Thinking about Service Design
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Thinking about Service Design

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Presentation about how we should be using data as a bridge to link on and off-line customer experiences!

Presentation about how we should be using data as a bridge to link on and off-line customer experiences!

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Thinking about Service Design Thinking about Service Design Presentation Transcript

  • D ta a r g a s bi e a dT i i ao tev e ei h k g b u sri ds n nn c g b J Wehl yax cs r e w wj i eate o w .x trcv. m an ic @j w x a e c
  • closing the gap •ONLINE information OFFLINE
  • holistic experience Information
  • How can we best use the media to enhance the same messages across multiple channels?
  • How can we best bridgethe gap between on and off-line experiences?
  • data as the bridge?I am the same customer across every channel
  • data as the bridge? time research purchase support upgradecross-channel customer journey mapping
  • service design• How do we facilitate this movement across different channels?• User experience is continuous & non-linear• Difficult to model and design for• Needs to consider different context• Forrester has good stats on channel usage
  • service design• Good service design involves understanding your customers and their contexts• Great service design is continuous and gives customers the power in the interaction• Service design and IA involve the same skills(changing real rather than on-line behaviour)
  • conceptualising this• Story driven customer journey maps• looking at tasks and triggers• needs within different contexts
  • mapping• detractors• influencers• major activities• scenarios• looking at tasks and triggers
  • emergent design• Experience design is emergent• You can’t model everything but you need to model well enough and be flexible