Purpose: This chapter explores how use of the service design methodology can contribute to in-depth understanding of the customer journey and to the design of service improvement interventions aimed at enhancing customer experience. Context: The notion of customer journey is becoming increasingly important for both private and public sector organisations. Understanding customer experience and interactions that take place during service delivery is critical to the service design, delivery and improvements where the quality of customer experience take a strategic priority. Learning outcomes: At the end of this chapter you will be able to confidently use the service design methodology in order to understand customer experience, develop a service blueprint, design-in service improvements to enhance service user experience or redesign and reengineer existing services in order to respond to changes in organisational environment.N/
