1.
Service Design
&
Service Branding

2.
“... we know the price of everything
and the value of nothing"
-- Ed Milliband / Oscar Wilde
2
servicedesigninstitute

3.
Søren Bechmann
Søren Bechmann
?
At planlægge og gennemføre en kom-
Søren Bechmann Kampagner. _ planlægning og gennemførelse
munikationskampagne er ikke nogen
eksakt videnskab. Der findes flere veje
fra start og frem til målet. Men da
centrale dele af kampagneudvikling
medfører kreative processer, der
langt hen ad vejen på ingen måde kan
hverken styres eller sættes på formler,
stiger kravene til den del af forløbet, – planlægning
der netop kan struktureres.
og gennemførelse
“Kampagner. Planlægning og gennem-
førelse” bevæger sig på en overskuelig
måde med processen fra opsanling af
en briefing fra en kunde og forbere-
delse, over forberedelse, planning,
budskabsudformning, kampagneudar-
bejdelse og præsentation, til godken-
delse, færdiggørelse, implementering,
opfølgning og evaluering.
Bogen tager læseren gennem forløbet
via nogle nogle enkle modeller og
indeholder desuden en række check-
lister, der processen yderligere over-
skuelig og tilgængelig for alle der
arbejder med kampagneplanlægning i
både teori og praksis.
“Kampagner. Planlægning og gennem-
førelse” er skrevet af Søren Bechmann,
der har en lang karriere i reklame-
branchen bag sig.
Academica
Service Branding (?)
201?

4.
servicedesigninstitute

5.
servicedesigninstitute

6.
servicedesigninstitute

7.
What is service design?
7

8.
“Servicedesign is about developing
services that are attractive to the
customers as well as efficient and
differentiating to the companies”
servicedesigninstitute

9.
SD has to be able to handle a lot...!
servicedesigninstitute

10.
Servicedesign can develop better services
10

11.
... reveal real needs
“If I had asked people what “You can't just ask
they wanted, they would customers what they want
have said faster horses.” and then try to give that to
them. By the time you get
-- Henry Ford it built, they'll want
something new.”
-- Steve Jobs
servicedesigninstitute

12.
... involve users
12

13.
... use and integrate new technology
servicedesigninstitute

14.
... handle touchpoints
Reklame
Etc. PR
Reklamations-
Website
håndtering
Faktura
Indretning
Garanti Tlf. betjening
ALT
Rengøring kommunikerer Sponsorater
Korrespondance
Firmabiler
Personale
Miljøprofil
Twitter
servicedesigninstitute

15.
... create service evidencing
servicedesigninstitute

16.
... handle expectations
Kundebehov
Servicedesign
Communication
Experience
WOM / M
Sales people
Forventninger Leverance
Alternatives Oplevelse Konklusion
Mindset
Price
???
servicedesigninstitute

17.
... handle complaints
servicedesigninstitute

18.
... create differentiation and positioning
Differentiation
Price
servicedesigninstitute

19.
All touchpoints carries a message
Advertising
Etc. PR
Complaint handling Website
Invoicing
In-store
Warrenties Telephone service
EVERYTHING
Cleaning communicates Sponsorships
Company cars Correspondance
Staff
CSR
Twitter
servicedesigninstitute

20.
“Every action tells a story”
- Disney
“Every act is a
marketing act”
-- Cordock
“Your service is
your marketing”
- live|work
servicedesigninstitute

21.
Everything communicates
{ TP}
n
Brand
M
i=1
servicedesigninstitute

22.
Service is a possibility to
demonstrate a brand
in action.
servicedesigninstitute

23.
Service Marketing
Company
n
Ext
atio
Product
ern
nic
Price
al c
mu
4P
om
om
Place
mu
al c
nic
ern
Promotion
at
Int
ion
Sales etc.
Frontstage Customer
employee
servicedesigninstitute

24.
Service Marketing
Company
n
Ext
atio
Product
ern
nic
Price
al c
mu
4P
om
om
Place
mu
al c
nic
ern
Promotion
at
Int
ion
Service- “Part-time
Co-producer marketingemployeer”
provider
Frontstage
Customer WOM/M
employee
Product
Price
Place
6P Promotion
Process
People
servicedesigninstitute

25.
Attractive
Do the right thing
Outside efficiency
Constant evaluation
Keep the balance
Become better
Ongoing improvements
Efficient
Do it right
Inside efficiency
servicedesigninstitute

26.
Customer Journey

27.
Wait
Listen to the in line
Customer Journey music
Experience the
Met by decoration
da
Fin cks staff Sense the
rbu smells
Sta See the
Discover possibilitie
s
the
price level
Order
Pay
Wait for the
coffee Taste
the coffee
n
d ow Sense the
t
Si atmosphere
Find a chair
Look for a chair
Find
lk
the mi
Didn’t Look for smth
find
anythi
ng
to read in
Lea Wait to
ve - Experience go to the toilet
said nobody lack of
bye
...
cleaning

28.
Indsigt
Emotional Timeline Research
3 Location Decoration
Smells
Great coffee!!!
Possibilities Order Nice atmosphere
Good chair
2 Music
Reception
Pay
1
0
-1 Nobody say bye
Milk
lack of cleaning
No newspapers
-2
Price level Find a chair
Wait Wait Wait for toilet
-3
servicedesigninstitute

29.
Good service can be a question
of deciding where to deliver poor
service...!”
servicedesigninstitute

30.
Service Evidencing
31
servicedesigninstitute

31.
Service Evidencing
Formal evidence
Experienced evidence
Real evidence
32
servicedesigninstitute

32.
The real evidence
33

33.
The formal evidence
34
servicedesigninstitute

34.
The experienced evidence
35
servicedesigninstitute

35.
36

36.
37

37.
Service Recovery
servicedesigninstitute

38.
“Customers don’t
expect you to be perfect.
But they do expect you
to fix things when they
go wrong.”
Kilde: Barlow
servicedesigninstitute

39.
Why do costumers complain?
Product-problems Service-problems Customer-problems
27 %
53 %
20 %
Kilde: Johnston, 2001 servicedesigninstitute
40

40.
How many do complain?
8% now
23% later
69% never
“The Complaint Iceberg”
Kilde: British Airways servicedesigninstitute

41.
How do customers react...?
Level of satisfaction Expected reactions
Recommend - perhaps...
Satisfied Nothing
Less satisfied Complain
Irritated Complain higher level
Very irritated Tell friends
Extremely irritated Never use again
Absolutely furious Advise others never to use again
Cosumer terrorism...
Kilde: Johnston, 2001 servicedesigninstitute
42

42.
When consumers become terrorists...
servicedesigninstitute

43.
50% of the customers that feel
particularly loyal to a company
do that, because they had a
problem with the company and
experienced how the company
handled the problem...
44
servicedesigninstitute

44.
Sticks’n’Sushi
45

45.
Solve
the
problem
Expensive short
Guests become
term — cheap long
loyal
term
Quality to be ... and
measured in ambassadors
how many
taxis that
are
ordered... Viral effect
46

46.
Søren Bechmann
Søren Bechmann
Service Design Institute
www.bechmann.info
www.servicedesigninstitute.com
sb@bechmann.info
Tel. +45 4044 7828
“Servicedesign”
(Danish)
ISBN: 9788776757762