Service design is crucial to ensure that the core and actual value proposition is augmented with the right mix offering to ensure customer delight. In other words, the core and event actual offering is insufficient to ensure high level of customer satisfaction. Designing services is key to any offering and requires deep knowledge beyond the offering itself.
Core Offering addresses the basic "needs" of customers. It encompasses the essence of the value, which is offered directly to the customer. Core offering does not include any differentiated value from any other offering, and hence is considered uniform in its character.
Actual Offering addressed the customers' "wants", which represents a first level of differentiation in value. Here customers can distinguish between products and compare them against each other. The actual offering is a result with product design and relates to product branding and its position in the market place.
Augmented offering is the prime space for service design and presents a significant differentiation in value that goes beyond the product. It is also the space, where a human-centered design unfold to achieve further impact that product design alone cannot achieve. Service design uses the augmented space to significantly differentiate the offered value from other offering.
We use design thinking as a framework for our human-centred service approach. For more information on service design or our design approach, please contact us.