Trent Mankelow Introduction to Service Design
Customer? Customer?
 
<ul><li>&quot;In March of 2003, we made a decision to be about customer service. We view  any expense that enhances the cu...
Zappos’ goal is to make sure every interaction results in the customer saying ,   “That was the best customer service I ha...
From  http://trainingtime.wordpress.com/2009/02/27/why-zappos-sent-my-mom-a-get-well-card/
Photo from  http://scott-allison.net/2009/12/08/culture-at-zappos-and-how-everyone-benefits/
New employees are offered $2,000 to quit
 
<ul><li>“ It's best to know early on if an employee doesn't buy into the vision or the culture, it just makes economic sen...
 
 
X 1,000,000,000
Zappos is a service company that happens to sell shoes Photo from  http ://www.flickr.com/photos/lachlanhardy/83702051/
What’s the best service experience you've ever had?
What’s the worst service experience you've had?
So why is customer service so average?
Most companies think inside-out From  http://blogs.harvardbusiness.org/merholz/2009/06/a-framework-for-building-custo.html
SYSTEMS
PROCEDURES
TOUCHPOINTS
...Advertising
...Websites
...Customer-facing staff
... Communication and mailings
... Physical environments
INTERACTIONS
EXPERIENCES
 
 
What is a service?
<ul><li>Intangible </li></ul>Product Service Tangible
<ul><li>A service is often made up of several interactions using a range of touchpoints over time </li></ul>Support me Gui...
My TV Buying Experience
 
 
 
Your TV is ready  to pick up!
Photo from  http://www.dnzproperty.com/images/objectImages/highres_images/PMC-Noel-Leeming.jpg
A new TV!!
Customer-facing staff Websites Communications Physical environments Payment systems Packaging
 
 
Service Design Process
Service Design Process
Service Design Process
Service Design Process
Service Design Process
Service Design Process
<ul><li>From  http://servicedesigntools.org   </li></ul>Service Design Methods
Personas
Service Design Process
 
 
 
 
 
 
  Target increase Actual increase Page views 10% 25% Page views (by staff) 10% 32%
<ul><li>From  http://servicedesigntools.org   </li></ul>Service Design Methods
Experience prototypes
Service Design Process
 
 
What’s the best service experience you've ever had? Photo from  www.vernonresearch.com/site-images/FocusGroup.jpg
Photo from  http://www.eavesconsulting.com/storage/concierge.jpg
Photos from  www.appleinsider.com
 
 
<ul><li>“ Oh, God, we're screwed!”... </li></ul>
<ul><li>So we redesigned it. And it cost us, I don't know, six, nine months...  </li></ul>
Photos from  http://blogs.eweek.com/applewatch/content/channel/remembering_apples_first_store.html ,  http://www.baytopied...
Photo from  http://www.slideshare.net/monstro/customer-service-is-the-new-marketing-next09-hamburg
 
Annual sales per square foot in USD <ul><li>Saks = $362 </li></ul>Best Buy = $930 Tiffany & Co = $2,666 F rom  http ://mon...
 
 
 
 
 
 
 
 
In conclusion
<ul><li>Transform New Zealand organisations into providers of world-class customer experiences </li></ul>Our vision is to
Service Design  Focus on a single touchpoint Usability User Experience Focus on a single screen Focus on all of the touchp...
You are here Photo from  http://www.hardbrassmedia.com/about.html
Three key takeaways: <ul><li>A service is made up of several interactions using a range of touchpoints over time </li></ul...
 
guardian.co.uk/service-design
Thanks Trent Mankelow Optimal Usability [email_address] Sign up to our newsletter at  optimalusability.com !
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Introduction to Service Design

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This presentation has been shown three times by Trent Mankelow from Optimal Usability:
23 February 2010 - Wellington
30 March 2010 - Wellington
21 April 2010 - Auckland

You can see the video of this presentation in 3 parts at

http://www.youtube.com/watch?v=GXitPLqQDxc
http://www.youtube.com/watch?v=nj14MWheZ1o
http://www.youtube.com/watch?v=o84IbnUhFDo

