Posted by Kirsten Gibbs
Last updated 26th November 2020
reading time
‘Streamlining’ was very fashionable back in the 1930s and 40s. Originally pure engineering, the purpose was to reduce drag over fast moving vehicles such as trains, planes and automobiles.
However, the look quickly got taken up as a badge of modernity, often accentuated with totally unnecessary, usually shiny protuberances, that looked the part, but actually increased friction. Eventually, ‘streamlining’ got applied to all sorts of things that were never going to move, never mind create drag – record players, light fittings, buildings.
The point is to remember who it’s for. That’s where Good Services principle no. 8 comes in: “A good service requires as few steps as possible to complete.” For the user. If you deliver through other people, they are effectively the user.
What does “as few steps as possible” really mean? For me, this:
Streamlining a process into as few steps as possible isn’t necessarily about speed either. The process itself may take a long time. Individual steps may take a long time, or there may be long gaps between them:
The service, or process, should be as simple as possible, but no simpler, and possible to deliver with minimal interaction from you, or anyone else in your business.
Of course, achieving this might mean re-organising your business. But it will be worth it.
Our website uses cookies to make your browsing experience better. By using our site you agree to our use of cookies.