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There is growing awareness that Service Design is a very important field because companies are looking at ways of distinguishing their product or service from those offered by their competitors. This field offers companies a competitive edge because it helps them to design their products and services according to the needs of their customers. Many companies do reasonably well in the market place since they have a good market share. However, they have to think to the future in order to retain their relevance. They have to protect their market share from slipping by ensuring that their customers always have a positive experience while using their product or service. It might be necessary to tweak the physical characteristics of the product slightly or even its packaging. It might also be necessary to do something to change the way in which the customer can purchase or use it. One area that service design can bring about a lot of changes is in the management of queues. Bottlenecks are unavoidable in many different situations. While they indicate that a lot of business is waiting, they are also areas that can cause a lot of discontent. Companies that have fluctuations in demand need to know how to manage their services better so that they can accommodate the extra demand without causing inconvenience to customers by making them wait too long. Airlines, theme parks and restaurants are using designers who are conversant with the psychology of waiting to find ways to manage this problem. All these important changes can be brought about by applying the principles of service design. It is necessary to think from the point of view of the customer in order to make the correct changes. This requires a change in mindset that can only be achieved through training. There are also certain techniques that will help about these changes. Many management schools are offering service design as a course because there is immense demand for qualified people who can help company redesign their services. The consequences of not hiring service designers can be too much for companies to bear especially if their competitors are forging ahead in market share. People who are trained in the proper designing of services can command quite a high salary because of the increasing relevance of this subject. The courses offered start from the fundamentals of this subject and also include the various techniques that have to be followed in order to understand customer needs better. Students get training that helps them understand the origin of customer behavior as well as its impact on the sales process. These courses are very helpful to engineers as well as marketers and people from these two specializations are signing up for them. Two industries that have found this subject particularly useful are the hospitality as well as healthcare industries. There are only a few schools that offer this subject right now. However, it is only a matter of time before many more of them understand its relevance and follow suit.
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