singapotre design week_3/2015
TRANSCRIPT
DESIGN THINKINGDesign thinking is generally considered the ability to combine
Empathy for the context of the problem, creativity in the generation of insights and solutions and
rationality to analyze and fit solutions to the context.*
*Wikipedia
Service models and -processes
Roles and goals
Service surroundings
Service gestures and style
Interactions and communication
Tools supprting the change
Service experience which is born out of
human actions
What does the service designer design?
Business challenge
- Extremely tight competition in the field. Old biz-model doesn’t work any more need to stand out
- Sales goals lagging need for new sale model
Customer point of viewPlanning
+
-
POSITIVEEXPERIENCE
NEGATIVEEXPERIENCE
Life in the new bath-room
Selection of products and time scheduling
Renovation
Towards completion
Project planning
Hopes&expectations
Luottamus, korkeat palveluodotukset
Skeptisyys, varauksellisuus
Uncomfortable, anxiety, unclear big picture
Passion, research, dedication, own vision
Preparedeness to let others take care of things
Do it your self, preparedeness to put in
effort
In need of support
Enlightened
Doubtful
Do-it your self
Profiling of customers
Apuun tukeutuminen, epävarmuus
Harrastaminen, oma kehittyminen
Store to become the primary sales tool for sales
staff in which bathrooms are sold, not tiles or shower
cabinets
Sales skyrocketed during pilot phase and grew in all stores implementing the new concept
Time spent with individual customer
+60%
-20%
Focusing on customer value: dramatic business effect
Security check is acustomer oriented service 5 54
NPS
From selling tiles torenewing bathrooms 60%
SALES
From equipment and lesson salesto service experience
MARKET SHAREFrom 0 to 2. in sales in7 months (Finland)In 6 locations
From phone books to market leader in e-directory services
MARKET LEADER2.000.000 app downloads24 -> 47 NPS
REVENUE 6 -> 9 M€ / week350 -> 500 M€ / year
New games and servicesto new customer segments
From ticket salesto customer service +36%
NPS
SERVICE DESIGN‘Service design is an activity that, among other
things, suggests behavioral patterns or “scripts” to the actors interacting in the service.’
Wikipedia
WORKS!
80%Management Customers
8%
We have experienced a SUPERRIOR
customer experience
We deliver a SUPERRIOR
customer experience
Customer journey
Customer encounter
Online- UI/UX
Business- kriittisetpalveluprosessit
Organisoituminenja prosessit
Osaaminen jalähijohtaminen
Suhtautuminen asiakkaisiin
Suhtautuminen omiin työntekijöihin
Visio tulevasta ja palvelustrategia
The goal for Service design is a better
customer experience
Jatkuvamittaaminen ja kehittäminen
Menestysennusteja taserakenne
Kulut ja investoinnit
MUTTA MYÖSKANNATTAVAMPI
LIIKETOIMINTA
Vision and servicestrategy KPI’s
Roles and processesMiddle management
Attitude towards clients
Attitude towards employees
Balance sheet structure
Costs/investments
Customer journey
Customer encounter
Online- UI/UX
But more importantly a more profitable and productive business
Customer focus is often superficial
PALMU’s finding
We asked our clients in which business areas they are customer focused
GAP
-Committees-Fixed policies
-Marketing-Brandguidelines
-Back-end IT renewal
-New managers own vision
-New planning teams-Not invented here syndrome
-Defensiveness of IT department-Tech challenges
-Shortsighted Quarter based decisions
-Random opinions&comments
Fantastic concept,
and our customer
insight and test
support it!!
Large corporations maximise profitsDevelopment of existing biz-model byquarterly results
New challengers take market shareDevelopment of challenging biz-model through iteration and customer focus
How can companies escape the shackles of the old biz-model?
Customer expectations and demand
Source: Innovator’s DilemmaWhen New Technologies Cause Great Firms to Fail
Clayton Christensen
Classic service design
New service design
Design thinking
Disruptivinnovation/ megatrend
AgileDevelopmen
t
Service Design, unrelenting client focus and agile development
Simultaneously ”classic” service design becomes the hit-product which is easy to buy
In 2015 succesful service design impact organisations in a profound way reaching organisational culture, business growth and
competitive advantage
SERVICE DESIGN
DOESN’T WORK!
Result: A world class customer experience
Net Promoter tracking at Terminal 1 53
6
24.10.2011 27.3.2012
R&D
+M
anuf
actu
ring
Mar
keti
ng
Sale
s
IT Cust
omer
se
rvic
e
A combination of behavioural and market researchers, management consultants, designers and IT professionals – all working together across the silos, all focusing on the customer.
UNCOMPROMISING CUSTOMER ORIENTATION