Designing                  Services
              Service Design
                        In pursuit of better
            ...
…you’re what!?




ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009
A design trained, research-
         led, strategically minded,
           collaborative, individual,
            team pla...
…you do what!?




ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009
…design and help
                           implement better
                   services that result in
              Oliv...
A bit about Engine
                             Service Design…
              Oliver King | co-founder Engine




ww.engin...
Insight. Idea. Action
                           People-led innovation
                            for service business

w...
Insight. Idea. Action
    Strategies on the frontiers of service
    design demand a blend of creativity and
    disciplin...
Innovation is the
                 successful exploitation
                                 of a new idea
              Ol...
We plan and run
                                 creative and
                            collaborative service
          ...
We innovate and
                                                 design services
                                         ...
Where co-creation
     happens




ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trec...
Design is the process
                            of making things
                         better for people -
          ...
The application of
    design tools,
    techniques and
    thinking to service
     Service Design
    challenges, either...
Service Design
              Oliver King | co-founder Engine




ww.enginegroup.co.uk | better services, happier customers...
Service is the act of
              Oliver King | co-founder Engine someone to
                       helping
            ...
Helping children to
   get more from
   school


              Oliver King | co-founder Engine




ww.enginegroup.co.uk | ...
Helping motorists
   get home safely




ww.enginegroup.co.uk | better services, happier customers
reativity means Busines...
Helping local
   governments provide
   better public services




ww.enginegroup.co.uk | better services, happier custome...
Helping passengers
    feel safe and in
    control




ww.enginegroup.co.uk | better services, happier customers
reativit...
Helping passengers
    feel safe and in
    control



                                                            Under c...
‘Tackling complex
                      organisational
              Service Design
                        challenges'
  ...
Running service
    strategy programs




ww.enginegroup.co.uk | better services, happier customers
reativity means Busine...
Dealing at the
    level of policy




ww.enginegroup.co.uk | better services, happier customers
reativity means Business
...
Working on the
    front line

              Service Design
              Oliver King | co-founder Engine




ww.enginegro...
Working on the
    front line

              Service Design
              Oliver King | co-founder Engine
                ...
Training and
    behaviour

              Service Design
              Oliver King | co-founder Engine




ww.enginegroup....
Aiding
    Implementation

              Service Design
              Oliver King | co-founder Engine




ww.enginegroup.c...
Strategy




                                                       The translation space




                            ...
Service design is the
                    act of identifying and
                     leveraging customer
              Ol...
‘…don’t be evil’
              Oliver King | co-founder Engine
                                                           ...
Speeds up queues
    Reduces cost to serve
    Focus on different
    aspects of the offer
              Oliver King | co-...
Customer value
              Oliver King | co-founder Engine




ww.enginegroup.co.uk | better services, happier customers...
Good service cannot be reduced to
                               nothing more than an
                               effic...
Value
                           The aspects that are
                           of upmost importance
                    ...
Sometimes value
   is self-evident

ww.enginegroup.co.uk | better services, happier customers
reativity means Business
tre...
Sometimes value
   needs to be uncovered
   and then created




ww.enginegroup.co.uk | better services, happier customers...
But value is a
   moving target as
   behaviour and
   expectation is
   always changing




ww.enginegroup.co.uk | better...
‘Free shipping’
    ‘As many pairs as you
    like’
    ‘A stock of 4,000,000’
    ‘12 months returns policy’
    ‘Real pe...
From buying stuff to
     doing stuff – Power of the
     platform




ww.enginegroup.co.uk | better services, happier cus...
The re-emergence
     of the collective ‘me’




ww.enginegroup.co.uk | better services, happier customers
reativity means...
The re-emergence
     of the collective ‘me’




ww.enginegroup.co.uk | better services, happier customers
reativity means...
The re-emergence
     of the collective ‘me’
ww.enginegroup.co.uk | better services, happier customers
reativity means Bus...
Value also depends
   on who and where you
   are…
ww.enginegroup.co.uk | better services, happier customers
reativity mea...
Service value depends
   on who and where you
   are…
ww.enginegroup.co.uk | better services, happier customers
reativity ...
Value also depends
   on who and where you
   are…
ww.enginegroup.co.uk | better services, happier customers
reativity mea...
Service value depends
   on who and where you
   are…
ww.enginegroup.co.uk | better services, happier customers
reativity ...
Sometimes means
           thinking broader than the
            industry and immediate
             problem…people have
 ...
‘Why can’t my garage
                                                            allow me to pay on
                      ...
People are changing faster than
                               organisations are. Decades of expanding
                   ...
Value for the service
                                      provider


ww.enginegroup.co.uk | better services, happier cus...
…so how do we
                            measure value to the
                             service provider?

