DesignThinkers presentation at the Aegon Marketing Conference 2011

TRUST THE NEXT BIG THING

Arne van Oosterom Marketing Conference The Hague April 15th 2011 Twitter @DesignThinkers Email arne@designthinkers.nl www.designthinkers.nlwww.designthinkingnetwork.com

The people at DesignThinkers believe in the importanceof creative thinking, facilitating ongoing conversationsand learning by doing.We are a New Marketing Agency for a New Era. Wedevelop Marketing Strategy and Campaigns, buildCommunities and Design and Implement innovativeproducts and services.

>> http://bit.ly/dANzLn

SERVICE DESIGN, WHAT IS

SERVICE DESIGN, WHAT IS IT?!

PRACTICAL! SERVICE DESIGN, WHAT IS IT?! HOLISTIC! * courtesy of Erik Roscam Abbing

SE TO RV UC ICE HP D PRACTICAL! OR OIN ESIG GA TS NI NI FO NG SA R TIO A N!* courtesy of Erik Roscam Abbing SERVICE DESIGN, WHAT IS IT?! HOLISTIC!

DESIGNING FOR SERVICES. E.G, A WEBSITE FOR ASERVICE PROVIDER. THIS OFTEN REQUIRES A MOREINTEGRATED APPROACH THAN SEEN IN REALITY. * courtesy of Erik Roscam Abbing

* courtesy of Erik Roscam Abbing

SE TO RV UC ICE HP D PRACTICAL! OR OIN ESIG DE GA TS NI SIG NI FO NG SA R AR NIN TIO A OU G T N! ND HE A SE PR RV OD IC* courtesy of Erik Roscam Abbing UC E T! SERVICE DESIGN, WHAT IS IT?! HOLISTIC!

OFTEN FOCUSSED ON AFTER SALES SERVICE. BUTTHERE IS MUCH MORE! THE ENTIRE CUSTOMERJOURNEY OFFERS OPPORTUNITIES FOR SERVICE! * courtesy of Erik Roscam Abbing

SE TO RV UC ICE HP D PRACTICAL! OR OIN ESIG DE GA TS NI SIG NI FO NG SA R AR NIN TIO A OU G T N! ND HE A SE DE PR RV OD IC* courtesy of Erik Roscam Abbing SIG UC E SE NI T! RV NG ICE PR SY OD ST UC EM T S! SERVICE DESIGN, WHAT IS IT?! HOLISTIC!

HOT TOPIC: THE INTERNET OF THINGS. PRODUCTS ANDSERVICES ARE INTERTWINED, OFTEN VIA IT TECHNOLOGY,DATA IS BEING HARVESTED AND DATA IS THE NEW GOLD

SE TO RV UC ICE HP D PRACTICAL! OR OIN ESIG DE GA TS NI SIG NI FO NG SA R AR NIN TIO A OU G T N! ND HE A SE DE PR RV OD IC* courtesy of Erik Roscam Abbing SIG UC E SE NI T! RV NG ICE PR SY OD ST UC CO TO D EM T NS UC ES S! TIT HP IGN UT OI IN E A NT G T SE S TH HE RV AT ICE ! SERVICE DESIGN, WHAT IS IT?! HOLISTIC!

THIS REQUIRES A TRULY MULTIDISCIPLINARYINTEGRATED RESEARCH, DESIGN AND IMPLEMENTATIONAPPROACH. DESIGN SUPPORTS HUMAN INTERACTION * courtesy of Erik Roscam Abbing

SE TO RV UC ICE HP D PRACTICAL! OR OIN ESIG DE GA TS NI SIG NI FO NG SA R AR NIN TIO A OU G T N! ND HE A SE DE PR RV OD IC* courtesy of Erik Roscam Abbing SIG UC E SE NI T! RV NG ICE PR SY OD ST UC CO TO D EM T NS UC ES S! TIT HP IGN UT OI IN E A NT G T DE SE S TH HE SIG RVIC AT NI E! EC NG O- SE SY RV ST IC EM E S! SERVICE DESIGN, WHAT IS IT?! HOLISTIC!

CONNECTING VARIOUS STAKEHOLDERS, SERVICES, PARTNERS, LOCATIONS, TOUCHPOINTS INTO AN ECO-SYSTEM WHERE VALUE IS CREATED* courtesy of Erik Roscam Abbing

* courtesy of Erik Roscam Abbing

SE TO RV UC ICE HP D PRACTICAL! OR OIN ESIG DE GA TS NI SIG NI FO NG SA R AR NIN TIO A OU G T N! ND HE A SE DE PR RV OD IC* courtesy of Erik Roscam Abbing SIG UC E SE NI T! RV NG ICE PR SY OD ST UC CO TO D EM T NS UC ES S! TIT HP IGN UT OI IN E A NT G T DE SE S TH HE SIG RVIC AT NI E! EC NG DE O- SE SY RV TO SIG ST IC SE NIN EM E RV G S! ICE AC DO COR MI DIN NA G LO NT GI C! SERVICE DESIGN, WHAT IS IT?! HOLISTIC!

THE SERVITISATION OF VALUE: FROM OWNERSHIP TOGETTING JOBS DONE. TOUCHPOINTS ENABLEVALUE CO-CREATIONCO-CREATION. PRODUCTS ARE A PART OF SERVICES

VALUE CO-CREATION

WHAT IS VALUE?

