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Customer Experience Workshop

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Brief introduction to service design, personas and journey mapping. This presentation was part of a Customer Experience workshop organized by B.U.I.L.D, from Entrepreneurs Anonymous.

Published in: Design

Customer Experience Workshop

  1. 1. WORKSHOP CUSTOMER EXPERIENCE 13.04.2016 | Ghent
  2. 2. CUSTOMER JOURNEY WORKSHOP AGENDA 18:00 - Welcome 18:15 - Introduction to Service Design 18:35 - Personas & Empathy map 18:45 - Define your customer profile 18:55 - Introduction to Journey Maps 19:10 - Step into your customer’s shoes 19:30 - Break 19:45 - Happy Points 20:00 - Improving Pain Points 20:15 - Wrap up 20:30 - Networking 21:00 - Go home
  3. 3. Jenny Björklöf Nina Jere& You can find our events at Meetup.com, Eventbrite or by joining our closed Facebook Group Entrepreneurs Anonymous Gent.
  4. 4. María Crucera
  5. 5. TASK (2 min) · Say “hi!” to the person sitting next to you · Talk about your last experience at a restaurant
  6. 6. TASK RECAP · What made the service good? · What made the service bad?
  7. 7. SERVICE DESIGN
  8. 8. WHAT IS SERVICE DESIGN ?
  9. 9. First of all, how do we understand a SERVICE ?
  10. 10. Let’s imagine the service experience as a theatre
  11. 11. FRONT STAGE Where the action happens What the audience can see ↓ What customers experience
  12. 12. BACK STAGE Where all the internal processes happen What the audience can’t see ↓ What organizations do to serve the front stage
  13. 13. BACK STAGEFRONT STAGE
  14. 14. AWESOME PERFORMANCE BACK STAGEFRONT STAGE
  15. 15. “Planning and shaping useful, usable, desirable, effective and efficient service experiences” Stefan Moritz
  16. 16. ALEPA + HELSINKI AIRPORT IMPROVING THE TRAVEL EXPERIENCE USER NEED: -Returning travellers worry about their empty fridge “What will I eat?” “How will I catch up on everything?”
  17. 17. ALEPA + HELSINKI AIRPORT IMPROVING THE TRAVEL EXPERIENCE SERVICE SOLUTION: -Order food online, pick it up at the airport when you return “Food is taken care of” “One less thing to worry about”
  18. 18. Ok, but... HOW DO WE DO THAT ?
  19. 19. First of all... WHO ARE YOUR CUSTOMERS ?
  20. 20. PERSONAS VISUALISING CUSTOMER GROUPS - Fictional profiles representing a particular group of people - Create empathy - Based on research
  21. 21. PERSONAS VISUALISING CUSTOMER GROUPS THOMAS Best advice: Do your homework before you start. Spend some time exploring the new market, then you know what to expect. And talk to as many people as possible. “ ” Years old England Photographer THE STORY THE COMPANY DIMENSIONS Online applications The idea Preparation Start workingPoint of single contact INFORMATION 29 1 year old NAME ACTIVITY AGE Picturesque Photography and video reports for events ADMINISTRATION Digital Do-it- myself Face- to-face Outsourced THE POSITIVE EXPERIENCE THE BIGGEST CHALLENGES Point of single contact Online promotion Online applications Trustful information Location Waiting time Thomas has worked in the UK as a professional photographer and now he wants to open his own studio in Ghent. Even before moving to Ghent, he spent some time online: reading about all the formalities he needed to follow, checking similar business’ websites. He also started promoting himself in online groups, social media, forums, etc. He needed to have an address to establish his company. As soon as he got it, he started with all the administration online. When he finally moved to Belgium, he tried to finish all his documentation as soon as possible. He had already found a couple of clients online and wanted to start working immediately. Although he was not located in Belgium yet, he contacted Xerius online to see what they could do for him. They told him exactly what he needed to do when he arrived to Belgium. ACCESS TO NETWORK Easy Difficult LUKASZ If I didn’t have had the support from the university and the incubator program I wouldn’t have even considered starting a company in Belgium. “ ” Years old Poland Electrical eng. THE STORY THE COMPANY DIMENSIONS University network University The idea Incubator program ApplicationNot knowing what to do INFORMATION 