Creating Better Customer Experiences 5: a Service Design Masterclass (Last Session)
Thursday 25 September, 9:30 AM 2014 to 5:30 PM 2014

The Royal College of Art will be offering an integrated suite of three Executive Masterclasses that have been carefully designed to introduce business owners and senior managers to the valuable concept of design thinking and provide an orientation to design-led innovation, within both a product and service context.

Creating Better Customer Experiences: a service design masterclass

The service industry represents around 75% of the British economy, yet the role of design in transforming both public and private sector services is just emerging. Service Design has become the new frontier for companies who are seeking to make a strategic impact for their own businesses and society as a whole. Services and service systems are an integral part of the digital economy and the third session of this series is an introduction to service design and will examine how design can transform the experience and value of services, making them compelling to users, as well as attractive and profitable for the organisations that deliver them. It will educate the participants in the latest tools and techniques of service design which will enable them to understand their current customer journeys as well as ways to redesign ‘intentional’ customer experiences in an attempt to deliver a consistent and positive outcome every time. In addition this session will also help you understand the true nature of value and how to ‘design’ value networks and prioritise markets using a systems approach and overall provide guidance into enhancing your skills for better and more efficient service innovation.

Please note:

You will be required to fill out an application form before the event.

This is an ERDF fully funded programme for eligible SMEs. Your Eventbrite Order Confirmation does not count as confirmation of your place. We will contact you to confirm allocation of your place. Only eligible companies are guaranteed attendance. For eligibility and registration information please visit:

For more information, please contact:

Anna Davison
T. 020 7590 4545

Part Funded by:

Organised by:

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