Scottish Tourism - Service Design

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Engine Service Designs presentation to the Scottish Tourism Customer Service Conference

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  • Sporty weather
  • Scottish Tourism - Service Design

    1. 2. Hello, I’m a designer…
    2. 4. <ul><li>Introduce Service Design </li></ul><ul><li>Have a little quiz… </li></ul><ul><li>Present a case studies </li></ul><ul><li>Suggest an innovation action plan </li></ul>
    3. 5. 1
    4. 6. What is design?
    5. 7. Design is a creative process by which economic, social and aesthetic value is first imagined, shaped and then embodied in a meaningful and desirable outcome. Richard Eisermann Former Director of Design and Innovation, Design Council
    6. 8. Design is the process of making something better for someone.
    7. 9. What is service?
    8. 10. A service is any activity or benefit that one party can give to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. P Kotler, Principles of Marketing, 1986
    9. 11. Service is the act of helping someone to do something.
    10. 12. service customer service
    11. 13. Why is service such an important thing?
    12. 14. 80:80 rule
    13. 15. Useful Usable Desirable Consistent Efficient Effective = Sustainable
    14. 16. Increased retention Increased acquisition Reduced acquisition costs Reduced costs to serve Brand preference Sustainable differentiation = ROI
    15. 17. Key things to remember…
    16. 18. <ul><li>Services happen over time </li></ul><ul><li>They are dynamic performances </li></ul><ul><li>They’re delivered through systems of people, things and processes </li></ul><ul><li>They’re intangible and need to be evidenced </li></ul>
    17. 19. What is service design?
    18. 20. What is service design? Service design is the collaborative process of imagining, envisaging and then orchestrating experiences that happen over time and multiple touch points. It’s about making you and your customers happy!
    19. 21. 2
    20. 22. Thinking of your organisation, to what extent are these statements true? 1 2 3 4 5 6 7 8 9 10 Never :( Always :)
    21. 23. 1. The customer’s view is at the heart of every decision.
    22. 24. 2. We always work towards our B-HAG!
    23. 25. Big Hairy Audacious Goal
    24. 26. 3. We take market research with a pinch of salt
    25. 27. 4. Every decision we take is based on sound principles!
    26. 28. 5. We always co-create strategy
    27. 29. 6. We always prototype our ideas!
    28. 30. 7. We never treat symptoms, only the causes
    29. 31. 8. We thoroughly understand our customer’s entire journey
    30. 32. 9. We always visualise our ideas
    31. 33. 10. Our measures are aligned to customer satisfaction
    32. 34. 11. We always create magic moments?
    33. 35. 3
    34. 58. The results…
    35. 59. 4
    36. 60. Hang out with customers…
    37. 62. Map out your customer’s journey…
    38. 64. Define a set of service principles…
    39. 65. Contrast the principles to the journey…
    40. 66. Synthesise and prioritise…
    41. 67. Mock something up and learn more…
    42. 69. Call centre Home Work place Dealership On-line support
    43. 70. Specify and produce it for real…
    44. 72. Measure and refine continually…

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