Service Design & Service Branding
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My presentation at Day One of the Service Design Conference 2010 in Berlin. Topic: Service Design & Service Branding.
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Service Design & Service Branding
- 1. Service Design & Service Branding
- 2. â... we know the price of everything and the value of nothing" -- Ed Milliband / Oscar Wilde 2 servicedesigninstitute
- 3. SĂžren Bechmann SĂžren Bechmann ? At planlĂŠgge og gennemfĂžre en kom- SĂžren Bechmann Kampagner. _ planlĂŠgning og gennemfĂžrelse munikationskampagne er ikke nogen eksakt videnskab. Der ïŹndes ïŹere veje fra start og frem til mĂ„let. Men da centrale dele af kampagneudvikling medfĂžrer kreative processer, der langt hen ad vejen pĂ„ ingen mĂ„de kan hverken styres eller sĂŠttes pĂ„ formler, stiger kravene til den del af forlĂžbet, â planlĂŠgning der netop kan struktureres. og gennemfĂžrelse âKampagner. PlanlĂŠgning og gennem- fĂžrelseâ bevĂŠger sig pĂ„ en overskuelig mĂ„de med processen fra opsanling af en brieïŹng fra en kunde og forbere- delse, over forberedelse, planning, budskabsudformning, kampagneudar- bejdelse og prĂŠsentation, til godken- delse, fĂŠrdiggĂžrelse, implementering, opfĂžlgning og evaluering. Bogen tager lĂŠseren gennem forlĂžbet via nogle nogle enkle modeller og indeholder desuden en rĂŠkke check- lister, der processen yderligere over- skuelig og tilgĂŠngelig for alle der arbejder med kampagneplanlĂŠgning i bĂ„de teori og praksis. âKampagner. PlanlĂŠgning og gennem- fĂžrelseâ er skrevet af SĂžren Bechmann, der har en lang karriere i reklame- branchen bag sig. Academica Service Branding (?) 201?
- 7. What is service design? 7
- 8. âServicedesign is about developing services that are attractive to the customers as well as efficient and differentiating to the companiesâ servicedesigninstitute
- 9. SD has to be able to handle a lot...! servicedesigninstitute
- 10. Servicedesign can develop better services 10
- 11. ... reveal real needs âIf I had asked people what âYou can't just ask they wanted, they would customers what they want have said faster horses.â and then try to give that to them. By the time you get -- Henry Ford it built, they'll want something new.â -- Steve Jobs servicedesigninstitute
- 13. ... use and integrate new technology servicedesigninstitute
- 14. ... handle touchpoints Reklame Etc. PR Reklamations- Website hÄndtering Faktura Indretning Garanti Tlf. betjening ALT RengÞring kommunikerer Sponsorater Korrespondance Firmabiler Personale MiljÞprofil Twitter servicedesigninstitute
- 15. ... create service evidencing servicedesigninstitute
- 16. ... handle expectations Kundebehov Servicedesign Communication Experience WOM / M Sales people Forventninger Leverance Alternatives Oplevelse Konklusion Mindset Price ??? servicedesigninstitute
- 17. ... handle complaints servicedesigninstitute
- 18. ... create differentiation and positioning Differentiation Price servicedesigninstitute
- 19. All touchpoints carries a message Advertising Etc. PR Complaint handling Website Invoicing In-store Warrenties Telephone service EVERYTHING Cleaning communicates Sponsorships Company cars Correspondance Staff CSR Twitter servicedesigninstitute
- 20. âEvery action tells a storyâ - Disney âEvery act is a marketing actâ -- Cordock âYour service is your marketingâ - live|work servicedesigninstitute
- 21. Everything communicates { TP} n Brand M i=1 servicedesigninstitute
- 22. Service is a possibility to demonstrate a brand in action. servicedesigninstitute
- 23. Service Marketing Company n Ext atio Product ern nic Price al c mu 4P om om Place mu al c nic ern Promotion at Int ion Sales etc. Frontstage Customer employee servicedesigninstitute
- 24. Service Marketing Company n Ext atio Product ern nic Price al c mu 4P om om Place mu al c nic ern Promotion at Int ion Service- âPart-time Co-producer marketingemployeerâ provider Frontstage Customer WOM/M employee Product Price Place 6P Promotion Process People servicedesigninstitute
- 25. Attractive Do the right thing Outside efficiency Constant evaluation Keep the balance Become better Ongoing improvements Efficient Do it right Inside efficiency servicedesigninstitute
- 26. Customer Journey
- 27. Wait Listen to the in line Customer Journey music Experience the Met by decoration da Fin cks staff Sense the rbu smells Sta See the Discover possibilitie s the price level Order Pay Wait for the coffee Taste the coffee n d ow Sense the t Si atmosphere Find a chair Look for a chair Find lk the mi Didnât Look for smth find anythi ng to read in Lea Wait to ve - Experience go to the toilet said nobody lack of bye ... cleaning
- 28. Indsigt Emotional Timeline Research 3 Location Decoration Smells Great coffee!!! Possibilities Order Nice atmosphere Good chair 2 Music Reception Pay 1 0 -1 Nobody say bye Milk lack of cleaning No newspapers -2 Price level Find a chair Wait Wait Wait for toilet -3 servicedesigninstitute
- 29. Good service can be a question of deciding where to deliver poor service...!â servicedesigninstitute
- 31. Service Evidencing 31 servicedesigninstitute
- 32. Service Evidencing Formal evidence Experienced evidence Real evidence 32 servicedesigninstitute
- 34. The formal evidence 34 servicedesigninstitute
- 35. The experienced evidence 35 servicedesigninstitute
- 36. 36
- 37. 37
- 38. Service Recovery servicedesigninstitute
- 39. âCustomers donât expect you to be perfect. But they do expect you to fix things when they go wrong.â Kilde: Barlow servicedesigninstitute
- 40. Why do costumers complain? Product-problems Service-problems Customer-problems 27Â % 53Â % 20Â % Kilde: Johnston, 2001 servicedesigninstitute 40
- 41. How many do complain? 8% now 23% later 69% never âThe Complaint Icebergâ Kilde: British Airways servicedesigninstitute
- 42. How do customers react...? Level of satisfaction Expected reactions Recommend - perhaps... Satisfied Nothing Less satisfied Complain Irritated Complain higher level Very irritated Tell friends Extremely irritated Never use again Absolutely furious Advise others never to use again Cosumer terrorism... Kilde: Johnston, 2001 servicedesigninstitute 42
- 43. When consumers become terrorists... servicedesigninstitute
- 44. 50% of the customers that feel particularly loyal to a company do that, because they had a problem with the company and experienced how the company handled the problem... 44 servicedesigninstitute
- 46. Solve the problem Expensive short Guests become term â cheap long loyal term Quality to be ... and measured in ambassadors how many taxis that are ordered... Viral effect 46
- 47. SĂžren Bechmann SĂžren Bechmann Service Design Institute www.bechmann.info www.servicedesigninstitute.com sb@bechmann.info Tel. +45 4044 7828 âServicedesignâ (Danish) ISBN: 9788776757762