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Buying into service design

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a presentation Erik Roscam Abbing did for 'the web and beyond' on how service design should combine design and business thinking, insights and metrics, money and magic.

a presentation Erik Roscam Abbing did for 'the web and beyond' on how service design should combine design and business thinking, insights and metrics, money and magic.

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  • really good one Erik.
    I understand your not allowing a download. if u will one day, would love to get it, for personal use only! stealing is not my style.
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  • let’s start by defining what we mean when we talk about service design\n
  • let’s start by defining what we mean when we talk about service design\n
  • let’s start by defining what we mean when we talk about service design\n
  • let’s start by defining what we mean when we talk about service design\n
  • let’s start by defining what we mean when we talk about service design\n
  • let’s start by defining what we mean when we talk about service design\n
  • let’s start by defining what we mean when we talk about service design\n
  • let’s start by defining what we mean when we talk about service design\n
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  • Who in the audience was ever called out of bed by his boss or a client saying : I need service design now, or else my company is in danger. Who?\n\n\n
  • Who in the audience was ever called out of bed by his boss or a client saying : I need service design now, or else my company is in danger. Who?\n\n\n
  • so you need to really understand what the value is.\n
  • so you need to really understand what the value is.\n
  • so you need to really understand what the value is.\n
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  • they have a different way of looking at the world. And the two world views don’t match.\nWhere businesses see value a certain way (A), customers often see value a completely different way (B)\n
  • they have a different way of looking at the world. And the two world views don’t match.\nWhere businesses see value a certain way (A), customers often see value a completely different way (B)\n
  • they have a different way of looking at the world. And the two world views don’t match.\nWhere businesses see value a certain way (A), customers often see value a completely different way (B)\n
  • they have a different way of looking at the world. And the two world views don’t match.\nWhere businesses see value a certain way (A), customers often see value a completely different way (B)\n
  • they have a different way of looking at the world. And the two world views don’t match.\nWhere businesses see value a certain way (A), customers often see value a completely different way (B)\n
  • they have a different way of looking at the world. And the two world views don’t match.\nWhere businesses see value a certain way (A), customers often see value a completely different way (B)\n
  • they have a different way of looking at the world. And the two world views don’t match.\nWhere businesses see value a certain way (A), customers often see value a completely different way (B)\n
  • they have a different way of looking at the world. And the two world views don’t match.\nWhere businesses see value a certain way (A), customers often see value a completely different way (B)\n
  • the worldview paradox: business insights don’t lead to customer value and customer insights don’t lead to business value.\n
  • the worldview paradox: business insights don’t lead to customer value and customer insights don’t lead to business value.\n
  • the worldview paradox: business insights don’t lead to customer value and customer insights don’t lead to business value.\n
  • the value of service design is to come up with great ideas to redesign the customer’s experience..... For those parts of the experience where it really matters, and do this in a way that the business can predictably and sustainably deliver this experience and make money on it.\nThe value of good service desig nis to integrate the two worldviews!\n
  • the value of service design is to come up with great ideas to redesign the customer’s experience..... For those parts of the experience where it really matters, and do this in a way that the business can predictably and sustainably deliver this experience and make money on it.\nThe value of good service desig nis to integrate the two worldviews!\n
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  • the next step was to analyse those themes in terms of the value they brought to the customer and to ohra. Ease to the custmer means I can get on with my life. To the company it means they can help you quicker so there’s more room to get to know you and help you deeper.\n
  • for each theme this led to a deep understanding of how each interaction in that theme could lead to real value to both parties involved. This understanding of the co-created value led to a the next step: thinking on how to deliver this value, how to make it happen. We specifically thought of both the company and the customer in this process of value delivery.\n
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  • does that imply we need to get back in the box? that design should fit in, no more wild ideas?\nno, look at sean parker investing in spotify. He didn’t loose his creativity, he’s just gotten much better at combining it with a clever and sustainable (legal) business model that make artists and consumers happy.\n
  • does that imply we need to get back in the box? that design should fit in, no more wild ideas?\nno, look at sean parker investing in spotify. He didn’t loose his creativity, he’s just gotten much better at combining it with a clever and sustainable (legal) business model that make artists and consumers happy.\n
  • does that imply we need to get back in the box? that design should fit in, no more wild ideas?\nno, look at sean parker investing in spotify. He didn’t loose his creativity, he’s just gotten much better at combining it with a clever and sustainable (legal) business model that make artists and consumers happy.\n
  • does that imply we need to get back in the box? that design should fit in, no more wild ideas?\nno, look at sean parker investing in spotify. He didn’t loose his creativity, he’s just gotten much better at combining it with a clever and sustainable (legal) business model that make artists and consumers happy.\n
  • does it imply we need to fit in? start behaving like business men? adapt to our client and no longer adopt the role of creative conscience?\nYou can still be the creative conscience in the room, you can still show businesses the other option. But do it smartly and you’ll get a lot done.\n
  • does it imply we need to fit in? start behaving like business men? adapt to our client and no longer adopt the role of creative conscience?\nYou can still be the creative conscience in the room, you can still show businesses the other option. But do it smartly and you’ll get a lot done.\n
  • does it imply we need to fit in? start behaving like business men? adapt to our client and no longer adopt the role of creative conscience?\nYou can still be the creative conscience in the room, you can still show businesses the other option. But do it smartly and you’ll get a lot done.\n
  • does it imply we need to stop caring for the customer so much? that we need to think money first, happy customers later?\nNo, happy customers means €€€ if you really know what you’re doing. Don’t randomly redesign the journey, do it with focus and clear goals.\n
  • does it imply we need to stop caring for the customer so much? that we need to think money first, happy customers later?\nNo, happy customers means €€€ if you really know what you’re doing. Don’t randomly redesign the journey, do it with focus and clear goals.\n
  • does it imply we need to stop caring for the customer so much? that we need to think money first, happy customers later?\nNo, happy customers means €€€ if you really know what you’re doing. Don’t randomly redesign the journey, do it with focus and clear goals.\n
  • resolving paradoxes, not either A or B but A and B\nPvdA and VVD, the dutch socialist and liberal party that ar now forging a new coalition.\n
  • resolving paradoxes, not either A or B but A and B\nPvdA and VVD, the dutch socialist and liberal party that ar now forging a new coalition.\n
  • resolving paradoxes, not either A or B but A and B\nPvdA and VVD, the dutch socialist and liberal party that ar now forging a new coalition.\n
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Buying into service design Buying into service design Presentation Transcript

