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What is a memorable service journey?

The experiences that customers are exposed to make up the service journey. You can design the sessions as a story.

You can generate more emotional impact to your customer’s 'adventure' by attaching it to or building it up as a story. In stories – just like journeys – you travel from one 'scene' to the next, eventually building up a storyline that gives meaning to the participant.

You experience your whole life as a series of micro-moments, happening one at a time. A service journey starts when a customer considers a need, transcends into when they’re comparing offerings and continues to when they buy something. Even after the purchase, the journey isn’t over.

Customer needs are various: from the need to learn something, or to get something done, or to buy something. As a service designer, you need to focus on each interaction point and steer it towards giving the participants the possibility to get something done immediately.

“Now is the most important part

of the customer journey.”

– David Edelman

Most companies have products that have an experience or a service attached to them. The design of a service journey may start before the customer has experienced anything and continue after the customer has experienced her purchase.

Companies often divide their approaches to customers into silos such as marketing, retail and customer service. To be more effective, firms need to change their organisational structure to fit the customer journey, because this relates to how the customer feels.

All that’s happening in life is either positive or negative, memorable or forgettable. We as service journey designers need to know how our customers feel so that we can design the best experience to get a job to be done.


Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.