Service Design captures imaginations beyond the design sector because it packages a set of ideas that are well suited for change-oriented organisations. Even with solid management practices focused on quality and efficiency, organisations still work hard to win, keep and delight customers. The need to transform is very real, and Service Design is well placed to make a difference as long as it is able to adapt.
10. DESIGN TO DRIVE VALUE!
1. Retention
2. Life-time value
3. Advocacy
11. EXPERIENCE
IS
MANAGED
WE
UNDERSTAND
HOW
TO
DELIVER
A
QUALITY
EXPERIENCE
AND
MEASURE
THE
RESULTS
CX
Strategy + Design + Delivery
12. DEPTH & DIMENSIONS!
Quality
Performance
Impact
Build of service elements.
Capabilities of system
The outcomes
Customer
Experience
•
Usability, utility, brand
expression
•
User errors,
satisfaction, service
recovery
•
Retention, advocacy,
take-up
Service
Architecture
•
Reliability,
consistencey,
behaviour
•
Tracking transactional
and SLA targets
•
Track operating costs
and ease, time and
cost of change
Propositions
•
Forecasting return
•
Costs, revenue, profit
•
Market share, sales,
revenue, retention.
Service
Organisation
•
Benchmarking teams,
coaching and
management
•
Utilisation of resources
against targets
•
Take-up of training.
Level of commitment
to new projects. Skills
acquired by
individuals.
13. SATISFACTION
R AT I N G S U P
5 0 %!
EVIDENCE
IS
GATHERED
WE’RE
MAKING
AN
IMPACT
AVERAGE RETAIL
SPEND UP
HOURS UP
£18!
SECTOR
16.5%!
AWARDS
RETAIL
SALES UP
VISITS UP
BEST
DIGITAL
INITIATIVE
4.5%! 8.1%!
17. The 9
elements
of service
design
Service role
PriNciPleS
ProPoSiTioNS
Service MoDel
PlATForM reQUireMeNTS
ProceSSeS
PeoPle
JoUrNeYS & eXPerieNceS
ProDUcTS
18. D E S I G N
P R O G R A M M E
2yrs!
300k!
PRODUCTION
STAFF
LOCATIONS
1000+!100!
21. CX CAN’T BE A ‘MAGIC WAND’!
THE ‘TO BE’ SERVICE AND EXPERIENCE
TARGET OPERATING MODEL (TOM)
How the organisation believes the service
should work
CUSTOMER
CUSTOMER
EXPERIENCE
EXPERIENCE
22. INTEGRATED DEVELOPMENT!
THE ‘TO BE’ SERVICE AND EXPERIENCE
EXPERIENCE REQUIREMENTS
Target customer experience (TCE)
CHANGE REQUIREMENTS
Target operating model (TOM)
23. SATISFACTION
R AT I N G S U P
1 4 %!
PASSENGER
NUMBERS
^13%!
ASQ RATING 2012
BEST IMPROVED!