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Service Design and the Omnichannel Experience - SpeechTEK 2015

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Service Design and the Omnichannel Experience - SpeechTEK 2015

  1. 1. Service Design and the Omnichannel Experience: SpeechTEK Sunrise Discussion August 2015 Crispin Reedy
  2. 2. Agenda • What is Omnichannel? • What is Service Design? • Group Discussion • Optional Extras 2© 2015 Versay Solutions LLC
  3. 3. What is Omnichannel? 3© 2015 Versay Solutions LLC Outbound IVR SMS Mobile Inbound IVR Web Email Social Media Physical Store Call Center Agents Customer- Facing Staff
  4. 4. Omnichannel Is: My Customer SMS Mobile Email IVR People Web Outbound IVR Store 4© 2015 Versay Solutions LLC Coordinating and organizing different technologies, people, and processes in order to achieve a seamless customer experience.
  5. 5. 5© 2015 Versay Solutions LLC Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers. (SDN)
  6. 6. 6© 2015 Versay Solutions LLC The “product” idea is baked into the language used in organizations.
  7. 7. 7© 2015 Versay Solutions LLC Unless you’re selling something like this… You’re really selling a service.
  8. 8. 8© 2015 Versay Solutions LLC Even if you’re selling something like this… You’re also selling a service.
  9. 9. 9© 2015 Versay Solutions LLC The entire experience of product X is made up of the interactions you have with the company selling product X.
  10. 10. 10© 2015 Versay Solutions LLC HR Marketing IT Operations FacilitiesManagement Change Management Organization Design We Already Do This… Don’t We? Continuous Improvement QA Sort OfService Design Touches Everything
  11. 11. 11© 2015 Versay Solutions LLC My Customer Continuous Improvement Organization Design Management QA IT Change Management HR Marketing
  12. 12. Service Design Discipline • Uses methods and tools derived from different disciplines – Ethnography – Information and management science – Interaction design • Introduced as a design discipline at Köln International School of Design (1991) – Dr. Michael Erlhoff • Service Design Network (SDN) introduced (2004) 12© 2015 Versay Solutions LLC
  13. 13. 13© 2015 Versay Solutions LLC User Centered Design • A set of techniques and tools designed to keep the focus on the user during the design process – Card sorts – Task analysis – Personas – User interviews – Focus groups – Usability tests – Etc.
  14. 14. 14© 2015 Versay Solutions LLC Website, IVR, mobile site, physical product User Centered Design Service Design Designing all interactions between customer and company Service Design is UCD “on steroids.” Service Design
  15. 15. What Does “User Focused” Really Mean? • Male • Born in 1948 • Raised in Great Britain • Married • At least 2 children • Likes dogs • Loves the Alps 15© 2015 Versay Solutions LLC Consider these two customers: • Male • Born in 1948 • Raised in Great Britain • Married • At least 2 children • Likes dogs • Loves the Alps
  16. 16. What Does “User Focused” Really Mean? 16© 2015 Versay Solutions LLC Consider these two customers:
  17. 17. What Does “User Focused” Really Mean? Statistics are important, but how well do you understand: • Habits • Culture • Social Context • Motivation 17© 2015 Versay Solutions LLC
  18. 18. “User Focused” and Omnichannel • Two “identical” customers use two different channels. • Why? • They’re not identical. 18© 2015 Versay Solutions LLC
  19. 19. “User Focused” and Omnichannel • Case study: Cisco Consumer Products Support – Guide customers to the channel it determines will suit them best • Technology gurus = online support • Less technical expertise = simple step-by-step instructions • Eliminated e-mail – In 2006, only 30% of customer contacts were handled through web self-service – Today: 84% 19 Source: Harvard Business Review
  20. 20. 20© 2015 Versay Solutions LLC Website, IVR, mobile site, physical product User Centered Design Service Design Designing all interactions between customer and company Service Design is UCD “on steroids.” Service Design
  21. 21. optimalworkshop.com
  22. 22. 22Source: JennyCham.co.uk
  23. 23. 23© 2015 Versay Solutions LLC Source: Usability.gov
  24. 24. Usability Testing • TBD Insert Clip Here 24
  25. 25. Source: Heart of the Customer
  26. 26. Source: Indi Young
  27. 27. What’s in the Service Design Toolbox? 27© 2015 Versay Solutions LLC Stakeholder Mapping Customer Journey Maps Service Safaris Shadowing Cultural Probes The Five Whys Contextual Interviews Mobile Ethnography Expectation Maps Scenarios A Day in the Life Personas Ideation What-If Storyboarding Service Prototyping
  28. 28. Resources • Organization: Service Design Network • Book: “This Is Service Design Thinking” • Website: Smaply.com 28© 2015 Versay Solutions LLC
  29. 29. 29© 2015 Versay Solutions LLC When you have two coffee shops right next to each other, and each sells the exact same coffee at the exact same price, service design is what makes you walk into one and not the other. (31 Volts Service Design)
  30. 30. Where To Begin? • Service Design – Qualitative Research – Find out what you don’t know – Plug the gaps – Create a strategic roadmap • Omnichannel Strategy – Has to start with Project Zero – Customer data repository – Specifically around customer interactions – Access to quantitative data
  31. 31. Sparks for Discussion • Your experiences with Service Design and/or Omnichannel? • Is this kind of strategic thinking important? • Best bang for the buck with Omnichannel? • “Service Design” vs. “Experience Design”? • Role of the call center? • What about prototyping? • Ideas for adoption into an organization? 31© 2015 Versay Solutions LLC

Editor's Notes

  • SDN = Service design network
  • One of their first findings was pretty obvious. They had a product development group with actuaries and so on, who were in charge of developing their different “products.” This clued them in to the shift that had to be made in their organizational culture.
  • What are products really? An insurance policy is not a product, although we may think of it as one. It cannot be held in the hand. Cannot be inspected for quality, flaws, or damage.
    The experience of a physical product is made up of using the physical thing. Taking the picture, carrying the purse, riding your bike.
    The experience of an policy is made up of the interactions you have with the insurance company.
  • What are products really? An insurance policy is not a product, although we may think of it as one. It cannot be held in the hand. Cannot be inspected for quality, flaws, or damage.
    The experience of a physical product is made up of using the physical thing. Taking the picture, carrying the purse, riding your bike.
    The experience of an policy is made up of the interactions you have with the insurance company.
  • SDN = Service design network
  • , having found that it didn’t reliably reduce customer effort. (Our research shows that 2.4 e-mails, on average, are needed to resolve an issue, compared with 1.7 calls.)
  • Card sorts
  • Personas
  • Focus groups / One on one user research
  • Usability testing
  • Customer Journey Mapping
  • Mental Models
  • SDN = Service design network

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