In the middle of final editing for recently published Service Innovation we decided that we needed an illustration in Chapter 1, for our discussion of what service is. I sent a Facebook message to my talented daughter, Kiki Schirr, and asked her if she could send an illustration within 90 minutes. This is what she sent:
The illustration is on page 8 of the book, published last month.
Frame 3 catches the essence of service: the value created with the customer. The young woman, together with the airline were able to create a memorable visit with loved ones.
Frame one adds a more nuanced view. The flight was crowded and noisy, but that was not important to this consumer who was creating a visit at the end. So other customers who might focus more on the experience during the use of the service might not have been as satisfied as the young woman was.
A service provider should understand the value creation process of customers. An effective service innovation process will focus on enhancing both the customer value creation and the service experience.
A single illustration can say a lot!
- Kiki Schirr wrote her thoughts on creating the cartoon as “Your Product is Not the Sum of its Features” for her blog on Medium.
- The book Service Innovation is available on Amazon and elsewhere.