• A Glimpse at the Emerging Trends of Service Design


    What are the big trends in service management that service designers need to know? Dr. Mary Jo Bitner, Professor and Executive Director, Center for Services Leadership at W. P. Carey School of Business, Arizona State University, will draw on her many years of experience in this space to answer this question during the closing keynote talk at the Service Experience Conference. She’ll highlight how the world of service management is changing dramatically through a renewed focus on service innovation, customer experience and engagement strategies, service infusion in product-centric firms, customer participation in service co-creation, and the need to tie service investments to critical metrics and the bottom line.

    Until then, here’s why she thinks service experience is important and why she’s excited to be at the conference.

    Why should people be interested in service experience and design?

    Service experiences and how they are designed affect consumers’ quality of life, their productivity, enjoyment, and ability to accomplish their goals. In many ways service experiences shape the very fabric of our daily lives. Organizations that figure this out can create a differential advantage by innovating better, higher quality, and more enjoyable experiences for their customers, making them more competitive in the marketplace.

    In many ways service experiences shape the very fabric of our daily lives.

    Why are you excited about speaking at the Service Experience conference?

    Having worked in the area of service research, teaching, and consulting my entire career, I look forward to learning from those who are on the leading edge of service experience design – both designers and companies who are doing innovative things. The program looks great, and I hope to learn from speakers and attendees!

    What do you hope to leave people with after your talk?

    I hope that people will gain increased awareness of the changing landscape of service management and some of the important trends taking place across industries. These are things they should be aware of and can take advantage of as designers and service managers.

    If you could work on any service experience, what would it be and why?

    I would work on the student experience in higher education – which to some extent I am doing already at Arizona State University. Universities prepare the workforce and citizens of the future and this entails not only developing skills and knowledge, but also recognizing that learning and education is accomplished through a series of interconnected experiences that need to be creatively designed. There are many challenges as well as opportunities to innovate and improve these highly co-created experiences!

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