Trust in Digital, a Call for Service Design in Digital

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Service Design offers us new tools and insight into how we can build experiences that built trust and influence behaviour change that is beneficial to brands and organizations. In a world where a growing number of interactions are digital in nature, I hope we can move (as an industry) beyond online advertising, promotions and contests.

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Trust in Digital, a Call for Service Design in Digital

  1. 1. PUTTING
 TRUST IN
 DIGITAL A call for service design. 2ND DRAFT 3RD DRAFT
  2. 2. THE INTRO We are increasingly interacting with brands in digital channels.
  3. 3. THE INTRO With so many brand touchpoints in digital, our tactics should be accountable for the things that matter to the business. BUILD RELATIONSHIPS DRIVE SALES RETAIN CUSTOMERS INCREASE SATISFACTION MOBILIZE FOLLOWERS
  4. 4. THE INTRO Only most digital programs aren’t measured against these key indicators. Frankly, because we aren’t delivering on them. BUILD RELATIONSHIPS DRIVE SALES RETAIN CUSTOMERS INCREASE SATISFACTION MOBILIZE FOLLOWERS
  5. 5. THE INTRO Because changing consumer behaviour is really, really challenging.
  6. 6. THE INTRO We seem to have forgotten that we have to earn an individual’s trust before we can positively impact their behaviour.
  7. 7. THE INTRO And we have to build trust in a channel where customers often can’t touch the product or service we are promoting.
  8. 8. WHAT IS 
 TRUST? “Trust is high confidence in having a positive interaction with another.” - Douglas Reid, PhD, Strategy Professor at Queen’s University
  9. 9. WHAT IS 
 TRUST? “Trust is high confidence in having a positive interaction with another.” - Douglas Reid, PhD, Strategy Professor at Queen’s University ! In other words, trust is based on a customer’s expectations and is built experientially by interacting with a brand or organization.
  10. 10. WHAT IS 
 TRUST? Trust is formed when we demonstrate a reliable connection between commitment and delivery. ! We say something will be there tomorrow at 11 
 and it is there by 11. We deliver exceptional customer service in every channel we participate in. We provide value where we participate and not just promotional messages.
  11. 11. SERVICE
 DESIGN Building trust is about service delivery. Which is one very good reason to explore service design principles and tools. AC TO RS O FFERIN G EXPEC TATIO N S W AN TS AN D DESIRES H ABITS AN D AN XIETIES EXPERIEN C E DESIG N TO U C H PO IN TS STAKEH O LDER M APS PERSO N AS SERVIC E SAFARIS SH ADO W IN G JO U RN EY M APS C O N TEXTU AL IN TERVIEW S SELF-LED ETH N O G RAPH Y AN D M O RE…
  12. 12. SERVICE 
 DESIGN “Service Design is all about making the service you deliver useful, usable, efficient, effective and desirable.” - UK Design Council, 2010 ! ! AC TO RS O FFERIN G EXPEC TATIO N S W AN TS AN D DESIRES H ABITS AN D AN XIETIES EXPERIEN C E DESIG N TO U C H PO IN TS STAKEH O LDER M APS PERSO N AS SERVIC E SAFARIS SH ADO W IN G JO U RN EY M APS C O N TEXTU AL IN TERVIEW S SELF-LED ETH N O G RAPH Y AN D M O RE…
  13. 13. SERVICE
 DESIGN Step one is to create online experiences that meet or exceed customer’s expectations Customer
 expectations Brand
 credibility
  14. 14. SERVICE
 DESIGN And to ensure that the brand experience is credible and consistent with offline activity Customer
 expectations Brand
 credibility
  15. 15. SERVICE
 DESIGN Expectations around task-oriented goals are relatively straight forward to understand and assess. ! We just need to know the user’s purpose and whether they can reliably accomplish it.
  16. 16. RESEARCH
 TOOLS Evaluate task completion on a website property for FREE. Visitors are asked to rate the experience, specify the purpose for visiting, how they valued the experience and whether they accomplished their task or not. Simple feedback tab that can be integrated into any web property to allow visitors to get help or submit an idea on how to improve the experience. Feedback drives forum participation, voting on ideas and communication between organization and customers around new features or areas where an experience isn’t meeting expectations. SOME DIGITAL
  17. 17. SERVICE
 DESIGN Step two is to begin mapping the experiences of our audiences against their expectations. Meets Expectations Wow Moment
  18. 18. SERVICE
 DESIGN Step two is to begin mapping the experiences of our audiences against their expectations. Across every touchpoint. Meets Expectations Wow Moment
  19. 19. SERVICE
 DESIGN Expectations are not always so straight forward to assess and understand. We have to move past the 1980 frameworks on value (perceived quality and perceived value) Zeithaml, 1988
  20. 20. SERVICE
 DESIGN And explore explore frameworks for how customers value experiences. Boztepe, 2007
  21. 21. SERVICE
 DESIGN This begins when we embrace research methods that uncover the expectations and the value customers place on their experiences across channels. STAKEHOLDER MAPS PERSONAS SERVICE SAFARIS SHADOWING JOURNEY MAPS CONTEXTUAL INTERVIEWS SELF-LED ETHNOGRAPHY
  22. 22. DIGITAL AS
 SERVICE Digital drives customer and brand value when we engineer experiences that build trust by exceeding expectations across touchpoints and actors. MY PROPOSAL
  23. 23. DIGITAL AS
 SERVICE Experiences that meet or surpass expectations Create value for your customer Create value for the organization UTILITY DIFFERENTIATION REVENUE WORD OF MOUTH RETENTION SOCIAL SIGNIFICANCE EMOTIONAL SPIRITUAL
