Customer Interaction Processes in a Dance Studio through Service Design

Abstract

This study is about how to improve Customer Interaction procceses through Service Design at dance studio The Girlhood. The goal of the work is to find problems and offer simple solutions to make the studio more convenient for customers and work more efficiently using service design.

The study theory is based on the three main concepts Customer Experience (CX), Service Design and Customer Interaction. In the research the main model I use for getting the results is Double Diamond model, using only first two stages of it - Discover and Define.

To understand what needs to be changed, survey, PESTEL analysis, personas and customer journey studies were conducted. The results showed that booking can be made clearer, the schedule - more convenient and information - more accessible. Studio The Girlhood is also recommended to improve the website, add new classes and actively communicate with customers. This will help to attract new visitors and create a strong community. It is also worth organizing more events and creating a loyalty program.

The main conclusion of my research is that using Service Design can greatly improve customer interactions. It not only increases customer satisfaction but also helps attract new clients and retain existing ones.

I’ve already discussed my recommendations with the studio owner, and some changes were already applied for several months. They added more dance styles and created class times that suit different customer types - now there are morning, daytime, and more weekend classes available. The website has been improved a lot: it now includes clear descriptions of teachers, dance styles, and class levels. Booking is also much easier and more convenient through the website compared to the older Instagram method. The studio has also started organizing more events and is sending follow-up messages after classes. For example, when a new client attends a class, they are invited to join a group chat for that dance style. These changes have already made a big difference — the number of new clients is growing, and regular clients are staying longer and trying more advanced classes.