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SDNC13 -DAY1- Business Impact by Melvin Brand Flu
 

SDNC13 -DAY1- Business Impact by Melvin Brand Flu

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Business Impact ...

Business Impact

Service design with its tools, collaborative spirit and creativity has an opportunity for business impact when it moves beyond the pure focus on customers and staff, and design for the organisation. Applying the outside-in perspective helps organisations see their possibilities and limitations in delivering a
positive service experience to their customers. Livework is learning how to prepare and guide businesses to tackle businesses challenges in ways that are new for most organisations. In Cardiff we will share some useful and sometimes painful lessons how to achieve business impact in sectors ranging from insurance and public transport to retail and telecoms.

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    SDNC13 -DAY1- Business Impact by Melvin Brand Flu SDNC13 -DAY1- Business Impact by Melvin Brand Flu Presentation Transcript

    • PRESENTATION Business impact SDN Cardiff 2013
    • Some examples of business impact 2013 © Livework 2
    • “We will stop irritating you” 2013 © Livework 3
    • 100 questions about life, the illness and the system. Life ?
    • My colleagues 2013 © Livework 6
    • They had a tremendous row in our office He grabbed the sketch and ran out the room We left the workshop depressed His service blueprin gets stolen from his office a couple or times a week
    • Looking for service design... My journey 2013 © Livework 8
    • Europa Nederland (Potentiële) Nederlandse Beroepsbevolking Beroepsbevolking 8.000.000) Oriënterend op de arbeidsmarkt Oriënterend (2.000.000) Werkzoekenden Werkzoekenden (1.300.000) CWI DIENSTEN Klant contacten (1.000.000) Met WW bedreigd CWI geregistreerde werkzoekenden NWW (750.000) Huidig Interventie niveau CWI Werk Intake Preventie quote Uitkeringsgerechtigde WW (550.600) + WWB (290.600) Arbeids ongeschikt Uitstroom KETEN PARTNERS
    • (Potentiele) Nederlandse Beroepsbevolking Beroepsbevolking 8.000.000) Internet Oriënterend (2.000.000) Oriënterend op de arbeidsmarkt Werkzoekenden (1.300.000) Werkzoekenden KCC + Klant contacten (1.000.000) CWI geregistreerde werkzoekenden NWW (750.000) Registratie Internet Vestiging KCC Klant ontvangst Informatie Advies Snel zoeken Klant herkenning Werk Intake Match Bemiddeling & reïntegratie Uitkeringsintake Kwalitatieve Intake Vestiging Registratie WW (550.600) + WWB (290.600) Arbeids ongeschikt WW bedreigd Uitkeringsgerechtigde 2004 2007
    • What happens when you put service design on steriods? 2013 © Livework 12
    • Unaware Aware Interested Buy Attract Make offer Help decide Sell Receive & setup Setup Early use Use Assist Inform Change in use Incident Reconsider Support Resolve Recognise
    • Decision Buy Admin Receive Setup Early use Use Offer Contract Admin Deliver Setup Educate & Assist Inform & Support Retail Online Call centre Policies People Process Procedures Practices System
    • Consider Prepare journey Station/stop Journey Station/stop where the journey starts/ continues/ ends and offering travel related services P Considering travel to one or more frequent, or infrequent destinations Plan, make preparations and arrangements for a journey Consider Decide Plan Check/receive info Select Purchase Travel from location Enter Check/receive info Select Purchase Time at station/stop Departure platform Validate Travel Check/receive info Arrival platform Change line Change mode Exit/check-out Fi Consider if, when, how and with whom to travel Decide general aspects of the journey i.e. date, time, mode, route Plan one, or more journeys to one or more destinations Check and/or receive information related to planned or related journeys Select/ change the product/ ticket/ card , mode, route, time and stops Register, renew, purchase, activate the ticket/ card option Travel from current location to station/stop Enter the physical space of the station/stop Check and/or receive information about planned or related journeys Select/ change the product/ ticket/ card , mode, route, time and stops Register, renew, purchase, activate the ticket/ card option Time at station/stop, occupying space, using facilities, waiting Move to departure platform and enter a mode of transport Validate ticket / card for the trip, full journey or period, and show when requested Travel to the (next) stop or destination using one or modes of transport or systems Check and/or receive information about current, planned, or related journeys Wait at, or move from arrival platform