Brno, Czech Republic, April 2nd 2013 – The first book on service design called Skvele sluzby (Great Services) was released today in the Czech Republic. The book provides cutting-edge knowledge on how services are designed and lists most useful tools for business, public services and other organizations. For more see http://blog.jic.cz/skvele-sluzby/new-book-brings-service-design-to-the-czech-republic

1. Designers, entrepreneurs and academics open a discussion and help businesses deliver
great experience to their customers for the first time in the Czech Republic.
The first book on service design called Skvele sluzby (Great Services) was released today in the
Czech Republic. The book provides cutting-edge knowledge on how services are designed and
lists most useful tools for business, public services and other organizations.
Revolution in Czech Services is Underway
Czech services are undergoing a major shift right now. Established companies as well as SMEs and
startups turn to services as a source of sustainable competitive advantage. They seek advice on
how to deliver superb customer experience design to their clients.
“The revolution in Czech services is well under way. Private companies such as Student Agency win
customers from public providers with cheaper, more usable and user-centric services. Major banks
are being disrupted by newcomers such as AirBank. Postal services dominated by Czech Post were
recently deregulated and we expect significant changes in this industry as well. We wrote the book
to give all these people a well-founded guidance tailored to the Czech market,” says Adam Hazdra,
leading author and service designer at South Moravian Innovation Centre.
Public sector also – however tentatively at the moment – engages with service design and human-
centered methodologies. The major push comes from universities such as University of
Economics in Prague or Masaryk University in Brno.
Book as a Service
The book is based on more than 30 case studies from various industries. It features major
customer-oriented Czech service providers such as Student Agency, large bus carrier, GoodData,
leading provider of business intelligence software, or H1.cz, one of the biggest webdesign agencies
in the country. Moreover, good practice from numerous small and mid-sized companies such as
Survio.com, Optiscont or PagePulse is also analyzed in the book.
Around 40 experts, entrepreneurs, academics and designers contributed to the book, including
New Zealand’s Divergent Service Design and Bold Horizon studios. Moreover, the book has been
prototyped and tested prior publishing with several hundreds of proof-readers.

2. From the very beginning, the project is supported by South Moravian Innovation Centre, Ceska
sporitelna bank (Erste Group), University of Economics in Prague and others. A service design
conference will be held in May in Prague to further boost the topic.
The book is available in Czech language and was published by Grada Publishing, a leading
business publishing house. The official website for the book is www.designsluzeb.cz.
More information
Adam Hazdra, leading author and service designer, South Moravian Innovation Centre,
hazdra@jic.cz, +420 602 412 089 (available for interview)
Helena Tovarkova, PR specialist, South Moravian Innovation Centre, tovarkova@jic.cz, +420 601
377 409