“If there are two coffee shops standing side by side offering the same coffee at the same price and in the same kind of space, but only one offers exceptional or entertaining service, chances are that’s the one you’ll gravitate towards,” says Andrew Human, CEO of the Loeries. “Service – especially innovative service – is part of what defines a brand. So we’ve taken steps to recognise that, in line with international trends.”

The Loeries aren’t re-establishing themselves as service awards, rather, the Service Design category looks at the design of innovative service; not just service with a smile, but service with a brand-appropriate hop, skip and jump.

Human says; “Good service is getting the job done well – serving a coffee politely or delivering a book that was ordered online on time. Innovative service requires intention and planning. Someone has to have thought creatively and strategically about how the service experience can be the ultimate expression of the brand’s values.”

This ties in to the Loeries’ overall mission to recognise and reward creative excellence. “Now we’re looking for excellence in the design of the service experience as well,” says Human.

While the idea of service is often inextricably bound with the idea of people working in the service industry, it’s important to remember that great service doesn’t always have a human face.

“Whenever we launch a new category, we’re always excited about the first group of entries that we’re going to receive, because it’s great to see how the industry interprets and represents the areas that we’re awarding,” says Human. “We’re looking forward to sharing the story of our inaugural Service Design winners in the months to come.”

The extended deadline for entries into the 2015 Loeries is Sunday, 31 May. A full list of the entry criteria is available at the Loeries website.

For more information, visit www.loeries.com. Alternatively, connect with them on Facebook and on Twitter.