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Service Design: the problem is ignorance and isolation, not incompetence or a lack of concern

Seth Godin on his blog:

Too often, we blame bad service on the people who actually deliver the service. Sometimes (often) it’s not their fault. Sadly, the complaints rarely make it as far as the overpaid (or possibly overworked) executive who made the bad design decision in the first place. It’s the architecture of service that makes the phone ring and that makes customers leave.

How to fix this?

1. Require service designers to sign their work. Who decided to make it the way it is?

2. Run a customer service audit. Walk through the building or the software or the phone tree with all the designers in the room and call out what’s not right.

3. Make it easy for complaints (and compliments) about each decision to reach the designer (and her boss).


I would go further and claim that this is not only true for service design, but most other "business designs" as well. Think organisational structure, processes, functions, roles, business models, ...

If things don't work out - is it the architecture or the people carrying out the work? Who is responsible for its design and how can they be held accountable? How can you keep an eye on those designs and improve them over time?