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Digital Briefing 2009, Digital Service Design

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    Digital Briefing 2009, Digital Service Design - Presentation Transcript

    1. DIGITAL SERVICE A new approach to the digital channels KLAUS SILBERBAUER Concept Director Creuna Denmark
    2. WHAT IS SERVICE DESIGN? “ Service Design is a profession concerned with improving the experience that customers receive from a service provider. http://en.wikipedia.org/wiki/Service_design
    3. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 4
    4. WHAT IS SERVICE DESIGN? DIGITAL BRIEFING 2009, 28.05.09 © Creuna 5
    5. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 6
    6. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 6
    7. NON-TANGIBLE SERVICES DIGITAL BRIEFING 2009, 28.05.09 © Creuna 7
    8. So, why does a digital agency talk about service design? DIGITAL BRIEFING 2009, 28.05.09 © Creuna 8
    9. REMEMBER WHAT MARTIN SAID... “ Everything that can be digital will be digital. Jeff Dachis, Razorfish DIGITAL BRIEFING 2009, 28.05.09 © Creuna 9
    10. PRODUCT VS. SERVICE DIGITAL BRIEFING 2009, 28.05.09 © Creuna 10 Shostack 1977
    11. Salt Soft drinks Detergents Tangible dominant Automobiles PRODUCT VS. SERVICE Cosmetics DIGITAL BRIEFING 2009, 28.05.09 Fastfood Fastfood outlets outlets Advertising agencies Airlines Investment management © Creuna Consulting 10 Teaching Shostack 1977 Intangible dominant
    12. PRODUCT VS. SERVICE Soft drinks Detergents Automobiles Salt Cosmetics Fastfood outlets Intangible dominant Tangible dominant outlets Fastfood Advertising agencies Airlines Investment management Consulting Teaching Process of improvement = product development 28.05.09 DIGITAL BRIEFING 2009, © Creuna 10 Shostack 1977
    13. PRODUCT VS. SERVICE Process of improvement = Soft drinks service design Detergents Automobiles Salt Cosmetics Fastfood outlets Intangible dominant Tangible dominant outlets Fastfood Advertising agencies Airlines Investment management Consulting Teaching Process of improvement = product development 28.05.09 DIGITAL BRIEFING 2009, © Creuna 10 Shostack 1977
    14. Salt Shostack 1977 Soft drinks Detergents Tangible dominant Automobiles PRODUCT VS. SERVICE Cosmetics DIGITAL BRIEFING 2009, 28.05.09 Fastfood Fastfood outlets outlets Advertising agencies Airlines Investment management © Creuna Consulting 11 Teaching Intangible dominant
    15. Salt Shostack 1977 Soft drinks Detergents Tangible dominant Automobiles PRODUCT VS. SERVICE Cosmetics DIGITAL BRIEFING 2009, 28.05.09 Fastfood Fastfood outlets outlets Advertising agencies Airlines Investment management © Creuna Consulting 11 Teaching Intangible dominant
    16. Salt Shostack 1977 Soft drinks Detergents Tangible dominant Automobiles PRODUCT VS. SERVICE Cosmetics DIGITAL BRIEFING 2009, 28.05.09 Fastfood Fastfood outlets outlets Advertising agencies Airlines Investment management © Creuna Consulting 11 Teaching Intangible dominant
    17. Salt Soft drinks Detergents Tangible dominant Automobiles Cosmetics Fastfood Fastfood outlets outlets POTENTIAL FOR DIGITALIZATION Advertising agencies Airlines Investment management Consulting Teaching Intangible dominant
    18. Salt Soft drinks Detergents Tangible dominant Automobiles Cosmetics Fastfood Fastfood outlets outlets POTENTIAL FOR DIGITALIZATION Advertising agencies digitalization Airlines High potential for Investment management Consulting Teaching Intangible dominant
    19. POTENTIAL FOR DIGITALIZATION High potential for digitalization Soft drinks Detergents Automobiles Salt Cosmetics Fastfood outlets Intangible dominant Tangible dominant outlets Fastfood Advertising agencies Airlines Investment management Consulting Teaching High potential for added value through digital service