  • Buying into service design combining the money & the magic erik roscam abbing zilver innovation 26 september 2012
  • Today’s journey: Me Service design?3 pillars for Selling SD
  • Service design?
  • image courtesy of Gate 7 TU delft
  • not an easy thing to sell... forward looking user centred design led explorative long term uncertain strategic across silos
  • I NEED SERVICE DESIGN. NOW!!! photo flickr bruce charles
  • We need to understand the value of service design
  • the world view paradox businesses think service designers think in terms of in terms ofvalue to the business value to the customer
  • the world view paradox A Bbusinesses look at service designers look atthe world through the world through a a business lens customer lens
  • the world view paradoxtoo often, business insights too often, customer insightsdon’t lead to customer value don’t lead to business value
  • the world view paradox That’s why it’s vital that you match the two world views The value of Service design is that it does just that!
  • service design sells when it marries when it focusses value to the on those parts of business with the experience value to the where it really customer matters when it sets clear goals and measures the effects
  • 1.Service design sells when it marriescustomer value with business value
  • you can do the math:a happy customer is worth 4x as much as an unhappy customer
  • what makes customers really happythroughout their interactions with an insurance company?
  • 2.Service design sells when it focusses on those parts of the experience where it really matters
  • net promotor score analysis
  • Combining customer insights and business metrics into a customer journey map, that clearly shows where design effort is required most.Don’t redesign the journey, redesign those parts of the experience that lead to unhappy customers.
  • So internal service design teams can go to work in a focused and effective way.
  • 3. Service design sells when it setsclear goals and measures the effects
  • Virgin’s question to us:“how do we lift our customer satisfactionscore from 7.XX to 8.X by Sept 2012, whilstdelivering a differentiated experience that our targeted customers rave about?”
  • 10% increase in our customer satisfaction score in the first 7 months of the programme!
  • service design sells when it marries when it focusses value to the on those parts of business with the experience value to the where it really customer matters when it sets clear goals and measures the effects
  • the effects of service design happier more efficient more aligned customers processes organisations 1 2 3
  • 1. happier customerspromote your service to othersbuy more from you and stay longerare easier to serve net promotor score customer effort score brand preference brand loyalty cross-sell / up-sell churn # contacts
  • 2. more efficient processesare quick, pleasant and efficienthave low costskeep current customers and gain new customerslead to few complaints first call resolutionleave room for personal care case times employee satisfaction cost per process step market growth churn # complaints
  • 3. more aligned organisationshave high internal brand awarenessshow close cooperation between departmentsare creative and efficient in solving issuesshow initiative in coming up with new solutions internal brand preferencework better with partners and suppliers # cross-departmental initiatives first call resolution # complaints # innovations time spent on innovation partner and supplier satisfaction
  • so yes,it can all be measured
  • but that doesn’t meanservice design is a rational,linear, predictable process
  • does that imply we need to get back in the box? thatback in the box? design should fit in, no more wild ideas? no, look at sean parker investing in spotify. He didn’t loose his creativity, he’s just gotten much better at combining it with a clever and sustainable (legal) business model that make artists and consumers happy. sean parker isn’t....
  • does it imply we need to fit in? start behaving likeloose our attitude? business men? adapt to our client and no longer adopt the role of creative conscience? You can still be the creative conscience in the room, you can still show businesses the other option. But do it smartly and you’ll get a lot done. photo flickr cedim news photo flickr jean baptiste paris jon kolko doesn’t.....
  • does it imply we need to stop caring for theonly think €€€ ??? customer so much? that we need to think money first, happy customers later? No, happy customers means €€€ if you really know what you’re doing. Don’t randomly redesign the journey, do it with focus and clear goals. tony hsieh doesn’t.....
  • design thinking! &
  • out of the box & in the box &
  • users & businesses &
  • madness & methods &
  • the money & the magic &
  • thanks! www.zilverinnovation.comwww.designthenewbusiness.com @roscamabbing erik@zilverinnovation.com