to next platform, or exit Change from current line to the next within the same mode or system Change from one mode of transport or system to another mode and/or system Exit a station, or stop, and checkout from system for the journey Tr de Overall satisfaction Move through one or more (public) transport systems, using one or more modes Re 33 114 437 319 313 210 456 406 103 235 362 419 427 431 163 STATION FACILITIES 0 47 97 146 38 33 44 282 164 127 119 256 254 73 21 164 249 212 216 78 Overall satisfaction with the station 0 0 15 17 0 0 17 18 17 17 17 17 18 17 0 17 17 17 17 15 Ticket buying facilities 0 0 14 0 0 14 0 0 0 16 16 0 0 0 0 0 0 14 14 0 Provision of information about train times/platforms 0 0 18 20 18 18 0 18 20 18 18 20 20 0 0 20 17 20 20 0 The upkeep/repair of the station buildings/platforms 0 0 0 0 0 0 0 30 0 0 0 27 30 0 0 0 27 0 0 0 Cleanliness 0 0 0 0 0 0 0 23 0 0 0 23 21 0 0 0 21 0 0 0 The facilities and services 0 0 0 52 0 0 0 56 52 0 0 56 52 0 0 52 56 52 52 0 The attitudes and helpfulness of the staff 0 0 0 0 0 0 0 16 17 16 16 16 17 17 0 17 17 17 17 0 Connections with other forms of public transport 0 19 21 19 19 0 0 19 19 21 0 19 19 0 21 19 19 18 21 0 Facilities for car parking 0 28 28 0 0 0 28 28 0 0 0 0 0 0 0 0 0 0 0 28 0 Overall environment 0 0 0 0 0 0 0 26 0 0 0 26 26 0 0 0 23 23 23 Your personal security whilst using 0 0 0 0 0 0 0 12 0 0 13 13 12 0 0 0 12 12 12 0 The availability of staff 0 0 0 35 0 0 0 32 35 35 35 35 35 35 0 35 35 35 35 32 How request to station staff was handled 0 0 0 4 0 0 0 4 4 4 4 4 4 4 0 4 4 4 4 4 TRAIN FACILITIES 29 154 167 155 168 0 69 155 155 186 91 200 152 30 214 198 170 215 216 84 The frequency of the trains on that route 29 32 34 32 34 0 34 32 32 34 0 32 0 0 32 32 0 32 32 0 Punctuality/reliability (i.e. the train arriving/departing on time) 0 24 26 26 26 0 26 26 26 28 0 28 28 0 28 26 24 28 28 0 The length of time the journey was scheduled to take (speed) 0 14 14 13 15 0 0 13 13 15 0 15 0 0 15 14 14 14 14 0 Connections with other train services 0 10 10 10 10 0 10 10 10 10 9 9 10 10 0 10 10 9 10 9 The value for money for the price of your ticket 0 76 83 76 83 0 0 76 76 90 83 83 83 0 90 83 76 83 83 76 Upkeep and repair of the train 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 The provision of information during the journey 0 0 0 0 0 0 0 0 0 0 0 24 22 21 24 24 22 24 24 0 The helpfulness and attitude of staff on train 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 The space for luggage 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 The toilet facilities 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 Sufficient room for all passengers to sit/stand 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 The comfort of the seating area 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 The ease of being able to get on and off 0 0 0 0 0 0 0 0 0 0 0 0 0 0 15 0 15 15 15 0 Your personal security on board 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 The cleanliness of the inside 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 The cleanliness of the outside 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 The availability of staff 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 How well train company deals with delays 0 0 0 0 0 0 0 0 0 9 0 10 10 0 11 11 10 11 11 0
    • Receives the product, starts the service Setup: Make sure the customer is familiar with the phone and core services Receive & Setup Early stages of being a customer and dealing with the transition to service provider Educate: About the product and other features New customer Familiar with the company, its product and service, establishing regular energy consumption Change in personal situation or circumstance that impacts the contract Personalise: Seduce: Make offers and recommendation on how to use additional services Offer incentives to use new services and introduce others Customer Change in use
    • What have we learned From/with our Clients? 2013 © Livework 18
    • A. Prevent pressure B. Move Pressure Enable customers to do it themselves Show customers how to do it themselves next time
    • “The new bill is simpler to understand, and creates less trouble for us. It’s great”
    • 2013 © Livework 23
    • < Keep it simple Understand before design > < Test with customers Give the organisation time > < Have fun with the client
    • "Engineering and architecture are useless without service design. There is no point investing in the pure physicality and technicality of any public service infrastructure if the service aspect is not well though through and well planned."
    • www.liveworkstudio.com/sdnc13 @liveworkstudio @melvinbf