Service Design at Coca-Cola Global Business Services
Updated: Jun 7
Below I am posting a link to the article I wrote for the Design for Europe website, a case study on my recent work for The Coca-Cola Company. When Coca-Cola’s GBS moved its European, Middle East and African operations to Warsaw, the company decided to take a fresh approach to the way the organisation provided business services to The Coca-Cola Company and its franchising partners. The idea was to treat the Coca-Cola employees and partners as customers of GBS services. Along with this new mindset came emphasis on the end-to-end experience of those services.
Putting Coca-Cola GBS in the shoes of its customers, I challenged the stakeholders with four key questions:
1. How do you ensure your services are relevant and easy-to-use?
2. How can you demonstrate a human touch in the digital world youwork in?
3. How do you make sure your customers enjoy working with you?
4. How do you deliver a delightful experience that really reflects the Coca-Cola brand?
Customer Service by Design
To respond to those questions I recommended to GBS leadership to turn to service design – an innovative approach to creating great service experiences grounded in customer insight.
A Customer Centric Services by Design program of worked was defined and delivered throughout 2014-2015.
Service designers tailor services to meet the needs of the customer, rather than asking users to follow procedures put in place to suit the service provider…Service design has allowed us to achieve a structured understanding of how to ensure a desirable service experience.