brand services / service design drinks
TRANSCRIPT
Service Design Berlin
T L G G / A U G U S T 2 4 , 2 0 1 6
Brand Services
Pic
ture
: Mel
anie
Dre
ser
Katrin PhD Candidate, University of Potsdam
Who is inviting?
Olga Business Consultant, Fuxblau
Manuel Service Designer, Fuxblau
Mauro CEO & Designer, Boana
Martin Service Designer, UK Gov
Formats of Service Design Berlin
Service Design Drinks
Service Experience Camp
Service Design Dinner
Where are we?
How does it work?
Input Exercise Mingling
Who is speaking tonight?
Christian Vatter User Psychologist and Brand Consultant
Brand Services – A user centric marketing toolChristian Vatter for Service Design Berlin, August 2016
3 factors influence consumerism nowadays
2
– Abundance of choices– Marketing distrust– Customer sophistication
Abundance of choices
3
Competing number of „things to do“
4
So much content to chose from: What happens in an internet minute
5
Source: intel.com/content/www/us/en/communications/internet-minute-infographic.html
6
So many new products and services every day
7
As customers we face an abundance of choices
available time
choices
People are confronted with an abundance of choices.
8
Their attention has become a valuable resource – everybody asks for it, but only few are rewarded with it.
Marketing distrust
9
10
Source: Nielsen Global Trust in Advertising
Recommendations from people I know
Consumer opinions posted online
Editorial content (e.g. in newspapers)
Ads on TV
Ads in magazines
Billboards / outdoor advertising
Ads in radio
Ads served in search engine results
Online banner ads
0 50 100
67
60
58
53
53
53
42
30
8
33
40
42
47
47
47
58
70
92
Trust completely / somewhat Don’t trust much/at all
Communication has lost credibility
11
Advertising is not always 100% truthful
12
Interrupting, disguising, tricking
13
Marketing Communication has lost credibility.
14
Many companies try to outsmart people, ignoring that it is about fostering a valued relationship, not making a quick sale.
Customer sophistication
15
16
Forrester Research regard customer centricity a necessity
Source: Forrester Research, 2012
Age of the customerBuyers empowered by digital and transparency make customer centric companies successful
Amazon Zappos
Age of informationConnected PCs and supply chains makes companies who control information successful
AmazonGoogle
Age of manufacturingIndustrial manufacturing makes mass-producing companies successful
FordBoing
Age of distributionGlobal connections and transportation makes companies with good distribution successful
ToyotaProcter & Gamble
17
Forbes Magazine sees Customer Experience as the new benchmark
18
Source: Forrester Research;North American Technographics Customer Experience Online Survey, Q4 2011, Base: US Online consumer
Positive experiences increase loyalty and recommendation
Low 0
0.71
0.65
MediumHigh Low Medium High
Willingness to consider the company for another purchase
Likelihood to recommend to a friend or colleague
Correlation with Customer Experience
19
US company Zappos reaches the top with customer focus
20
More communications
dm in-store experience
21
More communications
Schlecker in-store experience
22
vs.
While »dm« is Germany‘s most loved drugstore chain, competitor »Schlecker« must close down
5,85,1
4,54,1
3,8
Revenue 2009 2010 2011 20122008
0
4,44,64,84,7
bankrupt
Revenue 2009 2010 2011 20122008
Source: dm, Schlecker
dm in-store experience Schlecker in-store experience
Customers know the rules of the game.
23
They seek out those companies that appreciate them and add value to their lives.
24
The Marketing dilemma
need for attention and preference
Abundance of Choice
Marketing Distrust
Consumer Sophistication
25
I want you to listen and understand.
What‘s in it for me?
26
A simple solution
Marketingneeds
Userneeds
27
It is not an »either or«, it‘s an »and«
28
Service design is great at delivering on user needs …
29
… but usually doesn‘t take the brand into account
30
Marketing communication knows how to give a brand promise …
31
… but is extremely bad at creating value for people
32
Why not combine the approaches?
Marketing Communication
Service
Design
33
We researched and analyzed 90+ examples
http://www.christianvatter.com/great-examples-of-brand-services/
34
Enter: Brand Services
a service that helps promoting the offer/brand
a service that is an add-on to the core offer
a service with little or no costs for users
by Christian Vatter & Martin Jordan
Example: Guide Michelin
35
One of the oldest brand services offers a list of worthwhile restaurants for travelers
Example: Kodak Picture Spot
36
Recommends best spots from which to take a photograph
Example: KLM Meet & Seat
37
Provides passengers the option to sit next to interesting people, based on Facebook & LinkedIn profiles
Example: Adidas Runbase
38
A concept store in Tokyo next to a popular running site offering free running gear, showers & lockers
Relevant aspects of a brand service
39
Brand-fit
Services that deliver on the brand
Novelty
Services that have news value
Usefulness
Services that are highly useful
Usefulness: Hornbach Projekt-Buch
40
A comprehensive book that teaches you everything from laying parquet flooring to building a pond
Brand Fit: Sit or Squat by Charmin
41
Provides an app called “sit or squat” that helps to locate clean public toilets
Novelty: Ikea Catalogue
42
Augmented reality mode lets you to place furniture into your home via your phone before going to store
Relevant aspects of a brand service
43
Brand-fit
Services that deliver on the brand
Novelty
Services that have news value
Usefulness
Services that are highly useful
The Ideal
Ideal Example: KLM Must See Maps
44
A digital city plan of KLM destinations, where your can invite your friends to mark their favorite places
Benefits of Brand Services
Service as an add-on to core-
offer at little or no cost for
users
Service based on user needs
Service with brand message
„baked in“
value for user
(„what‘s in it for
me?“)
positive/favorable
experience with
the brand
experience of the
brand promise
delivered
value for brand
(„I want you to
listen &
understand“)
Building a Brand Service – schematic approach
Brand Promise: What is the
brand‘s benefit/
contribution to the world?
Customer need, pain point:
Where can the brand help?
(assessed through persona
& typical user situation)
Useful service that helps to
convey the brand promise
Make people want things
Make things people want
48
About Rlevance
Rlevance is a human centered business consultancy focussed on brand and customer experience.
49
Mission: Making companies relevant for people.
Services: Exploring, inspiring and maintaining bonds with customers
50
Customer
insight studies
Brand creation &
development
Customer
Experience
& Service Design
concepts
Brand
communication,
customer
engagement &
activation
– User psychologist and brand expert
– in the past 15 years consulted companies from 24 different industries, in 9 different countries, from startup to bluechip
– founded Rlevance Consulting – a strategic brand and customer experience consultancy
– inspired by environmental design/architectural psychology
51
Behind Rlevance: Christian Vatter, Brand Expert
Clients: Experience from a wide range of industries and customer segments
52
53
making companies relevant for people
making companies relevant for people
Rlevance Consulting GmbHChristian Vatter, Managing Director
[email protected], +49 151 2520 5043
Berlin, Germany
www.rlevance.com
all intellectual property rights reserved
Get in contact:
Icons: Olivier Guin, Vivian Lai, Stephen West, Creatorid’immagine, Nikhil Dev, John Caserta, Simon Child / The Noun Project Jakob Schneider / This is Service Design Thinking, Marty Neumeier
What’s happening next?
What’s happening next?
What’s happening next?
Returning from 18–19 November
Thank you!servicedesignberlin.de
@SD_Berlin
@Rlevance
fb.com/servicedesignberlin