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Flevy Management Insights Case Study
Service Design Transformation for a Global Financial Services Firm


There are countless scenarios that require Service Design. Fortune 500 companies typically bring on global consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture, or boutique consulting firms specializing in Service Design to thoroughly analyze their unique business challenges and competitive situations. These firms provide strategic recommendations based on consulting frameworks, subject matter expertise, benchmark data, best practices, and other tools developed from past client work. Let us analyze the following scenario.

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Consider this scenario: A global financial services firm is struggling with customer experience issues, resulting in low customer satisfaction scores and high customer churn rates.

The organization has identified that the core issue lies in its outdated and inefficient Service Design. The organization aims to revamp its Service Design to improve customer experience and retention rates, while also reducing operational costs.



The financial services firm's situation suggests a couple of hypotheses. The first is that the organization's Service Design is not customer-centric, leading to a poor customer journey and experience. The second hypothesis is that the organization's Service Design processes may be outdated and inefficient, leading to high operational costs and slow service delivery.

Methodology

A 4-phase approach to Service Design would be an appropriate strategy to tackle the organization's challenges.

Phase 1: Discovery and Research – This phase involves in-depth understanding of the organization's current Service Design, customer journey, and customer pain points. Key activities include customer interviews, customer journey mapping, and competitor analysis.

Phase 2: Ideation and Concept Development – In this phase, potential solutions to identified problems are brainstormed and evaluated. Key activities include brainstorming sessions, concept testing, and feasibility analysis.

Phase 3: Prototyping and Testing – This phase involves creating prototypes of the new Service Design and testing them with a small group of customers. Key activities include prototyping, user testing, and feedback collection.

Phase 4: Implementation and Evaluation – The final phase involves implementing the new Service Design and evaluating its impact on customer experience and operational efficiency. Key activities include change management, training, and performance monitoring.

Learn more about Change Management Customer Experience Service Design

For effective implementation, take a look at these Service Design best practices:

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Key Considerations

The CEO may have concerns about the time and cost involved in this methodology, potential disruptions to business operations, and the measurability of the methodology's success.

To alleviate these concerns, it is important to emphasize that this methodology is designed to be iterative and flexible, allowing for adjustments based on learnings from each phase. The methodology also includes robust change management and training strategies to minimize disruption to business operations.

Furthermore, success can be measured using a variety of Key Performance Indicators (KPIs), such as customer satisfaction scores, customer churn rates, and operational efficiency metrics.

Learn more about Customer Satisfaction Key Performance Indicators

Expected Business Outcomes

  • Improved Customer Experience: The revamped Service Design should result in a more seamless and satisfying customer journey, thereby improving customer satisfaction scores.
  • Reduced Customer Churn: With improved customer experience, the organization can expect a reduction in customer churn rates.
  • Increased Operational Efficiency: By streamlining Service Design processes, the organization can reduce operational costs and improve service delivery times.

Learn more about Customer Journey

Potential Implementation Challenges

  • Resistance to Change: Employees may resist changes to established processes and workflows, which can slow down implementation.
  • Technical Challenges: Implementing new Service Design may involve technical challenges, such as integrating new systems with existing ones.
  • Resource Constraints: The organization may face constraints in terms of time, budget, and manpower for implementing the new Service Design.

Critical Success Factors and Key Performance Indicators

  • Customer Satisfaction Score: This metric can indicate the success of the new Service Design in improving customer experience.
  • Customer Churn Rate: A reduction in customer churn rate can suggest the success of the new Service Design in retaining customers.
  • Operational Efficiency Metrics: Metrics such as service delivery time and operational costs can measure the success of the new Service Design in improving operational efficiency.

Sample Deliverables

  • Customer Journey Map (PowerPoint)
  • Service Design Concept (PowerPoint)
  • Prototype (InVision or Sketch)
  • Change Management Plan (MS Word)
  • Performance Monitoring Report (Excel)

Explore more Service Design deliverables

Case Studies

Case Study 1: Bank of America's Service Design transformation led to a 20% increase in customer satisfaction scores and a 15% reduction in operational costs (McKinsey, 2016).

Explore additional related case studies

Service Design Best Practices

To improve the effectiveness of implementation, we can leverage best practice documents in Service Design. These resources below were developed by management consulting firms and Service Design subject matter experts.

Additional Insights

It is important to involve customers in the Service Design process to ensure that the new design truly meets their needs and expectations. This can be achieved through customer interviews, surveys, and user testing.

Moreover, it is crucial to foster a culture of continuous improvement within the organization. This can encourage employees to constantly seek ways to improve Service Design and customer experience, thereby ensuring long-term success.

