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TRANSCRIPT
TED MATTHEWS
Value chain
Production Point of purchase
consumer
Value network Individual
From P.O.S. to Customer Relationship
Adapted from LiveWork AS
Relationships Relationships
What is Service Design?
Tailorit.de
Customer Need and Customer Experience
Understood from the users perspective
But Ted!What is Service Design?
Designed offerings to provide experiences that happen over time and across different touch-points
Designed offerings to provide experiences that happen over time and across different touch-points
Whole DetailExperiential Need
Trygg fra A til Å,
Zoot / Making Waves
User Insight
Involving stakeholders in the service development
Zoot/Making Waves
Zoot/Making Waves
Resulting in improved service experience
Clarity and Effectivity
Zoot/Making Waves
Understanding the whole experience
Designed offerings to provide experiences that happen over time and across different touch-points
‘The Experience Economy’Pine & Gilmour
Competitive advantage investing in Experience
‘We are not in the business of filling bellies. We are in the business of filling souls’
‘customer experience’ without brand input runs the serious risk of lacking strategy,
Most companies have brand handbooks
Simon Clatworthy - 2013
Alt for Norge
Simon Clatworthy - 2013
Simon Clatworthy - 2013
Grand Narrative
Illustration: Syver Lauritzsen
When we add a touchpoint we ask:
• Is it on Brand?• Does it relates to the grand narrative?• How will it contribute to the service experience ?• What kind of emotional response from the fan or
player do we want it will have?
