James Samperi. Engine Service Service Design. SDNC13 Keynote

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Transformation by Design: The Three Ideas Driving Organisational Change

Service design has captured imaginations beyond the design sector because it neatly packages a set of ideas and an approach to management that’s well suited to organisations looking to change.

Three major transformations are underway: the shift from business to customer-centricity; from product to services development; and a change in mindset from solely analytical to imaginative approaches to improvement and innovation.

Even with solid management practices in place to focus organisations on quality and efficiency, organisations still work hard to win and keep customers. Their challenges span business activities from leadership and culture to the design of experiences. The need to transform is very real and organisations are again looking to the market for ideas.

This presentation introduces Engine’s perspective on the three transformations, expands on the challenges and importantly, sets out the role of design in helping organisations transform.

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James Samperi. Engine Service Service Design. SDNC13 Keynote

  1. 1. www.enginegroup.co.uk Three! Transformations! The ideas driving organisational change James Samperi | Director
  2. 2. Service design has captured the imagination beyond design
  3. 3. BUSINESS! CUSTOMER! PRODUCT! SERVICE! ANALYTICAL! IMAGINATIVE! CENTRIC! DEVELOPMENT! APPROACHES!! CENTRIC! ! DEVELOPMENT! APPROACHES!
  4. 4. BUSINESS! CENTRIC! CUSTOMER! CENTRIC!
  5. 5. IT’S  QUANTIFIED  AND  IT’S  IMPACT  IS  KNOWN   WE  KNOW  WHAT’S  WORKING  AND  WHAT  ISN’T.   CX Measurement
  6. 6. CHALLENGE: Trying to understand the current service & what of it customers actually value
  7. 7. TARGET  EXPERIENCE  IS  DEFINED   IN  WHAT  WAY  DO  WE  CHANGE  AND  WHAT  DOES  THAT  CHANGE  LOOK  AND  FEEL  LIKE?   CX Strategy + Design
  8. 8. CHALLENGE: Navigating the tension between the business model and the customer experience
  9. 9. DESIGN TO DRIVE VALUE! 1.  Retention 2.  Life-time value 3.  Advocacy
  10. 10. EXPERIENCE  IS  MANAGED   WE  UNDERSTAND  HOW  TO  DELIVER  A  QUALITY  EXPERIENCE  AND  MEASURE  THE  RESULTS   CX Strategy + Design + Delivery
  11. 11. DEPTH & DIMENSIONS! Quality Impact Build of service elements. Customer Experience Performance Capabilities of system The outcomes •  Usability, utility, brand expression •  User errors, satisfaction, service recovery •  Retention, advocacy, take-up •  Benchmarking teams, coaching and management •  Utilisation of resources against targets •  Take-up of training. Level of commitment to new projects. Skills acquired by individuals. Service Architecture Propositions Service Organisation
  12. 12. SATISFACTION R AT I N G S U P 5 0 %! EVIDENCE  IS  GATHERED   WE’RE  MAKING  AN  IMPACT   AVERAGE RETAIL SPEND UP HOURS UP £18! SECTOR 16.5%! AWARDS RETAIL SALES UP VISITS UP BEST DIGITAL INITIATIVE 4.5%! 8.1%!
  13. 13. PRODUCT! DEVELOPMENT! SERVICE! DEVELOPMENT!
  14. 14. CHALLENGE: Changing the relationship with customers and building service capabilities Develop new businesses not just products" Not just the" experience but delivery" New service capabilities" Shift to longer-term" relationships"
  15. 15. The 9 elements of service design Service role PriNciPleS ProPoSiTioNS Service MoDel PlATForM reQUireMeNTS ProceSSeS PeoPle JoUrNeYS & eXPerieNceS ProDUcTS
  16. 16. D E S I G N P R O G R A M M E 2yrs! 300k! PRODUCTION STAFF LOCATIONS 1000+!100!
  17. 17. ANALYTICAL! APPROACHES! IMAGINATIVE! APPROACHES!
  18. 18. CHALLENGE: Once is cool, doing it again is even cooler. So embedding the approach is critical.
  19. 19. CX CAN’T BE A ‘MAGIC WAND’! THE ‘TO BE’ SERVICE AND EXPERIENCE TARGET OPERATING MODEL (TOM) How the organisation believes the service should work CUSTOMER CUSTOMER EXPERIENCE EXPERIENCE  
  20. 20. INTEGRATED DEVELOPMENT! THE ‘TO BE’ SERVICE AND EXPERIENCE EXPERIENCE REQUIREMENTS Target customer experience (TCE) CHANGE REQUIREMENTS Target operating model (TOM)
  21. 21. SATISFACTION R AT I N G S U P 1 4 %! PASSENGER NUMBERS ^13%! ASQ RATING 2012 BEST IMPROVED!
  22. 22. www.enginegroup.co.uk Service design is… The application of empathic design thinking and practices to business change.
  23. 23. www.enginegroup.co.uk Service design will become… An integrated management practice within best-in-class organisations.

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