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Service Design

T&H CX > CUSTOMER EXPERIENCE AGENCY > ACTIVATION > Service Design

Connect customer needs with the people, processes and systems that deliver them

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The Foundation for Seamless Delivery

Customer experience doesn’t stop at the front end. Every interaction is supported by people, systems and processes working behind the scenes.

Service design ensures those elements are designed together — so promises made to customers can actually be delivered. By combining CX principles with operational rigour, we help organisations build services that are consistent, efficient and future-ready.

Why It Matters

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Without service design, organisations often face:

  • Experiences that look good on the surface but fail in delivery

  • Silos between departments leading to friction and inconsistency

  • Inefficient processes that frustrate both customers and employees

  • New services launched without the infrastructure to support them

  • Difficulty scaling CX improvements beyond pilot projects

Service design bridges the gap between strategy and execution — aligning customer journeys with the realities of delivery.

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A trusted partner to Australia’s leading customer-obsessed brands

 

What We Deliver

Service Design Frameworks

End-to-end mapping of customer and backstage processes to identify alignment gaps.

Prototyping & Testing

Rapid testing of new services and journeys before full rollout.

Process & System Alignment

Design of workflows, roles and systems that support service delivery.

Implementation Roadmaps

Clear steps to embed service changes and scale them sustainably.

Our Approach

1. Discover

Map existing services and understand customer and employee needs.

2. Design

Develop future-state services that connect frontstage and backstage.

3. Deliver

Prototype, test and implement service improvements at scale.

Our Difference

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Many organisations confuse service design with journey mapping. We go deeper.

Our service design work looks beyond customer touchpoints to the structures that support them. By combining CX strategy, operational expertise and change management, we ensure designs are not just innovative but practical — services that can be delivered, scaled and sustained.

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The Value You’ll Gain

  • A clear picture of current services and how they really operate

  • Aligned people, processes and systems that support seamless delivery

  • Reduced friction and inefficiency across journeys

  • Services that are scalable and future-ready

  • Greater confidence that CX initiatives will succeed in-market

Types of Engagements

Workshops

Co-design sessions with cross-functional teams to explore and prototype new services.

Defined Scope Projects

End-to-end service design engagements, delivered with frameworks and roadmaps.

Embedded

Ongoing support to evolve services as customer and business needs change.

When to Choose This Service

  • You’re launching or redesigning a major service

  • Internal silos are creating inconsistent delivery

  • Service costs are rising without improvements in CX

  • You want to connect strategy with the practical realities of delivery

  • CX initiatives fail to scale because backend processes don’t support them

FAQ’S

A holistic approach to designing services that connect customer-facing experiences with the systems, processes and people that deliver them.

Journey mapping focuses on the customer perspective. Service design integrates both frontstage (customer-facing) and backstage (operational) elements.

It ensures services are consistent, efficient and scalable — bridging the gap between CX strategy and operational delivery.

Typically 8–12 weeks depending on scope and complexity.

Cross-functional teams across CX, marketing, operations, IT, HR and service delivery.

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Tortoise & Hare
Customer Experience Agency

27 - 29 Watt St, Newcastle,
NSW, 2300, Australia
+61 (02) 8667 5310

© 2025 Tortoise & Hare. Tortoise & Hare is a registered trademark and business name of Australian Marketing Initiatives Pty Ltd (ABN 60‍ 169‍ 071‍ 783‍)