Short presentation on services, service design and the relationships between service design and service branding.

1. On service design
Søren Bechmann

2. What is a service?

16. ”Service is everything
that can’t fall on your feet.”

17. 73% of what we do in Denmark
is related to services

18. What characterizes a service?
Intangible
Sale = production = use
Volatile, not possible to store
Often complex and part of a process
Difficult to measure
Varies and is heterogeneous
Buyer without control
Buyer play an active role

19. Consequenses
Intangible Make tangible, evidencing
Sale = production = use Capacity, time management, HRM
Volatile, not possible to store Dramatice and valuecreation
Often complex and part of a process Simplify, explain
Difficult to measure Create quality experience
Varies and is heterogeneous Handle variability and complaints
Buyer without control Create feeling of control
Buyer play an active role Make the buyer participate

21. What is service design?

22. Service design is about developing services
that are attractive to customers
and effective to the service companies

23. Service design is the design of intangible,
often complex experiences that reach people
through many different touchpoints
and that happen over time.

25. What can service design do?
Create deeper insight in user needs
Develop services with the users
Create stronger relations to customers
Develop better services
Optimize and make more efficient services
Create better cooperation – internal and external
Integrate more disciplines across the organisation
Coordinate all touchpoints
Create foundation for differentiation and branding
Give companies something more relevant, different and credible to say and do

26. Service design
Experience
Innovation
Emotional
Innovation
Process
Innovation
Functional
Innovation

27. The Service Design process

28. Methods and tools

29. Methods and tools
Customer Journey
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30. Methods and tools
Molecular Modelling Approach
Børste sko Påføre skocreme Pudse sko Modtage betaling
Forkert
Rengøre sko Materialer
farve
Valg og indkøb af
materialer

31. Methods and tools
Service Blueprint
Evidence !
Customer Activity
”Interaction Line”
Frontstage
”Visiblity Line”
Backstage
”Line of Internal Interaction”
Support Processes

32. Methods and tools
Emotional Timeline

33. Methods and tools

34. Service Evidencing
Formal Evidence
Experienced Evidence
Real Evidence

35. Service Evidencing: Real Evidence

36. Service Evidencing: Formal Evidence

37. Service Evidencing: Experienced Evidence

38. Service Evidencing

39. Service Evidencing

40. Service design or service branding?
Product Brand Service Experience
kr. 0,25 kr. 1,50 kr. 15,00 kr. 35,00

41. Service design or service branding?
A brand is the result of everything a company do
Of all the touchpoints betweem company and customers
Everything communicates
Service design can coordinate all touchpoints
Service design can add more substance and content to the brand
Service design creates something relevant, different and credible to tell the customers

42. Service design = branding
Advertising
Sponsorships
PR
Website
Complaint handling
Invoice Shops
IT Cleaning
Driver Everything Staff
communicates
Telephone Know how
Payment Uniforms
Services

45. What if...?
Kindergarten Fitness Center Trains

46. Examples

47. Tryg Vesta

48. Progressive Casualty Insurance

49. Hotel Malibu Beach Inn

50. Sticks ’n’ Sushi

51. The Carphone Warehouse

52. iTunes

53. Søren Bechmann
bechmann@youmail.dk
Author
Speaker
Servicedesigner
In advertising since 1983
2008 2009 2010