The needs of an entrepreneur
“Great services are what they do – not what they promise.” – Lavrans LøvlieA service touch point, either as a person-to-person interaction or an interface, must cater to customers' needs to recognise, understand, manage, enjoy and remember. Services don’t have to be luxurious or elaborate. For example, in web design services, the functionality has to give the customer an outcome. Given that services may be person-to-person, self-service or automated service tools, a service touch point may be anywhere in the customer journey. A transaction of value happens when a user interacts with a well-designed service. Strong brands provide the services that are valuable to users. The effort required to use a service is the most important consideration. When developing a service, the amount of effort to engage in it is the single most important measure. The use of a service is something the user either instigates or receives. The execution is dependent on the actions of the user and the provider. The cognitive or physical ease of use depend on the role, personality and background of the customer. People have different personalities, different education and live in different contexts. Even if a user is familiar with a service, it’s difficult to predict her level of intent, experimentation and persistence. Designers base the usability of service interfaces on the same principles as for product interfaces; structures, actions and sensorial elements. When services are more physical or sensorial, the amount of strength or sensitivity required plays a significant role. Consumers who have experienced great service usability tend to want NOT to lower their standards. Markets with strong competition for products tend to have highly developed services. Well-designed services are the primary factor in instigating a good impression and thereby a good reputation. Reputation is the stuff that builds brands. Stronger brands do better business.