Published in: Design

Introduction to Service Design

  1. 1. Trent Mankelow Introduction to Service Design
  2. 2. Customer? Customer?
  3. 4. <ul><li>&quot;In March of 2003, we made a decision to be about customer service. We view any expense that enhances the customer experience as a marketing cost because it generates more repeat customers through word of mouth&quot; </li></ul><ul><li>- Tony Hsieh, Zappos CEO </li></ul>Quote from http://www.fastcompany.com/fast50_09/profile/list/zappos Photo from http://bondcreative.files.wordpress.com/2009/03/zappos-tony-ceo-shoes.jpg
  4. 5. Zappos’ goal is to make sure every interaction results in the customer saying , “That was the best customer service I have ever had”
  5. 6. From http://trainingtime.wordpress.com/2009/02/27/why-zappos-sent-my-mom-a-get-well-card/
  6. 7. Photo from http://scott-allison.net/2009/12/08/culture-at-zappos-and-how-everyone-benefits/
  7. 8. New employees are offered $2,000 to quit
  8. 10. <ul><li>“ It's best to know early on if an employee doesn't buy into the vision or the culture, it just makes economic sense” </li></ul><ul><li>- Tony Hsieh, Zappos CEO </li></ul>
  9. 13. X 1,000,000,000
  10. 14. Zappos is a service company that happens to sell shoes Photo from http ://www.flickr.com/photos/lachlanhardy/83702051/
  11. 15. What’s the best service experience you've ever had?
  12. 16. What’s the worst service experience you've had?
  13. 17. So why is customer service so average?
  14. 18. Most companies think inside-out From http://blogs.harvardbusiness.org/merholz/2009/06/a-framework-for-building-custo.html
  15. 19. SYSTEMS
  16. 20. PROCEDURES
  17. 21. TOUCHPOINTS
  18. 22. ...Advertising
  19. 23. ...Websites
  20. 24. ...Customer-facing staff
  21. 25. ... Communication and mailings
  22. 26. ... Physical environments
  23. 27. INTERACTIONS
  24. 28. EXPERIENCES
  25. 31. What is a service?
  26. 32. <ul><li>Intangible </li></ul>Product Service Tangible
  27. 33. <ul><li>A service is often made up of several interactions using a range of touchpoints over time </li></ul>Support me Guide me Inform me Engage me  Advertising Website Customer-facing staff Communications Physical environments
  28. 34. My TV Buying Experience
  29. 38. Your TV is ready to pick up!
  30. 39. Photo from http://www.dnzproperty.com/images/objectImages/highres_images/PMC-Noel-Leeming.jpg
  31. 40. A new TV!!
  32. 41. Customer-facing staff Websites Communications Physical environments Payment systems Packaging
  33. 44. Service Design Process
  34. 45. Service Design Process
  35. 46. Service Design Process
  36. 47. Service Design Process
  37. 48. Service Design Process
  38. 49. Service Design Process
  39. 50. <ul><li>From http://servicedesigntools.org </li></ul>Service Design Methods
  40. 51. Personas
  41. 52. Service Design Process
  42. 59.   Target increase Actual increase Page views 10% 25% Page views (by staff) 10% 32%
  43. 60. <ul><li>From http://servicedesigntools.org </li></ul>Service Design Methods
  44. 61. Experience prototypes
  45. 62. Service Design Process
  46. 65. What’s the best service experience you've ever had? Photo from www.vernonresearch.com/site-images/FocusGroup.jpg
  47. 66. Photo from http://www.eavesconsulting.com/storage/concierge.jpg
  48. 67. Photos from www.appleinsider.com
  49. 70. <ul><li>“ Oh, God, we're screwed!”... </li></ul>
  50. 71. <ul><li>So we redesigned it. And it cost us, I don't know, six, nine months... </li></ul>
  51. 72. Photos from http://blogs.eweek.com/applewatch/content/channel/remembering_apples_first_store.html , http://www.baytopiedmont.com/2009/12/16/apple-tysons-corner-i-love-this-place/ and apple.com
  52. 73. Photo from http://www.slideshare.net/monstro/customer-service-is-the-new-marketing-next09-hamburg
  53. 75. Annual sales per square foot in USD <ul><li>Saks = $362 </li></ul>Best Buy = $930 Tiffany & Co = $2,666 F rom http ://money.cnn.com/magazines/fortune/fortune_archive/2007/03/19/8402321/index.htm Apple = $4,032
  54. 84. In conclusion
  55. 85. <ul><li>Transform New Zealand organisations into providers of world-class customer experiences </li></ul>Our vision is to
  56. 86. Service Design Focus on a single touchpoint Usability User Experience Focus on a single screen Focus on all of the touchpoints that make the entire experience
  57. 87. You are here Photo from http://www.hardbrassmedia.com/about.html
  58. 88. Three key takeaways: <ul><li>A service is made up of several interactions using a range of touchpoints over time </li></ul><ul><li>You can’t provide world-class customer service unless you intentionally design the experience </li></ul><ul><li>Service Design helps design from the “outside in”, and create brilliant customer experiences </li></ul>
  59. 90. guardian.co.uk/service-design
  60. 91. Thanks Trent Mankelow Optimal Usability [email_address] Sign up to our newsletter at optimalusability.com !
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