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Service Design in Planning the Products
of the Tourism and Hospitality Business

      Stefan Moritz — TIE Symposium March...
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland   http://www.youtube.com/watch?v=bUPjYWE5Tf4
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, F...
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, i...
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
                       ...
?
Service Design in Planning the Products
of the Tourism and Hospitality Business

      Stefan Moritz — TIE Symposium Mar...
SERVICES & EXPERIENCES
PRODUCTS
           Produced                                                  Performed

          ...
Services & experiences ...

 1. Are not tangible
 2. Are not separable from consumption
 3. Cannot be stored
 4. Cannot be...
Tangibility & perception – Hertz Car Rental




              Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Offering




             BUSINESS                                                            HUMAN   Return on
 Return on...
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




                           ...
Facilitating a joint-up approach




        Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
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
   ...
Shadowing
             Stakeholder Map          Inconvenience Analysis
              Experience Prototyping
 Open Source S...
Visioning




                                                         (C) Wired Magazine
Stefan Moritz — Design Managemen...
Visioning




                                                         (C) Wired Magazine
Stefan Moritz — Design Managemen...
Visioning




                                                         (C) Wired Magazine
Stefan Moritz — Design Managemen...
Customer experience journals – Newcastle Airport




                 Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finla...
Inconvenience analysis




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




            Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland   CC Lynette...
Paradigm shift




   Accelerating   Automati-                                                                          A ...
Drivers and enablers




   Transparency    Networks                         Access                                Alterna...
New...

    ways to find out the truth
•


    ways to join forces
•


    ways to make a difference
•


    ways to seek ...
“If I asked my customers what
 they wanted they would have
 asked for a faster horse.”
                                   ...
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
Prototyping – McDonald’s




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




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




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




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




http://flickr.com/photos/nl/2733532276
http://invidis.mittelstandswiki.de
The extended customer journey – Virgin Atlantic
Scenography Workbooks – Ritz-Carlton Hotels




                                                                          ...
Empowering service staff – NH Hotels
New sights.

  Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
“The future is already here –
 it’s just unevenly distributed.”
                                                          ...
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.matchingfoodan...
Heston Blumenthal / The Fat Duck



http://pinwheelfarm.files.wordpress.com/2008/07/fat-duck3.jpg
http://www.matchingfoodan...
The Otter Inn, Stockholm
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
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
    S...
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...
The business model we need to understand better:




                 Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finla...
People will pay the equivalent of whatever amount generates an
     incremental number of units of personal satisfaction.
...
“People don’t really care
 how much you know until they know
 how much you care.”                                         ...
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

 Des...
“Imagination is more important
 than knowledge.”                                          Albert Einstein




           S...
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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Innovation in Tourism and Hospitality

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Presentation at Tourism Industry and Education Symposium
March 5-7, 2009 in Jyväskylä, Finland

Innovative and Sustainable Products in the Tourism and Hospitality Business

http://www.jamk.fi/english/research/internationalevents/tie2009/mainpage

Published in: Design, Travel
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Transcript of "Innovation in Tourism and Hospitality"

