Destination marketing organisations should implement a service design framework

The service design framework helps an organisation to (re)design a customer brand experience. It also provides an insight in the needs and wants of customers. This is important, because a customer expects to be understood by a company by offering the right service. A Destination Marketing Organisation (DMO) could implement such a framework by offering a “plan your own trip” program. To create your own trip, the customer must create an account first. Saving the trip so enables to customer to access it from anywhere they are and change/adapt it in case that is needed. This also makes sure that the DMO learns more about what the customers’ wishes are, the timeframe of visiting the destination and any other preferences among customers. An organisation is proposed to implement the following steps when they would like to apply this kind of framework.

Insight – With insight, you identify the customers’ promise and create understanding about the customers’ expectations. Within this stage it is important to provide the right information to your customer. This results into feeling understood by the organisation as a customer. To be able to make sure that the customer finds the right and accurate information within this program, the DMO needs to make sure that they know what customer seek within the destination.

Design – Within this stage, a blue print must be designed, which should provide the optimal customer experience. This kind of experience should include rational and emotional needs. Furthermore, you should provide the right information from the consumers’ point of view. This program also must provide the information in the right order, like the picture added to this blog. A customer plans his/her trip from the beginning until the end. Therefore, the DMO must make sure that the right information is available, but the customer does basically make his/her own blue print that should provide him/her with an optimal brand experience.

Implement – Implementing the blue print design should deliver an optimal experience to the customer. Especially, when the customer created his/her own blue print, you would expect that the experience level would be high. However, when the customer planned too many activities on one day, this could lead into a negative experience. Therefore, it is essential to create such a program that enables the designer to implement only a certain amount of activities per day, depending on the type of activity.

Refresh – Since the customer creates his own brand experience, it is crucial for a DMO to evaluate on the process, program, the experience itself and available information. This stage makes sure that the customer provides feedback to the DMO and shares their stories. Implementing a reminder for the customer to provide feedback and another tool where they can write their story about their trip, makes sure that the DMO gets feedback in return. This feedback can be used to adapt the program and to check if the right information is available on the website based on the customers’ building- and implementing experience. Furthermore, based on this information the DMO can adapt the available information to create this understanding customer feeling in the first stage of this framework.

Implementing this framework as a DMO, you make sure that you gain insight in the needs and wants of a customer regarding the destination. Additionally, you receive feedback about your organisation and the service you offer as well as on the destination itself. Having this type of information, the DMO is able to adapt the available information to make sure it addresses the preferences of the customer by offering accurate information based on previous customer experiences (Crawford-Browne, 2013).


Crawford-Browne, S. (2013, March). Designing a branded customer experience. Opgehaald van GFK:


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