TRUST  THE NEXT BIG THING
Arne van Oosterom      Marketing Conference        The Hague April 15th 2011   Twitter @DesignThinkers Email arne@designth...
The people at DesignThinkers believe in the importanceof creative thinking, facilitating ongoing conversationsand learning...
>> http://bit.ly/dANzLn
SERVICE DESIGN, WHAT IS
SERVICE DESIGN, WHAT IS IT?!
PRACTICAL!             SERVICE DESIGN, WHAT IS IT?!                                            HOLISTIC!      * courtesy o...
SE TO                                     RV UC                                       ICE HP D    PRACTICAL!              ...
DESIGNING FOR SERVICES. E.G, A WEBSITE FOR ASERVICE PROVIDER. THIS OFTEN REQUIRES A MOREINTEGRATED APPROACH THAN SEEN IN R...
* courtesy of Erik Roscam Abbing
SE TO                                     RV UC                                       ICE HP D      PRACTICAL!            ...
OFTEN FOCUSSED ON AFTER SALES SERVICE. BUTTHERE IS MUCH MORE! THE ENTIRE CUSTOMERJOURNEY OFFERS OPPORTUNITIES FOR SERVICE!...
SE TO                                     RV UC                                       ICE HP D        PRACTICAL!          ...
HOT TOPIC: THE INTERNET OF THINGS. PRODUCTS ANDSERVICES ARE INTERTWINED, OFTEN VIA IT TECHNOLOGY,DATA IS BEING HARVESTED A...
SE TO                                     RV UC                                       ICE HP D                            ...
THIS REQUIRES A TRULY MULTIDISCIPLINARYINTEGRATED RESEARCH, DESIGN AND IMPLEMENTATIONAPPROACH. DESIGN SUPPORTS HUMAN INTER...
SE TO                                     RV UC                                       ICE HP D         PRACTICAL!         ...
CONNECTING VARIOUS STAKEHOLDERS, SERVICES,   PARTNERS, LOCATIONS, TOUCHPOINTS INTO AN   ECO-SYSTEM WHERE VALUE IS CREATED*...
* courtesy of Erik Roscam Abbing
SE TO                                     RV UC                                        ICE HP D         PRACTICAL!        ...
THE SERVITISATION OF VALUE: FROM OWNERSHIP TOGETTING JOBS DONE. TOUCHPOINTS ENABLEVALUE CO-CREATIONCO-CREATION. PRODUCTS A...
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
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
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 2...
“The battle of devices has now become awar of ecosystems (...) Our competitorsaren’t taking our market share with devices;...
SERVICE DESIGN, WHAT IS
SERVICE DESIGN ACCORDING TOSERVICE DOMINANT LOGIC =DESIGNING ECO-SYSTEMS OFCONNECTED PRODUCTS,SERVICES, COMMUNICATIONS AND...
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 ADA...
CONTEXT MAPPINGQuestioning everything!Mapping the Stakeholders/ the Value NetworkLooking into insights into user’s lives, ...
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.”...
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...
DesignThinkers presentation at the Aegon Marketing Conference 2011
DesignThinkers presentation at the Aegon Marketing Conference 2011
DesignThinkers presentation at the Aegon Marketing Conference 2011
DesignThinkers presentation at the Aegon Marketing Conference 2011
DesignThinkers presentation at the Aegon Marketing Conference 2011
DesignThinkers presentation at the Aegon Marketing Conference 2011
DesignThinkers presentation at the Aegon Marketing Conference 2011
DesignThinkers presentation at the Aegon Marketing Conference 2011
DesignThinkers presentation at the Aegon Marketing Conference 2011
DesignThinkers presentation at the Aegon Marketing Conference 2011
DesignThinkers presentation at the Aegon Marketing Conference 2011
DesignThinkers presentation at the Aegon Marketing Conference 2011
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DesignThinkers presentation at the Aegon Marketing Conference 2011

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A presentation by Arne van Oosterom held at the Aegon Marketing Conference 2011

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DesignThinkers presentation at the Aegon Marketing Conference 2011

  1. 1. TRUST THE NEXT BIG THING
  2. 2. Arne van Oosterom Marketing Conference The Hague April 15th 2011 Twitter @DesignThinkers Email arne@designthinkers.nl www.designthinkers.nlwww.designthinkingnetwork.com
  3. 3. 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.
