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Guy: Four. Always think about what happens
before and after your service.

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Guy: Welcome to the service design principles.
I'm going out and joined by the author of the

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Service Design Principles series of Books,
founder of the Swiss Innovation Academy and

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Service design practitioner, the effervescent
Daniele Catalanotto.

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Daniele: I love how each time you're able to
find a new adjective.

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Guy: I'm trying.

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So every every episode we're looking at one of
the principles from Daniele's book, a Service

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Design Principles, one to 100. And today it's
principle number four. Always think about what

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happens before and after your service. So this
feels like we're talking about context here.

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Guy: Why is it important to zoom out a little
bit when looking at designing a service? 

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it

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Daniele: So often, you know, we we have this
kind of ego thing when we're making a service,

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which is we believe we are the solution to the
world's problems, you know, and therefore we can

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solve the big problem and we cannot do it. But
then what we forget to remember is that we're

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just one little part of what happens in the day
of the person. And usually there is something

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that happened before. There is something that
happened after. And knowing that might help us

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to just offer what people need and not all of
what is already done before and after. So a good

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example is I think easyJet does that quite well.
easyJet, they understood that when people book a

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flight, one of the next thing they do is book a
car, you know? And so with the time they learned,

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okay, so let's make it easy for people to get
linked with the car company. It was a car rental

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company directly within our website because we
know that this is the next step. We don't just

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do Geneva to Helsinki. We can now also help
people to get the car there. And then. But

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that's you can only know once you think that
your service isn't the solution, but it's just

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one part of what people go through.

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Guy: And I guess it's it's not just the the
convenience for the customer.

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Guy: It's also a potential revenue source as
well. So it could open up new new revenue

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opportunities to do this.

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Daniele: Yeah, the example of easyJet is really
good for that, you know, because obviously they

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will get they will get a percentage from each
from each new rental that that is made, but also

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it's a saving potential. So, for example, if you
if you notice that most people

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do one part of your service, you know, they use
it, but they don't like the second part of your

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service and they do it with another one. Then
why keep that second part within your service?

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Just remove it and say, Oh, it's okay. We're
going to make our service much more easy because

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we know that people prefer to do the rest with
another provider.

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Guy: Yeah. I think about, um, places where,

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Guy: like, as you said, you're buying something
from them, and they're also. They're offering

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something else. But you never take advantage of
that, but you keep offering it. So that's

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actually it's it's like a waste. It's not very
lean thinking, right? So you're you're putting a

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lot of effort into doing this extra thing that's
not providing any value back to you as a

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business.

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Daniele: Yeah,

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Guy: Whereas if, as you said, you take it out
and outsource it to the company that's doing

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that really well, then then you can actually
enhance the service to your customers by

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providing a better part of the products, but
you're not the one delivering it. You're just

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sort of referencing it or referring to it right?
.

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Daniele: yeah. And you know, referencing another
service is an act of love in some way. You know,

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it's like if we go back and bring that back to
two people, you know, it's when a friend, when,

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when you go to a friend and he tells you, oh,
you should speak to Robert. He's so great about

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this. He's the expert. He will help you so much
about that. I can help you on that bit. But let

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me call him, because he's the world's foremost
expert on coffee and he will tell you which

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coffee machine to buy. And I can bring you to
the store to buy it with you. I can do that, but

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he will help you with the rest.

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Guy: Yeah.

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Daniele: It's like, Oh, now you don't feel that
Your friend said, No, I don't want to help you

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pick a coffee machine. What you're what you're
hearing is like, this guy loves me so much that

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he accepts his weaknesses and is even ready to
send me to another friend and is basically then

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happening to same with the service, you know,
service which says which is all we we don't that

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we don't do that well. But we've made a deal
with another company that if you go to them with

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our little cards they give you, they give you a
discount. Hotels do that so often, little hotels

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which don't have a restaurant, what they do,
they go to the restaurants, which is next doors,

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and they say, hey, each time, could we have a
few coupons

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Guy: Mm hmm.

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Daniele: where, you know, if somebody comes in
our hotel, we can send them to to you and they

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get a they get a free drink and out with the
meal that they get. So the hotel stays. The

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hotel doesn't have to do. Think about buying
more space to build a restaurant and having

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waiters and all of this stuff, but they still
can have that part of the experience can they

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can be part of it.

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Guy: Okay

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Guy: . So one other thing that I was thinking
with this, um, thinking about what happens

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before your service, like, and you mentioned
hotels, is that if you're arriving late at a

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hotel, like it's 11:00 at night or something,
the hotel, good ones that I've experienced, they

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can make an assumption that maybe you've been
travelling all day, you're very tired, you just

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want to get to your room. And so they're
thinking about what's happening before you've

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arrived. So they'll do something to make it easy
for you to to get to your room. So to fulfill

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that transaction. So or it might be it's raining
outside and so they've already got an umbrella

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prepared for you. Or instead of making you stand
at their desk, they say, Let's come over and sit

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here. You must be legs, must be tired or
something like this. Right? So this goes

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directly to the principle, right? You're
thinking about where people are coming from

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before they hit you? . .

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Daniele: Exactly. And you know, how much how
much love do you feel when somebody looks at you

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and says, Oh, you might have had a very
difficult day, let's, let's just sit and take a

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coffee. Yeah. And you don't know the person, but
you know that she tries to put herself in your

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shoes, you know, and then it's like, Oh, this is
an act of empathy tonight, of of, you know, love

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isn't maybe a big word, but, you know, it's a
it's a it's a small act of love. And this makes

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a big difference.

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Guy: Yeah. You feel seen? You feel understood. .

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Daniele: Yeah. And I think we can steal a lot
from hotels for that because they're really good

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at that kind of stuff. You know, when you come
with a with the shouting kids in the hotel and

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stuff and what you see the great receptionists
do is they don't take care of you first. They

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take care of the kids first because they know
we're going to make the parents happy by, you

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know, having one of the receptionists say, Oh,
hello, do you want me to do you want the little

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car, you know, and, and then they or do you want
some crayons to, to do a little drawing and you

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know, they get the attention of the kids so that
you can do the admin stuff relaxed. And this is

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awesome because they know you've been in 12
hours of a flight with a screaming guy, not so

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great. And now they're helping you.

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Guy: Perfect. Well, that that that covers that.
Th principle very well. So thank you again. And

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we'll see you at the next episode.

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Daniele: You and I'm excited to hear more of
your hotel stories.