A shit post I recently made led to a lively Twitter thread that got into origins of service design and inadvertently brought to light how broad the meaning and scope of #servicedesign actually is, and how far back it actually goes beyond Europe and the United States.
A few hours later, we were jokingly one-upping each other after Tom Wynne-Morgan, a service designer in the UK government, turned it into an auction with this tweet:
In the spirit of sharing, and showing just how vast a body of knowledge service designers can bring to bear from many disciplines, here is the reading list I gave students at Carnegie Mellon, when I last taught the course in 2008.
The first few clarify the meaning of services.
Judd, R.C. 1964. The Case for Redefining Services. Journal of Marketing, Vol. 28, 58–59.
Rathmell, J.M. 1966. What Is Meant by Services? Journal of Marketing, Vol. 30, 1966, 32–36.
Hill, Peter. 1977. On Goods and Services. The Review of Income and Wealth, 23: 315–338.
The next few are about the nature of their designs.
Shostack, G. Lynn. 1982. How to Design a Service. European Journal of Marketing
Bryson, J.R., Daniels, P.W. and Warf, B. 2004. Service Worlds: People, Organisations, Technologies. Routledge.
Rayport, J.F. and Jaworski, B.J. 2004. Best Face Forward. Harvard Business Review. December 2004.
Grönroos, Christian, 2001. Service management and Marketing: A Customer Relationship Management Approach. John Wiley and Sons.
To deepen your understanding of services, back to the basics.
Lidwell, W., Holden, K. and Butler, J. 2003. Universal Principles of Design. Rockport Publishers.
Forrester, Jay W. 1971. Principles of Systems. Wright-Allen Press.
Williamson, O.E. and Winter, S.G. 1993. The Nature of the Firm: Origins, Evolution and Development. Oxford University Press.
Goold, Michael and Campbell, Andrew 2002. Designing Effective Organizations: How to create structured networks. Jossey-Bass.
Next, the peculiar challenges of service quality.
Ulwick, Anthony. 2005. What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services. McGraw-Hill.
Kano, N., Seraku, N., Tsuji, S. and Takahashi, F. 1984. Attractive quality and must-be quality. Hinshitsu (Quality, The Journal of Japanese Society for Quality Control), Vol. 14, No. 2, 39–48.
Tax, S.S. and Brown, S.W. 1998. Recovering and Learning from Service Failure. Sloan Management Review, Fall, 75–88.
Lev, B. 2001. Intangibles: Management, Measurement, and Reporting. The Brookings Institution.
Because design is the ultimate expression of strategy.
Porter, Michael E. 1996. What is strategy? Harvard Business Review. November–December 1996.
Nagle, T.N. and Holden, R.K. 2002. Strategy and tactics of pricing: A guide to profitable decision-making. 3rd Edition. Prentice-Hall.
Luehrman, T.A. 1998. Strategy as a portfolio of real options. Harvard Business Review, Vol. 76, No. 5, 89–99.
Milgrom, Paul and Roberts, John 1992. Economics, Organization and Management. Prentice-Hall.
Why designers as change agents
Edmondson and Frei. 2002. Transformation at the IRS. Harvard Business School.
Keating, Elizabeth et al. 1999. Overcoming the Improvement Paradox. European Management Journal, Vol. 17, No. 2, 120–134.
Iravani, S.M. et al. 2005. Structural Flexibility: A New Perspective on the Design of Manufacturing and Service Operations. Management Science, Vol. 51, No. 2, February 2005, 151–166.
Jones, Gareth R. 2007. Organizational Theory, Design and Change. Pearson Prentiss Hall.
As usual, technology changes everything
Carr, Nicholas 2005. The End of Corporate Computing. MIT Sloan Management Review. Spring 2005, Vol. 46, No. 3, 67–73.
Froehle, C. and Roth, A.V. 2004. New measurement scales for evaluating perceptions of the technology mediated customer service experience. Journal of Operations Management, 22 (1), 1–21.
Cherbakov et al. 2005. Impact of service orientation at the business level. IBM Systems Journal, Vol. 44, No. 4.
Burner, Mike 2004. Service Orientation and Its Role in Your Connected Systems Strategy. Microsoft Corporation. July 2004. MSDN.
How to get a grip
Simons, Robert 1995. Levers of Control: How Managers Use Innovative Control Systems to Drive Strategic Renewal. Harvard Business School Press, Boston, Massachusetts.
OGC (Office of Government Commerce) 2007. Management of Risk: Guidance for Practitioners. The Stationery Office.
Repenning, Nelson P. et al. 2001b. Past the Tipping Point: The Persistence of Firefighting in Product Development. California Management Review. Vol. 43, No. 4, Summer 2001.
Rummler, Geary 1995. Improving Performance: how to manage the white space on the organization chart. Jossey-Bass.
Of course, you can skip this list and simply read my book 🙂