  4. 4. >> http://bit.ly/dANzLn
  5. 5. SERVICE DESIGN, WHAT IS
  6. 6. SERVICE DESIGN, WHAT IS IT?!
  7. 7. PRACTICAL! SERVICE DESIGN, WHAT IS IT?! HOLISTIC! * courtesy of Erik Roscam Abbing
  8. 8. 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!
  9. 9. 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
  10. 10. * courtesy of Erik Roscam Abbing
  11. 11. 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!
  12. 12. OFTEN FOCUSSED ON AFTER SALES SERVICE. BUTTHERE IS MUCH MORE! THE ENTIRE CUSTOMERJOURNEY OFFERS OPPORTUNITIES FOR SERVICE! * courtesy of Erik Roscam Abbing
  13. 13. 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!
  14. 14. HOT TOPIC: THE INTERNET OF THINGS. PRODUCTS ANDSERVICES ARE INTERTWINED, OFTEN VIA IT TECHNOLOGY,DATA IS BEING HARVESTED AND DATA IS THE NEW GOLD
  15. 15. 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!
  16. 16. THIS REQUIRES A TRULY MULTIDISCIPLINARYINTEGRATED RESEARCH, DESIGN AND IMPLEMENTATIONAPPROACH. DESIGN SUPPORTS HUMAN INTERACTION * courtesy of Erik Roscam Abbing
  17. 17. 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!
  18. 18. CONNECTING VARIOUS STAKEHOLDERS, SERVICES, PARTNERS, LOCATIONS, TOUCHPOINTS INTO AN ECO-SYSTEM WHERE VALUE IS CREATED* courtesy of Erik Roscam Abbing
  19. 19. * courtesy of Erik Roscam Abbing
  20. 20. 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!
  21. 21. THE SERVITISATION OF VALUE: FROM OWNERSHIP TOGETTING JOBS DONE. TOUCHPOINTS ENABLEVALUE CO-CREATIONCO-CREATION. PRODUCTS ARE A PART OF SERVICES
  22. 22. VALUE CO-CREATION
  23. 23. WHAT IS VALUE?
  24. 24. VALUE IS ALWAYS CO-CREATED
  25. 25. BUT USING A SERVICE OR OWNING APRODUCT IS NEVER THE FINAL GOAL
  26. 26. SERVICES AND PRODUCTSARE A MEANS TO AN END
  27. 27. YOU DON’T WANT TO TAKE A TRAINYOU WANT TO BE HOME
  28. 28. YOU DON’T WANT TO TAKE A TRAINYOU WANT TO BE HOME
  29. 29. “People don’t want to buy a quarter inch drill.They want a quarter-inch hole!”Ted Levitt
  30. 30. WE ‘HIRE’ TOOLS TO DO A JOB
  31. 31. WE ‘HIRE’ TOOLS TO DO A JOB
  32. 32. VALUE IS CREATED WITHINA CERTAIN CONTEXT
  33. 33. WE’RE MOVING AWAY FROMTHE FOCUS ON VALUE INEXCHANGE TOWARDS VALUEIN CONTEXT
  34. 34. CONTEXT IS KING
  35. 35. A NEW LOGICFOR A NEW ERA
  36. 36. SERVICE DOMINANT LOGIC
  37. 37. OLD PARADIGM: ‘SERVICES ARE WHAT’S LEFTOVER IF YOU REMOVE ALL PRODUCTS’THIS IS PRODUCT DOMINANT LOGIC
  38. 38. NEW PARADIGM: ‘PRODUCTS AND SERVICESARE ENABLERS FOR THE CO-CREATION OFVALUE’THIS IS SERVICE DOMINANT LOGICVargo & Lusch 2004,http://www.sdlogic.net/publications.html
  39. 39. “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
  40. 40. SERVICE DESIGN, WHAT IS
  41. 41. SERVICE DESIGN ACCORDING TOSERVICE DOMINANT LOGIC =DESIGNING ECO-SYSTEMS OFCONNECTED PRODUCTS,SERVICES, COMMUNICATIONS ANDENVIRONMENTS, WITH PEOPLEAND FOR PEOPLE, THAT ENABLETHE CO-CREATION OF VALUE.
