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booking their reservation, checking into the hotel, their stay, and then checking out. Articulating these different steps can help those in the service industry take a holistic look at the entire customer experience. Consider again the needs of the customers from step 2 and how they will be reflected at each of these touch points.

Thirdly, A new service design will look at how your organization wants to interact with customers at each of these important touch points. You will need to consider the experience you want the customer to have, thinking not only of the front-end, direct interactions the customer has with the brand, but also the back-end. In other words, you will also need to consider what happens behind the scenes and how this impacts the customer experience. You should articulate how your service design answers the needs of customers throughout the different touch points with the organization and how that reflects the overarching experience you want to create.

Fourthly, The service design should also look at how these changes will impact the business design of the organization. The business design and the service design need to come together to create a profitable model that will build the consumer base and create an outstanding experience for all.

Least but not last, As your service design begins to materialize, you will then test your plans among customers, slowly rolling out to see how well the ideals of the new design and customer interactions align with the actual experience of customers. You want to track how it impacts their overall impression of the brand.