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Exploring the Service in Service Design

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Slides from the Agile Manchester 2019 workshop I ran.
The session explored what a service looks like in different sorts of organisations and how you can start to think about the service experience, regardless of whether Service Design is a role in your organisation or not.

Published in: Design
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Exploring the Service in Service Design

  1. 1. Exploring the Service in Service Design
  2. 2. A service is something an organisation does to create value for customers - it helps them to ‘do’ something
  3. 3. What do we mean when we talk about a Service? This is the story of Kirsty and her old mobile...
  4. 4. Awareness Kirsty speaks to her friends about their mobiles 1
  5. 5. Awareness She takes a look online at new phones and reviews 2
  6. 6. Awareness She visits a phone retailer3
  7. 7. Awareness She decides on a phone that she wants and looks at the costs with different providers 4
  8. 8. Purchasing and Onboarding She purchases the phone from the store but they don’t have any in stock that day so Kirsty has to wait for the phone to be delivered. 5
  9. 9. Purchasing and Onboarding The phone is delivered two days later 6
  10. 10. In Use Kirsty sets her new phone up and starts to use it 7
  11. 11. In Use She starts receiving regular emails from the company to tell her about offers they have 8
  12. 12. In Use She gets a text to tell her her first bill is ready to view and a reminder of her payment date 9
  13. 13. In Use Kirsty moves house and needs to inform the provider of a change of address. She can do this online, over the phone, in the app or by live chat 10
  14. 14. Off-boarding / Re-engagement 2 years later… The battery on the phone starts to run out quicker and Kirsty starts thinking about getting a new phone again 11
  15. 15. End-to-End Journey
  16. 16. Who supports this... Marketing Sales Finance Warehouse Staff Customer Support Product Development Legal Delivery Person FRONTSTAGE BACKSTAGE
  17. 17. What kind of systems do they use CRM Content Management Accounting Software Logistics Procurement Warehouse Inventory BACKSTAGE
  18. 18. Examples of Other Services Utility Provider ● Provide energy to run my house ● Allow me to switch providers ● Support me if there’s a problem with my energy supply ● Service my boiler Retail Banking ● Look after my money ● Allow me to manage my finances ● Give me a means to save money
  19. 19. Examples of Other Services National Rail ● Help me get from A to B ● Allow me to book tickets ● Check when I can travel ● Check if there’s any disruptions DVLA ● Help me prepare to learn to drive ● Help me ensure my vehicle is legal ● Help me ensure I am legal to drive
  20. 20. Over to you...
  21. 21. What is your scenario... A: Travel from A to B by plane B: Ordering food shopping online
  22. 22. Start with the customer journey
  23. 23. Who supports this journey?
  24. 24. Think about some of the activities those people are doing to support the customer journey
  25. 25. Thank you! kirsty@everyonehere.co @KirstyLMarson

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