ISO TS 24082-2021 PDF

Full title and description

ISO/TS 24082:2021 — "Service excellence — Designing excellent service to achieve outstanding customer experiences". A Technical Specification that provides principles and a set of activities to guide the design of services intended to deliver outstanding customer experience across commercial, public and not-for-profit organizations.

Abstract

This document specifies principles and activities for designing excellent service that achieve outstanding customer experience. It applies to all organizations delivering services (commercial, public and not‑for‑profit) and emphasizes customer empathy, co‑creation, emotionally effective touchpoints and the use of data in design.

General information

• Status: Published (Technical Specification).
• Publication date: June 2021 (published 9–10 June 2021).
• Publisher: International Organization for Standardization (ISO).
• ICS / categories: 03.080.01 (Services in general).
• Edition / version: Edition 1 (2021).
• Number of pages: 26 pages.

Technical committee: ISO/TC 312 (Excellence in service). Current lifecycle status (review/revision indicated by ISO as part of routine 5‑year review).

Scope

Provides guidance on designing "excellent service" offerings that create outstanding customer experiences and customer delight. The scope covers principles of design and a set of design activities (planning, understanding and empathizing with customers, defining design challenges and unique value propositions, designing touchpoints and data points, creating co‑creation environments, evaluating design from customer/capability/sustainability perspectives, and related annex guidance). It is applicable to any organization that delivers services.

Key topics and requirements

• Principles of design for excellent service: emotional, adaptive, co‑creative with the customer, and alignment with both organizational and customer perspectives.
• Design activities and process: project planning, customer research and deep empathy building, defining design challenges and unique value propositions.
• Touchpoints and data points: documenting desired experiences, deploying emotionally effective touchpoints, and designing data points to support experience delivery.
• Co‑creation: creating environments and practices that encourage active customer participation and partnership in the service journey.
• Evaluation and governance: design evaluation from customer, capability and sustainability perspectives; guidance on prototyping, testing and monitoring.
• Informative annexes: service design thinking principles, Kano model for delight, customer participation levels, leverage mechanisms, and customer‑journey mapping.

Typical use and users

Used by service designers, customer‑experience (CX) managers, product and service managers, operations and quality professionals, organizational leaders and consultants who design or transform services. Applicable across sectors — retail, finance, healthcare, public services, utilities and non‑profit organizations — where the aim is to move beyond satisfaction to customer delight.

Related standards

Closely linked with ISO 23592 (Service excellence — Principles and model) and ISO/TS 23686 (Service excellence — Measuring service excellence performance). It complements other design and service management standards referenced in the document such as ISO 9241‑210 (human‑centred design) and management/quality standards used for foundational capability (for example ISO 9001, ISO 10002 and ISO/IEC 20000‑1). The suite of Service Excellence deliverables has been developed by ISO/TC 312.

Keywords

service excellence, service design, customer experience, customer delight, co‑creation, touchpoints, customer journey, service design thinking, empathy, service metrics.

FAQ

Q: What is this standard?

A: ISO/TS 24082:2021 is a Technical Specification that gives guidance on how to design services that produce outstanding customer experiences and customer delight.

Q: What does it cover?

A: It covers principles of excellent service design and a sequence of design activities (planning, customer understanding/empathy, defining challenges and value propositions, touchpoint and data‑point design, co‑creation, evaluation and governance) plus informative annexes with practical tools.

Q: Who typically uses it?

A: Service designers, CX and product managers, operational leaders, quality and compliance teams, consultants and any organization seeking to design or improve services to achieve customer delight.

Q: Is it current or superseded?

A: It was published in June 2021 and is an active Technical Specification. ISO records indicate it is subject to the normal 5‑year review/revision cycle and its lifecycle has been or will be reviewed per ISO procedures. Users should check their national ISO member or ISO for the latest lifecycle status if confirmation is required.

Q: Is it part of a series?

A: Yes — it is part of a set of Service Excellence publications developed by ISO/TC 312, including ISO 23592 (principles and model) and ISO/TS 23686 (measurement of service excellence). Together these provide a model, design guidance and measurement approaches for service excellence.

Q: What are the key keywords?

A: service excellence, customer experience, co‑creation, touchpoints, customer journey, service design, empathy, customer delight.