Creating value with Service Design Copenhagen Service Design Institute 2017

Transcription

1 Creating value with Service Design Copenhagen Service Design Institute

2 Introduction At Veryday, we passionately believe that customer-centric solutions based on genuine customer insights can empower, enrich and energize both people and brands. 2

3 Leading companies focus on Customer Experience to drive profitability Strong correlation between superior customer experience and superior revenue growth Forrester Research 3

4 Companies that offer consistently best-in-class customer experiences tend to grow faster and more profitably 4

5 The Problem 5

6 Total Customer Experience goes beyond the sum of the parts Source: McKinsey Digital Labs 6

7 EATING ONE FRUIT OR FRUIT SALAD COPENHAGEN SERVICE DESIGN INSTITUTE

8 Design for Services and experiences 8

9 Example Airbnb Walking in the customers shoes To shape the future of Airbnb, CEO Brian Chesky used storyboards to map existing and future customer journeys. When you have to storyboard something, the more realistic it is, the more decisions you have to make. BRIAN CHESKY COPENHAGEN SERVICE DESIGN INSTITUTE

10 Kids for Kids Service Design Summer School Copenhagen Service Design Institute 2017 SERVICE DESIGN SUMMER SCHOOL KIDS FOR KIDS

11 WHAT IS SERVICE DESIGN? Make the world better Try something new See what can be changed 11 Copenhagen Service Design Institute 2017 SERVICE DESIGN SUMMER SCHOOL KIDS FOR KIDS

12 RESEARCH / OBSERVATION 12 Copenhagen Service Design Institute 2017 SERVICE DESIGN SUMMER SCHOOL KIDS FOR KIDS

13 CO-CREATION OBSERVATION / RESEARCH 13 Copenhagen Service Design Institute 2017 SERVICE DESIGN SUMMER SCHOOL KIDS FOR KIDS

14 EXPERIENCE JOURNEY MAPPING 14 Copenhagen Service Design Institute 2017 SERVICE DESIGN SUMMER SCHOOL KIDS FOR KIDS

15 IDEA EVALUATION / FEEDBACK 15 Copenhagen Service Design Institute 2017 SERVICE DESIGN SUMMER SCHOOL KIDS FOR KIDS

16 EXPERIENCE PROTOTYPING Copenhagen Service Design Institute

17 CONCEPT FILM: 17 Copenhagen Service Design Institute 2017 SERVICE DESIGN SUMMER SCHOOL KIDS FOR KIDS

18 The Opportunity Customer Experience is the next frontier for differentiation, value creation and growth. 18

19 Significant paradigm shift From the industrial society To the networked society 19

20 Internet of everything Big data Digital Virtual Reality Social The eye of the storm Artificial Intelligence Mobile 20

21 Your Point of Differentiation The customer 21

22 The only people that see the bigger picture of any organization or brand are the customers. 22

23 People perspective (Employees, clients, customers, users) Why can t they remember what I like from time to time? It would be great if I could know more about this before I decide to buy it! Why is it always so difficult to find my way to what I want! I want to know that they have the products I want in store. COPENHAGEN SERVICE DESIGN INSTITUTE

24 The corporate world is a different world Channels Diversity Loyalty Program Business Process Optimization CRM SOX Forecasting Alignment Governance 6Sigma Integrated Marketing Solution Rightshoring Core Competency LEAN Regulations Portfolio Management Streamline Supply Chain Database Investment Planning COPENHAGEN SERVICE DESIGN INSTITUTE

25 Bridging the gap Customer Experience Journey Business Operations Process Operating Model Technology Leadership & Culture Employees Legislation CSR Strategy COPENHAGEN SERVICE DESIGN INSTITUTE

26 Value for the organization Service Experience Added value win-win through co-creation. Commodity Product Value for customers COPENHAGEN SERVICE DESIGN INSTITUTE

27 Example Progressive Insurance Great experience can reduce costs Progressive Insurance Immediate Roadside Assistance creates a fantastic care and support experience as well as brand awareness. It also reduces possibilities for fraud and legal issues, both significant costs that can be drastically reduced which goes beyond funding the great experience. COPENHAGEN SERVICE DESIGN INSTITUTE

28 Customer Experience Shift of focus to drive loyalty and differentiation and achieve profitable growth CONSIDERATION EXPERIENCE TRIGGER Loyalty CX Decision SATISFACTION EVALUATION DROP- OUT COPENHAGEN SERVICE DESIGN INSTITUTE

29 The Experience Continuum Before Experience/Occasion After Better experience Peak-End Rule* Reflected experience based almost entirely on highs and lows, and how it ended. Worse experience Anticipated Self Decisions based on anticipated memories. Inspire, motivate, restrict Experiencing self Emotions in the present. Positive, negative, neutral Reflective Self (The Storyteller) What we take away from the experience. The stories we tell. Changes, significant moments, endings Based on Nobel-prize-winning research by Daniel Kahneman 29

30 What is different?

31 Service happens over time COPENHAGEN SERVICE DESIGN INSTITUTE

32 Service is not tangible COPENHAGEN SERVICE DESIGN INSTITUTE

33 Service is part of an ecosystem COPENHAGEN SERVICE DESIGN INSTITUTE

34 Service is not owned and highly personal COPENHAGEN SERVICE DESIGN INSTITUTE

35 Service is never finished COPENHAGEN SERVICE DESIGN INSTITUTE

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