• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Customer experience and intranets in the context of service design v3
 

Customer experience and intranets in the context of service design v3

on

  • 1,509 views

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.

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.

Statistics

Views

Total Views
1,509
Views on SlideShare
1,508
Embed Views
1

Actions

Likes
3
Downloads
40
Comments
0

1 Embed 1

http://www.docseek.net 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Customer experience and intranets in the context of service design v3 Customer experience and intranets in the context of service design v3 Presentation Transcript

    • Customer experience andintranets in the context ofservice designIain BarkerPrincipal, Meld Studios@iain_barker
    • Technical writer, user interfacedesigner, information designer,information architect, usabilitytester, user centred designer,user experience architect,interaction designer, service designer
    • Meld Studios’ clients include...BT Financial GroupNSW Dept. of Education and TrainingMission AustraliaYouth Hostels AustraliaHotfrogNo Spudsand numerous others we can’t mention...
    • Research and design of...services communications strategiesbusiness models marketing materialswebsites interactionsconversations workflowintranets content management systemsfollow-up processes processescall centres business casesapplications ...
    • customer experienceservice designintranets
    • 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
    • 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
    • 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
    • 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 Y I [.a t , + { ,z o a2 t- @EqE5Lts5 iil ttttt@ , tll t * Z gr l , @ h s { I in g d" 3 @ s @
    • 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
    • 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
    • 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
    • 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
    • ExternalIntangible Tangible Internal
    • External Menu Brochure Queues Website Packaging iPhone App Ticket stub Store layout Application formIntangible Tangible Internal
    • External Space Menu Temperature Brochure Queues Website Intent Emotion Packaging iPhone App Time Ticket stub Waiting Store layout Ambiance Application form BrandIntangible Tangible Internal
    • Tangible
    • Intangible
    • 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
    • The best way to get started...Service mapping
    • Customer experiencePhysical artefacts Line of interactionOnstage actions Line of visibilityBackstage actions Line of internal interactionSystems
    • 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 designliteratureTalk to me or my colleagues at MeldStudios
    • Thoughts or questions? Iain Barker Principal, Meld Studios iain@meldstudios.com.au @iain_barker