people do not always do what you think they do people do not always do what you tell them to do people do not always do what they think they do people do not always do what they say they do Asking why lets you find out what people really do and needADAPTED FROM IDEO 2006
How do you getraving fans? Defining Service 1. By doing things exceptionally and consistently well Principles 2. By doing things that strike a deeply emotional and personal note with your customers 3. By being like, and doing what your customer aspires to be and do 4. By doing things that are exciting and that customers love to talk about
THIS IS WHERE THEMAJORITY OF SERVICEDESIGN STOPS.
THIS IS ONLY HALF OFWHAT CLIENTS ARELOOKING FOR.
Artefacts 7 Days in the Shadowing & Life observation Customer Journey Customer Maps Interviews Ideal Personas Capacity Constraints vs in-flight projects Comms Plan Data AnalysisDesign Challenge: Yes Meter 7.71 > 8.5 Experience Innovation Stakeholder Interviews Synthesis Customer Resource Plan Journey Map Desktop Current Research Initiatives Commercials Staff Co Creation Interviews Workshops 3 months Business Case 18 months Go/No Go
“ You need to make a robust case to the bean counters that customer experience ” is worth investing in.
Tenure Spend + How often they contact the call centre Profitability How many products theyNPS = % Promoters - % Detractors have Customer data Business Intelligence Data
Likelihood to promote…+ ++ … or dissuade Understanding customers - design research A lot of Analysis...
( Customer data + Business Intelligence Data + Understanding the customers )x A lot of Analysis... = $ LIFETIME VALUE
“How do we install the internal processes and capabilities and behaviours FUNDEDthat will guarantee that we’ll be able to predictably BUSINESS DELIVER this customer experience?” CASE organisation customer
“ Two questions you can ask ” to improve value created
“ Two questions you can ask to improve value created ”“What does the customer value from us?” “How well are we doing in delivering it?”
“What does the customer value from us?”“How well are we doing in delivering it?” A B C 7/10 3/10 3/10 8/10 8/10 7/10
Close the gap Ignore it Increase focus A B C 7/10 3/10 3/10 8/10 8/10 7/10Pre 2.1 units of value 2.4 units of value 5.6 units of value 10.1 unitsPost 6.3 units of value 2.4 units of value 7.2 units of value 15.9 units
traditional: “ What if there was another way to introduce60% increase ” additional value?
“ We just used the service oﬀering as the current ” unit of analysis
“ But what if the job was the ” primary unit of analysis?
“ A “job” is the fundamental problem a customer needs to resolve in a given ” situation.Source: Clayton Christensen
“ ...and what if customer needs didn’t just relate to ” the service itself?
The job of a credit card is to finding desired products comparing brands to buy MAKE tracking expenditure PURCHASES purchasing is easier/quickerlow interest ratesfraud protectionwant it to be acceptedloyalty pointsinterest free dayslink to other bank accounts
“ When using the job as the filter, whole new customer ” needs are revealed .
The job of a credit card is to finding desired products comparing brands to buy MAKE tracking expenditure PURCHASES purchasing is easier/quicker“I have trouble finding exactly what I want”“I am not sure which is the best brand to buy”“I am not very good at tracking what I spend”“I wish there was a way that I could pay quickerin more places”
customer valuebank job + =data needs business value
Digital Manuals for products you Warranty App buy Self service Impulse scanner with buying app customer ratingsMonitor spending while traveling app Shoebox link to send with receipts
A P B Q C R 8/10 9/10 8/10 8/10 9/10 9/10Core 6.3 units of value 2.4 units of value 7.2 units of value 15.9 unitsValueNew 7.2 units of value 6.4 units of value 8.1 units of value 21.7 unitsValue “what does the customer value from us?” 37.6 units “how well are we doing in delivering it?”
customer needs: Adding Jobs :60% increase 270% increase
What influences customer satisfaction? • Your brand values Promises made • Advertising campaigns • Collateral and packaging • Welcome material Expectations set • at point of sale • on your website • by your sales people • by your service staﬀ • Previous experiences Inﬂuences • Word of mouth from family or friends • Other people’s experiences, • E.g., Social Media
What influences customer satisfaction? • Your brand values Promises When they: Promises kept… made • Advertising campaigns or not • Buy your products • Collateral and packaging • Use your products • Welcome material • Go into a store • Read an e-mail from you Expectations set • Surf your website • at point of sale • Navigate your IVR • on your website • Speak to your call centre • by your sales people • Tweet you • by your service staﬀ • Look at a bill • Previous experiences Inﬂuences • Word of mouth from family or friends • Other people’s experiences, • E.g., Social Media