How Coca-Cola used Service Design to take a human-centred approach to HR

Service design has allowed us to achieve a structured understanding of how to ensure a desirable service experience.

What service design has done is allow us to achieve for the first time a structured understanding of how to ensure a desirable service experience. It helps us redesign our services based on customer journey maps, prototypes and service blueprints.

To do this we brought in a great service design agency, DesignThinkers Group based in Amsterdam, who worked closely with our HR team and employees from across the company. We also created two design councils – HR Design Council and Customer Voice Design Council – to gather essential insights and draw up a customer journey map for GBS services.

The result is a complete service experience that is intuitive and enjoyable, and incorporates mobile and digital technologies. To get there we needed to engage with stakeholders worldwide, working across the functional silos, to design a seamless end-to-end service.

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