Использование сервис-дизайна для улучшения клиентского опыта в маркетинге услуг [Articol]

Abstract

In today’s world, where competition in the service market is becoming increasingly fierce, creating a unique and memorable customer experience is becoming a key factor in the success of companies. This article examines the use of service design as an effective tool for improving customer experience in services marketing. Service design is an interdisciplinary approach that integrates the methods and principles of design, marketing and management to create high-quality customer experiences. The author analyzes the main components of service design, such as researching customer needs, developing customer journeys and introducing innovative solutions that improve interaction with customers at all stages of their journey. Examples of successful application of service design in various industries are given, emphasizing its importance for increasing customer loyalty, increasing their satisfaction as a result of using the service and, as a result, improving business results. An important aspect is the findings on the importance of integrating service design into services marketing strategy to achieve competitive advantage and long-term success in the market.