Service Design for Incentive Travel Experiences

Transcription

1 Service Design for Incentive Travel Experiences Mady Keup Based on research conducted during a European Union project, led by MCI Management Centre Innsbruck with Centre de Management du Tourisme SKEMA Business School SITE Global Conference November 2014

2 Mady Keup British Tourist Authority (now VisitBritain): Spain, Portugal, Central Europe Visit London (now London & Partners) : Head of London Convention Bureau SKEMA Business School: Lecturer and Course Director Trainer: MPI and DMAI accredited Consulting The Students of SKEMA s MSc in Strategic Event Managment and Tourism Management

3 SO WHAT IS SERVICE DESIGN? Service design is all about making the service you deliver useful, usable, efficient, effective and desirable. By analysing the customer journey and its touchpoints with the service that is on offer, service design can: Help you identify problem areas and generate ideas for improvement. Redesign your products to improve the way they allow your customers to interact while they use a service. Design spaces so that they deliver a service more efficiently. Create printed material, websites, uniforms, adverts and the branded things that allow you to communicate what your service is all about. Quotes are from

4 TOP 10 OBJECTIVES FOR INCENTIVE TRAVEL PROGRAMS 1. Recognize performance 2. Increase sales 3. Build morale 4. Improve employee loyalty 5. Build customer loyalty 6. Foster teamwork 7. Improve customer service 8. Increase market share 9. Sell new accounts 10. Introduce new products Incentive Travel Buyer s Focus: Program Design structures, Successful Meetings, December 2012

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7 Service Design vs. Product Design 7

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15 THE DESIGN PROCESS Exploration Creation Reflection Implementation 15

16 SERVICE DESIGN 5 BASIC PRINCIPLES: 1. USER-CENTRED 2. CO-CREATIVE 3. SEQUENCING 4. TOUCHPOINTS 5. EVIDENCING 16

17 USER-CENTRED Ask Me! I am your target segment /sizes/l/, CrackerJackPhotos

18 CO-CREATIVE Everyone can be creative 18

19 SEQUENCING Service like a movie 19

20 TOUCHPOINTS: BEFORE, DURING, AFTER Touch point Touch point 20 Image sources:

21 Sources of images: flickr.com

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23 EVIDENCING Show what you do 23

24 24 Source: Download: Touch point

25 Evidencing the Touch point 25 Source: Download:

26 26 Source: header, Download : Book: Linda Wright : Toilet Paper Origami: Delight Your Guests with Fancy Folds and Simple Surface Embellishments (2008), ISBN-13:

27 TOUCHPOINTS & CUSTOMER JOURNEY Image sources: Moments-of-Truth.jpg; Stefan Moritz, Service Design- practical access to an evolving field

28 pre-service service post-service Touch point. Touch point. Touch point. Touch point. Touch point. Touch point. Touch point. 28 Source: slide adapted from presentation by Birgit Frischhut & Alice Grabmüller MCI Tourism Service Design in Tourism

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30 THE SERVICE BLUEPRINT A picture or a map that portrays the service system so that the different people involved in providing it can understand and deal with it objectively regardless of their roles or their individual points of view A service blueprint shows: The process of service delivery The points of customer contact The roles of customers and employees The visible elements of the service

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35 SKEMA Business School..\..\ITB\2014\ITB Berlin- Flash Mob.mp4 6 campuses France, USA, China, Morocco Courses taught in English MSc in Strategic Event Management & Tourism Management