Competitive AnalysisDeveloping information about current products on the market.
Customer NeedsIdentifying customer needs.
Customer PreferencesIdentifying customer preferences.
Customer MotivationsModeling customers motivations.
Market FitEvaluating strengths, weaknesses, opportunities and threats to identify a service that is likely to sell well.
Target MarketIdentifying your target markets.
Service PositioningRefining the value proposition of the service.
Customer ExpectationsDocument customer expectations relative to the new service.
Test MarketingDevelop prototypes and concepts and put them in front of customers to see if they work.
Service ObjectivesSetting objectives and goals for the service.
Service StrategyOutlining how the service will achieve objectives.
Service RequirementsRequirements for the service.
DesignDesigning elements of the customer experience such as user interfaces.
UsabilityEnsuring that user interfaces are pleasing to use such that they fulfill customer needs and suit their preferences.
TouchpointsExamining every touchpoint with customers using techniques such as customer journey and service blueprints. Develop tools, processes and practices to manage each touchpoint.
QualityDefining and delivering the quality of your service including intangible aspects such as the taste of food or diligent customer service.
Customer ConvenienceLooking at ways to make the service convenient.
EnvironmentsDesign of physical environments such as the interior of a hotel lobby.
Information & CommunicationDesign information and communication processes.
Empathy & TailoringAspects of the service that adapt to different customer needs and preferences such as personalization and customization.
Image & IdentityA target image and personality for your customer experience. For example, "the family friendly luxury hotel at the heart of Paris."
Voice of the CustomerInvolve customers such as lead users in the development of your customer experience.
BrandingDeveloping a brand or extending a brand to include the service.
DistributionDeveloping distribution channels to sell and deliver the service.
PromotionCommunicating the service to build brand awareness and generate demand.
PricingPricing structure and strategy including promotional pricing.
SalesPreparing to sell the new service with processes such as lead generation and qualification.
Customer ServiceCustomer service processes, practices, procedures and training.
ProcessesOther operational processes such as service delivery.
Technology & InfrastructureImplement the infrastructure, technology and facilities required to operate the service.
KnowledgeDeveloping knowledge sources to support the service.
TrainingTrain everyone in their role and general information such as product knowledge related to the service.
ControlsImplement internal controls to achieve service objectives.
MeasurementImplement monitoring and reporting for marketing and operations metrics for the service.
Go-to-MarketLaunch 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 TruthEvaluate customer reception of the service.
ImprovementIt is common practice to launch a minimal service at first and then rapidly improve it.
|Overview: Service Development
The end-to-end process of developing and launching a new service to be sold to customers.