Presentation given at the Service Design Conference held on the 3rd of May 2011 in Sydney, Australia. Presentation which highlights the differences we've noticed while doing service design work for a variety of not-for-profit organisation and private industry.

1. Service Design Conference, Sydney
3 May 2011
Service design for Corporates vs NGOs...
Is there a difference?
Dr Melis Senova

2. How we view service design at Huddle

3. Epic Customer Context
A customer-centric way to frame
the context of a service at the highest find buy use help
level. An epic journey is made up of
different ‘legs’.
Optional Pathways
Each leg is comprised of possible research analyse compare request negotiate order step 1 step 2 step 3 self call
quote serve centre
different paths that may be taken to
complete each leg of the journey.
Customer
The customer could be an individual
with a certain objective, or it
could be an entire organisation.
The customer chooses their
pathway through the service.
Customer Journey Map
Customer Journey research order step 2 step 1 A visual representation of the path a
The chosen path is referred to as the call customer may take through a service
customer journey. The customer doesn’t centre offering. It highlights the different
compare step 3 touchpoints that characterise the
experience each step in isolation, it’s all
part of an entire service experience. service experience.
Service Blueprint
Touchpoints A common tool to communicate the
The touchpoints are the experience at the touchpoints, the
tangible elements of the interaction with customer facing staff
service that, when designed and the support processes that aid the
together, can set up the overall delivery of the service.
service experience.
experience Service Integration Plan
A map which can be used to plan efforts
organisation to improve integration between areas
of the business critical to delivering a
process successful service experience.
technology
business www.huddledesign.com
© Huddle Design 2010

4. epic journey
customer
customer journey
touchpoints
The experience is the glue between the customer and the organisation.
experience We design the things that help deliver the desired experience.
Strategic Communication Plan
Changes to current services or
Organisation introductions of new services requires
People with different skills communication across many different
and knowledge deliver the audiences. A communication plan is an
service to customers across essential part of change management to
different touchpoints. ensure the right messages are communi-
cated to the right people at the right time.
Process market promotion sales upgrade
The workflow or process is central to research call product
resolve
the delivery of the service and must issue
segmen- process
Service Integration Plan
be designed to flow end to end and tation order A map which can be used to manage
integrate the people and systems.
efforts to improve integration between
areas of the business critical to delivering
a successful service experience.
Technology Systems
The people and processes are
supported or enabled by systems and
tools, and parts of the service may be
delivered by technology infrastructure.
Business Drivers Service Relationship Map
The successful performance of the aware- cycle service satis- A visual representation of how services
brand ness loyalty sales revenue times levels faction faults retention
service is driven by different factors and within a portfolio relate to each other.
measured at the macro and micro level. This map can be used to understand
opportunities for bundling, cross selling
Epic Business Context and ares requiring more alignment.
An organisation centric way to frame
the context of the service at its highest promote sell deliver support
level - each leg of the business epic has
relevant drivers and success measures. www.huddledesign.com
© Huddle Design 2010

5. Things that are
different...

6. The language is different
and the value exchange is
different.

7. Supporter Customer
Supporters have a A customer has a
relationship with their cause need that can be
which is personal. The fulfilled with the
outcomes they seek have a acquisition of a
longer timeframe. service.

8. Customer Service Happy Happy
provider customer service
provider
Corporate value exchange is transactional, tangible and internally focussed.

9. Supporters NGO Happy outcome
NGO value exchange is aspirational, less tangible and externally focussed.

10. Empathy-gap is different.

11. I really need to We really need to
have a clean home. meet our revenue
targets.
Customer Corporation
Corporates tend to have a bigger empathy gap than NGOs, this is where
communication design becomes really important.

12. I’m really We are really
passionate about passionate about
saving the planet. saving the planet.
Supporters NGO
Employees of NGOs naturally have more empathy for supporter-insights
(when you can get them).

13. NGOs have a clearer link to
a guiding purpose...
the greater good.

14. Why?
Our focus
is here with
corporates.
Purpose Missions
What? When?
Approach Plan
Our focus
is here with
NGOs.
How?
Huddle Thinking Framework - how we orient ourselves during immersion.

15. Entry points into the
organisations are different.

16. Typical entry point with NGOs.
Typical entry point with
Corporates.
Having an entry point at the c-level executive increases the ability to effect change
across a wider scope.

17. Things that are the
same...

18. Both organisations are
affected by politics, both
internal and external.

19. ... politics plays a similar role.
On close inspection...
The best way to navigate a political environment is to design your communication for
your audience.

20. Change is scary.

21. I’d like to make a
complaint please...
Fear of change is present in both types of organisations, as service designers we
need to acknowledge the role we play in enabling change.

22. Both organisations need to
function in two intersecting
worlds.

23. find buy use help
Customer’s or
research analyse compare request negotiate
quote order step 1 step 2 step 3 self
serve
call
centre
Supporter’s world
research order step 2 step 1
call
customer journey. The customer doesn’t centre
compare step 3
experience each step in isolation, it’s all
The experience is the glue between the customer and the organisation.
We design the things that help deliver the desired experience.
market promotion sales upgrade
research call product
resolve
issue
segmen- process
tation order
Organisation’s world.
brand aware- loyalty sales revenue cycle service satis- faults retention
ness times levels faction
service is driven by different factors and
measured at the macro and micro level.
promote sell deliver support
level - each leg of the business epic has
They both need to operate within two worlds, and as service designers we need to
design for both these worlds.

24. Both organisations want to
please their supporters/
customers.

25. Supporter Customer
NGO Corporation
Both NGOs and Corporates want to be loved. They also understand that most of the
loving happens in the ongoing interaction with their service.

26. Both organisations need to
sell service design
internally.

27. Evaluation
Gather
Consideration
Information
Awareness Commitment
Usage
End to end service experience

28. Evaluation
Advocacy
Gather
Consideration
Information
Awareness Commitment
Usage
As an organisation, it is becoming more important to influence what people think
about your service through its end to end experience. This is where we spend most of
our time, and this is what we talk to others about.

29. A few lessons...

30. Don’t sell the tool without
building the capability to use it.
Know how to meaningfully
compartmentalise your work.
Get good at communicating the
value of service design, using your
client’s language.

31. Thank you.
Please ask some questions.
Dr Melis Senova
@avones
@huddledesign
melis@huddledesign.com