The service (r)evolution is happening today!
Will your company be part of it?




                                   Edwin...
Service (r)evolution drivers


- The Service economy is booming
Product companies are changing into service companies by a...
The service economy


  Differentiated
               COMPETITIVE POSITION




Undifferentiated

                         ...
The business rationale:                        Increase customer value through optimized service design




Customer value...
Service Design:      Changing focus point


                       Outside-in instead of Inside-out

          Focused on ...
Service Design:                 Machine vs. System


                 “Service design is the design of the overall experie...
Example: The TomTom experience




                                 7 - Service Design, Edwin Lieftink, 2009
The TomTom system
                                                                                               Show/Abou...
The TomTom system
                                                                                                  Show/A...
The TomTom system
                                                                                        Show/About

    ...
Customer journey




  A




  B




                   9 - Service Design, Edwin Lieftink, 2009
Customer journey



                      Configurations
  A
                      Interfaces


          DIFFERENT   Cont...
Service touchpoints


                                    S E V I C E               D E S I G N


                        ...
Service Design principles

      “Service Design integrates management, marketing, research and design. It acts as
       ...
Thanks
Edwin Lieftink
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The service (r)evolution is happening today!

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The service (r)evolution is happening today!

  1. 1. The service (r)evolution is happening today! Will your company be part of it? Edwin Lieftink, Tieto 2009
  2. 2. Service (r)evolution drivers - The Service economy is booming Product companies are changing into service companies by adding services to accompany their products. - The product market is satisfied Mass production and technological innovation have lead to products that more and more resemble each other. Consumers are taking the basic functionality and basic standerd of quality for granted. - Technology enables services Modern technologies like internet, telecommunications, wireless devices working as service enablers. But the true revolution lies in the convergence of these technologies. - Humans have individual needs Dependent on context and situation customers have different needs for the same service. Even a single customer can have different needs on different occassions. These needs clearly go beyond different packaging for the same product. 2 - Service Design, Edwin Lieftink, 2009
  3. 3. The service economy Differentiated COMPETITIVE POSITION Undifferentiated Commodities > Products > SERVICES > Experiences 3 - Service Design, Edwin Lieftink, 2009
  4. 4. The business rationale: Increase customer value through optimized service design Customer value Increase Increase total conversion rate customer value Leads Improve customer loyalty Decrease cost for customer relationship management Source: Philip Rosenthal Time 4 - Service Design, Edwin Lieftink, 2009
  5. 5. Service Design: Changing focus point Outside-in instead of Inside-out Focused on EXPERIENCES Focused on TASKS (people, activities, context) (product, features) Company Users 5 - Service Design, Edwin Lieftink, 2009
  6. 6. Service Design: Machine vs. System “Service design is the design of the overall experience of a service as well as the design of the process and strategy to provide that service.” - Stefan Moritz The Machine Traditionally Interaction Design is centered on the relation man with a machine or service, where goals and activities are well defined. The System What happen if the ‘Machine’ is broken down into a network made of services and distributed applications? What happens if interaction is not longer based on functional and clear goals, but becomes an open and borderless experience where the main goal is living the experience itself? Source: Gianluca Brugnoli 6 - Service Design, Edwin Lieftink, 2009
  7. 7. Example: The TomTom experience 7 - Service Design, Edwin Lieftink, 2009
  8. 8. The TomTom system Show/About Webshop Plan a route Personal Navigation Device Smart Phone Navigator Maps Live Services Desktop Application Mobile Media Players iPhone Print Philips Net TV 8 - Service Design, Edwin Lieftink, 2009
  9. 9. The TomTom system Show/About Webshop PLAN / BUY / SUBSCRIBE Plan a route Personal Navigation Device Smart Phone Phone on Navigator ROUTE MANAGE SHARE / EXPLORE Maps Maps L Live Services Desktop Application App plication plication Mobile Media Players edia iPh iPhone Print Philips Net TV PUBLISH / VIEW 8 - Service Design, Edwin Lieftink, 2009
  10. 10. The TomTom system Show/About Webshop Personal Navigation Device INDOOR a route Plan Smart Phone Phone ho Navigator OUTDOOR OUTDOOR Maps Maps L Live Services De Desktop App esktop Application plicatio plication Mobile edia Players M bil Media Players rs iPh iPhone Print Philips Net TV LIVING ROOM 8 - Service Design, Edwin Lieftink, 2009
  11. 11. Customer journey A B 9 - Service Design, Edwin Lieftink, 2009
  12. 12. Customer journey Configurations A Interfaces DIFFERENT Context Interactions B Results 9 - Service Design, Edwin Lieftink, 2009
  13. 13. Service touchpoints S E V I C E D E S I G N PREPARE TRIP ARRIVAL Plan a route Additional CUSTOMER JOURNEY Goal Explore Route Parking Explore information PND Mobile Automotive Laptop / PC TV 10 - Service Design, Edwin Lieftink, 2009
  14. 14. Service Design principles “Service Design integrates management, marketing, research and design. It acts as an interface and connects organisations and clients in a new way.” - Stefan Moritz - The whole is more important than the parts, design the system. - Many customer journeys are possible, there is NO best way. - Users are always in the center: they are the protagonist which freely and actively connects the touchpoints. 11 - Service Design, Edwin Lieftink, 2009
  15. 15. Thanks Edwin Lieftink

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