Service Design: A Marketer's Secret Weapon
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How the emerging field of Service Design can help overcome internal and external challenges to delivering successful customer experiences.
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Service Design: A Marketer's Secret Weapon
- 1. Challis Hodge | challis@collide.agency October 14, 2015 Service Design: A Marketer’s Secret Weapon.
- 2. Challis Hodge Founder & CEO COLLIDE | Purpose-‐Driven Experiences. Two decades designing human-‐centered products, services and experiences that improve lives and grow businesses. COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 3. Why all the buzz about Service Design? COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 4. By AMANDA COX, CHARLES DUHIGG, XAQUÍN G.V., MIKA GRÖNDAHL, HAEYOUN PARK, GRAHAM ROBERTS, KARL RUSSELL hp://www.ny_mes.com/interac_ve/2012/01/20/business/the-‐iphone-‐economy.html From Manufacturing to Services.
- 5. Services make up 63.5% of the World’s GDP. 77.7% Central Intelligence Agency The World Factbook 2014 COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 7. Brand = User Experience. The sum total of all percepUons resulUng from every point of contact a customer, employee or partner has, directly or indirectly, with a company over Ume. Challis Hodge, HannaHodge, 1996 COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 8. Gap! Time Understanding Technology People Marc Reeg, HannaHodge, 1998 COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 9. User Experience Customer Experience Design Thinking Service Design Thinking Service Design Canvases Jobs to do InnovaUon Insights Empathic Insights Omnichannel Big D Design
- 10. Design hasn’t changed. Everything else has. Business is now ready. COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 12. It’s not just the Experience. COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 13. It’s more than the Touch points. COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 14. It’s the Customer Journey that ma[ers. COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 15. …can only be delivered by highly funcUoning, aligned organizaUon. A great Customer Journey… COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 16. Design the Journey Design the Delivery COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 17. COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015 Service Design.
- 18. Services Design is the acUvity of planning and organizing people, infrastructure, communicaUon and material components of a service in order to improve its quality and the interacUon between service provider and customers.
- 20. § Understanding customers. § TargeUng a diverse customer set. § FragmentaUon-‐where is my customer consuming media. § Clu[er, noise and complexity. § Relevance in each channel and at each touch point. § Understanding consumer wants and needs across segments § Internal communicaUon & alignment of markeUng acUviUes. § MulUple owners of the customer experience. § Other departments don’t understand what we’re doing. § MulUple perspecUves on our customer. § CompeUng goals, goals not aligned to customer experience. § Planning & coordinaUon across departments. MarkeUng Challenges. COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 21. Research Facilitate Strategize Innovate Collaborate Architect Design Prototype Test Plan Manage Change WHAT SERVICE DESIGNERS DO.
- 22. § Apply design & crea_vity in structured ways. § Unyielding focus on the customer. § Independent, objec_ve, & neutral with unique perspec_ve. § Act as mediators between customer touch points, data & technology. § Iden_fy shared purpose between business & customers. § Analyze every touch point, communica_on & interac_on across products & services. § Define experiences that deliver customer value. § Facilitate collabora_on across internal teams & organiza_ons. § Consult on planning, implementa_on & change management. Service Design Skills. COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 23. Service Design. Management Product Marke_ng Sales Retail Customer Service Customer Customer Service Retail Sales Marke_ng Product Management Align an organiza+on to deliver a holis+c Customer Experience. COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 24. The Squiggle Damien Newman Process.
- 25. 00 Align 04 Realize 01 Understand 02 Synthesize 03 Design Service Design Process. User-‐Centered The op_mal customer experience must be the goal. Service should be viewed through the customers’ eyes. Co-‐CreaUve The en_re organiza_on must be aligned. All stakeholders should be included in the process. HolisUc The en_re environment must be considered. Results should include customer journey and organiza_onal delivery. COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 26. 1. Understand business, customer & service ecosystem 2. Design preliminary Personas 3. Conduct internal Customer Journey workshop 4. Research to validate Personas & Customer Journey 5. Design opUmal Customer Journey 6. Conduct internal Service Blueprint workshop 7. Design opUmal Service Blueprint 8. Plan Service Roadmap 9. Define Change Management process 10. Measure results & refine Example Service Design Engagement COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 27. COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015 Design the Journey (Who & What) Design the Delivery (How & When) Understand Business Understand Customer Manage Change Measure & Refine
- 28. Who: Personas COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 29. Photo Name Title Company/Industry Role/Responsibility Gender Age Educa_on Salary/Household Income Loca_on Family Key Quote Narra_ve Descrip_on Goals (Accomplish) Challenges (Overcome) Likes & Dislikes Values & Fears Cultural Technology Behaviors Scenarios Persona Name COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 30. developertodesigner.wordpress.com/2014/07/17/monthly-‐gold-‐persona-‐inspira_on www.chezluc.com
- 33. What: Customer Journey COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 34. Stages Doing Goals Opportuni_es Thinking Feeling Experience Customer Journey Map COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 40. How: Service Blueprint COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 41. Customer Ac_ons Support Processes Back Stage Interac_ons Front Stage Interac_ons Physical Evidence Line of Interac_on Line of Internal Interac_on Line of Visibility Service Blueprint COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 47. When: Service Roadmap COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015
- 49. COLLIDE | Purpose-‐Driven Experiences. Copyright © 2015 Design the Journey (Who & What) Design the Delivery (How & When) Understand Business Understand Customer Manage Change Measure & Refine
- 50. Challis Hodge Founder & CEO challis@collide.agency www.collide.agency Thank you.
