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In this episode of From Noise to Sound, Andy Polaine discusses the growing importance of service design and why it has become a critical capability for modern organizations. He defines service design as the creation of a coherent experience across all customer touchpoints, both visible and invisible. This includes everything customers interact with, such as websites, apps, stores, and support channels, as well as the backstage systems and processes that make these experiences possible. 

Using examples from Apple and Airbnb, Andi explains how great service design makes interactions feel effortless, while poor service design creates friction, confusion, and frustration. Many service failures occur not because individual touchpoints are bad, but because departments operate in silos, creating gaps between channels and stages of the customer journey. These disconnects damage trust, increase support costs, and ultimately affect brand perception. 

The conversation also explores the role of AI in service design. While AI can automate repetitive processes and improve efficiency, Andi argues that it cannot replace genuine human understanding, empathy, and judgment. Successful organizations will use AI to support services rather than disguise automation as human interaction. He highlights IKEA as an example of a company that used AI to handle routine support while retraining employees for higher value customer interactions. 

Andi also introduces the Service Design Master's program, which combines human centered design methods, business strategy, and systems thinking. The program attracts professionals from diverse backgrounds including UX, product design, architecture, marketing, and brand strategy. He believes that as organizations struggle with fragmented experiences and increasing complexity, service designers will become even more valuable because they can connect business goals, technology, and human needs into a seamless whole. 

How do today’s leaders cut through the noise and shape the future?

In each episode of From Noise to Sound, host Dr. Dimitrios Marinos, from the Department of Marketing and Communication at HSLU, dives deep with CEOs, Board Members, and industry innovators to uncover the forces reshaping our world. Through insightful conversations, he explores topics like digital transformation, consumer behavior, and sustainability, revealing strategies and innovations that are driving real change.

Gain actionable insights and fresh perspectives on navigating a complex business landscape. Tune in each month to sharpen your view on leadership, tech-driven success, and what’s next in marketing and beyond.

New episodes every month, brought to you by HSLU, Lucerne University of Applied Sciences and Arts.

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