• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Service design
 

Service design

on

  • 4,666 views

Short presentation on services, service design and the relationships between service design and service branding.

Short presentation on services, service design and the relationships between service design and service branding.

Statistics

Views

Total Views
4,666
Views on SlideShare
4,409
Embed Views
257

Actions

Likes
45
Downloads
0
Comments
4

7 Embeds 257

http://digitaltrendspotting.dk 183
http://www.linkedin.com 31
http://www.slideshare.net 30
https://www.linkedin.com 7
http://translate.googleusercontent.com 3
http://www.lmodules.com 2
http://131.253.14.98 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

14 of 4 previous next Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • 정말 좋은 자료로군!
    Are you sure you want to
    Your message goes here
    Processing…
  • great job
    Are you sure you want to
    Your message goes here
    Processing…
  • Appreciate the well-written and new perspectives in this presentation. Thanks!
    Are you sure you want to
    Your message goes here
    Processing…
  • very clear view on service design
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Service design Service design Presentation Transcript

    • On service design Søren Bechmann
    • What is a service?
    • ”Service is everything that can’t fall on your feet.”
    • 73% of what we do in Denmark is related to services
    • What characterizes a service? Intangible Sale = production = use Volatile, not possible to store Often complex and part of a process Difficult to measure Varies and is heterogeneous Buyer without control Buyer play an active role
    • Consequenses Intangible Make tangible, evidencing Sale = production = use Capacity, time management, HRM Volatile, not possible to store Dramatice and valuecreation Often complex and part of a process Simplify, explain Difficult to measure Create quality experience Varies and is heterogeneous Handle variability and complaints Buyer without control Create feeling of control Buyer play an active role Make the buyer participate
    • What is service design?
    • Service design is about developing services that are attractive to customers and effective to the service companies
    • Service design is the design of intangible, often complex experiences that reach people through many different touchpoints and that happen over time.
    • What can service design do? Create deeper insight in user needs Develop services with the users Create stronger relations to customers Develop better services Optimize and make more efficient services Create better cooperation – internal and external Integrate more disciplines across the organisation Coordinate all touchpoints Create foundation for differentiation and branding Give companies something more relevant, different and credible to say and do
    • Service design Experience Innovation Emotional Innovation Process Innovation Functional Innovation
    • The Service Design process
    • Methods and tools
    • Methods and tools Customer Journey Lorem ipsum is a Lorem ipsum Lorem ipsum is is a Lorem lore a Lorem ipsum ipsum is a lore is a Lorem lore Lorem ipsum is ipsum is a lore a Lorem ipsum Lorem ipsum is is a klew wert a Lorem ipsum is a klew wert Lorem ipsum is a Lorem ipsum is a Lorem lore ipsum is a lore Lorem ipsum is a Lorem ipsum is a klew wert Lorem ipsum is a Lorem ipsum is a Lorem lore Lorem ipsum is ipsum is a lore a Lorem ipsum Lorem ipsum is is a Lorem lore a Lorem ipsum ipsum is a lore is a klew wert Lorem ipsum is a Lorem ipsum is a klew wert Lorem ipsum is a Lorem ipsum is a Lorem lore ipsum is a lore Lorem ipsum is a Lorem ipsum is a klew wert Lorem ipsum is a Lorem ipsum is a Lorem lore Lorem ipsum is ipsum is a lore a Lorem ipsum Lorem ipsum is Lorem ipsum is is a Lorem lore a Lorem ipsum a Lorem ipsum ipsum is a lore is a klew wert is a Lorem lore Lorem ipsum is ipsum is a lore a Lorem ipsum Lorem ipsum is is a klew wert a Lorem ipsum is a klew wert
    • Methods and tools Molecular Modelling Approach Børste sko Påføre skocreme Pudse sko Modtage betaling Forkert Rengøre sko Materialer farve Valg og indkøb af materialer
    • Methods and tools Service Blueprint Evidence ! Customer Activity ”Interaction Line” Frontstage ”Visiblity Line” Backstage ”Line of Internal Interaction” Support Processes
    • Methods and tools Emotional Timeline
    • Methods and tools
    • Service Evidencing Formal Evidence Experienced Evidence Real Evidence
    • Service Evidencing: Real Evidence
    • Service Evidencing: Formal Evidence
    • Service Evidencing: Experienced Evidence
    • Service Evidencing
    • Service Evidencing
    • Service design or service branding? Product Brand Service Experience kr. 0,25 kr. 1,50 kr. 15,00 kr. 35,00
    • Service design or service branding? A brand is the result of everything a company do Of all the touchpoints betweem company and customers Everything communicates Service design can coordinate all touchpoints Service design can add more substance and content to the brand Service design creates something relevant, different and credible to tell the customers
    • Service design = branding Advertising Sponsorships PR Website Complaint handling Invoice Shops IT Cleaning Driver Everything Staff communicates Telephone Know how Payment Uniforms Services
    • What if...? Kindergarten Fitness Center Trains
    • Examples
    • Tryg Vesta
    • Progressive Casualty Insurance
    • Hotel Malibu Beach Inn
    • Sticks ’n’ Sushi
    • The Carphone Warehouse
    • iTunes
    • Søren Bechmann bechmann@youmail.dk Author Speaker Servicedesigner In advertising since 1983 2008 2009 2010