ISO/TS 24082:2021

TECHNICAL ISO/TS
SPECIFICATION 24082
First edition
2021-06
Service excellence — Designing
excellent service to achieve
outstanding customer experiences
Excellence de service — Concevoir un service d'excellence pour des
expériences clients exceptionnelles
Reference number
©
ISO 2021
© ISO 2021
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ii © ISO 2021 – All rights reserved

Contents Page
Foreword .iv
Introduction .v
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 Principles of design for excellent service . 2
4.1 Overview . 2
4.2 Emotional . 3
4.3 Adaptive . 3
4.4 Co-creative with customer . 4
4.5 Consistent with organization and customer perspectives . 4
5 Design activities of excellent service . 4
5.1 Overall process . 4
5.1.1 General. 4
5.1.2 Interdependencies among design activities of excellent service . 4
5.1.3 Design elements in the delivery of excellent service . 5
5.2 Planning a design pr oject on excellent service. 6
5.3 Understanding and empathizing with the customer . 7
5.3.1 General. 7
5.3.2 Understanding customer needs, expectations, and desires . 7
5.3.3 Building a deep empathy for customer . 8
5.4 Defining a design challenge and a unique value proposition . 8
5.4.1 General. 8
5.4.2 Defining a design challenge . 8
5.4.3 Creating a unique value proposition . 8
5.5 Designing an outstanding customer experience with touchpoints and data points . 9
5.5.1 General. 9
5.5.2 Documenting an outstanding customer experience to be delivered . 9
5.5.3 Deploying effective and emotional touchpoints . 9
5.5.4 Developing effective data points .10
5.6 Designing a co-creation environment .10
5.6.1 General.10
5.6.2 Encouraging customer-centricity of service providers in service delivery
process .10
5.6.3 Encouraging active participation of customers in the customer journey.11
5.6.4 Intense cooperation at touchpoints .11
5.7 Evaluating the design for excellent service .11
5.7.1 General.11
5.7.2 Design evaluation based on the customer perspective .11
5.7.3 Design evaluation based on the capability perspective .12
5.7.4 Design evaluation based on the sustainability perspective .13
Annex A (informative) The six principles of service design thinking .14
Annex B (informative) The Kano model — Understanding what delights the customer .15
Annex C (informative) Examples of levels of active participation of the customer and
customer-centricity of the service provider .17
Annex D (informative) Using the leverage mechanism to achieve customer delight .18
Annex E (informative) Customer journey mapping .22
Bibliography .25
Foreword
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iv © ISO 2021 – All rights reserved

Introduction
Customer expectations in today’s competitive world have changed and are constantly evolving and
growing. In order to maintain and increase their customer base, organizations must create better
and more differentiated customer experiences. For this reason, it is essential for organizations to
understand customer expectations, needs, wishes, problems and experiences. These are used as inputs
for service design.
Excellent service is key to achieving outstanding customer experience, which leads to customer delight.
Building a better and continuous relationship with customers through excellent service differentiates
the organization from its competitors.
ISO 23592 defines service excellence as an organization’s capability that enables “individual excellent
service provision” (Level 3) and “surprisingly excellent service provision” (Level 4) in the service
excellence pyramid shown in Figure 1. Compared to “service excellence” as an organization’s capability,
this document describes “excellent service” as an offering with individual and surprisingly excellent
service performed between the organization and the customer. This facilitates the creation of
outstanding customer experiences by the organization to achieve customer delight. The delivery of
excellent service requires a foundation comprising a “core service proposition” (Level 1) and “customer
feedback management” (Level 2) to ensure customer satisfaction, as shown in Figure 1. These are
described in International Standards such as ISO 9001, ISO 10002 and ISO/IEC 20000-1.
Figure 1 — Interlinkage within the service excellence pyramid and design of excellent service
The organization should understand its role, importance and difference between customer delight and
customer satisfaction, in order to enhance its ability to provide that delight. It should also explore ways
of developing and maintaining customer delight.
A specific design standard to achieve excellent service is necessary for better business success. The
following design standards and methods have been adopted in many organizations but these do not
adequately cover how to create excellent service that leads to customer delight:
― human-centred design (HCD) described in ISO 9241-210 and ISO 9241-220;
[15]
― Design Thinking, promoted by IDEO and the Stanford d.school ;
[16]
― This is Service Design Thinking , which builds on the work of the above two design approaches.
The service provider makes value propositions intended to create valuable outcomes for the customer.
Value can be also co-created through customer experience and feedback, and the benefits are realized
by both the service provider and the customer. The increased use of the internet, sensory and digital
technologies encourages co-creation.
This document highlights designing excellent service with a co-creation mechanism for continuous
customer delight. As shown in Table 1, the clauses in this document specify the elements belonging
to the dimension “Creating outstanding customer experiences” of the service excellence model in
ISO 23592.
Table 1 — The relationship between the service excellence model (columns) and this document
(rows)
Creating outstanding customer experiences
Designing
Understanding
and renewing Service innova-
customer needs,
outstanding tion manage-
expectations and
customer expe- ment
desires
riences
...