  1. 1. Service Design in Planning the Products of the Tourism and Hospitality Business Stefan Moritz — TIE Symposium March 2009 — Jyväskylä, Finland
  2. 2. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland http://www.youtube.com/watch?v=bUPjYWE5Tf4
  3. 3. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland http://www.youtube.com/watch?v=bUPjYWE5Tf4
  4. 4. Preaching to the converted (C) Richard Flynn richardflynn.net Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  5. 5. Lets go on a journey. Stefan Moritz — TIE Symposium March 2009 — Jyväskylä, Finland
  6. 6. Tourism & Hospitality have been delivering great service for some time. Hoshi Ryokan, founded in 717, is the world’s oldest hotel still in operation
  7. 7. Travel, stay & come back soon Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  8. 8. New way to travel. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  9. 9. n ig s e D e ic v r e S
  10. 10. What is your favourite service? Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland CC Flickr.com LoopZilla
  11. 11. ? Service Design in Planning the Products of the Tourism and Hospitality Business Stefan Moritz — TIE Symposium March 2009 — Jyväskylä, Finland
  12. 12. 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
  13. 13. 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
  14. 14. Tangibility & perception – Hertz Car Rental Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  15. 15. Offering BUSINESS HUMAN Return on Return on VALUE Interest GOALS GOALS Investment Delivery Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  16. 16. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  17. 17. Touch points – Finnair Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  18. 18. Mapping key touch points & total experience Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  19. 19. 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
  20. 20. Facilitating a joint-up approach Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  21. 21. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  22. 22. 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/
  23. 23. 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
  24. 24. Visioning (C) Wired Magazine Stefan Moritz — Design Management Forum — Cologne 2008
  25. 25. Visioning (C) Wired Magazine Stefan Moritz — Design Management Forum — Cologne 2008
  26. 26. Visioning (C) Wired Magazine Stefan Moritz — Design Management Forum — Cologne 2008
  27. 27. Customer experience journals – Newcastle Airport Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland http://www.airport-technology.com/projects/newcastle/images/5-newcastle-airport.jpg
  28. 28. Inconvenience analysis Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  29. 29. “The great gift of human beings is that we have the power of empathy.” Anon Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  30. 30. Customer journey
  31. 31. New travellers. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  32. 32. “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
  33. 33. The people formerly known as consumers Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland CC Lynette Webb
  34. 34. Paradigm shift Accelerating Automati- A new Asia Abundance Change sation generation Based on Daniel Pink Stefan Moritz — Design Management Forum — Cologne 2008
  35. 35. Drivers and enablers Transparency Networks Access Alternatives Expectations Ebay Tripadvisor Google Threadless Amazon Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  36. 36. 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
  37. 37. “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
  38. 38. New destinations. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  39. 39. Go + Stay + Return Enjoy! Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  40. 40. Prototyping – McDonald’s http://flickr.com/photos/nl/2733532276 http://invidis.mittelstandswiki.de
  41. 41. Prototyping – McDonald’s http://flickr.com/photos/nl/2733532276 http://invidis.mittelstandswiki.de
  42. 42. Prototyping – McDonald’s http://flickr.com/photos/nl/2733532276 http://invidis.mittelstandswiki.de
  43. 43. Prototyping – McDonald’s http://flickr.com/photos/nl/2733532276 http://invidis.mittelstandswiki.de
  44. 44. Prototyping – McDonald’s http://flickr.com/photos/nl/2733532276 http://invidis.mittelstandswiki.de
  45. 45. Prototyping – McDonald’s http://flickr.com/photos/nl/2733532276 http://invidis.mittelstandswiki.de
  46. 46. The extended customer journey – Virgin Atlantic
  47. 47. Scenography Workbooks – Ritz-Carlton Hotels Customer Service Champs http://img.timeinc.net/fortune/conferences/imeme/images/ritzcarlton_sanfrancisco.jpg
  48. 48. Empowering service staff – NH Hotels
  49. 49. New sights. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  50. 50. “The future is already here – it’s just unevenly distributed.” William Gibson Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  51. 51. One Room Hotel, Cambodia Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  52. 52. Heston Blumenthal / The Fat Duck http://pinwheelfarm.files.wordpress.com/2008/07/fat-duck3.jpg http://www.matchingfoodandwine.com/custom/92.jpg
  53. 53. Heston Blumenthal / The Fat Duck http://pinwheelfarm.files.wordpress.com/2008/07/fat-duck3.jpg http://www.matchingfoodandwine.com/custom/92.jpg
  54. 54. The Otter Inn, Stockholm Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  55. 55. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  56. 56. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  57. 57. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  58. 58. Pop up restaurants
  59. 59. Soho Grand Hotel
  60. 60. Heineken lounge
  61. 61. Camper Hotel Barcelona
  62. 62. Yotel
  63. 63. Like-a-local.com
  64. 64. Amplified Journeys
  65. 65. Organic Fois Gras – Eduardo Sousa Daniel Barber TED
  66. 66. W Whatever / Whenever
  67. 67. Dopplr – from location to place http://www.shugendo.org/downloads/dopplr-report.jpg
  68. 68. Tailor Redefine Bend the rules Build authenticity Exceed expectations Create custom comfort Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  69. 69. Arrival. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  70. 70. From materialism to experialism Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  71. 71. What is the value of great customer experience? Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  72. 72. Value Entertainment Kudos Utility Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  73. 73. The business model we need to understand better: Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland http://flickr.com/photos/thenidefyyoustars/2168616963/sizes/l/
  74. 74. People will pay the equivalent of whatever amount generates an incremental number of units of personal satisfaction. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  75. 75. “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
  76. 76. Care. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  77. 77. 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
  78. 78. “Imagination is more important than knowledge.” Albert Einstein Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  79. 79. A little service for you Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
  80. 80. Kiitos! (Thank you!) Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

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