invest in customer insights
DESCRIPTION
Edenspiekermann's Joost Holthuis' presentation for TEDxHamburg in May 2011. Using Service Design principles and methods in practise.TRANSCRIPT
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Joost Holthuis Invest in customer insights
TEDx Hamburg 24.05.2011
edenspiekermann_ amsterdam berlin stuttgart
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80% of companies believe they provide superior services. Only 8% of the customers agree
*Seven Things You Need to Know About Marketing in the 21st Century, World Business, James Allen and Rob Markey, Bain & Company, 2006
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All these personal details to get € 2 back?
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All these personal details to get € 2 back?
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Result after 3 months…
. . .
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“I forgot to check out and tried to catch the
bus on my bike ...” (Carola tries to check out…)
“What bothers me most is that they don't respond…”
(Miezelien, customer of Connexxion)
“…this is just theft” (Mario, customer of HTM)
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Power to the people “overpaid charges
may not end up in the pockets of the shareholders …”
Farshad Bashir, Member of the Dutch Parliament
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'A brand is a collective perception in the minds of consumers' Faris Yakob
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Biggest decliners: public transport
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Reality check: an alternative approach
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Service design thinking…
People desirability
Business viability
Technical + organizational
feasibility
Successful services
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…but this is often the reality
Technical + organizational
feasibility
Business viability People
desirability
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Customer insights Context Relevance
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No touch point stands on its own
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For the customer it’s always part of a chain of events
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Design the customer experience as one
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IKEA has been no 1 for years
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Be truly relevant for customers and stakeholders
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Meet the customer’s expectations
opportunities new relations
maintain existing relations
relation killers damage relations
desired
undesired
expected unexpected Source: Floris Hurts
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Exceed the customer’s expectations
opportunities new relations
maintain existing relations
relation killers damage relations
desired
undesired
expected unexpected Source: Floris Hurts
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Step into your customer’s life
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Successful services are part of your life
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Case How to design customer experiences in an ever-changing environment
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CU2030
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Temporary situation for many years
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Changing environment
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Changing environment
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Changing environment
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The passenger’s needs remain the same
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Observing group behavior patterns
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Observing and interviewing individual passengers
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Valuable insights • New customer segmentation to
inform passengers on the platform • New key moments to classify the
platform situation • 10 relevant behavior patterns defined
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Insights made accessible to stakeholders
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Insights made accessible to stakeholders
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Evaluate the insights with stakeholders
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A lot of opportunities for service improvements
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These gathered customer insights are a compass to designing successful services
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Invest in customer insights so we can design better services
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Thank you.
edenspiekermann_ amsterdam berlin stuttgart