SDT2012 (P4.1): Communicating the impact of customer touch points simply & effectively
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This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other ...
This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s):
Denise Belling, Australia
Denise Belling, a Senior Consultant at Australian consultancy, Optimal Experience, is an enthusiastic observer and analyst of all things human-behaviour related. She enjoys the challenges that come with integrating real world experience and meaningfulness into user friendly designs for services, products, physical environments, and online experiences. Denise believes that her greatest education and learning has come from travelling and living in different parts of the world, and interacting with a vast variety of people, cultures and environments. “Every experience, interaction and observation is an opportunity to learn through conscious curiosity”
Communicating the impact of customer touch points simply & effectively: A travel insurance customer journey case study for service design
Many organisations still design customer touch points and channels in silos, without recognising the bigger picture impacts from a customer’s perspective, and the organisational opportunities that arise from a more holistic approach to service design. This presentation will share a case study, including a visualisation, of a full cycle travel insurance customer experience, with coverage of a real overseas travel emergency incident, to demonstrate how meaningful the big picture and insight into real world customer reality really is. The visualisation effectively illustrates detailed touch points in a simple way, and demonstrates that each is meaningful the overall customer experience. It provides a mechanism for communicating the variety of customer touch points that have an overall impact. It also reinforces that it isn’t just the organisation owned touch points, but a network of interrelated interactions that also have an overall impact, and provide rich opportunities for service design thinking. This method is effective in practical communication of how the touch points impact throughout the customer experience, and helps to effectively reinforce the point that one or more poor touch point experiences can ruin a customer’s overall perception of their experience, and in turn the associated organisation, even if experiences of all of the other touch points are good.
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