Customer experience and intranets in the context of service design v3

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

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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

Customer experience and intranets in the context of service design v3

by Meld Studios on May 28, 2011

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