The Relationship between Products & Services is EVOLVING particularly in Technology driven Industries. This presentation is an attempt to explore the possibilities and the Art of creating Extra Ordinary Customer Services

1. Future of Services
The Art of creating Extra Ordinary Customer Services

2. Companies must excite their
CUSTOMERS on multiple
Levels

3. They don‘t have to stand
Out in all fields, but...

4. They need to create a difference
in those fields that are
Relevant..

5. Services help in
Creating a
DIFFERENCE.

6. SERVICES … defined

7. Intangible

8. Business Consulting Firms

9. Banking
Education
Insurance
Medical

10. Intangible products such as Accounting, Banking,
Consultancy, Education, Insurance, Know how,
Medical treatment, Transportation.
Lack transfer of possession or ownership when
services are sold.
(1) Cannot be Stored or transported,
(2) Instantly Perishable, and
(3) Produced and consumed simultaneously

11. http://www.indexmundi.com/world/gdp_composition_by_sector.html
Services accounts
for nearly 63.3 % of
the World Gross
Domestic Product
(GDP) - 2013

12. Services accounts for 80% of
Value added and Employment

14. What COMPANIES Offers…

15. Stuff (Products) to Buy

16. What People want:

22. Company’s Output

23. Inconsistent Communication

24. Listening but NOT acting

25. Varied Experiences

26. Weak Relationships

27. Hardcore Selling

28. Non targeted offers & promotions

29. Limited Transparency

30. Customer Expectation

31. Relationship

32. Marketing Relevance

33. Trust

34. Recognition

35. Personalized attention & offerings

36. Transparency

37. Accountability

38. Consistency

39. Heard

41. Technology
Globalization Information

42. Informed, Sophisticated & Demanding

43. DON’T Deliver what is EXPECTED

44. Deliver to Outperform EXPECTATION

45. Average
Expectations
Below
Expectations
ABOVE
Average
Below
Above
Expectations

46. WOW ! Moment

47. Transcend Needs and DELIVER them

48. Level of People’s
Expectation
Level of Delivery
WOW
Space
WOW
Space

49. Tata Sky

50. CREATE NEEDS

52. ANTICIPATE NEEDS

56. Companies should NO longer
“DECIDE” the WAY FORWARD

57. Companies should
“DESIGN” their WAY FORWARD,

58. ELEMENTS of GOOD DESIGN
Adherence to Brand Value
Applicability for Future
Differentiated
Relevant

59. KINDS of SERVICES
GOOD – CHEAP - FAST
Can opt for any two

60. GOOD Service CHEAP won’t be FAST

61. GOOD Service FAST won’t be CHEAP

62. FAST Service CHEAP won’t be GOOD

63. Systematically Value should be created by interaction between the USER and SERVICE
PROVIDER, thereby IDENTIFYING Problems and TRANSFORMING them into
OPPORTUNITIES by creating UNIQUE SOLUTIONS

64. DESIGNING SERVICES

65. Create Values at
MULTIPLE LEVELS

66. DESIGNING SERVICES is CUSTOMER CENTRIC PROCESS

67. Service Design
Should address
FUNCTIONALITY
And
FORM

68. VISUALIZE
FORMULATE
CHOREOGRAPH
Services as
solutions to problems
that DO NOT
Exist TODAY

69. OBSERVE
INTERPRET
BEHAVIOR
And transform them
Into POSSIBLE
FUTURE SERVICES

70. ANTICIPATE – PLAN THE SCENARIO

71. USER Centric DESIGN de-risks NEW SERVICE Offerings

72. DESIGNING SERVICES

73. TOUCHPOINTS

74. NEW OPPORTUNITIES

75. DELIVER BRAND VALUES and PROMISES

76. DELIVER BRAND VALUE and PROMISE
SERVICE with
EMOTIONAL
APPEAL and
PROCEDURAL
Components
Customer
interactions
illustrates the
complete
process
Making it possible to MODEL ALL THE INTERACTIONS
within the SERVICE DOMAIN

77. DESIGNING SERVICES – DESIGNING EXPERIENCES

78. DESIGNING EXPERIENCES
What it is you want the experience to
be and then working back to actually
deliver the same

79. DESIGNING EXPERIENCES
Design the Experiences before
spending time on designing the
Processes and Technology to support
their implementation.

80. SERVICE DESIGNING PROCESS

81. FIVE PROCESS

82. FIVE PROCESS
Customer
Definition
Experience
Mapping
Moment
of Truth
Experience
Design
Experience
Monitor

83. FIVE PROCESS
Customer
Definition
Experience
Mapping
Moment
of Truth
Experience
Design
Experience
Monitor
Research
Analyze
Segment

84. FIVE PROCESS
Customer
Definition
Experience
Mapping
Moment
of Truth
Experience
Design
Experience
Monitor
Touch points
Needs Identification
Emotional Needs
Insights

85. FIVE PROCESS
Customer
Definition
Experience
Mapping
Moment
of Truth
Experience
Design
Experience
Monitor
Differentiators
Loyalty drivers
Priorities
ROI

86. FIVE PROCESS
Customer
Definition
Experience
Mapping
Moment
of Truth
Experience
Design
Experience
Monitor
Concept
Prototype
Validate
Ideate

87. FIVE PROCESS
Customer
Definition
Experience
Mapping
Moment
of Truth
Experience
Design
Experience
Monitor
Measurement
Dashboard

88. FIVE PROCESS
Customer
Definition
Experience
Mapping
Moment
of Truth
Experience
Design
Experience
Monitor

89. POPULAR SERVCIE DESIGN TOOLS
ACTORS MAP PERSONAS
AFFINITY DIAGRAM ROLE PLAYING
BLUEPRINT SERVICE IMAGE
CHARACTER PROFILE SERVICE PROTOTYPE
COGNITIVE WALKTHROUGH SERVICE SPECIFICATION
CONSTRUCTIVE INTERACTION STORYBOARD
CUSTOMER JOURNEY MAP STORY TELLING
DESIGN GAMES SYSTEM MAP
EVIDENCING TASK ANALYSIS
EXPERIENCE PROTOTYPE TOUCHPOINT MATRIX
MIND MAP USABILITY TESTING
MOTIVATION MATRIX SCENARIOS

90. WOW ------ SERVICE
??
?

91. CUSTOMERINSIGHTS
FUTUREKNOWLEDGE
+

92. =
ANTICIPATED NEEDS

93. ANTICIPATED NEEDS
CREATIVE SOLUTIONS
X

94. RELEVANT SERVICE SPECTRUM
=

95. NON-BRAND-CONFORM IDEAS
-

96. BRAND-CONFORM SERVICE OPTIONS
=

97. BUSINESS MODEL
X

98. BUSINESS MODEL
X

99. WOW ------ SERVICE
??
?

100. SERVITIZATION
Future of Services

101. SERVITIZATION
SERVITIZING PRODUCT
The Relationship between Products & Services is
EVOLVING particularly in Technology driven Industries.
SERVITIZATION refers to the process of understanding
how our Customer will use our Product and increase the
value of our proposition by providing additional services
that will compliment its USE / FUNCTIONALITY and
APPLICATION.

102. FIND SPACE FOR SERVICE
IN OR AROUND YOUR PRODUCT

103. Thank you!
Jagran Institute of Management
Executive Education Program - EEP
reach me at vinod.kr.sharma@gmail.com
http://www.slideshare.net/Siddhanthdoniv