GB/Z 43427-2023 Service excellence - Designing excellent service to achieve outstanding customer experiences
1 Scope
This document specifies principles and activities for designing excellent service that achieve outstanding customer experience.
It applies to all organizations delivering services, such as commercial organizations, public services and not-for-profit organizations.
2 Normative references
The following documents are referred to in the text in such a way that some or all of their content constitutes requirements of this document. For dated references, only the edition cited applies. For undated references, the latest edition of the referenced document (including any amendments) applies.
GB/T 42185-2022, Service excellence - Principles and model
3 Terms and definitions
For the purposes of this document, the terms and definitions given in GB/T 42185-2022 and the following apply.
3.1
excellent service
output of an organization with high level of service provision performed between the organization and the customer to achieve outstanding customer experiences
Note: Examples of high level of service provision are individual excellent service provision (Level 4) and surprisingly excellent service provision (Level 4) in the service excellence pyramid.
[SOURCE: GB/T 42185-2022, 3.2]
3.2
customer delight
positive emotions experienced by the customer derived from either an intense feeling of being highly valued or by expectations being exceeded, or both
Note: Further emotions like surprise can intensify felt customer delight.
[SOURCE: GB/T 42185-2022, 3.5, modified.]
3.3
design for excellent service; DfES
systematic design and development approach to creating outstanding customer experiences via individual and surprisingly excellent service (3.1) provision
Note: The underlying methodology behind such a design approach is known as “design for X” or “DfX” methodology, see for example GB/T 20002.3-2014.
3.4
co-creation
active involvement of stakeholders in service design, delivery and innovation
Note: Stakeholders include organizations, personnel and customers.
[SOURCE: GB/T 42185-2022, 3.3, modified.]
3.5
co-creation environment
surroundings that facilitate co-creation (3.4)
3.6
unique value proposition
clear statement of the benefits the organization offers, how it solves customer problems (relevance), how it elicits a better emotional experience and what distinguishes it from its competitors
3.7
customer journey
series or sum of customer experiences when engaging with an organization, its products or services
Note: “Series” is based on processes; “sum” is based on results.
[SOURCE: GB/T 42185-2022, 3.8, modified.]
3.8
touchpoint
point of customer contact or a medium through which a customer interacts with an organization, its products or services
3.9
data point
occasion when and where the service provider (3.10) observes and collects information about the customer or receives customer experience feedback
Note: Examples of the content of data points include information captured about behaviours and responses of customers and information about delivery processes.
3.10
service provider
organization that manages and delivers a service or services to customers
Note: Organizations include sub-contractors and personnel, such as employees.
[SOURCE: ISO/IEC 20000-1:2018, 3.2.24, modified.]
3.11
customer-centricity
customer orientation with a special focus on value creation and value acquisition
4 Principles of design for excellent service
4.1 Overview
The service excellence effect chain in the upper part of Figure 2 shows how service excellence leads to higher benefits for the organization by achieving customer delight. The following elements in the service excellence effect chain play an important role in designing excellent service:
●implementation of service excellence, which supports design process and feasibility of excellent services;
●excellent service, which is designed by organizations;
●outstanding customer experience and customer delight, which are targeted and incorporated into design goals.
This document uses the term “design for excellent service (DfES)”. As shown in Figure 1, DfES addresses the upper half of the service excellence pyramid. General service design for basic service is not specified in this approach or in this document.
The principles of DfES described in this clause are:
a) emotional;
b) adaptive;
c) co-creative with the customer;
d) consistent with organization and customer perspectives.
Note: See Annex A on the general principles of service design thinking, which differ from those of DfES in this clause. Designing excellent service as a whole can adapt these general principles and their relevant tools to ensure basic service.
4.2 Emotional
Excellent services should be designed to bring positive emotions to customers. Customer delight can be achieved with such positive emotions so that customers feel that the service is being customized to suit their individual situations, that they are highly valued or both. Surprise can be an emotion that intensifies the delight felt by the customer. The organization should understand the importance and role of customer delight in contrast to customer satisfaction in the delivery of excellent services and seek ways to enhance further customer delight.
4.3 Adaptive
Excellent services should be designed to enable organizations to adapt and respond promptly to various changes in customers, their circumstances and environment. This should be done both in the service delivery process and through continual improvement.
Note: Environment includes external factors such as regulatory, economic, political, social and globally impacting changes affecting the organization.
Standard
GB/Z 43427-2023 Service excellence—Designing excellent service to achieve outstanding customer experiences (English Version)
Standard No.