ww.enginegr...
Increased acquisition | take up
                                 Increased retention | continual use
                     ...
‘70% of business
                                            comes from
                                        customers ...
Why such a
                             revolutionary idea?
                           ‘You don’t see the pay
            ...
‘The first customer
              defection is at least 75%
              more expensive than the
               last. An ...
Challenges
              Service Design
              Oliver King | we faceEngine
                            co-founder a...
Service Design some
                  Here’s                      things
              Oliver King | co-foundercan only ta...
PREMIUM CAR
                          MANUFACTURER
                   NEEDS TO OVERHAUL
                          ITS AFTE...
…unrivalled quality,
   expertise and level of
   personalised service
ww.enginegroup.co.uk | better services, happier cus...
NATIONAL AIRPORT
              GROUP WANTS TO MOVE
                FROM INFASTRUCTURE
                     TO VALUED SERVI...
…a fluid set of roles
   that enhance the
   experience the flying
ww.enginegroup.co.uk | better services, happier custome...
LOCAL COUNCIL
         WANTS TO DEVELOP
  BETTER PUBLIC SERVICES
   BY BUILDING A CULTURE
   Oliver King | co-founder Engi...
…building a social
   innovation lab and
   showing that it works
ww.enginegroup.co.uk | better services, happier customer...
Things                     we can talk
              Service Design
                                  more about…
        ...
CREATE AN AIRPORT
                   EXPERIENCE IN LINE
                    WITH THE AIRLINE’S
                         RE...
ww.enginegroup.co.uk | better services, happier customers
reativity means Business
trecht 2009
Uncovering value and
   needs during user
   research
ww.enginegroup.co.uk | better services, happier customers
reativity ...
Co-creation sessions
     with front line staff
     and customers
ww.enginegroup.co.uk | better services, happier custome...
Understanding the
     Engaging with existing
     current service
     service systems
     delivery
ww.enginegroup.co.uk...
Building frameworks
   and strategy for the
   deliver of new service
ww.enginegroup.co.uk | better services, happier cust...
VALUE: SPEED
                      CONVENIENCE AND
                        EASE AT CHECK IN
              Oliver King | co...
VALUE: THE FIRST 10
                     METRES & HELP ME,
                                 HELP MYSELF
              Oliv...
THE SERVICE
              Oliver King | co-founder Engine
                                                              Ec...
Clear orientation
     ‘Terminal within a terminal’
ww.enginegroup.co.uk | better services, happier customers
reativity me...
Oliver King | co-founder Engine



     Distributed self
     serve
ww.enginegroup.co.uk | better services, happier custom...
Oliver King | co-founder Engine



     Staff as active
     support
ww.enginegroup.co.uk | better services, happier custo...
Oliver King | co-founder Engine

     Repacking area
     For those who choose
     not to pay
ww.enginegroup.co.uk | bett...
Oh….
                passengers really liked it


              Oliver King | co-founder Engine




ww.enginegroup.co.uk |...
“Passengers are voting with their
           feet and switching to us in their
          droves… with an innovative new
  ...
VALUE: NO CHECK IN
                                 AT ALL!
              Oliver King | co-founder Engine

               ...
Dedicated drop off
   Building frameworks
   Area and service
   and strategy for the
   wing of new service
   deliver
ww...
Kerbside weighing
     and payment


ww.enginegroup.co.uk | better services, happier customers
reativity means Business
tr...
Control centre
      Escorted through
     check in on route
      to security

ww.enginegroup.co.uk | better services, ha...
Control centre
     check in on route


ww.enginegroup.co.uk | better services, happier customers
reativity means Business...
Have a total
  understanding of the
  service but build a
  strategy around
  customer value




ww.enginegroup.co.uk | be...
Bring the
    journey alive
    And keep it at the
    Centre of your
    thinking




ww.enginegroup.co.uk | better servi...
Keep service users
     and providers involved
     early and throughout
     the process




ww.enginegroup.co.uk | bette...
Keep service users
     and providers involved
     early and throughout
     the process




ww.enginegroup.co.uk | bette...
Make ideas tangible –
     try them out and run
     real people and
     stakeholders through
     them




ww.enginegrou...
Make ideas tangible –
     try them out and run
     real people and
     stakeholders through
     them




ww.enginegrou...
Create ways of
        maintaining the
        consistency but
        allowing continued
        innovation and
        e...
Create ways of
     maintaining the
     consistency but
     allowing continued
     innovation and
     evolution



ww....
Appreciate services have distinct
     characteristics

                                                            Value ...
Occur over time
                                 Involve multiple touch points
                                 Can be exp...
Designing Services
                                      In pursuit of better
                                            ...
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Creativity Means Business Presentation

