Service Personality
Written by Simon Clatworthy
I have been researching Service Personality for several years, so its great to see Smashing magazine presenting great examples of digital touch-point personalities (link). Heres an example from a small comment that comes up when typing in a location. Ahh Prague says so much more than just Prague.
There are loads of good examples presented, and its nice to see that personalities are emerging on digital touch-points.
This also gives me the opportunity to present the branding model we have developed for services as part of the AT-ONE project – the brand megaphone. This shows how the DNA of the service should form the service personality and how this should then influence each and every touch-point along the service journey. We have regularly used actors to enact interactions with the different touch-points as part of the design process. This allows the fine tuning of the customer experience at an early stage of the design process and is definitely worth doing as part of a project.
(If you are interested in the service personality research, then you can read about it here and here)