to identify how you can develop your various channels to add value to your customers and create advocates to build your brand and your business.