Customer experience andintranets in the context ofservice designIain BarkerPrincipal, Meld Studios@iain_barker
Technical writer, user interfacedesigner, information designer,information architect, usabilitytester, user centred design...
Meld Studios’ clients include...BT Financial GroupNSW Dept. of Education and TrainingMission AustraliaYouth Hostels Austra...
Research and design of...services              communications strategiesbusiness models       marketing materialswebsites ...
customer experienceservice designintranets
customer experience“...the sum of all experiences a customer has with asupplier of goods or services, over the duration of...
experiences                             touchpointsWhat the customer takes away            Key moments in the interactionf...
Shares in design-led businessesoutperform key stock market indices by200%Where design is integral, less than half ofbusine...
Organisationsunderstand thebusiness value ofcreating greatcustomer experiences
This sounds vaguely interesting Iain,but what the heck has all this got todo with intranets?
Great customerexperience is onlysustainable if youcreate a greatstaff experience
the customer experience is onlythe tip of the iceberg
staff experiences are often verymessy
duct tapeexperiences
J                                         o               -I-                       v                                     ...
experiences                             touchpointsWhat the customer takes away            Key moments in the interactionf...
experiences                             touchpoints                          channels                             process ...
service designexperiences                             touchpoints                          channels                       ...
service design...is holistic, not about channelsis people-centred, not just customer centredis about the tangibles and int...
ExternalIntangible              Tangible             Internal
External                     Menu                                 Brochure                 Queues                     Webs...
External                                            Space                                   Menu         Temperature      ...
Tangible
Intangible
External                                                Space                                       Menu         Temperatu...
The best way to get started...Service mapping
Customer experiencePhysical artefacts            Line of interactionOnstage actions                  Line of visibilityBac...
Andy Polaine, Service Blueprint +
Implications ofservice design forintranet teams
Service design...changes the silo-ed way inwhich things are designed
Service design...reframes projects in termsof organisational objectives
Service design...connects internal thingswith the “more valued”external things
Service design...makes fuller use of whatyou know and learn
Service design...involves collaboration andfacilitation
Start a conversation about servicedesign within your organisation bymapping a serviceHave a read of some service designlit...
Thoughts or questions?          Iain Barker       Principal, Meld Studios     iain@meldstudios.com.au            @iain_bar...
Customer experience and intranets in the context of service design v3
Customer experience and intranets in the context of service design v3
Customer experience and intranets in the context of service design v3
Customer experience and intranets in the context of service design v3
Customer experience and intranets in the context of service design v3
Customer experience and intranets in the context of service design v3
Customer experience and intranets in the context of service design v3
Customer experience and intranets in the context of service design v3
Customer experience and intranets in the context of service design v3
Customer experience and intranets in the context of service design v3
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Customer experience and intranets in the context of service design v3

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Presentation given at Intranets 2011 in Sydney by Iain Barker of Meld Studios on the topic of how customer experience and intranets converge within the context of service design.

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Customer experience and intranets in the context of service design v3

  1. 1. Customer experience andintranets in the context ofservice designIain BarkerPrincipal, Meld Studios@iain_barker
  2. 2. Technical writer, user interfacedesigner, information designer,information architect, usabilitytester, user centred designer,user experience architect,interaction designer, service designer
  3. 3. Meld Studios’ clients include...BT Financial GroupNSW Dept. of Education and TrainingMission AustraliaYouth Hostels AustraliaHotfrogNo Spudsand numerous others we can’t mention...
  4. 4. Research and design of...services communications strategiesbusiness models marketing materialswebsites interactionsconversations workflowintranets content management systemsfollow-up processes processescall centres business casesapplications ...
  5. 5. customer experienceservice designintranets
  6. 6. customer experience“...the sum of all experiences a customer has with asupplier of goods or services, over the duration of theirrelationship with that supplier. From awareness,discovery, attraction, interaction, purchase, use,cultivation and advocacy.”http://en.wikipedia.org/wiki/Customer_experience
  7. 7. experiences touchpointsWhat the customer takes away Key moments in the interactionfrom the interaction(s) between organisation and customer Product Store/branch Call centre, brochure, etc interactions How and where the organisation and the customer meet external internal
  8. 8. Shares in design-led businessesoutperform key stock market indices by200%Where design is integral, less than half ofbusinesses compete mainly on price,compared to two thirds of those who don’tuse designOn average, design alert businessesincrease their market share by 6.3%through using design
  9. 9. Organisationsunderstand thebusiness value ofcreating greatcustomer experiences
  10. 10. This sounds vaguely interesting Iain,but what the heck has all this got todo with intranets?
  11. 11. Great customerexperience is onlysustainable if youcreate a greatstaff experience
  12. 12. the customer experience is onlythe tip of the iceberg
  13. 13. staff experiences are often verymessy
  14. 14. duct tapeexperiences
  15. 15. J o -I- v Y I [.a t , + { ,z o a2 t- @EqE5Lts5 iil ttttt@ , tll t * Z gr l , @ h s { I in g d" 3 @ s @
  16. 16. experiences touchpointsWhat the customer takes away Key moments in the interactionfrom the interaction(s) between organisation and customer Customer experience can be shallow in execution Only treating customer channels not the staff experience interactions How and where the organisation and the customer meet external
  17. 17. experiences touchpoints channels process systemsWhat the customer takes away Key moments in the interaction Medium with which the organisation Ways of working. The policies that Technology and infrastructurefrom the interaction(s) between organisation and customer communicates with their customers guide how the business is run that a company relies upon to operate interactions How and where the organisation and the customer meet external internal
  18. 18. service designexperiences touchpoints channels process systemsWhat the customer takes away Key moments in the interaction Medium with which the organisation Ways of working. The policies that Technology and infrastructurefrom the interaction(s) between organisation and customer communicates with their customers guide how the business is run that a company relies upon to operate interactions How and where the organisation and the customer meet external internal
  19. 19. service design...is holistic, not about channelsis people-centred, not just customer centredis about the tangibles and intangiblesis about things that occur over timeis about solving complex and political problems
  20. 20. ExternalIntangible Tangible Internal
  21. 21. External Menu Brochure Queues Website Packaging iPhone App Ticket stub Store layout Application formIntangible Tangible Internal
  22. 22. External Space Menu Temperature Brochure Queues Website Intent Emotion Packaging iPhone App Time Ticket stub Waiting Store layout Ambiance Application form BrandIntangible Tangible Internal
  23. 23. Tangible
  24. 24. Intangible
  25. 25. External Space Menu Temperature Brochure Queues Website Intent Emotion Packaging iPhone App Time Ticket stub Waiting Store layout Ambiance Application form BrandIntangible Tangible Goals Processes Principles Role CRMs Strategy Intranet Internal
  26. 26. The best way to get started...Service mapping
  27. 27. Customer experiencePhysical artefacts Line of interactionOnstage actions Line of visibilityBackstage actions Line of internal interactionSystems
  28. 28. Andy Polaine, Service Blueprint +
  29. 29. Implications ofservice design forintranet teams
  30. 30. Service design...changes the silo-ed way inwhich things are designed
  31. 31. Service design...reframes projects in termsof organisational objectives
  32. 32. Service design...connects internal thingswith the “more valued”external things
  33. 33. Service design...makes fuller use of whatyou know and learn
  34. 34. Service design...involves collaboration andfacilitation
  35. 35. Start a conversation about servicedesign within your organisation bymapping a serviceHave a read of some service designliteratureTalk to me or my colleagues at MeldStudios
  36. 36. Thoughts or questions? Iain Barker Principal, Meld Studios iain@meldstudios.com.au @iain_barker

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