As a service design manager, it is crucial to understand and cater to the needs of customers. The traditional marketing mix of price, product, place, and promotion has evolved to include the importance of people. While some companies have successfully switched to customer loyalty, others have failed. A common problem faced by businesses is the misunderstanding of customer needs and desires.
In the movie “Triangle of Sadness,” we see the crew manager encouraging employees to be nice to customers, but without understanding their real needs and desires, this effort is wasted. To avoid this, a service design manager should use a framework that involves understanding the current reality, defining the problem to be solved, discovering what customers really want, developing insights into action, and delivering better and better services over time.
The key to success is defining the right problem. In the movie, the crew manager’s problem mindset was to “enjoy customers in each moment at any cost,” while the real problem was to satisfy customers’ sense of power. By accurately defining the problem, a service design manager can design effective and original services that cater to the real needs of customers.
In conclusion, being original and understanding customers deeply is crucial for service design managers. By using a framework and accurately defining customer problems, businesses can create better and more effective services.
