Who would have thought that there would be such a thing as service design when humans were just learning to cope with the harshness of existence? If dinosaurs truly roamed the Earth in pre-historic times and threatened man's very existence, what purpose would service design have served? Or if it was man that became extinct and the dinosaurs managed to outlive us, would they have learned to conceive and make use of service design? But this is not pre-historic times and there are no dinosaurs around to disrupt whatever man's schemes are.

When going to establishments for whatever purpose, we either experience satisfaction in the way their personnel relate with us or we get dissatisfaction, even exasperated at times, with the poor amenities they provide. It could be the physical arrangement or unfriendly design of chairs and tables that we find uncomfortable or unpleasant. It could also be the process with which company employees come up with the products we order or request taking too long to be served. Or it could be the impersonal, impolite or terse way they talk to us that is somehow annoying.

We come to thinking that it would have been better if the chairs and tables were arranged in a way comfortable and easy for the client or customer to wait for and get his order or request. The employees should have been trained for appropriate front desk communication and customer assistance behavioural norms. Workflow may also have been carefully studied and improved so that orders or requests are served in the fastest way possible saving inconvenience and time for both the client/customer and company employees.

All of these are the focus of service design. It is most ideal for business. Customer opinion and welfare are of utmost importance. After all, it is for the customer that the business is set up. Of course we cannot deny that profits are the owner's main reasons for going into business. But how can there be profits if the business does not generate enough sales? How can there be sales if the customer is not satisfied with the product or support facility? Service design puts particular emphasis on user experience. User experience does not only concern the customer but also the implementers of product manufacture or service production. Happy personnel enjoy doing required tasks and are therefore collectively efficient in it. This acts as a sort of contagion to the expectant customer almost sending him or her giggling with delight and satisfaction with the product and service.

It is quite unseen to the public but the workings of service design are the heart and soul of customer satisfaction and efficiency.