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Presentation by James Samperi of Engine Service Design at the Creativity Means Business Symposium, at the Hogeschool, Utrecht

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Transcript of "Creativity Means Business Presentation"

  1. 1. Designing Services Service Design In pursuit of better Oliver King | co-founder Engine James Samperi | Engine Service Design ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  2. 2. …you’re what!? ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  3. 3. A design trained, research- led, strategically minded, collaborative, individual, team player focused on Oliver King | co-founder Engine delivering profit, value, joy, relief, usability, and rigor time and again ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  4. 4. …you do what!? ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  5. 5. …design and help implement better services that result in Oliver King | co-founder Engine happier customers ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  6. 6. A bit about Engine Service Design… Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  7. 7. Insight. Idea. Action People-led innovation for service business ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  8. 8. Insight. Idea. Action Strategies on the frontiers of service design demand a blend of creativity and discipline…What's important is the Service Design execution: the alignment of the right idea, the right team, the right development process, the right leadership, the right level of risk management, the right target, the right time to market’ Business Week, 2008 ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  9. 9. Innovation is the successful exploitation of a new idea Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  10. 10. We plan and run creative and collaborative service design projects ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  11. 11. We innovate and design services for people, with people ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  12. 12. Where co-creation happens ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  13. 13. Design is the process of making things better for people - Oliver King | co-founder Engine more useful, usable and desirable ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  14. 14. The application of design tools, techniques and thinking to service Service Design challenges, either to improve existing services or to create new ones. Service Design, Wikipedia ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  15. 15. Service Design Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  16. 16. Service is the act of Oliver King | co-founder Engine someone to helping do something ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  17. 17. Helping children to get more from school Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  18. 18. Helping motorists get home safely ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  19. 19. Helping local governments provide better public services ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  20. 20. Helping passengers feel safe and in control ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  21. 21. Helping passengers feel safe and in control Under cover Service Designer!! ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  22. 22. ‘Tackling complex organisational Service Design challenges' Oliver King | co-founder Engine Or… ‘designers in weird places’ ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  23. 23. Running service strategy programs ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  24. 24. Dealing at the level of policy ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  25. 25. Working on the front line Service Design Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  26. 26. Working on the front line Service Design Oliver King | co-founder Engine Under cover service designer!! ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  27. 27. Training and behaviour Service Design Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  28. 28. Aiding Implementation Service Design Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  29. 29. Strategy The translation space Experience ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  30. 30. Service design is the act of identifying and leveraging customer Oliver King | co-founder Engine value for the good of the user and provider ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  31. 31. ‘…don’t be evil’ Oliver King | co-founder Engine Courtesy of Google ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  32. 32. Speeds up queues Reduces cost to serve Focus on different aspects of the offer Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  33. 33. Customer value Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  34. 34. Good service cannot be reduced to nothing more than an efficient operation: its value lies in the less tangible sense that the service is supporting you, meeting your needs’ S, Parker, J, Heapy ‘Journey to the interface’ 2006 ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  35. 35. Value The aspects that are of upmost importance to a successful and pleasurable outcome ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  36. 36. Sometimes value is self-evident ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  37. 37. Sometimes value needs to be uncovered and then created ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  38. 38. But value is a moving target as behaviour and expectation is always changing ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  39. 39. ‘Free shipping’ ‘As many pairs as you like’ ‘A stock of 4,000,000’ ‘12 months returns policy’ ‘Real people dealing with your calls…and not in India!’ ‘2,000 dollars to quit!’ ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  40. 40. From buying stuff to doing stuff – Power of the platform ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  41. 41. The re-emergence of the collective ‘me’ ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  42. 42. The re-emergence of the collective ‘me’ ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  43. 43. The re-emergence of the collective ‘me’ ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  44. 44. Value also depends on who and where you are… ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  45. 45. Service value depends on who and where you are… ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  46. 46. Value also depends on who and where you are… ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  47. 47. Service value depends on who and where you are… ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  48. 48. Sometimes means thinking broader than the industry and immediate problem…people have service portfolios! ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  49. 49. ‘Why can’t my garage allow me to pay on line like my bank?’ ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  50. 