VALUE IS ALWAYS CO-CREATED

BUT USING A SERVICE OR OWNING APRODUCT IS NEVER THE FINAL GOAL

SERVICES AND PRODUCTSARE A MEANS TO AN END

YOU DON’T WANT TO TAKE A TRAINYOU WANT TO BE HOME

“People don’t want to buy a quarter inch drill.They want a quarter-inch hole!”Ted Levitt

WE ‘HIRE’ TOOLS TO DO A JOB

VALUE IS CREATED WITHINA CERTAIN CONTEXT

WE’RE MOVING AWAY FROMTHE FOCUS ON VALUE INEXCHANGE TOWARDS VALUEIN CONTEXT

CONTEXT IS KING

A NEW LOGICFOR A NEW ERA

SERVICE DOMINANT LOGIC

OLD PARADIGM: ‘SERVICES ARE WHAT’S LEFTOVER IF YOU REMOVE ALL PRODUCTS’THIS IS PRODUCT DOMINANT LOGIC

NEW PARADIGM: ‘PRODUCTS AND SERVICESARE ENABLERS FOR THE CO-CREATION OFVALUE’THIS IS SERVICE DOMINANT LOGICVargo & Lusch 2004,http://www.sdlogic.net/publications.html

“The battle of devices has now become awar of ecosystems (...) Our competitorsaren’t taking our market share with devices;they are taking our market share with anentire ecosystem. This means we’re going tohave to decide how we either build, catalyzeor join an ecosystem” from Nokia CEO Stephen Elop’s ‘Burning Platform’ Memo

SERVICE DESIGN, WHAT IS

SERVICE DESIGN ACCORDING TOSERVICE DOMINANT LOGIC =DESIGNING ECO-SYSTEMS OFCONNECTED PRODUCTS,SERVICES, COMMUNICATIONS ANDENVIRONMENTS, WITH PEOPLEAND FOR PEOPLE, THAT ENABLETHE CO-CREATION OF VALUE.

TOOLS & METHODS

1 MINDSET1 METHOD1 TOOL

DESIGN THINKINGCONTEXT MAPPINGCUSTOMER JOURNEY MAPPING

DESIGN THINKING

DESIGN THINKINGTHERE IS NO FIXED DESIGN THINKING PROCESS.DESIGN THINKING IS ABOUT COGNITIVE FLEXIBILITY:THE ABILITY TO ADAPT THE PROCESS TO THE ISSUE.

CONTEXT MAPPINGQuestioning everything!Mapping the Stakeholders/ the Value NetworkLooking into insights into user’s lives, to get agrip on their furure behavior

CUSTOMER JOURNEY MAPPING >>> http://bit.ly/dANzLn

MAPPING JOBS & OUTCOMES

BUILDING A MIRROR

TRULY UNDERSTAND WHAT YOUARE OFFERING... TOUCHPOINTBY TOUCHPOINT

DISCOVERING NEW OPPORTUNITIES

CUSTOMER JOURNEY MAPPINGWILL HELP YOU DEVELOP A STRONGEMPATHIC ABILITY WITHIN YOURORGANIZATION

WHY IS ALL THIS IMPORTANT?

TO BUILD STRONGER AND MORESUSTAINABLE RELATIONSHIPSWITH YOUR CUSTOMER

TO STAY AHEAD OF THE COMPETITION

TO CLOSE THE ‘TRUST GAP’THAT HAS GROWN TOO WIDE

A GOOD RELATIONSHIPSTARTS WITH TRUST

“Companies will become more transparent as anecessity – customers now see that as an essentialpart of the trust equation.”Guy Laurence, CEO of Vodafone UK

AND A RELATIONSHIPBASED ON TRUST STARTSWITH INTENTIONS

WHAT ARE THE INTENTIONSOF YOUR ORGANIZATION?

WHAT ARE THE INTENTIONSOF YOUR ORGANIZATION?... DO YOU KNOW?

NOW WHAT DO YOU DO?

START SMALL

GIVE YOURSELF TIME TO LEARN

YOU NEED TO KNOW WHAT YOUR CUSTOMER IS TRYING TO DO

THEN HELP THEM DO IT

OR DEVELOP TOOLSTO EMPOWER THEM

DEVELOP THEM TOGETHER

STOP SENDING,START INTERACTING

FACILITATE CONVERSATIONS

OPEN THE DOORS

LOOK FOR NEW COLLABORATIONS

INSIDE AND OUTSIDEOF YOUR COMPANY

EXPERIMENT

DON’T BE AFRAID TO FAIL,THAT’S THE ONLY WAY WECAN LEARN ANYTHING NEW

PRACTICE WHAT YOU PREACHSO YOU CAN PREACH WHAT YOUPRACTICE

AND SLOWLY START BUILDINGA CULTURE OF TRUST

TO CO-CREATE REAL VALUEWITH ALL STAKEHOLDERS

THAT’S ALL

QUESTIONS?

TRUSTArne van OosteromAEGON SEMINAR The Hague April 15th 2011 THE NEXT BIG THING

Arne van Oosterom Twitter @DesignThinkers Email arne@designthinkers.nl www.designthinkers.nlwww.designthinkingnetwork.com

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DesignThinkers presentation at the Aegon Marketing Conference 2011

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DesignThinkers presentation at the Aegon Marketing Conference 2011 — Presentation Transcript