N2 Nolla - Service design as a tool for strategy creation

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Service design has been proven to work both in hands-on development projects and as a tool for strategy creation. We will discuss how a co-created customer experience strategy supports and facilitates internal change. Also, the presentation gives insights into the disappearing boundaries between brand, communication and service.

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N2 Nolla - Service design as a tool for strategy creation

  1. 1. Service design as a tool for strategy creation ABB | Laura Invenius N2 Nolla | Lotta Buss 13.11.2013
  2. 2. Content 1 5 ABB and N2 Nolla Key insights 2 6 Process and Methods Summary 3 Tools 4 Outcomes O
  3. 3. About us ABB & N2 Nolla O
  4. 4. * ABB Drives are devices that are used to control the speed of an electrical motor, either an induction motor or a synchronous motor. O
  5. 5. Creating better customer experiences in digital touchpoints O
  6. 6. Process & Methods O
  7. 7. Co-creation is the most powerful way to build internal commitment Market Researcher Mark.Dir. Sales Dir. Digital Strategist Digital MarCom Product Mngmt Country MarCom O Service Designer Junior Serv.Des.
  8. 8. Building blocks of the project 0. Data and current state analysis 1. Personas 2. Journeys & Gap analysis 3. Contents & Channels 4. Tools and Services 5. Road Map O
  9. 9. The process 12/2012 4-5/2013 8/2013 >> Brief O 1-4/2013 Insights (internal and external) Solutions Execution Validation
  10. 10. INTERNAL EXTERNAL
  11. 11. Goals and guidelines: Business goals O Project goals Brand guidelines
  12. 12. Background information: Benchmarking Competitor analysis Customer research NPS Market outlook O
  13. 13. Internal insights: Factory tour Discussions with sales Discussions with product management O
  14. 14. External insights from 8 countries: Discussions with endcustomers Discussions with partners Discussions with OEMs O
  15. 15. Co-creation: Global telco (current state analysis) Global 2 day workshop with country organisations (creating together) Finalizing workshop with core-team O
  16. 16. Tools O
  17. 17. “Everything should be made as simple as possible, but not simpler.” -Albert Einstein
  18. 18. Personas – Relevant contents and channels 25.9.2013 O
  19. 19. Personas cluster information about customers and partners CHRIS THE SALES GUY O BOB THE ENGINEER JOHNNY THE MANAGER
  20. 20. Buyers’ Journeys – Context and place 25.9.2013 O
  21. 21. Buyers’ journey and gap analysis map out problems and challenges in interactions Gap Gap Gap Expectation Experience
  22. 22. Buyers’ journey and gap analysis map out problems and challenges in interactions Gap What do we have? What are we lacking? How should Gap we proioritize? Gap Expectation Experience
  23. 23. Design driver – Reduced customer effort is the most significant value creator
  24. 24. Outcomes O
  25. 25. Contents: 12 topics on three levels O
  26. 26. Contents: 12 topics on three levels 1. MUST HAVE INFORMATION 4 topics 2. EDUCATIONAL AND ADDITIONAL INFORMATION 4 topics value adding sharable O 3. FORWARD LOOKING INFORMATION 4 topics
  27. 27. Channels in the digital ecosystem LinkedIn Twitter Facebook Social ads ABB.com Display SEM Search visibility, PR Customer communication News-letter Mobile ads Shares, blogs Responsive scalability to mobile Mobile search visilibity Sales tools Paid O Owned Earned
  28. 28. Contents Channels 11 Prototypes of tools and services 25.9.2013 O
  29. 29. Choose your industry Choose your industry ○ ipsum ○ ipsum Labore Tempor Dolore Labore Tempor Dolore Amet Amet Type of motor Type of motor ○ ○ ○ Dolore Amet ipsum ○ ○ ○ ○ Dolore ○ Amet ipsum Labore Labore motor size 12 kW motor size + 12 kW of energy is saved of energy is saved + Advanced filters + Advanced filters + See breakdown See breakdown 360° ACS360 Lorem ipsum dolor sit elit, sed amet, cons do eiusm ectetur od temp dolore. adipisicing or incid idunt ut labore et + Fact shee t Images Order placement Push information about product being packed Order confirmation and delivery time estimate Push information about received order Thank you and feedback as push message Buy See similar drives (12) Mod Order status from Log-in service ify you r search ACS360 Lorem ipsum dolor sit consectet amet, ur adipis icing elit Choose your industry ○ ipsum Labore Tempor Dolore Amet Type of motor ○ ○ ○ ○ Dolore Amet ipsum Labore motor size 12 kW of energy is saved + Advanced filters + See breakdown 11 PROTOTYPES OF TOOLS & SERVICES
