[Ep 73] Designing Services That Delight: Building Intentional Client Experiences

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Have you ever asked yourself why you went back to a particular service provider?
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Why you trusted them again?
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Why you referred them?
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Why the process felt good, why working with them felt easy or clear, maybe even enjoyable.
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Was it just that they were nice people or they were so good at what they did?
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Or maybe it was something more than that.
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Because often what makes a business stand out is not just the result, it's how the whole experience felt while you were in it.
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And over the past few weeks, I have been mulling this over.
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I've been experiencing or going through certain services that had made me really want to think through this and ask, why is that?
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And that is what we're going to talk about today.
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Hello, and welcome back to the Systemized Business Podcast, where we talk about simple systems, confident dedication, and predictable execution.
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I am your host, BK, and today we're unpacking this concept of designing services.
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What it is, why it matters, and why small business owners should really care about it far more than they might realize.
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Because the truth of the matter is your service is just not just what you're delivering or what you're offering, but it also extends to how people experience the delivery or the offering while they receive it.
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And whether you put some thought into it or not, you are already designing that experience.
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The question is, is it a good one or is it frankly quite terrible?
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So in this episode, I want us to get into what service design actually is, how it is different from customer service, and why small business owners should be very intentional about it.
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And by the end, I want you to start looking at your business a little bit differently, not just from your insider perspective, but from the client's view as well.
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So let's get started.
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So when we think about service design, we are really wondering and considering what the client is experiencing.
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We think about the difference between a business that feels smooth, clear, and considerate, and one that feels vague, clunky, or oddly cold, even if no one has technically done anything wrong.
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I think most of us have interacted with various services, of course, in our lives.
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You know, we've had both these kinds of experiences.
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You interact with one business and everything just feels so easy.
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You know what to do next, what to expect next, you know, or you feel informed, you feel guided.
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And even if you don't know what to do, or or you don't know what happens next, the information that is presented to you is given to you before you even ask for it.
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So you you don't ever feel that friction or that discomfort.
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You feel like somebody actually thought about this experience and what it would be like from your point of view.
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And then there are other businesses or government departments that you know the people providing the service might be perfectly nice people, might be perfectly pleasant, the service itself might be technically good or very necessary, but the overall experience, oh my goodness, it feels disjointed, it feels awkward and and messy at best, or it is a complete and utter frustration from beginning to to end.
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And you're not sure, you know, you're not sure how long are you gonna be waiting here?
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Nobody gives you any information.
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If if they do, it's not complete, it doesn't make sense, you have to chase after it.
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Everything feels vague, and you just don't quite feel like anything is happening, but then somehow it does, and eventually you get it, whatever it is that you've been waiting for, but yeah, you don't feel held through the process, and so that's the difference that we're really talking about today.
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So, the question you might be asking is what is service design, it's simply intentional design of the experience people have as they move through your service.
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So it's not necessarily the result, it's not, you know, it's not just the deliverable, it's not just whether you are nice when somebody emails you.
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It's actually the full experience, every interaction, every touch point, and how these things work together.
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So that includes how people first hear about you, what it feels like to first inquire for the first time about your business, whether your offer makes sense, how easy it is to book or to buy, what happens after payment is made, how does the onboarding feel?
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How does communication flow through the through the service itself?
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How are transitions and handovers handled?
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Delays in communication, you get the idea.
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How questions are answered, even how the relationship closes.
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Now, all of this is actually intentionally designed, or at least it should be, it should be intentionally designed.
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Because I think what we miss as business owners, the ones who are providing the service, right?
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Is that clients don't experience our businesses in these neat little categories, the way that we as operators see them on the back end, they don't sit there and think to themselves, you know, well, the delivery was great, onboarding was a little bit confusing, communication a little bit vague, follow-up was not really existent.
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But, you know, I will isolate all these things as separate experiences.
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No, your customer doesn't isolate anything, they experience all of this as one journey, so it's one connected experience.
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If you if your business or your service involves other stakeholders that kind of feed into your service, so even if you have partners, so your customer is not gonna sit there and think, oh, you know, that partner relationship was a little bit awkward.
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They're gonna think the whole thing, they see it as one connected experience.
