Competitive Analysis
Developing information about current products on the market.Customer Needs
Identifying customer needs.Customer Preferences
Identifying customer preferences.Customer Motivations
Modeling customers motivations.Market Fit
Evaluating strengths, weaknesses, opportunities and threats to identify a service that is likely to sell well.Target Market
Identifying your target markets.Service Positioning
Refining the value proposition of the service.Customer Expectations
Document customer expectations relative to the new service.Test Marketing
Develop prototypes and concepts and put them in front of customers to see if they work.Service Objectives
Setting objectives and goals for the service.Service Strategy
Outlining how the service will achieve objectives.Service Requirements
Requirements for the service.Design
Designing elements of the customer experience such as user interfaces.Usability
Ensuring that user interfaces are pleasing to use such that they fulfill customer needs and suit their preferences.Touchpoints
Examining every touchpoint with customers using techniques such as customer journey and service blueprints. Develop tools, processes and practices to manage each touchpoint.Quality
Defining and delivering the quality of your service including intangible aspects such as the taste of food or diligent customer service.Customer Convenience
Looking at ways to make the service convenient.Environments
Design of physical environments such as the interior of a hotel lobby.Information & Communication
Design information and communication processes.Empathy & Tailoring
Aspects of the service that adapt to different customer needs and preferences such as personalization and customization.Image & Identity
A target image and personality for your customer experience. For example, "the family friendly luxury hotel at the heart of Paris."Voice of the Customer
Involve customers such as lead users in the development of your customer experience.Branding
Developing a brand or extending a brand to include the service.Distribution
Developing distribution channels to sell and deliver the service.Promotion
Communicating the service to build brand awareness and generate demand.Pricing
Pricing structure and strategy including promotional pricing.Sales
Preparing to sell the new service with processes such as lead generation and qualification.Customer Service
Customer service processes, practices, procedures and training.Processes
Other operational processes such as service delivery.Technology & Infrastructure
Implement the infrastructure, technology and facilities required to operate the service.Knowledge
Developing knowledge sources to support the service.Training
Train everyone in their role and general information such as product knowledge related to the service.Controls
Implement internal controls to achieve service objectives.Measurement
Implement monitoring and reporting for marketing and operations metrics for the service.Go-to-Market
Launch the service to your target markets. This typically includes a coordinated marketing and operations launch. In many cases, a service is rolled out to a small target market first such as one city.Moment of Truth
Evaluate customer reception of the service.Improvement
It is common practice to launch a minimal service at first and then rapidly improve it.| Overview: Service Development | ||
Type | ||
Definition | The end-to-end process of developing and launching a new service to be sold to customers. | |
Related Concepts | ||
