Introduction to Service Design

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This presentation has been shown three times by Trent Mankelow from Optimal Usability: …

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

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  • 1. Trent Mankelow Introduction to Service Design
  • 2. Customer? Customer?
  • 3.  
  • 4.
    • "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"
    • - Tony Hsieh, Zappos CEO
    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
  • 5. Zappos’ goal is to make sure every interaction results in the customer saying , “That was the best customer service I have ever had”
  • 6. From http://trainingtime.wordpress.com/2009/02/27/why-zappos-sent-my-mom-a-get-well-card/
  • 7. Photo from http://scott-allison.net/2009/12/08/culture-at-zappos-and-how-everyone-benefits/
  • 8. New employees are offered $2,000 to quit
  • 9.  
  • 10.
    • “ It's best to know early on if an employee doesn't buy into the vision or the culture, it just makes economic sense”
    • - Tony Hsieh, Zappos CEO
  • 11.  
  • 12.  
  • 13. X 1,000,000,000
  • 14. Zappos is a service company that happens to sell shoes Photo from http ://www.flickr.com/photos/lachlanhardy/83702051/
  • 15. What’s the best service experience you've ever had?
  • 16. What’s the worst service experience you've had?
  • 17. So why is customer service so average?
  • 18. Most companies think inside-out From http://blogs.harvardbusiness.org/merholz/2009/06/a-framework-for-building-custo.html
  • 19. SYSTEMS
  • 20. PROCEDURES
  • 21. TOUCHPOINTS
  • 22. ...Advertising
  • 23. ...Websites
  • 24. ...Customer-facing staff
  • 25. ... Communication and mailings
  • 26. ... Physical environments
  • 27. INTERACTIONS
  • 28. EXPERIENCES
  • 29.  
  • 30.  
  • 31. What is a service?
  • 32.
    • Intangible
    Product Service Tangible
  • 33.
    • A service is often made up of several interactions using a range of touchpoints over time
    Support me Guide me Inform me Engage me  Advertising Website Customer-facing staff Communications Physical environments
  • 34. My TV Buying Experience
  • 35.  
  • 36.  
  • 37.  
  • 38. Your TV is ready to pick up!
  • 39. Photo from http://www.dnzproperty.com/images/objectImages/highres_images/PMC-Noel-Leeming.jpg
  • 40. A new TV!!
  • 41. Customer-facing staff Websites Communications Physical environments Payment systems Packaging
  • 42.  
  • 43.  
  • 44. Service Design Process
  • 45. Service Design Process
  • 46. Service Design Process
  • 47. Service Design Process
  • 48. Service Design Process
  • 49. Service Design Process
  • 50.
    • From http://servicedesigntools.org
    Service Design Methods
  • 51. Personas
  • 52. Service Design Process
  • 53.  
  • 54.  
  • 55.  
  • 56.  
  • 57.  
  • 58.  
  • 59.   Target increase Actual increase Page views 10% 25% Page views (by staff) 10% 32%
  • 60.
    • From http://servicedesigntools.org
    Service Design Methods
  • 61. Experience prototypes
  • 62. Service Design Process
  • 63.  
  • 64.  
  • 65. What’s the best service experience you've ever had? Photo from www.vernonresearch.com/site-images/FocusGroup.jpg
  • 66. Photo from http://www.eavesconsulting.com/storage/concierge.jpg
  • 67. Photos from www.appleinsider.com
  • 68.  
  • 69.  
  • 70.
    • “ Oh, God, we're screwed!”...
  • 71.
    • So we redesigned it. And it cost us, I don't know, six, nine months...
  • 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
  • 73. Photo from http://www.slideshare.net/monstro/customer-service-is-the-new-marketing-next09-hamburg
  • 74.  
  • 75. Annual sales per square foot in USD
    • Saks = $362
    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
  • 76.  
  • 77.  
  • 78.  
  • 79.  
  • 80.  
  • 81.  
  • 82.  
  • 83.  
  • 84. In conclusion
  • 85.
    • Transform New Zealand organisations into providers of world-class customer experiences
    Our vision is to
  • 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
  • 87. You are here Photo from http://www.hardbrassmedia.com/about.html
  • 88. Three key takeaways:
    • A service is made up of several interactions using a range of touchpoints over time
    • You can’t provide world-class customer service unless you intentionally design the experience
    • Service Design helps design from the “outside in”, and create brilliant customer experiences
  • 89.  
  • 90. guardian.co.uk/service-design
  • 91. Thanks Trent Mankelow Optimal Usability [email_address] Sign up to our newsletter at optimalusability.com !