Why service design is fundamental to purpose and growth
By Joel Bailey, Managing Consultant EY Seren and Michael von Der Geest, EY Partner and CEO EY Seren
Businesses are increasingly aware that purpose can drive performance. What’s often less well understood is the role that service design can play in creating, embodying and delivering that sense of purpose. Organisations can move from making a brand promise to actually delivering it at every touch point, continuously and interactively. Yet, too many companies are more focused on selling customers the latest products instead of satisfying the human need encapsulated by their purpose.