El caso de dos empresas vascas en busca de capacidades para el diseño de servicios: razones clave

Abstract

Regardless of the sector in which companies operate, a raising number of service organizations are looking for new approaches capable to offer more competitive value propositions. Literature reveals that service design, as a human-centred approach, can assist companies in such purpose. This research focuses on the analysis of two companies aiming to integrate service design skills into their organisations. Both companies are national leaders in their market sector – scholar catering and customer services. The aim of our research is to unhide what reasons persuaded these companies to activate such transformation. Our research wants to contribute to understand why more and more organisations are adopting service design as a central approach for innovation and growth. The research method consisted two semi-structured interviews with top and middle managers of each company. The results show that these two companies look for service design skills to keep on a leadership position by gaining real knowledge about their clients’ end-users, breaking down organisational silos and adopting agile processes for the development of more valuable, multichannel and tailor-made services.