  24. 24. DIGITAL AS
 SERVICE Experiences that meet or surpass expectations Create value for your customer Create value for the organization Trust is a measure of your organization’s ability to create interactions of value to your customers UTILITY DIFFERENTIATION REVENUE WORD OF MOUTH RETENTION SOCIAL SIGNIFICANCE EMOTIONAL SPIRITUAL
  25. 25. DIGITAL AS
 SERVICE Experiences that meet or surpass expectations Create value for your customer Create value for the organization Intrinsic and extrinsic forces by which your customers set their expectations UTILITY DIFFERENTIATION REVENUE WORD OF MOUTH RETENTION SOCIAL SIGNIFICANCE EMOTIONAL SPIRITUAL
  26. 26. DIGITAL AS
 SERVICE Experiences that meet or surpass expectations Create value for your customer Create value for the organization Benefits of putting the customer first and 
 using service design as the business model UTILITY DIFFERENTIATION REVENUE WORD OF MOUTH RETENTION SOCIAL SIGNIFICANCE EMOTIONAL SPIRITUAL
  27. 27. ONE
 STORY Here is a personal story of an organization doing this remarkably well. ! ! ! I was looking for a new website to promote my photography.
  28. 28. ONE
 STORY Meets Expectations Wow Moment Squarespace was a sponsor of three of my favourite podcasts. The hosts spoke personally about how much they liked Squarespace. SPONSORSHIP
  29. 29. ONE
 STORY Meets Expectations Wow Moment I spoke to two developers with 15+ years of experience. Both were impressed with Squarespace and what someone could do with no programming. WOM
  30. 30. ONE
 STORY Meets Expectations Wow Moment So I stopped by the site for a feature tour. It was impressive, but then the site REALLY impressed me. INTEREST
  31. 31. ONE
 STORY Meets Expectations Wow Moment The site encouraged me to start building my site immediately with a “free trial” that did not require a credit card. I moved immediately into trial. INTERESTTRIAL!
  32. 32. ONE
 STORY Meets Expectations Wow Moment Any questions I had were answered within minutes via email or twitter. INTERESTTRIAL!
  33. 33. ONE
 STORY Meets Expectations Wow Moment I purchased two weeks later with a 10% off code. I expected the discount would only apply to the first month. Nope. Every month. Brilliant. PURCHASE
  34. 34. ONE
 STORY Meets Expectations Wow Moment I launched another site on Squarespace for a friend less than a month later. Just as easy and painless. ADD-ON PURCHASE
  35. 35. ONE
 STORY Meets Expectations Wow Moment Squarespace struggles with enabling advanced customization without upsetting the drag and drop interface. Not an easy task. CUSTOMIZE
  36. 36. ONE
 STORY Meets Expectations Wow Moment I stumbled on the suite of amazing apps that Squarespace offers to all their clients for free: Stats, Portfolio (for photographers), Notes and Blog. VALUE ADD
  37. 37. SERVICE
 VALUE A growing number of successful organizations are creating value through exceptional and trusted experiences across touchpoints.
  38. 38. SERVICE
 VALUE Sephora  brings  a  strong  focus  on  the  customer   experience  across  tradi5onal  and  digital  touchpoints.   Strong  and  vibrant  presence  on  Facebook,  Instagram,   Twi8er  and  more.   Site  integrated  with  Pinterest.  Employees  encouraged  to   build  Pinterest  beauty  boards.     iPads  in  store.   Mobile  opAmized  eCommerce  as  well  as  a  mobile  app.   Apple  Passbook  users  spend  two  Ames  the  annual  avg.   !
  39. 39. SERVICE
 VALUE Zappos  brings  a  focus  on  customer  service  that  is  close  to   unrivalled  in  the  online  retail  space.   Focus  on  building  a  culture  of  service.   Policies  that  create  key  “wow”  moments  for  customers.   Went  from  gross  sales  of  1.6  million  in  1999  to  $1  billion  in   2008   Focus  on  service  not  gizmos.   ! !
  40. 40. SERVICE
 VALUE Square  brings  a  focus  on  the  merchant  experience  to  a   space  that  has  always  been  about  frac5ons  of  a   percentage  for  the  merchant  and  horrific  service.   Pioneer  in  the  smart  phone  credit  card  swipe  technology.   Built  an  online  experience  that  remains  unmatched  by   compeAtors.   Focus  on  the  “wow”  factor  by  Dorsey.   In  3  years,  they  had  over  3  million  users  and  $15  billion  in   transacAons  annually.   In  2012,  Starbucks  announced  their  partnership  with   Square.   !
  41. 41. LET’S TALKS Are you looking to build trust and value in your digital channels? ! If so, we should talk!
  42. 42. LEARN MORE Interested in learning more about Service Design? Where to start: h8p://amzn.to/1iV8FA8 Other  Reading:   Service Innovation Through Touch-points: Development of an Innovation Toolkit for the First Stages of New Service Development, Clatworthy, 2011 User Value: Competing Theories and Models, Boztepe, 2007
  43. 43. SMART PEEPS Thanks to the following for their input to this deck: ! Douglas Reid Eli McIlveen Paul Tedesco Willem Simonis Jasmin Cheng Gavin Heaton
  44. 44. ABOUT 
 MOI I have built strategy teams, launched digital agencies and worked with some of the largest accounts in Canada. I am looking to join a sharp and dedicated team of people who have fun creating online experiences that drive real business value for their clients. I am currently looking for my next Director of Strategy or similar position in the Toronto area. ca.linkedin.com/in/seanhoward/ me@seanhoward.ca 
 
 
 photo credit: Rannie Turingan SEAN HOWARD Digital Strategist BUILDING TRUST IN DIGITAL

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