  42. 42. TOOLS & METHODS
  43. 43. 1 MINDSET1 METHOD1 TOOL
  44. 44. DESIGN THINKINGCONTEXT MAPPINGCUSTOMER JOURNEY MAPPING
  45. 45. DESIGN THINKING
  46. 46. DESIGN THINKINGTHERE IS NO FIXED DESIGN THINKING PROCESS.DESIGN THINKING IS ABOUT COGNITIVE FLEXIBILITY:THE ABILITY TO ADAPT THE PROCESS TO THE ISSUE.
  47. 47. CONTEXT MAPPINGQuestioning everything!Mapping the Stakeholders/ the Value NetworkLooking into insights into user’s lives, to get agrip on their furure behavior
  48. 48. CUSTOMER JOURNEY MAPPING >>> http://bit.ly/dANzLn
  49. 49. MAPPING JOBS & OUTCOMES
  50. 50. BUILDING A MIRROR
  51. 51. TRULY UNDERSTAND WHAT YOUARE OFFERING... TOUCHPOINTBY TOUCHPOINT
  52. 52. DISCOVERING NEW OPPORTUNITIES
  53. 53. CUSTOMER JOURNEY MAPPINGWILL HELP YOU DEVELOP A STRONGEMPATHIC ABILITY WITHIN YOURORGANIZATION
  54. 54. WHY IS ALL THIS IMPORTANT?
  55. 55. TO BUILD STRONGER AND MORESUSTAINABLE RELATIONSHIPSWITH YOUR CUSTOMER
  56. 56. TO STAY AHEAD OF THE COMPETITION
  57. 57. TO CLOSE THE ‘TRUST GAP’THAT HAS GROWN TOO WIDE
  58. 58. A GOOD RELATIONSHIPSTARTS WITH TRUST
  59. 59. “Companies will become more transparent as anecessity – customers now see that as an essentialpart of the trust equation.”Guy Laurence, CEO of Vodafone UK
  60. 60. AND A RELATIONSHIPBASED ON TRUST STARTSWITH INTENTIONS
  61. 61. WHAT ARE THE INTENTIONSOF YOUR ORGANIZATION?
  62. 62. WHAT ARE THE INTENTIONSOF YOUR ORGANIZATION?... DO YOU KNOW?
  63. 63. NOW WHAT DO YOU DO?
  64. 64. START SMALL
  65. 65. GIVE YOURSELF TIME TO LEARN
  66. 66. YOU NEED TO KNOW WHAT YOUR CUSTOMER IS TRYING TO DO
  67. 67. THEN HELP THEM DO IT
  68. 68. OR DEVELOP TOOLSTO EMPOWER THEM
  69. 69. DEVELOP THEM TOGETHER
  70. 70. STOP SENDING,START INTERACTING
  71. 71. FACILITATE CONVERSATIONS
  72. 72. OPEN THE DOORS
  73. 73. LOOK FOR NEW COLLABORATIONS
  74. 74. INSIDE AND OUTSIDEOF YOUR COMPANY
  75. 75. EXPERIMENT
  76. 76. DON’T BE AFRAID TO FAIL,THAT’S THE ONLY WAY WECAN LEARN ANYTHING NEW
  77. 77. PRACTICE WHAT YOU PREACHSO YOU CAN PREACH WHAT YOUPRACTICE
  78. 78. AND SLOWLY START BUILDINGA CULTURE OF TRUST
  79. 79. TO CO-CREATE REAL VALUEWITH ALL STAKEHOLDERS
  80. 80. THAT’S ALL
  81. 81. QUESTIONS?
  82. 82. TRUSTArne van OosteromAEGON SEMINAR The Hague April 15th 2011 THE NEXT BIG THING
  83. 83. Arne van Oosterom Twitter @DesignThinkers Email arne@designthinkers.nl www.designthinkers.nlwww.designthinkingnetwork.com
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