50. People are changing faster than organisations are. Decades of expanding choice and growing wealth have left people looking for more than simply quality products and services. The search for meaning and recognition, autonomy and control is a defining part of our collective psyche in the twenty- first century. S, Parker, J, Heapy ‘Journey to the interface’ 2006 ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  51. 51. Value for the service provider ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  52. 52. …so how do we measure value to the service provider? ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  53. 53. Increased acquisition | take up Increased retention | continual use Brand preference Reduced acquisition costs Reduced costs to serve Differentiation | effectiveness = ROI ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  54. 54. ‘70% of business comes from customers coming back’ Tony Hsieh CEO Zappos ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  55. 55. Why such a revolutionary idea? ‘You don’t see the pay off right away you see it 2 or 3 years down the line’ Tony Hsieh CEO Zappos ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  56. 56. ‘The first customer defection is at least 75% more expensive than the last. An early-adopter who defects is worth more than $800’ ‘What is the true value of a lost customer?’ J Hogan, K Lemon, Sage Journals, 2008 ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  57. 57. Challenges Service Design Oliver King | we faceEngine co-founder at Engine Service Design ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  58. 58. Service Design some Here’s things Oliver King | co-foundercan only talk we Engine about a bit ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  59. 59. PREMIUM CAR MANUFACTURER NEEDS TO OVERHAUL ITS AFTERSALES Oliver King | co-founder Engine BUSINESS TO COMPETE ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  60. 60. …unrivalled quality, expertise and level of personalised service ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  61. 61. NATIONAL AIRPORT GROUP WANTS TO MOVE FROM INFASTRUCTURE TO VALUED SERVICE Oliver King | co-founder Engine BRAND ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  62. 62. …a fluid set of roles that enhance the experience the flying ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  63. 63. LOCAL COUNCIL WANTS TO DEVELOP BETTER PUBLIC SERVICES BY BUILDING A CULTURE Oliver King | co-founder Engine OF INNOVATION ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  64. 64. …building a social innovation lab and showing that it works ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  65. 65. Things we can talk Service Design more about… Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  66. 66. CREATE AN AIRPORT EXPERIENCE IN LINE WITH THE AIRLINE’S REPUTATION FOR Oliver King | co-founder Engine UNRIVALLED ONBOARD SERVICE ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  67. 67. ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  68. 68. Uncovering value and needs during user research ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  69. 69. Co-creation sessions with front line staff and customers ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  70. 70. Understanding the Engaging with existing current service service systems delivery ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  71. 71. Building frameworks and strategy for the deliver of new service ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  72. 72. VALUE: SPEED CONVENIENCE AND EASE AT CHECK IN Oliver King | co-founder Engine Upper Class | Economy Class ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  73. 73. VALUE: THE FIRST 10 METRES & HELP ME, HELP MYSELF Oliver King | co-founder Engine Economy Class ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  74. 74. THE SERVICE Oliver King | co-founder Engine Economy Class ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  75. 75. Clear orientation ‘Terminal within a terminal’ ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  76. 76. Oliver King | co-founder Engine Distributed self serve ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  77. 77. Oliver King | co-founder Engine Staff as active support ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  78. 78. Oliver King | co-founder Engine Repacking area For those who choose not to pay ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  79. 79. Oh…. passengers really liked it Oliver King | co-founder Engine ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  80. 80. “Passengers are voting with their feet and switching to us in their droves… with an innovative new approach, which cuts journey time for all | passengers and improves the Oliver King co-founder Engine customer experience, we definitely have a winning formula” Steve Ridgway, Chief Executive of Virgin Atlantic ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  81. 81. VALUE: NO CHECK IN AT ALL! Oliver King | co-founder Engine Upper Class ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  82. 82. Dedicated drop off Building frameworks Area and service and strategy for the wing of new service deliver ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  83. 83. Kerbside weighing and payment ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  84. 84. Control centre Escorted through check in on route to security ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  85. 85. Control centre check in on route ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  86. 86. Have a total understanding of the service but build a strategy around customer value ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  87. 87. Bring the journey alive And keep it at the Centre of your thinking ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  88. 88. Keep service users and providers involved early and throughout the process ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  89. 89. Keep service users and providers involved early and throughout the process ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  90. 90. Make ideas tangible – try them out and run real people and stakeholders through them ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  91. 91. Make ideas tangible – try them out and run real people and stakeholders through them ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  92. 92. Create ways of maintaining the consistency but allowing continued innovation and evolution ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  93. 93. Create ways of maintaining the consistency but allowing continued innovation and evolution ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  94. 94. Appreciate services have distinct characteristics Value Systems Proposition People Journeys ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  95. 95. Occur over time Involve multiple touch points Can be experienced in different ways by different people Should offer consistency but still evolve Are dynamic and intangible ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009
  96. 96. Designing Services In pursuit of better Have a nice day! james@enginegroup.co.uk ww.enginegroup.co.uk | better services, happier customers reativity means Business trecht 2009

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