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So it's the way that journey feels that shapes how your customer sees your business and your service as a whole.
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So your service isn't just the thing that you do, it's the whole journey around the thing that you do.
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So, one important distinction I want to make here is the difference between service designing and customer service.
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Because I think a lot of us hear these things and think they're the same thing.
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In fact, initially, I I also thought I couldn't really see how it was different.
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But yes, they are related, but they're not quite the same.
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Because customer service has a lot to do with interaction.
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It's how you respond to people, how helpful you are, how warm or attentive your communication feels, for example, how you handle questions, how soon you handle questions or concerns or problems.
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It's that relation relational interaction with customers, with your individual customers, depending on what it is that they're contacting you for, and your your responsiveness, right?
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But then custom service design is a little bit broader than that, in that it's about the structure of the experience itself.
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So imagine for a second, you are a very kind, very passionate, very warm business owner, you care deeply about your clients, you want them to feel supported, and you communicate this in everything that that you you know, in the ways that you communicate with them, in the ways that you, you know, deal with queries and questions, that is good customer service.
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But if your process is unclear, your timelines are vague, your onboarding is messy, your follow-ups depend on your memory, and your clients are often left wondering what's happen, what's happening next, then the overall experience can still feel stressful.
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So you can be a very nice, caring person, but you have still you still have a poorly designed service.
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And I think this is an important point because a lot of business owners care deeply, of course, you know.
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That's that's never really the issue.
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The issue is that the care and the empathy are just living in your head or in your effort instead of being built into the process.
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So you see, you see how how distinct that is.
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But if you then systemize this, then a well-designed service will create a better experience before even before the client needs extra help, because the process itself reduces confusion, it reduces friction, and it reduces that uncertainty.
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So, customer service is how you interact and it's often reactive, right?
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But service design is proactive and it is how the whole experience works together.
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So once you understand that difference, you then start to see why this matters so much for small businesses.
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Because in small businesses, especially founder-led ones, the client experience is often held together by our effort, by our memory, by our good intentions, by you trying to be thoughtful, by you remembering to follow up with that client who called you on Monday, by you doing your best to make sure that people feel seen and supported.
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And yeah, that will work until it doesn't.
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Because it only works when you have the mental bandwidth.
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It works when everything's manageable, it works when you personally have enough energy to carry all those invisible pieces.
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But as soon as the business gets busier or more complex, or you simply get tired, then the cracks start to show, right?
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Things get missed, communication becomes inconsistent.
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One client will get a wonderful experience because you were on top of everything that week, and another client gets a more confusing experience because you were stretched thin.
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The quality of the experience starts depending too much on your personal capacity.
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And so this is why we need to be intentional right from the beginning and why designing our services matter, because it helps you move from I hope this feels good for the client, to I have intentionally built this to feel clear, thoughtful, and supportive.
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And this is such a different way of operating because not that you said it and forget it, but you start with a system that can carry the service instead of you being the system that carries the service.
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And and by the way, this doesn't mean that it has to be this robotic thing.
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I I don't mean that everything has to be scripted in a lifeless or impersonal way.
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In fact, it doesn't actually have to be polished and perfect, it just requires you to be really intentional, to think through the different stages that a person will, you know, walk through through uh as they go through your your service.
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It means that you have thought carefully about what it is like to move through your business and that you have made decisions about what that experience should feel like.
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And that actually means that you have realized, because this is what it really communicates to a client on the receiving end, right?
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It communicates that you have that you realize that there are real life, living, breathing people on the other end, on the other side of your buy button, for example.
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And these people have hopes, they have fears, they have questions, they have apprehension.
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And you have taken the time to think about that and to consider what they might be feeling and to give them what they need in order for them to move ahead confidently.
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Because when you design a better experience, you often are reducing stress, you're reducing uncertainty, you're reducing unnecessary effort on your client's end.
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And that is a form of caring for your clients or your customers.
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And this is why I think service design is so powerful.
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It reminds us that thoughtfulness is not only emotional, it can also be operational.
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So a clearer welcome email, a better explanation of what happens next, a smoother booking process is thoughtful.
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Well-timed check-ins.
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These are thoughtful.
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A client should not have to work hard to understand how to work with you.
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And sometimes we don't notice that friction because we are too close to the process.
