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Service Design by Ben Reason, Lavrans Løvlie, Andy Polaine

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CHAPTER 3

Images

Understanding People and Relationships

People Are the Heart of Services

Insights versus Numbers

Summary

People Are the Heart of Services

Despite the ability of new technologies to automate and augment people’s daily lives, people remain at the heart of services. As we mentioned in Chapter 2, a service has no or little intrinsic value until the moment of its use or consumption—services or experiences cannot be stored in a warehouse. But “use” and “consume” are product mindset words and we need to use different language for services. People don’t “use” a healthcare professional or a lawyer, and they don’t consume a train journey or a stay ...

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