Editor's Notes
- In this presentation we will cover the ways in which Service Designers can help marketers with some of their most pressing challenges.
- Let’s introduce ourselves.
- Why is Service Design important?
- A clear shift from producing goods to delivering services.
- It’s a global phenomena.
- A story to illustrate that Service Design is just another evolution of Design.
- In the 1990s we needed a new term to describe how design was being applied to a rapidly changing world. Digital, eccomerce, technology, context, etc.
- Companies were getting better and better at technology, while getting worse at understanding people.
- We’ve been making up new labels for design all along the way. These labels serve to differentiate, speak the language of business, convince and persuade.
- While the IDEOs and Stanford dSchools of the world have done a lot to promote design to business, in the end its mostly marketing and hype. Of course Design is always evolving in response to social, cultural and technological changes. But in the end, Design really hasn’t changed all that much. Most of the wait has been for businesses to understand and adopt it. Design and Business seem to be ready for each other!
- What path have we taken to reach this point? How has business arrived at a place of understanding the need for Service Design?
- While the story began much earlier, let’s start here. We began by understanding the importance of experiences. It wasn’t long until we realized design great experiences was not enough.
- We understood people were mobile. Experiencing the world in multiple locations. We needed more than a great software or website experience. We began to focus on designing for multiple touch points. Still we came up short.
- We began to understand that the entire customer journey was important. A series of well designed touch points meant nothing if they were not orchestrated in a way that made sense to the customer. We learned that customers were forgiving of suboptimal experiences if the overall journey was right.
- Now armed with the understanding that we must focus on the complete customer journey, we still continue to struggle. Not only is it difficult to understand customers and facilitate the optimal journey they want and need, it can only be achieved by a highly functioning, aligned and well coordinated organization! Much of what’s required for success, is well out of sight of the customer.
- We now understand, we must “Design the Journey” AND “Design the Delivery” in order to succeed!!
- Service Designer does exactly that!
- One of numerous definitions. They're evolving and changing daily. Its interesting to know what people are thinking and saying. Don’t get caught up in definitions. It’s a trap!!
- I promised you a secret weapon.
- First, let’s look at some of the problems we all hear from marketers and other folks responsible for customer experience delivery!! I hear lots and lots of challenges. They generally fall into two group: 1) Understanding customers and determining how to meet their needs. 2) Working within a complex, sometimes dysfunctional organization to deliver on customer needs.
- Let’s look at what Service Designers actually do. It’s a multidisciplinary design field requiring many skills and many roles.
- Service designers bring many valuable and unique skills to help solve these challenges.
- Simply put, Service Design provides the skill, knowledge and tools to help organizations move from silos struggling to collectively deliver on customer needs to an organization aligned on customer needs and efficiently and effectively delivering against them.
- Service Design Process.
- Service Design follows a typical design process. There are 3 critical must have in a Service Design Process.
- A typical Service Design engagement is in some ways an oxymoron. In general an engagement might unfold something like this. Keeping in mind research, design, prototyping and testing may be happening throughout.
- A visual representation of the Service Design Process.
- Before we begin we must know who we’re designing for. In Service Design we define the user or the “who” with Personas. Personas range from simple profiles, to Buyer Personas aimed at supporting marketing efforts, to User Personas grounded in credible research.
- Anatomy of a Persona.
- Persona Examples.
- Persona Examples.
- Persona Examples.
- Customer Journey Maps or Experience Maps are used to document existing and define optimal Customer Journeys.
- Anatomy of a Customer Journey Map or Experience Map
- Customer Journey example.
- Customer Journey example.
- Customer Journey example.
- Customer Journey example.
- Customer Journey example.
- Service Blueprints are used to document existing and define optimal Service Delivery.
- Anatomy of a Service Blueprint.
- Service Blueprint example.
- Service Blueprint example.
- Service Blueprint example.
- Service Blueprint example.
- Service Blueprint example.
- Service Roadmaps are used to plan and execute service delivery. Roadmaps include all necessary activities to deliver a desired Customer Journey.
- Roadmaps are familiar to most of you. It’s critical to understand all of the work defining the ioptimal customer journey and service delivery are meaningless without a plan.
- Recapping the Process. Understand the customer and the business. Design the Journey (Who & What), Design the Delivery (How & When), Manage change, and Measure the results & refine over time.
- Thank you!
- There are 3 critical must have in a Service Design Process.
- Align stage.
- Understand stage.
- Synthesize stage.
- Design stage.
- Realize stage.