SERVICE DESIGN & INTERIM LEADERSHIP

We help hospitality and service businesses improve guest experiences, strengthen daily operations and turn service into commercial results.

From designing the experience to leading its execution.

SERVICE DESIGN

We develop service concepts, customer journeys and practical ways of working that help teams deliver consistently. Through clear behaviours, training and coaching, we turn the intended guest experience into everyday practice.

INTERIM LEADERSHIP

We take on interim CEO and operational leadership assignments, leading teams, managing daily operations and driving improvement. We bring clear priorities and structure during periods of change, leadership transitions and business development.

Our services can be delivered independently or combined.

FROM DESIGN TO EXECUTION

Our Service Design work is structured in three parts.
01 — Design
Define how the experience should work.
Customer journey, critical touchpoints and experience concepts.
02 — Build
Translate design into operational systems.
SOPs, roles, behaviors and performance metrics.
03 — Implement
Ensure execution in daily operations.
Training, leadership coaching and performance follow-up.
Phases can be delivered individually or as an integrated program.

CASE

Challenge
Inconsistent guest experience across locations and a weak link between guest interaction and revenue performance.
Actions
Designed the full customer journey and defined critical touchpoints.
Built operational systems including playbooks, SOPs, roles and performance metrics.
Implemented through leadership coaching and frontline training in daily operations.
Outcome
Increased consistency in execution across teams.
Improved guest interaction and engagement.
Stronger alignment between experience and revenue drivers.
👉 Clients

Service design without operational systems does not scale.

Training without structure does not sustain.

We build both.

ABOUT

School of Service was founded by Oscar Lindeberg.

With a background in hospitality leadership, I connect strategy with what happens on the floor, helping businesses develop their guest experience and lead daily operations.

Depending on the assignment, I work independently or with a network of specialists.

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OSCAR LINDEBERG, CEO

A TALE ON GUEST EXPERIENCE

A Vesper Martini is, at its core, a simple drink.
But when it’s crafted in front of the guest, it becomes something else entirely.
It becomes: A moment -> A story -> A connection

Service design is about intentionally creating these moments.

Thinking through when, how, and why we do things — not just what we do.

When you step out from your comfort zone and interact or perform with the guest, you:
Build trust -> Create engagement -> Elevate perceived value & Open the door for conversation and relationship

But it doesn’t happen by accident.
It requires a clear concept, a strong story, and consistent training.

For me, this is where hospitality comes alive. I love interacting with the guest — because that’s where experience turns into memory.
👉 Oscar on LinkedIn