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IxDA NYC & SDN New York
Service Design in Practice
Creating a Customer-Centered
Business Service Center
Planning and orchestrating…
              Attendees/customers      Communications



                  People
 Time                                                   Infrastructure
                                    Objects

  Processes
                               Space                      Information

  Communications                             Technology


        Service
                                                          Moment location
        providers/volunteers

      … to create an effective service experience
                                                                 Copyright © 2012 NTT DATA, Inc.   2
Case Study:

Creating a Customer-Centered Business
Service Center

• Centralizing business services     1   Iterative
  for all ~100K employees
• Mandated to be “customer-
                                     2   Adaptable
  centered” and design the ideal     3   Tangible
  state!!!!!!!!!!!!!
• Priority: business case approval
• Customers = employees
  employees = customers


                                              Copyright © 2012 NTT DATA, Inc.   3
1 Discovery




Current State Service Model: Customer Served as Service Hub
                                                      Copyright © 2012 NTT DATA, Inc.   4
2 Insights & Concepting




                          Copyright © 2012 NTT DATA, Inc.   5
2 Insights & Concepting




Design Principles



                          Copyright © 2012 NTT DATA, Inc.   6
Danke!




Laura Keller
Director of Strategy, Experience Design, NTT Data
Twitter: @servicedesignLK




                                                    Copyright © 2012 NTT DATA, Inc.   7

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Ixda service design

  • 1. IxDA NYC & SDN New York Service Design in Practice Creating a Customer-Centered Business Service Center
  • 2. Planning and orchestrating… Attendees/customers Communications People Time Infrastructure Objects Processes Space Information Communications Technology Service Moment location providers/volunteers … to create an effective service experience Copyright © 2012 NTT DATA, Inc. 2
  • 3. Case Study: Creating a Customer-Centered Business Service Center • Centralizing business services 1 Iterative for all ~100K employees • Mandated to be “customer- 2 Adaptable centered” and design the ideal 3 Tangible state!!!!!!!!!!!!! • Priority: business case approval • Customers = employees employees = customers Copyright © 2012 NTT DATA, Inc. 3
  • 4. 1 Discovery Current State Service Model: Customer Served as Service Hub Copyright © 2012 NTT DATA, Inc. 4
  • 5. 2 Insights & Concepting Copyright © 2012 NTT DATA, Inc. 5
  • 6. 2 Insights & Concepting Design Principles Copyright © 2012 NTT DATA, Inc. 6
  • 7. Danke! Laura Keller Director of Strategy, Experience Design, NTT Data Twitter: @servicedesignLK Copyright © 2012 NTT DATA, Inc. 7

Editor's Notes

  1. Solution: Phased, collaborative engagement with iterative insight collection and built-in flexibility
  2. Customer has burden to act as service hub Impact: Decrease in Customer productivity and satisfaction Minimal and/or inconsistent status and feedback/follow-up communications Impact: Decreased Customer productivity and satisfaction Impact: Missed opportunities for service improvement Lack of awareness/understanding (e.g., what/who to use, when, how) Impact: Decreased customer and employee productivity, engagement and loyalty Impact: Decreased customer satisfaction Repetitive, redundant, and conflicting systems and processes across the 5 services Impact: Decreased efficiencies Lack of capitalizing on benefits of human vs. digital channels Impact: Reduced adoption of existing service delivery tools/capabilities and increased incidents of Customer “work-arounds”
  3. As part of a phase I Discovery engagement, we interviewed global customers and stakeholders to understand the most common service requests, the typical interactions between customer and service provider, and areas of improvement. We reviewed various usage data and insight materials from the five services. We evaluated areas of impact to the business with the current service design – e.g., inefficiencies, lost productivity, low customer satisfaction – and areas of opportunity with a new model.