How to Have Your Cake and Eat It Too: An Introduction to Service Design - Softcover

Klaar, Margus J.

Softcover

ISBN 10: 9063693818 ISBN 13: 9789063693817

Publisher: BIS Publishers, 2015

Synopsis

The process of designing services is very specific to each individual business. However, discovering what people actually want and value, is a universal process. This process of discovery is the subject of this book. Service design, by organizing business from the customer’s perspective, can help save considerable amounts of money in marketing while at the same time building a stronger brand. Hence the title: How to Have Your Cake and Eat It Too. There are only a handful of books about service design on the market. One of the leading titles is BIS Publishers’ This is Service Design Thinking. But these books are either quite academic or they cover the subject in an all encompassing way and are therefore more suited for the service design practitioner than for the general business reader. How to Have Your Cake and Eat It Too is written in the spirit of the 80-minute MBA. The perfect book for all business readers who are looking for an accessible introduction to the topic: short, concrete with tangible benefits clearly defined.

About this title

About the Author

Margus Klaar is a Swiss-Swedish-Canadian-Estonian with over 20 years of experience in marketing, advertising and strategic planning. He is cofounder of Brand Manual, with offices in Sweden and Estonia, a creative outfit that consults on service design, innovation and branding.

From the Back Cover

What used to be your competitive advantage is now a market standard, a 'hygiene factor'. All cars work, all airlines get you there, all computers compute. The difference now is not in what you do, but how you do it. And importantly, how pleasant, easy and fun the experience is for your customers.

The customer experience.
It s the difference between them returning or avoiding you like the plague. You can design their experience to be positive and save half of your marketing budget in the process. Or, in other words, let you have your cake and eat it too.

From the Inside Flap

What used to be your competitive advantage is now a market standard, a 'hygiene factor'. All cars work, all airlines get you there, all computers compute. The difference now is not in what you do, but how you do it. And importantly, how pleasant, easy and fun the experience is for your customers.

The customer experience.
It’s the difference between them returning or avoiding you like the plague. You can design their experience to be positive and save half of your marketing budget in the process. Or, in other words, let you have your cake and eat it too.

Edition details

• Publisher: BIS Publishers
• Publication date: 2015
• Language: English
• ISBN 10: 9063693818
• ISBN 13: 9789063693817
• Binding: Paperback
• Edition number: 1
• Number of pages: 112