The document discusses the importance of customer insights in service design, highlighting a significant disconnect between companies’ perceptions of their services and customer satisfaction. It emphasizes the need for businesses to understand customer experiences and expectations in order to create successful services. By observing customer behavior and making insights accessible to stakeholders, companies can improve their offerings and better meet customer needs.

1. Joost Holthuis
Invest in customer insights
TEDx Hamburg
24.05.2011
edenspiekermann_

2. 80% of the 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

6. All these personal
details to get € 2 back?

7. All these personal
details to get € 2 back?

8. Result after
3 months…
...

9. “…this is just theft”
(Mario, customer of HTM)
“What bothers me most is
that they don't respond…”
(Miezelien, customer of Connexxion)
“I forgot to check
out and tried to catch the
bus with my bike ...”
(Carola tries to check out…)

10. Power to the people
“overpaid charges
may not end up in the pockets
of the shareholders …”
(Farshad Bashir, Member
of Parliament)

11. 'A brand is a collective
perception in the
minds of consumers'
Faris Yakob

12. Biggest decliners:
public transport

13. Meet the reality of your customer

16. Service design thinking…
Business
viability
People
desirability
Successful
services
Technical +
organizational
feasibility

17. …but this is often the reality
Business
People viability
desirability
Technical +
organizational
feasibility

18. Customer insights
Context
Relevance

19. No touch point stands
on its own

20. For the customer it’s part
of a chain of events

21. Design the customer
experience as one

22. IKEA has been no 1
for years

23. Being truly relevant for customers and
stakeholders

24. Meet the customer expectations
maintain opportunities
desired
existing relations
new relations
damage relations
relation killers
undesired
expected
unexpected
Source: Floris Hurts

25. Beat the customer expectations
maintain opportunities
desired
existing relations
new relations
damage relations
relation killers
undesired
expected
unexpected
Source: Floris Hurts

26. Step in your
customers life

27. Successful services
are part of your life

28. Case
How to design customer experiences in
an ever-changing environment

29. CU2030

30. Temporary situation
for many years

31. Changing environment

32. Changing environment

33. Changing environment

34. The passengers needs
remain the same

35. Observing group
behavior patterns

36. Observing and interviewing
individual passengers

37. Valuable insights
• New customer segmentation to
inform passengers on the platform
• New key moments to classify the
platform situation
• 10 relevant behavior patterns defined

38. Insights made accessible
to stakeholders

39. Insights made accessible
to stakeholders

40. Evaluate the insights
with stakeholders

41. A lot of opportunities to
improve services

42. These gathered customer insights are a
compass to design successful services

43. Invest in customer insights
so we can design better services