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We know how our business works or how it should be working.
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And so we then assume that other people do too.
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But they're not, and they don't.
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They are entering, you know, from the outside.
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They don't know your steps, they don't know your assumptions, they don't know what normally happens next unless you make that clear.
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And so this brings me to one of the biggest ideas, you know, in this episode: that every business is already creating an experience, whether that's intentional or not.
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But we want it to be intentional, right?
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So this is where you stop and think about your own business, the service that you are providing.
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Where, and you don't need a massive team, you don't need a huge rebrand to do this.
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Sometimes the improvements are quite simple.
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You know, finding out from existing customers or your clients what can make your inquiry process a little bit clearer.
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Looking at your email sequences, for example, how can you make your welcome email better?
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Can your timeline be explained more clearly?
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Put yourself in the client's shoes.
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What would you need at this point in the process to be comfortable moving ahead?
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What would build trust at this stage?
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And that's a key question to ask yourself.
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If you look through your service timeline and you have marked maybe the major moments, right?
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Ask yourself at each major moment that a client journey, that a client journeys through, what would build trust at this stage?
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And we need to stop, and I've had to learn this too, we need to stop assuming that the client knows what to expect.
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So auditing our communication transitions more thoughtfully, right?
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Improving the way we handle delays or changes.
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How can I make the change or delay less of a barrier for the client as we move ahead?
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Again, how can I continue to build trust?
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And this goes right right down to the end of the service, not just the beginning.
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So small things, big difference because if you don't examine your process, that still creates a feeling.
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Silence communicates something, vagueness communicates something, delays without context communicate something.
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And on the positive side, clarity communicates too, preparedness, follow-through, careful wording.
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These things communicate massively to our clients.
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So when we talk about service design, what we are really talking about is becoming more aware of what your business is already communicating through its systems, its workflows, and its touch points.
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And this doesn't necessarily mean that you have to do more, more hand holding, more customization, more communication, more effort, more everything.
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I'm not talking about, you know, extra extravagance or overdelivery or endless personalization.
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What I really want you to take away from this is that it's clarity.
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We want our clients to experience the clarity that we have in working with them, to know what to expect, to know what happens next, to know where things stand.
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And this might be as simple as making information available or accessible to them, or even opening up communication a little bit more, making yourself available, albeit asynchronously, so that they can message you directly with questions, and then when you can or when you have time, you can, you know, get back to them.
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Just having that idea that there's no barrier between them and you and yourself or your business.
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And this, you know, depending on what your business is, this is this could be a variety of things.
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But essentially is just to think through right, and and that's and that's really the essence of what this is: thinking through your service and how it actually serves people and how people feel through that service.
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Not just seeing people as clients and customers, but seeing them as real people and treating them as such.
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I think about medical services, right?
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It can be so stressful to go through some of the services.
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But you know, if they are not well-designed services, that adds to the inherent stress of going through the service.
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But something as simple as offering clarity, organization, building trust, communicating the respect the service provider has for the patient's time and energy can help alleviate some of the stress that comes with you know services such as these, right?
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And a lot can be said about this in and in particular, but I just want to, you know, just bring that point home a bit more.
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It it needs to feel aligned, and it matters because we don't always remember the outcome.
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In fact, the outcome could be bad, as in the case of medical services, but people will always.
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Remember how the process felt, no matter what the outcome is.
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I mean, before I even gave this deeper thought, I've never in my life said about a business or a service that I've experienced.
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I've never in my life as a client or a customer said to myself, I really appreciate their well-structured service architecture.
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I never I've never said those words.
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And nobody says that.
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Nobody says that.
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But they will absolutely articulate, at least try to articulate, how they felt the effects of your well-structured service architecture.
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They will feel whether working with you felt easy or effortful, if your business felt steady or scattered.
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They will feel whether they felt guided or they were left to improvise their way through the relationship.
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And this is again, this is what service design helps us to see.
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It helps us to understand that what people experience is not only shaped by how good we are at the thing itself, but how the whole service is structured around it.
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So, my assignment for you this week is to start thinking about your business this way.
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I think the first step is very simple but very powerful.
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For a second, step out of your role as business owner and step into the role of your client.
