Sophie Andersson is strategic designer at Transformator Design, a Stockholm based Service Design agency. At Transformator they design services based on customer needs and help organisations towards customer centricity. One of those organisations was the Swedish employment agency, together they won the service design award for systemic and cultural change in the public sector.
We were very pleased that we could involve Caroline Enevold, customer-driver business development manager at the employment agency in the interview as well. This shows what real service design is about, service designers working together with their clients as one team.
Most surprising insight
The goal of the Swedish employment agency was to increase trust amounts their citizens. They knew their customers had very little trust in them. In yearly organised surveys they were the worst of all Swedish governmental departments with a minus 31 on the scale of trust. They reversed this trend, nowadays they are on a rise, currently still at minus 21 but moving upwards which did not happen for many years! This positive trend keeps on moving upwards.
We were really inspired in that the Swedish government measures the trust of citizens in their department and how they used this a a driver for customer-centred changes.
What we learned
The importance of common language in projects. We recognise the importance of this, just like Sofie we often realise after a while that we are not taking about the same things with our clients. Caroline and Sophie accentuate the importance of working together as a team and moving outside the classic client role. By doing this you cultivate trust and are able to communicate in a honest way. One of the things they did was the organisation of a tour which felt like teambuilding. During this during there was some friction in the team but this was a positive thing that in the end result in a understanding eachother.