In the 21st century, few consumer services follow a neat linear model of awareness, consideration, purchase and use. Instead we see a web of customer expectations and perceptions where little things can make a big difference.
It’s the job of service designers to cut through the mass of insight to find the decisive moments where you can make or break a customer relationship. And sometimes you can find those moments in unexpected places.
David Armano recounts a story from Randy Pausch’s “Last Lecture” that sums up one of these moments perfectly. You can read “Disney’s $100,000 Salt + Pepper Shaker” here.