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What Does Service-Dominant Logic Look Like?




We recently wrote an article about how and when the customer experience field was started. In the article we mentioned that in 1980s, Richard Normann and Joseph Pine developed the theory of "service-dominant logic," which marked a major milestone in the evolution of the CX field. In this article we will be looking at what "service-dominant logic" looks like.


Imagine you are planning a fun day out with your best friend. You both decide to try a new restaurant for lunch, and you're excited to explore the city together. When you arrive at the restaurant, the waiter greets you warmly and asks if you have any food allergies or dietary restrictions. You feel heard and cared for, and you appreciate the attention to detail.

Service-Dominant Logic (SDL) is a mindset that prioritizes customer needs and co-creation of value with customers over simply delivering products or services. It means that the restaurant staff isn't just serving you food, but they are also co-creating an experience with you. They understand that you are an active participant in the creation of value, rather than just a passive recipient of their food.


SDL emphasizes the importance of understanding customers' needs and preferences in order to co-create value with them. Just like the waiter at the restaurant asked about your food allergies and dietary restrictions, service providers should focus on understanding their customers to deliver positive and memorable experiences.


SDL has been influential in shaping the customer experience (CX) field by emphasizing the importance of customer-centricity and co-creation of value. It has helped organizations to shift their focus from simply delivering products or services to creating an experience with their customers. By putting the customer's needs and preferences at the center of business operations, organizations can build stronger relationships with their customers and create more value for everyone involved.


We believe that our customer experience software is the future of putting service-dominant logic in practice. If you would like to get in touch with us and find out how our software can help your business please contact us!

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