Amplified: A Visual Discussion Hosted By Map Room | Ep 3. Mark Murphy

Amplified: A Visual Discussion Hosted By Map Room, Chief Brand Officer Marc Cotterill speaks with Mark Murphy, Managing Director of Consulting, about the role of service design in creating better customer and business outcomes. For Mark, service design starts with a simple but often overlooked question: who are you serving, and therefore, who are you designing for? Rather than relying on assumptions, internal opinions or workshop-room guesswork, service design encourages organisations to take an outside-in view. By engaging directly with customers, businesses can better understand what they need, where they experience friction and where meaningful improvements can be made. The value is not only in improving the customer experience. As Mark explains, when organisations remove unnecessary steps and design around what truly matters, they can often deliver better outcomes at a lower cost. In that sense, service design is not a choice between doing right by the customer and improving operational efficiency. When done properly, it can achieve both.