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So ask yourself, what is it actually like to move through my business?
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Not what do I mean?
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Not what do I intend, not what do I assume they understand.
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What is it actually like?
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What is it like to discover me?
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What is it what is it like to call that number for the first time and have a conversation, trying to find out about your service, or trying to find an appointment, book an appointment, or you know, what is it like to wait for a reply?
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What is it like to receive your proposal or your offer?
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What is it like after payment?
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How is it beginning working together?
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What is it like to ask questions?
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How about when something changes or when the service ends?
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And then after you have considered these questions, ask yourself, where might you feel unsure?
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Remember, you're still in the client's shoes.
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Where might you feel unsure?
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Where might you have to chase for clarity or more information?
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Where might you feel rushed or confused or slightly disconnected from what is happening?
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Where might things feel smooth or smoother than I realized?
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Where am I relying too much on assumptions?
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This to me is the beginning of service design.
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It's it's not fancy frameworks, it's not, you know, certifications, it's not all of that.
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It's about putting yourself in your clients' shoes and observing, asking questions, getting to the heart of what it might be, what it might feel like, what it might, what the experience might be like.
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And it's about becoming conscious of the journey that you are already creating.
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Because once you see the experience clearly, then you can start improving it intentionally.
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And this is where things really, really get powerful because you stop focusing on the quality of the work and thinking about the quality of the experience around the work.
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And of course, both of these matter.
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Both of these matter.
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So if this is your first time kind of thinking about this idea of designing your services, I hope that this episode has helped make it feel uh simpler, more practical, and more relevant to your own business.
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I know I have to take you know some time to critically look, critically take a more human-focused look at my business processes.
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It's not easy, of course.
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There's a lot of questions, of course, that we need to ask ourselves.
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Maybe a lot of conversations to be had as well.
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But I think it's important.
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I think some of these concepts, like you know, service design, we think they are for these huge corporations, they're for hospitals, they're for airlines, they're for luxury brands, but they're absolutely for small businesses too.
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In fact, I would argue that they matter deeply for small businesses because when your business is smaller, then every touch point carries more weight.
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We want our clients, our customers to be repeat buyers, to be our biggest fans and to refer our services, right?
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So every time they interact with our business or anything associated with our business, it needs to be the best experience that we could give them.
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So whether that experience feels calm or chaotic, thoughtful or transactional, clear or confusing, this is something you can definitely influence and you can definitely be intentional about.
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So here's some simple reflection for you this week.
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Choose one service journey in your business and walk through it from the client's point of view.
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So, service journey like inquiring.
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What is it like to inquire for the first time?
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What information do they get?
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What information do they need?
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Or your onboarding or your delivery or your offboarding.
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Don't do everything at once, take it step by step.
00:28:24.880 --> 00:28:30.799
Ask yourself, what is it, what does this actually feel like on the other side?
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Where does it feel thoughtful?
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Where do where do things feel accidental?
00:28:35.920 --> 00:28:43.039
Because once you see these experiences clearly, you start designing more intentionally.
00:28:44.079 --> 00:28:48.720
So I don't know if you can tell, but I really love talking about this.
00:28:49.599 --> 00:29:03.759
I really have loved kind of deep diving into this topping, and there's so much more on this that I've been getting into and geeking out on, you know, both the practical and the technical aspects.
00:29:04.240 --> 00:29:14.720
Because our services can can incorporate technology, and yes, these form part of the experience too for your clients.
00:29:14.960 --> 00:29:19.119
So stay tuned for deeper conversations on this topic.
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In the next episode, we're going to be taking this a little step further and talking about this idea of empathy.
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Not just as a personality trait, I'd love to be the most empathetic person, but as something that can actually be built into the way your business runs.
00:29:42.000 --> 00:29:50.559
So if this episode gave you a new lens into your client experience, I'd love for you to join me as we keep going with this.
00:29:50.880 --> 00:30:10.960
And if you do want support creating your service or even auditing your customer journey and your services and kind of asking yourself the questions that we talked about, creating a service that feels clearer, smoother, more thoughtful.
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You can definitely go ahead and book a clarity call with me.
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Link is in the show notes of this episode.
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And I thank you so much for listening, and I'll see you again in the next one.
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Bye for now.