1 / 28

Service Design

Service Design training presentation

oeconsulting
Download Presentation

Service Design

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. SERVICE DESIGN Design Thinking for Services © Operational Excellence Consulting. All rights reserved.

  2. NOTE: This is a PARTIAL PREVIEW. To download the complete presentation, please visit: https://www.oeconsulting.com.sg LEARNING OBJECTIVES Acquire knowledge on the key concepts and principles of service design Explore the basic methods and tools of service design Develop skills in the application of service design methods and tools through workshop practice 2 © Operational Excellence Consulting

  3. CONTENTS 01 INTRODUCTION TO SERVICE DESIGN 02 BASIC SERVICE DESIGN METHODS & TOOLS 3 © Operational Excellence Consulting

  4. 01 : INTRODUCTION TO SERVICE DESIGN © Operational Excellence Consulting © Operational Excellence Consulting. All rights reserved.

  5. WHAT BROUGHT US HERE TODAY THE ORGANIZATION THE EXTERNAL ENVIRONMENT § The need to break down silos within the organization § Customers expect value and seamless experience § Cost and efficiency overshadow the importance of customer experience § Digital devices are changing the ways customer transact and buy § Misperception that customer experience is simply customer service § The need for innovation driven by a changing and super-connected world § Urgency to develop capability in service design § Digital transformation is a necessity for survival 5 © Operational Excellence Consulting

  6. SOME STATISTICS ON SERVICE DESIGN 84% 51% 73% Customers say most companies fall short of their expectations for great experiences Customers say being treated like a person, not a number, is very important to winning their business Shoppers use more than one channel during their shopping journey 89% 89% 67% Companies have already adopted a digital-first strategy or plan to do so Customers get frustrated when they have to repeat their question to multiple customer service agents Consumers will pay more for great experience 6 Sources: Salesforce Research; Forbes © Operational Excellence Consulting

  7. THE ERA OF SMART CUSTOMERS CUSTOMER RELATIONSHIP CUSTOMER EXPERIENCE DIGITAL TECHNOLOGY Customers are increasingly in control of the relationship Digital devices change the ways customer transact and buy Bring expectations of “the best” to all their customer experiences 7 Source: Hinshaw & Kasanoff, 2012 © Operational Excellence Consulting

  8. CUSTOMERS ARE LESS INFLUENCED BY THE CORE OFFERING THAN BY THE LAYERS OF EXPERIENCE AROUND IT CUSTOMER EXPERIENCE BEHAVIOR SUBJECT MATTER EXPERTISE PROCESSES SYSTEMS & TOOLS OFFERINGS 8 Source: Stickdorn et al., 2018 © Operational Excellence Consulting

  9. WHY A SERVICE DESIGN APPROACH? Deepen and widen customer relationships Create better customer and employee experiences Improve customer retention (loyalty) Increase value to society Design new business models Reduce inefficiencies 9 © Operational Excellence Consulting

  10. WHAT IS SERVICE DESIGN? ? Focuses on experiences and interactions, rather than products Seeks to balance aesthetics and human needs with organizational capabilities 10 Source: Adapted from Lucy Kimbell © Operational Excellence Consulting

  11. THIS WAS DESIGNED AN INTERNATIONAL AIRPORT 11 © Operational Excellence Consulting

  12. “ Service design is designing services that work.” Every day, we all use services that are broken – and this needs to change. LAUREN CURRIE CEO, Stride 12 © Operational Excellence Consulting

  13. WHAT SERVICE DESIGN IS NOT CUSTOMER SERVICE SERVICE RECOVERY AESTHETICS 13 Source: Stickdorn et al., 2018 © Operational Excellence Consulting

  14. THE DIFFERENT PERSPECTIVES OF SERVICE DESIGN Service design as a mindset Service design as a toolset Service design as a cross- disciplinary language Service design as a management approach Service design as a process 14 Source: Stickdorn et al., 2018 © Operational Excellence Consulting

  15. TWO APPROACHES TO PROBLEM SOLVING LEFT BRAIN Rationality, Logic RIGHT BRAIN Intuition, Emotion PROBLEM PROBLEM Perform situation analysis Understand & observe Problem Space Define point of view (POV) Find & define goals FEEDBACK LOOPS ITERATIONS Develop solution variants Ideate Solution Space Develop & test prototypes Assess & select SOLUTION SOLUTION 15 © Operational Excellence Consulting Source: Adapted from Lewrick et al., 2018

  16. PRINCIPLES OF SERVICE DESIGN HUMAN-CENTERED CO-CREATIVE ITERATIVE TANGIBLE ORCHESTRATED HOLISTIC 16 © Operational Excellence Consulting

  17. 02 : BASIC SERVICE DESIGN METHODS & TOOLS © Operational Excellence Consulting © Operational Excellence Consulting. All rights reserved.

