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From Stravinsky to Starbucks: Learning from Classical Music to Create Better Service Experiences

Carrie Chan , Bruce Hanington , Shelly Evenson , Shelley Evenson

As a relatively new discipline, service design has a lot to learn from various fields that have well-established histories. This paper will briefly explore the field of classical music and draw aspects from it that are useful in thinking about service design. Themes will also be drawn from music in an attempt to provide applicable approaches to service design. The topics that will be paralleled are the following: how services can be thought of as performances, how the roles inherent to music find similarities to roles defined in service design, and how music notation systems are essential in connecting different music roles together and why service design should adopt a notation system of its own.


music, service, performance