Why Sustainable CX is All About Service Design By: Matt Hummel

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Why Sustainable CX is All About Service Design By: Matt Hummel

  1. 1. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 1 1© Copyright Red Privet LLC, 2014 w w w . r e d p r i v e t . c o m Why Sustainable CX is All About Service Design Matt Hummel @hummelmatt Red Privet, LLC @redprivet J. Boye May 8, 2014 4:15 pm Philadelphia, PA
  2. 2. © 2014 Red Privet LLC Opening StoryWhy Motivation?•
  3. 3. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 3 3© Copyright Red Privet LLC, 2014 Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers. http://en.wikipedia.org/wiki/Service_design#Characteristics_of_service_design
  4. 4. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 4 4© Copyright Red Privet LLC, 2014 Customer Experience Design (CX) Focuses on improving the interactions a customer has with an organization (Onstage). For example, interacting with a website. Service Design Considers more than the customer experience, also focusing on effectiveness, efficiency, scalability, and sustainability of the service (Onstage & Backstage) Line of Visibility CX Design Service Design Onstage Backstage
  5. 5. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 5 5© Copyright Red Privet LLC, 2014
  6. 6. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 6 6© Copyright Red Privet LLC, 2014 ? Line of Visibility Onstage Backstage ? How is the data used? What happens when the providers get the data? How does customer service get involved in appointments? What kind of confirmation do I get? Do I get a reminder? I want to make an appointment
  7. 7. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 7 7© Copyright Red Privet LLC, 2014
  8. 8. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 8 8© Copyright Red Privet LLC, 2014 ? Line of Visibility Onstage Backstage I MADE an appointment. Now what? • Email Reminder? • Text Reminder? • Phone Call? • Reschedule Options? • Travel Support? • Way-finding? What’s the Experience? How does it work? What’s the cost?
  9. 9. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 9 9© Copyright Red Privet LLC, 2014 Patient Actions Line of Interaction Onstage Interactions Backstage Interactions Line of Internal Interaction Support Processes Request Appointment Arrive at Appointment Letter Website Physical Evidence Appointment Confirmation Email Send reminders Line of Interaction Run batch process Maintain database Draft letter Send Email Manage websites Appointment Reminder Email Office Signage Greet patient Pull patient files Update patient files Review contact info (sample)
  10. 10. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 10 10© Copyright Red Privet LLC, 2014 • User-centered: Services should be experienced through the customer’s eyes. • Co-Creative: All stakeholders should be included in the service design process • Sequencing: The service should be visualized as a sequence of interrelated actions. • Evidencing: Intangible services should be visualized in terms of physical artifacts. • Holistic: The entire environment of a service should be considered. Stickdorn, Mark; Schneider, Jakob. “This is Service Design Thinking.”
  11. 11. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 11 11© Copyright Red Privet LLC, 2014 • Optimizable: a service that is defined and measured can be tweaked and made more efficient • Extendable: you can look for other places in the organization where that service can be reused • Scalable: the experience is now a “machine” that can be replicated to scale • Measurable: measures can be traced to customer and business data, allowing for a robust “BIG” dataset • Sustainable: you can balance the business results generated with the customer satisfaction it creates
  12. 12. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 12 12© Copyright Red Privet LLC, 2014 Efficient & Automated Line of Visibility Onstage Backstage I MADE an appointment. Now what? • Email Reminder? • Text Reminder? • Phone Call? • Reschedule Options? • Travel Support? • Way-finding? What’s the Experience? Centralized Scheduling Centralized Patient Info Patient Analytics Centralized Messaging
  13. 13. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 13 13© Copyright Red Privet LLC, 2014 Line of Visibility Onstage Backstage Centralized Scheduling Centralized Patient Info Patient Analytics Centralized Messaging Consistent & Reusable I want to make an appointment
  14. 14. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 14 14© Copyright Red Privet LLC, 2014 Onstage Backstage Centralized Scheduling Centralized Patient Info Patient Analytics Centralized Messaging Line of Visibility • Profiles • Revenue • Costs • Repetition • Referal • Satisfaction • Demographics o Age o Insurance o Location • Behaviors o Reschedule o No Show • Preferences o Channels o Touchpoints I want to make an appointment
  15. 15. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 15 15© Copyright Red Privet LLC, 2014 Onstage Backstage Customer Behavior Centralized Services Metrics Line of Visibility Marketing Touch Points Service Delivery Service Measurement
  16. 16. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 16 16© Copyright Red Privet LLC, 2014 • Identify onstage and backstage processes • Define goals, success criteria and metrics • Assess current CX • Define desired CX • Determine how to measure CX and business results • Prioritize & roadmap • Implement • Measure • Improve Understand & Analyze Design for Results Ensure Adoption
  17. 17. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 17 17© Copyright Red Privet LLC, 2014 Clark, Mike. "Aligning Design with Business Architecture." Bridging the Gap.
  18. 18. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 18 18© Copyright Red Privet LLC, 2014 Schauer, Brandon. "The Case For (or Against) Service Design."
  19. 19. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 19 19© Copyright Red Privet LLC, 2014 • “Outside In” and “Inside Out” alignment • Business model designed around the customer • Architecture aligned to the customer experience • Focused marketing, targeting the right customers through the right channels • Strategies based around the needs of people, but beneficial to the business Clark, Mike. "Aligning Design with Business Architecture." Bridging the Gap.
  20. 20. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 20 20© Copyright Red Privet LLC, 2014 Schauer, Brandon. "The Case For (or Against) Service Design." .
  21. 21. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 21 21© Copyright Red Privet LLC, 2014 http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/
  22. 22. Click to edit Master title style Click to edit Master subtitle style 5/6/2014 22 22© Copyright Red Privet LLC, 2014 w w w . r e d p r i v e t . c o m Questions??? Matt Hummel @hummelmatt Red Privet, LLC @redprivet Harrisburg  Philadelphia www.redprivet.com info@redprive.com

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