Service Design: Deal with the obvious,Surprise with the expected

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Service Design: Deal with the obvious,Surprise with the expected

  1. 1. Anders Kjeseth Valdersnes Surprise with the expected Service Design: Deal with the obvious,
  2. 2. How do Service Designers create value?
  3. 3. “We can design a great customer experience”
  4. 4. “We can design a great customer experience” “Just give us the brief, and we’ll design a wonderful service!”
  5. 5. Service organisations fail their customers — and don’t truly understand why.
  6. 6. Listen to them
  7. 7. I wanted to buy it — I simply wasn’t able to. I hate these big fat wads of contracts with small print! I want them to explain to me, not sell to me. Their invoice is completely incomprehensible. They prefer it that way. Ahrr... Just state what it’s about on the first page of the letter!! I already complained twice. How come they are surprised I’m leaving?! I called and got a machine that tells me the line is busy and hangs up. Unless you like your brain to bleed I would stay away. They couldn't answer my questions. They didn’t take me seriously.
  8. 8. External factorsOther actors Customers Brand & Image ProductsServicesRelationships Organisation Customer experience Outside - In Customer engagement Inside - Out
  9. 9. “We can design a great customer experience”
  10. 10. “We can design a great customer experience” “Now we’ll design a set of wonderfully crafted touchpoints!”
  11. 11. You can control a factory.
  12. 12. She’s got a train to catch She doesn’t know what to expect She likes Tescos better You can’t control customers
  13. 13. You can’t design an experience, but you can create proof.
  14. 14. People won’t remember what you said or did, but they will remember how you made them feel. Michael Wolff
  15. 15. “We can design a great customer experience”
  16. 16. “We can design a great customer experience” “This elegantly designed concept will blow their minds!”
  17. 17. Deal with the obvious. Surprise with the expected.
  18. 18. So – are you OK now? How is your family? We have paid your claim, and it’s in your bank account.
  19. 19. Three case studies
  20. 20. INSURANCE: Rescuing a lost sales opportunity
  21. 21. A “discussion-friendly” offer
  22. 22. A one-page insurance contract!
  23. 23. “Extreme Customer Orientation” 2009-2011 •  183 activities completed •  Dramatic increase in the Norwegian Customer Satifaction index •  Number 22 across industries •  Number 2 in insurance •  TNS Gallup 2011: Best customer service •  Confex/SeeYou 2012: Best customer service
  24. 24. CAR SHARING: Eliminating a manual process
  25. 25. Scalable Self-service
  26. 26. UNEMPLOYMENT: Return on investment
  27. 27. Make it Work
  28. 28. Inactivity to Activity Journey 1 2 3 4 5WELLNESS STABILITY CAPABILITY INTO WORK SUSTAINED WORK Paid employment >16 hrs/wk for less than 13 weeks Ready to develop vocational skills Social stability issue (e.g. debt, caring role) Inactive due to health or wellness issue Paid employment >16 hrs/wk for more than 13 weeks Inactivity-to-activity journey model The model brings together health, care, learning and skills, and employment considerations to represent a persons journey towards employment from ‘earliest start to latest finish’.Inactivity-to-activity model. The model brings together health, care, learning and skills, and employment considerations to represent a persons journey towards employment from ‘earliest start to latest finish’.
  29. 29. Pilot results Jan-Sept 2008 1 2 3 4 5WELLNESS STABILITY CAPABILITY INTO WORK SUSTAINED WORK Paid employment >16 hrs/wk for less than 13 weeks Ready to develop vocational skills Social stability issue (e.g. debt, caring role) Inactive due to health or wellness issue Paid employment >16 hrs/wk for more than 13 weeks Inactivity-to-activity journey model The model brings together health, care, learning and skills, and employment considerations to represent a persons journey towards employment from ‘earliest start to latest finish’.
  30. 30. £ 60,000 saved for every person -£30 000 -£20 000 -£10 000 £ 0 £10 000 £20 000 £30 000 £40 000 £50 000 Wellness Stability Capability Into Work Sustained Work Annualsavings Journey stage Carers: average savings per user Personal costs Health & social externalities Economic output losses Estimated exchequer losses Estimated benefits cost
  31. 31. £ 0 £5 000 £10 000 £15 000 £20 000 £25 000 Wellness to Stability Stability to Capability Capability to Into Work Into Work to Sustained Work Sustained Work Annual  savings   Journey  stage   Over 50s: average savings per user Personal costs Health & social externalities Economic output losses Estimated exchequer losses Estimated benefits cost Return on investment = 240%
  32. 32. How do Service Designers create value?
  33. 33. We can help organisations to truly understand their customers.
  34. 34. We can help organisations by creating real-world proof.
  35. 35. We can help organisations to deal with the obvious and surprise with the expected.
  36. 36. Thank you! anders@livework.co.uk

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