  18. BASIC SERVICE DESIGN TOOLS RESEARCH DATA PERSONAS JOURNEY MAPS SERVICE PROTOTYPES BUSINESS MODEL CANVAS SYSTEM MAPS 18 Source: Stickdorn et al., 2018 © Operational Excellence Consulting

  19. PERSONAS ● A persona is a representation of a customer segment that might use your product or service ● Creating personas will help you to understand your customers’ needs, goals, expectations, behaviors and experiences Try to avoid using personas that don’t have information relevant to the specific design challenge or research question. 19 © Operational Excellence Consulting

  20. A PERSONA IS A DESCRIPTION OF A CUSTOMER SEGMENT THAT YOU ARE DESIGNING A PRODUCT/SERVICE FOR ILLUSTRATIVE Name: John Smith, 38 Profile / Lifestyle Characteristics Lawyer, single Ambitious § § Likes to play golf once a week Knowledgeable § § Owns an apartment in New York Financially savvy § § Goals / Ambitions Behaviors / Habits Wants to invest money for his retirement Impatient § § Aiming for promotion to Senior Counsel later this year Prim and proper § § Don’t take no for an answer § Fears / Challenges Influencers & Activities Not working well with colleagues Uncle, who is also a lawyer § § Unable to find time with family Golf § § 20 © Operational Excellence Consulting

  21. ACTIVITY 3: PERSONAS ACTION! Purpose Create a Persona to understand the customer’s attributes, goals, motivations, tasks, behaviors, pains, gains, etc. Time allowed: 15 mins Activity Outline the Persona whom you are targeting to improve the service experience. Tools Flip chart or butcher paper, stickies, markers 21 © Operational Excellence Consulting

  22. JOURNEY MAPS Journey maps help us find gaps in customer experiences and explore potential solutions. 01 02 Research 03 Purchase Aftersales Service 04 22 © Operational Excellence Consulting

  23. EXAMPLE OF JOURNEY MAP Research Book Flight Pre-Travel Travel: Board Travel: In-flight Stages Find one-stop flights with shortest time and cheapest price. Book quickly and easily. Expect flight and payment preferences to be remembered. Check in early and automatically. Receive electronic boarding pass on his phone. Hassle-free check-in, bag check and boarding experience. Have a relaxing and premium boarding experience. Goals Michael Frequent Business Traveler “I travel frequently, so the little things matter.” Search for one-stop flights by times and price. Compare airlines. Save options on his phone. Select flight on his laptop and book. Send itinerary and receive confirmation. Receive check-in mail. Check in online. Boarding pass saved to phone. Check in and go through security. Board flight. Gate check bag, no overhead bin space. Watch a movie. Pay for food and drinks with my credit card. Doing Hopeful I hope I can find a convenient flight at a good price. Frustrated Unsure Frustrated Impressed Thinking & Feeling The cross-sell promotions make the booking process take too long. Joining loyalty program looks like too much effort for the reward. Will I find a spot in the overhead bin for my bag? I’m surprised the movies are free and up-to-date. The monitor is big and movie system is easy to navigate. Impressed SilkWing’s flights are priced well and the times are convenient. Positive 10 8 8 7 Metrics Neutral 6 5 4 3 2 2 Negative Leverage positive customer reviews to build brand awareness and customer loyalty. Evaluate and optimize the create account, join loyalty program, and upsell UX on the website. Evaluate ways to increase incentives for first time flyers to download app and join loyalty program. Conduct deep dive of the first flight experience to identify opportunities to improve travel experience. Monitor customer experience feedback via social media sources. Pain Points Opportunities Moment of Truth 23 Source: Adapted from Tandemseven, 2015 © Operational Excellence Consulting

  24. ACTIVITY 4: JOURNEY MAPPING ACTION! Purpose Visualize the customer experience over time with multiple touchpoints and channels. Time allowed: 30 mins Activity Map the customer journey with emotions and pain points. Tools Flip chart or butcher paper, stickies, markers 24 © Operational Excellence Consulting

  25. ACTING AS PROTOTYPING Role playing explains a service or product idea by acting in order to tell, explain and share it. 25 Image Credit: servicedesigntools.org © Operational Excellence Consulting

  26. EXAMPLE OF SERVICE BLUEPRINT Emma first… After that… She goes… Then she… Steps Choose 3 companies to research further Learn how the process works “FRONTSTAGE” Discover possibilities Discard some vendors Goals Ecstatic Thrilled Frustrated Annoyed Attitudes & Emotions Sales person Call center Call center Person or Group Credit App, Website Public website Email Phone System or Objects Line of Visibility Update purchase history Send Schedule call Make a phone call Create email reminder to Accounting “BACKSTAGE” Processes Operations Finance IT Person or Group Email system SAP CRM SAP CRM Systems 26 © Operational Excellence Consulting

  27. A SYSTEM MAP IS A VISUAL OR PHYSICAL REPRESENTATION OF THE MAIN CONSTITUENTS OF THE SYSTEM STAKEHOLDER MAPS VALUE NETWORK MAPS ECOSYSTEM MAPS Illustrates the various stakeholders (people and organizations) involved in an experience Visualizes the exchange of values (e.g. goods, services, information, etc.) between stakeholders Can include actors beyond classic stakeholders (people and organizations), such as interfaces, platforms, systems, places, etc. 27 © Operational Excellence Consulting

  28. ABOUT OPERATIONAL EXCELLENCE CONSULTING Operational Excellence Consulting is a management training and consulting firm that assists organizations in improving business performance and effectiveness. Based in Singapore, the firm’s mission is to create business value for organizations through innovative design and operational excellence management training and consulting solutions. For more information, please visit www.oeconsulting.com.sg © Operational Excellence Consulting

More Related