    20. Salt Soft drinks Detergents Tangible dominant “SERVIFICATION” Automobiles Cosmetics Fastfood Fastfood outlets outlets Advertising agencies Airlines Investment management Consulting Teaching Intangible dominant
    21. Salt Soft drinks Detergents Tangible dominant “SERVIFICATION” Automobiles Cosmetics Fastfood Fastfood outlets outlets Advertising agencies Airlines Investment management Consulting Teaching Intangible dominant
    22. THE INTERNET GENERATION’S SERVICE DEMANDS Convenience Instant accessibility Sociability DIGITAL BRIEFING 2009, 28.05.09 © Creuna 14
    23. THE INTERNET GENERATION’S SERVICE DEMANDS Convenience Instant accessibility Sociability An example of how these demands changed the music industry... DIGITAL BRIEFING 2009, 28.05.09 © Creuna 14
    24. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 15
    25. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 16
    26. MUSIC AS PRODUCT Low convenience I can’t bring my entire collection. It breaks. Jewel cases are crap. It’s never where I need it. 12 tracks or nothing. Low accessibility I can buy it between 10am and 17pm. It takes days to get when ordered online. Low sociability Hard to share (need to burn a copy). It’s offline. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 16
    27. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 17
    28. MUSIC AS SERVICE High convenience I don’t have to store my music, I can download it whenever I want it. High accessibility I can get any music I want, 24/7. High sociability Easy to share via mail, memory stick etc. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 17
    29. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 18
    30. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 19
    31. just This is not a cool gadget DIGITAL BRIEFING 2009, 28.05.09 © Creuna 19
    32. This is one channel in a very elaborate service design DIGITAL BRIEFING 2009, 28.05.09 © Creuna 19
    33. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 20
    34. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 20
    35. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 21
    36. BROWSE BUY STORE LISTEN SHARE RECOMMEND DIGITAL BRIEFING 2009, 28.05.09 © Creuna 21
    37. BROWSE BUY STORE LISTEN SHARE RECOMMEND DIGITAL BRIEFING 2009, 28.05.09 © Creuna 21
    38. BROWSE BUY STORE LISTEN SHARE RECOMMEND DIGITAL BRIEFING 2009, 28.05.09 © Creuna 21
    39. BROWSE BUY STORE LISTEN SHARE RECOMMEND DIGITAL BRIEFING 2009, 28.05.09 © Creuna 21
    40. BROWSE BUY STORE LISTEN SHARE RECOMMEND DIGITAL BRIEFING 2009, 28.05.09 © Creuna 21
    41. BROWSE BUY STORE LISTEN SHARE RECOMMEND DIGITAL BRIEFING 2009, 28.05.09 © Creuna 21
    42. BROWSE BUY STORE LISTEN SHARE RECOMMEND DIGITAL BRIEFING 2009, 28.05.09 © Creuna 21
    43. BROWSE BUY STORE LISTEN SHARE RECOMMEND DIGITAL BRIEFING 2009, 28.05.09 © Creuna 21
    44. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 22
    45. MUSIC AS WHITE LABEL SERVICE High convenience The music is where you are. Phone, car, your home. High accessibility I can get any music I want, 24/7. High sociability Easy to share via internet. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 22
    46. MUSIC BECAME PURE SERVICE WITHIN 10 YEARS Intangible dominant Tangible dominant
    47. MUSIC BECAME PURE SERVICE WITHIN 10 YEARS Intangible dominant Tangible dominant
    48. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 24
    49. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 25
    50. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 26
    51. THE CAR AS A SERVICE
    52. THE CAR AS A SERVICE
    53. THE CAR AS A SERVICE
    54. “SERVIFICATION” PRODUCT + SERVICE = NEW, IMPROVED OFFERING Generic, tangible product
    55. “SERVIFICATION” PRODUCT + SERVICE = NEW, IMPROVED OFFERING Generic, tangible product Your service offering
