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Service Business Renewal - Transformation through value innovation, customer experience and service culture
Service Business Renewal - Transformation through value innovation, customer experience and service culture
Service Business Renewal - Transformation through value innovation, customer experience and service culture
Service Business Renewal - Transformation through value innovation, customer experience and service culture
Service Business Renewal - Transformation through value innovation, customer experience and service culture
Service Business Renewal - Transformation through value innovation, customer experience and service culture
Service Business Renewal - Transformation through value innovation, customer experience and service culture
Service Business Renewal - Transformation through value innovation, customer experience and service culture
Service Business Renewal - Transformation through value innovation, customer experience and service culture
Service Business Renewal - Transformation through value innovation, customer experience and service culture
Service Business Renewal - Transformation through value innovation, customer experience and service culture
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Service Business Renewal - Transformation through value innovation, customer experience and service culture

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Transparency of offering and pricing, empowered customers and increasing regulation are making it extremely hard to create sustainable competitive edge. Service businesses can seek renewal from two …

Transparency of offering and pricing, empowered customers and increasing regulation are making it extremely hard to create sustainable competitive edge. Service businesses can seek renewal from two main sources: (1) Rapid deployment of new service concepts, based on true value innovation; and (2) Customer experience and service culture development.

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  • 1. Service BusinessRenewalTalent Vectia view on growth and renewalin service companies2012Mika RytkönenPartner, Talent Vectiamika.rytkonen@talentvectia.com+358 40 5848372
  • 2. Transparency of offering and pricing, empowered customers and increasing regulation are making it extremely hard to create sustainable competitive edge Service businesses can seek renewal from two main sources: Rapid deployment Customer of new service 1 concepts, based on true value 2 experience and service culture innovation development© Talent Vectia 2
  • 3. Customer Experience is at the heart of serviceconcept innovation METHOD Elements visible to customer Channels and customer care Engagement and co-creation Physical service elements (e.g. tools, servicescape) Customer Experience Emotional context Processes and earnings logic People and resources Internal elements
  • 4. Customer experience is designed on multiple levels Encounters to support thinking. Scripts, value quantifications, value Thoughts propositions, results, references, testimonials. Encounters to support actions. Actions Betatesting, try-outs, piloting, user experience. Encounters to support emotions. Emotions Themes, metaphors, tales, analogies, surprises, design, hospitality. Community Individual Presence in everyday life. What is the company’s role in the life of the customer? Meanings Communities. What is the role of family, friends, colleagues in creating meanings? Brand. How does the brand become a co-creator of meanings?
  • 5. Steps in Service Business Renewal Focus on customer experience Focus on service concept innovation Value Rapid service Customer Service insight concept creation experience design culture development Critical customer Practice research Service concept encounters Service identity & innovation & design principles Customer journey Customer SafarisWHAT mapping Rapid deployment Service ambassadors Desired customer and training Big data analysis Commercialization & experience industrialization Leadership and Brain mining roadmap Service production employee engagement redesign To redesign processes To ensure a long-term To optimize the service and encounters for and unique To create insight into concept’s value for the customers’ everyday ensuring delivery of competitive edge customer customer experience practices and to To ensure an adaptiveWHY identify value drivers To create new service To create a cost- and resilient and new sources of concepts for efficient and coherent organisation innovation differentiation and multichannel growth To ensure customer experience satisfaction and loyalty
  • 6. Key methods Value insight Service concept Customer experience Service culture renewal creation designValue insight METHOD Practice Customer decision Big data analysis research journey analysis & brainmining Home Awareness 11 434 565 5665 School 655 65 65665 Research 5656 6556 6565 6556 Bond 6565 56 58 79 9 779 97 978 99 89 898 98 Work Public Advocate Loyalty 998 98 98 8998 place place loop 89 98 98 988 8 98889 778 676 Consideration Enjoy Practices of maintaining health, Decision wellness, eating, living, communicating, playing. etc… Observing customers’ everyday life Combining data from several Mapping the customer’s buying and sources (e.g. purchase history, and routines with ethnographic decision making journey category information, loyalty data, methods (interviews, observation, socioeconomics, social media, diaries) Identifying drivers behind decisions (behavioral economics) location based) in order to Identifying new sources for value understand behavioural patterns creation and new market potential Designing ways to influence and (volume, price, adaptation, loyalty) change the decision making process Applying brain research findings to establish social cognition
  • 7. Key methods Value insight Service concept Customer experience Service culture renewal creation designService concept creation METHOD Competitive arenas and Service concept creation Impact on business market shaping model Elements visible to customer Channels I II III IV and customer Market definition Engagement care generation evaluation and co- Strategic Business Customer definition Concept creation creation Physical model Idea service elements Value proposition Customer Pricing Mgmt Channel Experience logic atten- Offering Emotional tion context Process and Resources earnings logic Key Core partners activities Cost & balance sheet People and structure resources Human resources & competences Internal elements Defining and prioritising competitive Generating service ideas for concept arenas and target markets: where to creation grow Defining of the customer benefits of Designing business model for the Describing the target market and the service ideas new concept and analysing the customer practices in these markets effects of the new concept to the Designing the different concept current business model Analysing target customers’ value elements, both elements visible to drivers customer and internal elements
  • 8. Key methods Value insight Service concept Customer experience Service culture renewal creation designCustomer experience design METHOD Critical customer Customer Desired customer encounters Safaris experience Service processes & tools Thoughts What does the customer do? Service Service Actions Customer work mgmt encounters practices How does the customer feel? system Emotions Community Individual Meanings Servicescape & context Mapping encounters with the Observing and visualizing selected customer encounters: what is the current Defining the desired customer Selecting encounters that are most customer experience and how do experience: how should the critical: encounters that have service practices support it? customer think, act and feel when volume, up-sell potential or most consuming or considering to potential for developing deeper Identifying quick-wins for improving consuming the service meanings customer experience
  • 9. Key methods Value insight Service concept Customer experience Service culture renewal creation designService culture renewal METHOD Service identity Service principles & Making it stick & principles ambassadors & KPIs Our service principles Stories & • All employees will know the myths needs of their internal and Practices external customers. & Symbols • Each employee will continuously routines identify defects. Mission, • Any employee who receives a values, customer complaint "owns" the history complaint. Control Power • Etc... systems structures Structure & processess Understanding what elements of the Creating a set of believable principles for customer service Calibrating performance culture should be strengthened in management goals and practices order to deliver the desired Selecting and training ambassadors customer experience that through their actions and own Ensuring evidence of change Creating a service identity that example drive the service principles Supporting the ambassadors with a encompasses the desired cultural and help the organization in community for exchanging ideas, elements delivering the desired customer tools and best practices experience
  • 10. Service Business Renewal • Enables future growth • Builds long-lasting competitive edge that is difficult to copy WHY TO INVEST • Ensures a unified customer experience across organizational silos • Ensures an adaptive and resilient organization • Increased sales through deeper understanding of customer OUTCOMES value drivers AND • Improved productivity through employee engagement BENEFITS • New ways to ensure customer satisfaction and retention • Unique combination of customer experience and service practice design WHY • Capability to engage rapidly a critical mass of customer-serving TALENT personnel VECTIA • Proven track record and references, as well as continuous research and development through multi-client projects and publications
  • 11. www.talentvectia.com11 Talent Vectia ©

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