(Re)designing services with AI in the customer journey — from service blueprint to tested prototype.
AI changes not only the back office but the service itself: how customers ask questions, how quickly they get an answer, how personal that answer is.
Designing from the customer journey avoids the classic pitfall: technology in search of a problem. You deliberately choose the moments where AI adds value — and the moments where it is a human who makes the difference.
A service used to be a fixed route you mapped out: this form, then that desk, then that letter. With AI in the customer journey the service becomes adaptive — the conversation sets the order, and in principle every customer walks a different path.
That shifts the hardest design decision. Not: where do we put AI — it can go anywhere. But: where do we deliberately leave it out, because there a human is the difference between a customer who has been processed and a customer who has been helped.
You redesign a service of your own organisation and test the concept with real users.
A service desk employee sets up an AI front door for applications: complete sooner, less back-and-forth.
A service manager lets predictions determine which customers to call before a complaint arrives.
A team leader designs a channel in which AI prepares and a human conducts the conversation.
You take this module the way you take the whole programme: classes every other week on Friday and Saturday, with a study load of 15–20 hours per week, of which 10–15 hours is self-study. The teaching is a mix of classroom sessions, workplace learning, blended learning and working groups or study teams — taught by lecturers who practise the profession themselves on a daily basis.
You conclude each theme with a professional product or a technical solution addressing a real situation in your own work, which you discuss in an assessment with the lecturer. This way your portfolio grows with real work — and your employer benefits directly.
The format is not new: the teaching approach and the AI modules have been running for three years at the AI Proeflokaal — with business, with government, and across part-time modules and minors. What you meet in class here has already been worn in elsewhere.
After this module you will have a tested AI service concept for your own organisation, including an implementation path.
Email or call the programme team — we are happy to think it through with you.