Moments where customers use the service in unexpected ways are called ‘service hacks’. Although service hacks are not dictated by the company, they do influence the experience of the customer and thus customer satisfaction. The great thing about service hacks is that they are a proven opportunity for service innovation. Customers are finding different ways to use your services, because they have customer needs that remain unaddressed by the service itself.
During customer research around online ordering for a giant retailer, we found multiple customers contacting their neighbours to create a shopping list for the online order. The main reason was the €70 threshold enforced by the retailer. As customers wanted to order fewer products online, they simply combined their shopping lists with neighbours to get to the ordering threshold. By merely identifying this service hack, we identified a great opportunity for service innovation, where our client could facilitate neighbours or friends to order products online together.