Innovation in Tourism and Hospitality

Service Design in Planning the Products of the Tourism and Hospitality Business Stefan Moritz — TIE Symposium March 2009 — Jyväskylä, Finland

Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland http://www.youtube.com/watch?v=bUPjYWE5Tf4

Preaching to the converted (C) Richard Flynn richardflynn.net Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Lets go on a journey. Stefan Moritz — TIE Symposium March 2009 — Jyväskylä, Finland

Tourism & Hospitality have been delivering great service for some time. Hoshi Ryokan, founded in 717, is the world’s oldest hotel still in operation

Travel, stay & come back soon Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

New way to travel. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

n ig s e D e ic v r e S

What is your favourite service? Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland CC Flickr.com LoopZilla

? Service Design in Planning the Products of the Tourism and Hospitality Business Stefan Moritz — TIE Symposium March 2009 — Jyväskylä, Finland

SERVICES & EXPERIENCES PRODUCTS Produced Performed Material Immaterial Tangible Intangible Can be stored Can’t be stored Usually without client Interaction with client Consumption after production Consumption = production Defects in manufacturing Mistakes in behaviour Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Services & experiences ... 1. Are not tangible 2. Are not separable from consumption 3. Cannot be stored 4. Cannot be owned 5. Are complex 6. Quality is difficult to measure Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Tangibility & perception – Hertz Car Rental Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Offering BUSINESS HUMAN Return on Return on VALUE Interest GOALS GOALS Investment Delivery Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Touch points – Finnair Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Mapping key touch points & total experience Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

n g tio g in in rn c s nd re pt lea di a t n ce es st pe c d n er eb gi an co ap nd te th th ut ng tra gu g go pi gi in gs lin lo in n ct vin ve di ab ak le Fin De En Se Gi M SD SD SD SD SD SD Understanding Thinking Generating Filtering Explaining Realising Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Facilitating a joint-up approach Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

New combination of existing methods. IA DE S E RVICE D ESIG N WORKSHOP, STEFAN MOR ITZ, HEL SI NKI , 0 8.0 4.200 8 http://flickr.com/photos/nanasupergirl/2302540236/sizes/l/

Shadowing Stakeholder Map Inconvenience Analysis Experience Prototyping Open Source Storming Personas Journals Prioritisation Dots Co-creation Mood Video Service Blueprinting Wall Mapping Service Specification Customer Journey Map Relationship mapping Journals Storyboarding Contextual Interview

Visioning (C) Wired Magazine Stefan Moritz — Design Management Forum — Cologne 2008

Customer experience journals – Newcastle Airport Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland http://www.airport-technology.com/projects/newcastle/images/5-newcastle-airport.jpg

Inconvenience analysis Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

“The great gift of human beings is that we have the power of empathy.” Anon Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Customer journey

New travellers. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

“80% of companies believe they deliver a superior customer experience, but only 8% of their customers agree.” Bain & Company Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

The people formerly known as consumers Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland CC Lynette Webb

Paradigm shift Accelerating Automati- A new Asia Abundance Change sation generation Based on Daniel Pink Stefan Moritz — Design Management Forum — Cologne 2008

Drivers and enablers Transparency Networks Access Alternatives Expectations Ebay Tripadvisor Google Threadless Amazon Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

New... ways to find out the truth • ways to join forces • ways to make a difference • ways to seek advise • Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

“If I asked my customers what they wanted they would have asked for a faster horse.” Henry Ford Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

New destinations. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Go + Stay + Return Enjoy! Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Prototyping – McDonald’s http://flickr.com/photos/nl/2733532276 http://invidis.mittelstandswiki.de

The extended customer journey – Virgin Atlantic

Scenography Workbooks – Ritz-Carlton Hotels Customer Service Champs http://img.timeinc.net/fortune/conferences/imeme/images/ritzcarlton_sanfrancisco.jpg

Empowering service staff – NH Hotels

New sights. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

“The future is already here – it’s just unevenly distributed.” William Gibson Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

One Room Hotel, Cambodia Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Heston Blumenthal / The Fat Duck http://pinwheelfarm.ﬁles.wordpress.com/2008/07/fat-duck3.jpg http://www.matchingfoodandwine.com/custom/92.jpg

The Otter Inn, Stockholm Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Pop up restaurants

Soho Grand Hotel

Heineken lounge

Camper Hotel Barcelona

Yotel

Like-a-local.com

Amplified Journeys

Organic Fois Gras – Eduardo Sousa Daniel Barber TED

W Whatever / Whenever

Dopplr – from location to place http://www.shugendo.org/downloads/dopplr-report.jpg

Tailor Redefine Bend the rules Build authenticity Exceed expectations Create custom comfort Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Arrival. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

From materialism to experialism Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

What is the value of great customer experience? Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Value Entertainment Kudos Utility Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

The business model we need to understand better: Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland http://flickr.com/photos/thenidefyyoustars/2168616963/sizes/l/

People will pay the equivalent of whatever amount generates an incremental number of units of personal satisfaction. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

“People don’t really care how much you know until they know how much you care.” Mike McNight Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Care. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Summary PAY attention to what customers want (they might not even know it) Fulfil needs in context and on-demand Design can be the facilitator for new ways of thinking and fuel innovation We need to create new forms of organisation, management and collaboration Go beyond the expected and create ways to add new levels of mutual value Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

“Imagination is more important than knowledge.” Albert Einstein Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

A little service for you Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Kiitos! (Thank you!) Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

Innovation in Tourism and Hospitality

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