Service is Product is Service …
Justin Knecht
Bizcamp Dublin, 19 September 2009
Centre for
Design Innovation

A short personal history in pictures

There is a lot of talk about innovation …
but little direction on how to actually do it.

Innovation starts and ends with people
(This couldn’t be any more true for services.)

Technology Product Experience Meaning

Meaning Experience Product Technology

When discussing services there is a lot of overlap

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Design Innovation

We are ALL service providers

Customers don’t want a 1/4” drill, they want to hang
a picture on the wall.

People “pay” more for service
Different
and unique Speci c
€4.00
€1.70
Customer Need
Differentiation
22c
8c
Undifferentiated Generic
Low Market Value High

From rst impressions to lasting impressions

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Design Innovation

First impressions Lasting impressions
Entice Decide Use Support End & Extend

Understanding customer touch points

Service Blueprint

Exercise
Putting on a play

Stage Audience Actors Script Backstage
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Design Innovation

Stage The physical evidence of your service, your “stuff”
Audience Your customers and their actions
Actors Your employees and their actions
Script Your plan for what should happen, where and when
Backstage What you need to make everything “work”
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Design Innovation

Touch Touch Touch Touch Touch
Point Point Point Point Point
Stage
Audience
Actors
Script
Backstage

The measures of a good service experience
(are largely qualitative)

R.A.T.E.R
Reliable The ability to deliver your service
dependably and accurately
Assured How you convey, con dence, trust,
credibility and security to your customers
Tangible All your service’s “stuff”: brochures, website,
products, people and environments
Empathic Your ability to understand and re ect your
customers’ individual needs
Responsive Willingness to help customers and provide
prompt service

Touch Touch Touch Touch Touch
Point Point Point Point Point
Reliable
Assured
Tangible
Empathic
Responsive

Look at your service through your customers’ eyes

YOU are not your CUSTOMER

Your customer is a LIAR

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Design Innovation

Setting the right
expectations
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Design Innovation • Use • Support • End & Extend
Entice • Decide

Make it simple. Make it memorable. Make it inviting to look at. Make it fun.
Leo Burnett

You only get one chance to make a rst impression

Communication is the key
Between you and your customers
Between you and yourselves

In a poll of 23,000 employees drawn from a number
of companies and sectors:
Only 37% said they had a clear understanding of
what their organisation is trying to achieve
Only 1 in 5 was enthusiastic about their team’s and
their organisation’s goals
Only 1 in 5 said they had a clear line of sight
between their personal tasks and their team’s goals
Only 15% felt that their organisation fully enables
them to execute key goals
Only 20% fully trust the organisation they work for
Source: Steve Covey, in “The 8th Habit”

If a football team had these same statistics:
Only 4 of the 11 players on the eld would know
which goal is theirs
Only 2 of the 11 would even care
Only 2 of the 11 would know what position they
play and know exactly what they are supposed to
do
All but 2 players would, in some way, be competing
against their own team members, rather than the
opponent
Source: Steve Covey, in “The 8th Habit”

Exercise
The Napkin Sketch

Entice
Set the right expectations with your customers,
but make sure you do the same with your
organisation
Entice • Decide • Use • Support • End & Extend

A decision in your
favour is the rst
moment of truth
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Design Innovation • Use • Support • End & Extend
Entice • Decide

All touch points are
not created equal
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Design Innovation • Use • Support • End & Extend
Entice • Decide

Something goes
wrong: the ultimate
moment of truth
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Design Innovation • Use • Support • End & Extend
Entice • Decide

No plan survives contact with the enemy.
Colonel Tom Kolditz, head of behavioural sciences, West Point Military Academy

What happens when something goes wrong?
Entice • Decide • Use • Support • End & Extend

Who said sleeping in a moldy apartment was bad
for you? Horizon realty thinks it's okay.
Entice • Decide • Use • Support • End & Extend

Entice • Decide • Use • Support • End & Extend

Exercise
How good are you at support?

Turn your customers
into advocates
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Design Innovation • Use • Support • End & Extend
Entice • Decide

How do you celebrate success with your clients?

End & Extend
Create a lasting impression
Turn customers into advocates
Entice • Decide • Use • Support • End & Extend

Thank you!
Me: verticalbones
CDI: designinnovation.ie
Centre for
Design Innovation