    56. “SERVIFICATION” PRODUCT + SERVICE = NEW, IMPROVED OFFERING Generic, tangible product New, unique offering Your service offering
    57. ERM, HOW? The service design crash course
    58. CLOSE THE STRATEGY GAP WEBSITE (?) BUSINESS DIGITAL BRIEFING 2009, 28.05.09 © Creuna 30
    59. CLOSE THE STRATEGY GAP BUSINESS DIGITAL BRIEFING 2009, 28.05.09 © Creuna 31
    60. CLOSE THE STRATEGY GAP USER INSIGHT BUSINESS DIGITAL BRIEFING 2009, 28.05.09 © Creuna 31
    61. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 32
    62. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 32
    63. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 33
    64. THE BUS EXPERIENCE THE ACTUAL RIDE (The easy part) DIGITAL BRIEFING 2009, 28.05.09 © Creuna 34
    65. THE BUS EXPERIENCE PLANNING THE ACTUAL RIDE WORRYING - WILL I (The easy part) CATCH THE NEXT BUS? FINDING A BUS STOP BUYING TICKETS DIGITAL BRIEFING 2009, 28.05.09 © Creuna 34
    66. THE BUS EXPERIENCE PLANNING THE ACTUAL RIDE CHANGING BUS / WORRYING - WILL I (The easy part) WALKING THE CATCH THE NEXT BUS? LAST BIT FINDING A BUS STOP BUYING TICKETS DIGITAL BRIEFING 2009, 28.05.09 © Creuna 34
    67. THE BUS EXPERIENCE WHAT THE SERVICE DESIGN SHOULD COVER PLANNING THE ACTUAL RIDE CHANGING BUS / WORRYING - WILL I (The easy part) WALKING THE CATCH THE NEXT BUS? LAST BIT FINDING A BUS STOP BUYING TICKETS DIGITAL BRIEFING 2009, 28.05.09 © Creuna 34
    68. CLOSE THE GAP USER INSIGHT BUSINESS DIGITAL BRIEFING 2009, 28.05.09 © Creuna 35
    69. CLOSE THE GAP SCENARIOS USER INSIGHT BUSINESS DIGITAL BRIEFING 2009, 28.05.09 © Creuna 35
    70. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 36
    71. Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetur elit. Suspendisse rutrum, consectetur adipiscing elit. consectetur adipiscing elit. consectetur adipiscing elit. lacus id dignissim posuere, lacus Suspendisse rutrum, lacus Suspendisse rutrum, lacus id dign erat tristique. issim posuere, lacus erat tr Lorem ipsum dolor sit Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, rutrum, consectetur adipiscing elit. consectetur adipiscing elit. lacus id dignissim posuere, lacus Suspendisse rutrum, l Suspendisse rutrum, lacus id erat tristique. dignissim posuere, lacus erat tristique. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 36
    72. CLOSE THE GAP SCENARIO USER INSIGHT BUSINESS DIGITAL BRIEFING 2009, 28.05.09 © Creuna 37
    73. CLOSE THE GAP TOUCH TOUCH TOUCH TOUCH TOUCH TOUCH POINT POINT POINT POINT POINT POINT SCENARIO USER INSIGHT BUSINESS DIGITAL BRIEFING 2009, 28.05.09 © Creuna 37
    74. SCENARIO TOUCH TOUCH TOUCH TOUCH TOUCH TOUCH POINT POINT POINT POINT POINT POINT DIGITAL BRIEFING 2009, 28.05.09 © Creuna 38
    75. SCENARIO TOUCH TOUCH TOUCH TOUCH TOUCH TOUCH POINT POINT POINT POINT POINT POINT DIGITAL BRIEFING 2009, 28.05.09 © Creuna 38
    76. SCENARIO TOUCH TOUCH TOUCH TOUCH TOUCH TOUCH POINT POINT POINT POINT POINT POINT DIGITAL BRIEFING 2009, 28.05.09 © Creuna 38
    77. SCENARIO TOUCH TOUCH TOUCH TOUCH TOUCH TOUCH POINT POINT POINT POINT POINT POINT DIGITAL BRIEFING 2009, 28.05.09 © Creuna 38
    78. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 39
    79. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 39
    80. COOPERATE As a service experience are the sum of all touchpoints. All important stakeholders must be included in the design of services. This is not easy, but it pays off. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 40
    81. DIGITAL BRIEFING 2009, 28.05.09 © Creuna 41
    82. THANKS Klaus Silberbauer Concept Director, Creuna Denmark klaus.silberbauer@creuna.dk http://blog.creuna.dk/author/cphkssr Twitter: silberbauer +45 22 68 58 35 DIGITAL BRIEFING 2009, 28.05.09 © Creuna 42
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