Scottish Tourism - Service Design

Hello, I’m a designer…

Introduce Service Design

Have a little quiz…

Present a case studies

Suggest an innovation action plan

1

What is design?

Design is a creative process by which economic, social and aesthetic value is first imagined, shaped and then embodied in a meaningful and desirable outcome. Richard Eisermann Former Director of Design and Innovation, Design Council

Design is the process of making something better for someone.

What is service?

A service is any activity or benefit that one party can give to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. P Kotler, Principles of Marketing, 1986

Service is the act of helping someone to do something.

service customer service

Why is service such an important thing?

80:80 rule

Useful Usable Desirable Consistent Efficient Effective = Sustainable

Increased retention Increased acquisition Reduced acquisition costs Reduced costs to serve Brand preference Sustainable differentiation = ROI

Key things to remember…

Services happen over time

They are dynamic performances

They’re delivered through systems of people, things and processes

They’re intangible and need to be evidenced

What is service design?

What is service design? Service design is the collaborative process of imagining, envisaging and then orchestrating experiences that happen over time and multiple touch points. It’s about making you and your customers happy!

2

Thinking of your organisation, to what extent are these statements true? 1 2 3 4 5 6 7 8 9 10 Never :( Always :)

1. The customer’s view is at the heart of every decision.

2. We always work towards our B-HAG!

Big Hairy Audacious Goal

3. We take market research with a pinch of salt

4. Every decision we take is based on sound principles!

5. We always co-create strategy

6. We always prototype our ideas!

7. We never treat symptoms, only the causes

8. We thoroughly understand our customer’s entire journey

9. We always visualise our ideas