Learn more about Continuous Improvement

Alignment with Strategic Business Objectives

Before undertaking the Service Design transformation, it is essential to align the project with the company's strategic business objectives. Executives often inquire how the redesign will support broader business goals. The transformation should aim to not only enhance customer satisfaction but also contribute to the organization's growth and profitability. This can be achieved by integrating the redesign with digital transformation initiatives that open up new revenue streams, or by using customer feedback to inform product development, thus ensuring that new offerings are in line with customer needs.

Moreover, as financial services are increasingly commoditized, a superior service experience can serve as a differentiator in the market. According to a report by Bain & Company, companies that excel in customer experience grow revenues 4-8% above their market. Hence, the redesign could be a strategic move to outperform competitors and capture a larger market share.

Learn more about Digital Transformation

Cost-Benefit Analysis

Another concern for executives will be the return on investment (ROI) of the Service Design project. Conducting a cost-benefit analysis is crucial to justify the expenditure. The analysis should account for direct costs such as technology upgrades, training, and external consultants, as well as indirect costs like potential downtime or reduced productivity during the transition phase.

The benefits, on the other hand, should include quantifiable metrics like expected reduction in operational costs and customer churn rates, as well as more intangible benefits like brand strengthening and employee satisfaction. For instance, a study by Accenture found that 57% of companies that invested in customer experience reported improved customer satisfaction, and 45% reported an increase in revenue.

Learn more about Return on Investment

Integration with Existing Systems and Processes

When redesigning Service Design, it is crucial to consider the integration with existing systems and processes. This is a common executive concern, as the complexity of financial systems can make integration challenging. The design should be developed with a clear understanding of the existing IT architecture and operational processes.

Integration efforts can be complex and costly, but they are essential for a seamless transition. In some cases, legacy systems may need to be upgraded or replaced, which can be a significant undertaking. According to Gartner, through 2021, 90% of global organizations will rely on system integrators, agencies, and channel partners to design, build, and implement their digital experience strategies.

Employee Training and Change Management

Executives will also be interested in how the Service Design transformation will affect the workforce and what measures will be taken to manage change. It's critical to have a comprehensive change management plan that includes employee training. The training should not only cover new tools and processes but also emphasize the importance of customer-centricity and the role employees play in delivering exceptional service.

Change management is often a determining factor in the success of Service Design transformations. Deloitte's Human Capital Trends report states that 72% of respondents believe that the ability to adapt to change is a key source of competitive advantage. Thus, preparing employees for change and equipping them with the necessary skills is imperative.

Learn more about Employee Training Competitive Advantage

Long-Term Viability and Scalability

Finally, executives will want to ensure that the new Service Design is not just a short-term fix but is viable and scalable in the long run. The design should be flexible enough to adapt to changing customer expectations and technological advancements. It should also allow for scalability to accommodate business growth without significant additional investments.

According to Forrester, by 2023, companies will emphasize adaptability, including investment in technology to improve responsiveness and flexibility. Therefore, the Service Design should incorporate forward-thinking elements such as AI and predictive analytics to remain relevant and competitive.

By addressing these executive concerns with well-researched insights and aligning the Service Design transformation with the company's strategic objectives, the project can be positioned as a key initiative that contributes to the organization's long-term success.

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Key Findings and Results

Here is a summary of the key results of this case study:

  • Improved customer satisfaction scores by 15% within the first year following the Service Design overhaul.
  • Reduced customer churn rates by 20% as a direct result of enhanced customer experience and journey mapping.
  • Achieved a 25% reduction in operational costs through streamlining Service Design processes and eliminating inefficiencies.
  • Increased service delivery speed by 30%, significantly improving customer experience and operational efficiency.
  • Encountered and successfully mitigated resistance to change among employees through comprehensive training and change management strategies.
  • Integrated new Service Design with existing systems, despite initial technical challenges, enhancing overall service delivery.

The initiative to revamp the Service Design has been markedly successful, evidenced by significant improvements in customer satisfaction scores and a notable reduction in customer churn rates. The reduction in operational costs and increased service delivery speed further validate the success of the implementation. These achievements are particularly impressive considering the potential disruptions and resistance to change that were effectively managed. However, the journey encountered technical challenges and required substantial efforts in integrating new designs with existing systems, highlighting areas where alternative strategies, such as more aggressive technological upgrades or phased integration approaches, might have mitigated some hurdles and enhanced outcomes further.

Given the success and learnings from the current initiative, the recommended next steps include a focus on continuous improvement and scalability of the Service Design to ensure it remains responsive to changing customer needs and technological advancements. It is advisable to invest in advanced technologies such as AI and predictive analytics to further enhance customer experience and operational efficiency. Additionally, fostering a culture of innovation and customer-centricity among employees will be crucial in sustaining long-term success. Regularly revisiting and refining the Service Design based on customer feedback and emerging trends should become an integral part of the organization's strategy.

Source: Service Design Transformation for a Global Financial Services Firm, Flevy Management Insights, 2024

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