BMZ ACADEMY
BMZ ACADEMY
@061 262 1185/068 053 8213/0717 513 14
BMZ ACADEMY 061 262 1185/068 053 8213/0717 513 144
, BMZ ACADEMY
2.1.1 Research and write a short paper (approximately 1.5 typed pages)
advocating for customer focused design.
Customer-focused design is a design approach that prioritizes the needs, wants, and
experiences of the customer throughout the design process. By understanding the
customer's perspective, businesses can create products and services that are more
user-friendly, accessible, and valuable. In this paper, we will explore the benefits of
customer-focused design and advocate for its implementation in the design of goods
and services.
Benefits of Customer-Focused Design
Improved User Experience: Customer-focused design ensures that the user's needs
and preferences are taken into account during the design process. This results in
products and services that are easier to use, more intuitive, and more enjoyable for
the customer.
Increased Customer Satisfaction: By meeting the customer's needs and exceeding
their expectations, customer-focused design can lead to increased customer
satisfaction and loyalty.
Competitive Advantage: Customer-focused design can help businesses differentiate
themselves from their competitors by providing unique and valuable products and
services.
Reduced Costs: By involving customers in the design process, businesses can
identify and address potential issues early on, reducing the need for costly redesigns
and modifications.
Increased Efficiency: Customer-focused design can lead to more efficient and
effective processes, as products and services are designed to meet the specific needs
of the customer.
BMZ ACADEMY 061 262 1185/068 053 8213/0717 513 144
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, BMZ ACADEMY
Customer-focused design is a critical component of creating successful products and
services. By prioritizing the needs and preferences of the customer, businesses can
create products and services that are more user-friendly, accessible, and valuable. By
implementing customer-focused design, businesses can improve customer
satisfaction, gain a competitive advantage, reduce costs, and increase efficiency.
2.1.2 Assume you are the new owner of a franchised Nando’s fast-food outlet.
The outlet you have purchased allows for customers to be serviced via three
different channels, namely:
• Sit-down customers who walk into your outlet, sit at a table, and order from the menu
through waiters servicing the tables.
• Customers who walk into the outlet and order from the menu on a take-away basis,
and then wait for their food to be prepared and hander over.
• Customers who order from the menu on a take-away basis using the drive-through.
These customer’s order from the menu, on a take-away basis, whilst in their car. They
then wait for the food to be prepared and handed over.
Based on your understanding of the typical operations at such a Nando’s fast-
food outlet, describe practical examples to demonstrate your understanding of
each of the four elements of service encounter design. Note: You need to
describe one practical example for each of the four elements of service
encounter design. (4)
Service Encounter Design: A process that involves creating a positive and
memorable experience for customers through the integration of four key elements:
Service Script: A pre-defined plan that outlines the steps employees should follow to
deliver a consistent and high-quality service experience. A well-defined service script
for waiters servicing tables ensures that customers receive consistent and high-quality
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