GB/Z 43427-2023
Status
valid
Language
English
File Format
PDF
Word Count
14500 words
Price(USD)
435.0
Implemented on
2023-11-27
Delivery
via email in 1~5 business day
Detail of GB/Z 43427-2023
Standard No.
GB/Z 43427-2023
English Name
Service excellence—Designing excellent service to achieve outstanding customer experiences
GB/Z 43427-2023 Service excellence - Designing excellent service to achieve outstanding customer experiences
1 Scope
This document specifies principles and activities for designing excellent service that achieve outstanding customer experience.
It applies to all organizations delivering services, such as commercial organizations, public services and not-for-profit organizations.
2 Normative references
The following documents are referred to in the text in such a way that some or all of their content constitutes requirements of this document. For dated references, only the edition cited applies. For undated references, the latest edition of the referenced document (including any amendments) applies.
GB/T 42185-2022, Service excellence - Principles and model
3 Terms and definitions
For the purposes of this document, the terms and definitions given in GB/T 42185-2022 and the following apply.
3.1
excellent service
output of an organization with high level of service provision performed between the organization and the customer to achieve outstanding customer experiences
Note: Examples of high level of service provision are individual excellent service provision (Level 4) and surprisingly excellent service provision (Level 4) in the service excellence pyramid.
[SOURCE: GB/T 42185-2022, 3.2]
3.2
customer delight
positive emotions experienced by the customer derived from either an intense feeling of being highly valued or by expectations being exceeded, or both
Note: Further emotions like surprise can intensify felt customer delight.
[SOURCE: GB/T 42185-2022, 3.5, modified.]
3.3
design for excellent service; DfES
systematic design and development approach to creating outstanding customer experiences via individual and surprisingly excellent service (3.1) provision
Note: The underlying methodology behind such a design approach is known as “design for X” or “DfX” methodology, see for example GB/T 20002.3-2014.
3.4
co-creation
active involvement of stakeholders in service design, delivery and innovation
Note: Stakeholders include organizations, personnel and customers.
[SOURCE: GB/T 42185-2022, 3.3, modified.]
3.5
co-creation environment
surroundings that facilitate co-creation (3.4)
3.6
unique value proposition
clear statement of the benefits the organization offers, how it solves customer problems (relevance), how it elicits a better emotional experience and what distinguishes it from its competitors
3.7
customer journey
series or sum of customer experiences when engaging with an organization, its products or services
Note: “Series” is based on processes; “sum” is based on results.
[SOURCE: GB/T 42185-2022, 3.8, modified.]
3.8
touchpoint
point of customer contact or a medium through which a customer interacts with an organization, its products or services
3.9
data point
occasion when and where the service provider (3.10) observes and collects information about the customer or receives customer experience feedback
Note: Examples of the content of data points include information captured about behaviours and responses of customers and information about delivery processes.
3.10
service provider
organization that manages and delivers a service or services to customers
Note: Organizations include sub-contractors and personnel, such as employees.
[SOURCE: ISO/IEC 20000-1:2018, 3.2.24, modified.]
3.11
customer-centricity
customer orientation with a special focus on value creation and value acquisition
4 Principles of design for excellent service
4.1 Overview
The service excellence effect chain in the upper part of Figure 2 shows how service excellence leads to higher benefits for the organization by achieving customer delight. The following elements in the service excellence effect chain play an important role in designing excellent service:
●implementation of service excellence, which supports design process and feasibility of excellent services;
●excellent service, which is designed by organizations;
●outstanding customer experience and customer delight, which are targeted and incorporated into design goals.
This document uses the term “design for excellent service (DfES)”. As shown in Figure 1, DfES addresses the upper half of the service excellence pyramid. General service design for basic service is not specified in this approach or in this document.
The principles of DfES described in this clause are:
a) emotional;
b) adaptive;
c) co-creative with the customer;
d) consistent with organization and customer perspectives.
Note: See Annex A on the general principles of service design thinking, which differ from those of DfES in this clause. Designing excellent service as a whole can adapt these general principles and their relevant tools to ensure basic service.
4.2 Emotional
Excellent services should be designed to bring positive emotions to customers. Customer delight can be achieved with such positive emotions so that customers feel that the service is being customized to suit their individual situations, that they are highly valued or both. Surprise can be an emotion that intensifies the delight felt by the customer. The organization should understand the importance and role of customer delight in contrast to customer satisfaction in the delivery of excellent services and seek ways to enhance further customer delight.
4.3 Adaptive
Excellent services should be designed to enable organizations to adapt and respond promptly to various changes in customers, their circumstances and environment. This should be done both in the service delivery process and through continual improvement.
Note: Environment includes external factors such as regulatory, economic, political, social and globally impacting changes affecting the organization.
