How to Have Your Cake and Eat It Too

According to Forrester Research, "the tools and principles of service design should be common practice in the board room within 10 years". The vast majority of managers surveyed consider customer experience as the most important battle ground for competitive advantage. The process of designing services is very specific to each individual business. However, discovering what people actually want and value, is a universal process. This process of discovery is the subject of this book. Service design, by organizing business from the customer's perspective, can help save considerable amounts of money in marketing while at the same time building a stronger brand. Hence the title: You Can Have Your Cake and Eat It Too . There are only a handful of books about service design on the market. One of the leading titles is BIS Publishers' This is Service Design Thinking. But these books are either quite academic or they cover the subject in an all encompassing way and are therefore more suited for the service design practitioner than for the general business reader. You Can Have Your Cake and Eat It Too is written in the spirit of the 80-minute MBA. The perfect book for all business readers who are looking for an accessible introduction to the topic: short, concrete with tangible benefits clearly defined. The primary market is marketing people in larger organizations and senior executives in small and medium businesses. The secondary market are designers and people in advertising. Service design offers a method to be more valuable to clients and to reach higher up in client organizations.

“"J.Margus Klaar's book is just the thing for the future designer to read when educating him/herself. However, it is not only for designers in the traditional sense, but also for entrepreneurs, business students, economists." - Siim Sultson, Head of the Department of Creative Industries, Estonian Entrepreneurship University of Applied Sciences "Good additional reading for first year students service design, product development and other similar fields" - Gerda Mihhailova, Management Lecturer, Parnu College, University of Tartu "I believe that there are a lot of businesses that would gain more satisfied customers after reading this book." - Rene Arvola M.A., Lecturer and Chair of Marketing, Tallinn University of Technology”

"J.Margus Klaar's book is just the thing for the future designer to read when educating him/herself. However, it is not only for designers in the traditional sense, but also for entrepreneurs, business students, economists."

• Siim Sultson, Head of the Department of Creative Industries, Estonian Entrepreneurship University of Applied Sciences "Good additional reading for first year students service design, product development and other similar fields"

• Gerda Mihhailova, Management Lecturer, Parnu College, University of Tartu

  "I believe that there are a lot of businesses that would gain more satisfied customers after reading this book."

• Rene Arvola M.A., Lecturer and Chair of Marketing, Tallinn University of Technology

Margus Klaar is a Swiss-Swedish-Canadian-Estonian with over 20 years of experience in marketing, advertising and strategic planning. He is cofounder of Brand Manual, with offices in Sweden and Estonia, a creative outfit that consults on service design, innovation and branding.

What used to be your competitive advantage is now a market standard, a 'hygiene factor'. All cars work, all airlines get you there, all computers compute. The difference now is not in what you do, but how you do it. And importantly, how pleasant, easy and fun the experience is for your customers. The customer experience. It's the difference between them returning or avoiding you like the plague. You can design their experience to be positive and save half of your marketing budget in the process. Or, in other words, let you have your cake and eat it too.

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