  30. 30. Choose your industry Choose your industry ○ ipsum ○ ipsum Labore Tempor Dolore Labore Tempor Dolore Amet Amet Type of motor Type of motor ○ ○ ○ Dolore Amet ipsum ○ ○ ○ ○ Dolore ○ Amet ipsum Labore Labore motor size 12 kW motor size + 12 kW of energy is saved of energy is saved + Advanced filters + Advanced filters + See breakdown See breakdown 360° ACS360 Lorem ipsum dolor sit elit, sed amet, cons do eiusm ectetur od temp dolore. adipisicing or incid idunt ut labore et + Fact shee t Images Order placement Push information about product being packed Order confirmation and delivery time estimate Push information about received order Thank you and feedback as push message Buy See similar drives (12) Mod Order status from Log-in service ify you r search ACS360 Also redesigns and minor changes can result in great improvements that add customer value Lorem ipsum dolor sit consectet amet, ur adipis icing elit Choose your industry ○ ipsum Labore Tempor Dolore Amet Type of motor ○ ○ ○ ○ Dolore Amet ipsum Labore motor size 12 kW of energy is saved + Advanced filters + See breakdown 11 PROTOTYPES OF TOOLS & SERVICES
  31. 31. What are we doing now? We have created a digital roadmap including both content topics and tools – external and internal We are changing from local processes and tools to a global approach if we think it benefits the business It is a tornado effect: once people figured it out, things have started to happen Clearly the need has been latent in the organization, but putting it all together started the change process O
  32. 32. Renewed website for ABB drives
  33. 33. Renewed internal newsletter for ABB drives
  34. 34. Key insights From the ABB perspective O
  35. 35. Before ”In B2B business people don’t use social media” ”People want just technical specs, they don’t need anything else” ”My customers don’t look for information in web, they just call me” ”You can’t find anything on our site” ”All I need is a brochure that I can hand out when I’m standing on the event stand. It is an easy way to reach customers when they are passing by.” O ”We need only whitepapers, that is the only form of marketing that is needed” ”Thought leaders – we? We don’t really know what will happen in the future. Do we?”
  36. 36. After We understand and accept differences between different personas We know who the customer personas are and what they are like We know different stages of buyers’ journeys and understand what they mean We know what they are looking for We have identified different channels and created content plans for these channels O The most important fact is, however, that we all talk about the same things, based on the facts that we learnt directly from customers
  37. 37. Comments from co-workers “ Thanking you very much for building up a valuable web marketing ABB benchmark, which has now proven to be a key resource regarding our local projects. “ “ I have found a treasure today – your strategy presentation Thank you so much for sharing generously, it is a benchmark in ABB and many findings can certainly be applied to other business units as well. O
  38. 38. Summary O
  39. 39. INTERNAL CHANGE There was little internal change resistance due to the co-creative nature of the project. Also, outcomes are easier to implement and follow through. O
  40. 40. SHARED FOCUS Customer centricity gave internal stakeholders a common ground, a common language and a shared understanding of the direction. O
  41. 41. BRAND FROM A CUSTOMER PERSPECTIVE Our solution design reached a new level when we tried not to think in organisation silos, but kept focus on customers’ image of the brand. Tools, communication and services create together a total customer experience. O
  42. 42. Thank you! Laura Invenius | laura.invenius@fi.abb.com Lotta Buss | lotta.buss@n2nolla.fi O

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