Service Transaction Analysis

What is this method about?

A research activity that analyzes—from the customers’ point of view—the quality of service processes at a transactional level and identifies any issues or areas for improvement. The activity uses a Service Transaction Analysis (STA) worksheet to identify every transaction, experience score and message through a customer “walkthrough” of a given process that has been identified as part of the overall service concept.

Why use it

This activity provides organizations with a direct customer-oriented view of service concepts and processes that are often viewed primarily from the business’ perspective. It allows service designers to gain a deeper understanding of key issues in the customer experience, helping them to improve and enhance that experience.

When should I use it?

Whenever there are indications that customer satisfaction with existing services is not at the desired level—usually when the service involves physical customer interaction (e.g., in a retail store, bank, hospital). It can also be used on a more regular basis (two or three times a year) as part of a process improvement plan, assessing how the organization is measuring up.

What you get

The organization will have a detailed understanding of problem areas in the given service process, and their impact on the service concept. Results will be used to address and improve problem areas by re-engineering and/or enhancing the service experience.

At a glance

• Time: Long
• Effort: Medium
• Cost: Medium

Materials

• Whiteboard
• Markers / felt tips
• Meeting room
• Pre-printed STA worksheets
• Notepad
• Pen/Pencil

Who is involved

• Service Designer
• Experience Manager
• Researcher
• Business Unit Managers
• Business Analyst (option for process analysis)
• Customers/Test subjects