25 6 months old NAME ACTIVITY AGE Konex Real-time patient monitoring systems for hospitals ADMINISTRATION ACCESS TO NETWORK Digital Do-it- myself Easy Face- to-face Outsourced Difficult THE POSITIVE EXPERIENCE THE BIGGEST CHALLENGES University professors Other students with similar experiences Incubator program Not knowing how to start Finding support Lukasz is a Master student of Electrical Engineering at KU Leuven. Together with another student, they worked on a project about real-time patient monitoring, and they decided to bring it to life. They didn’t know where to start, everything seemed very unrealistic to them: they only had a prototype of their idea, they needed to work on their business plan and they didn’t have much money. They asked their professors and fellow students for advice. They told them about an incubator program. They went through a long selection process but eventually got accepted. They met a lot of people who helped them, got some investors on board and the incubator guided them through all the administration process. The incubator was their only chance to create a real business out of their school project. They worked hard on the application. All the other applicants were Belgian so they were playing with the language disadvantage. But they applied anyway. THE STORY THE COMPANY DIMENSIONS Ask for helpThe idea Online research External support Frustration INFORMATION 2 years old NAME ACTIVITY AGE Mangiamo Italian restaurant and catering services ADMINISTRATION Digital Do-it- myself Face- to-face Outsourced THE POSITIVE EXPERIENCE THE BIGGEST CHALLENGES Advice from other expats in Belgium Possibility to do administration online VOKA support Understand information online Trust and confidence Time- consuming Giulia wants to open a restaurant in Antwerp, like the one her family owns in Italy, and where she was in charge of all the administration. She is confident enough to manage everything on her own and starts searching online for loans, permissions, locations, etc. “Why would I pay someone to do it when I can do it myself? I like having control over my own business” She finds many different websites from different organizations. She doesn’t have references from any of them, so she is not sure which one she should contact. She’s very cautious and wants to make a good choice. She joins some online forums and discussion groups for expats. Someone recommends her to go to VOKA. She decides to contact them for advice. She calls them and makes an appointment with them. She gets advice about loans and finances, and they put her in contact with Xerius. She is happy that she can do everything online, although the website is in Dutch. GIULIA Years old Italy Restaurant manager 34 There’s a lot of support for entrepreneurs. But if you don’t know where to find it, you won’t get it. That was very time-consuming. “ ” ACCESS TO NETWORK Easy Difficult
  22. 22. EMPATHY MAP ROUGH PERSONA TEMPLATE SEEING HEARING THINKING & FEELING SAYING what friends say what boss says what influencers say environment friends what the market offers attitude in public behaviour towards others measures of success what really counts major preoccupations worries & aspirations name background -Choose your target Eg: your end user, your “boss”, a company, ...
  23. 23. SEEING HEARING THINKING & FEELING SAYING what friends say what boss says what influencers say environment friends what the market offers attitude in public behaviour towards others measures of success what really counts major preoccupations worries & aspirations name background So many restaurants to choose from! I don’t eat out very often so whenever I do it’s a special occasion I’m too busy to spend time looking for the perfect restaurant I want healthy food but also a nice atmosphere Eating out is an exceptional moment to disconnect from work Some colleagues recommended me this place This restaurant has excellent vegetarian options Anna 31 years old Product manager Busy woman - values time Knows what she wants
  24. 24. Time to define your CUSTOMER PROFILE !
  25. 25. And now... STEP INTO YOUR CUSTOMER’S SHOES !
  26. 26. JOURNEY MAP FOCUSING ON CUSTOMER EXPERIENCE A journey map is a tool that captures the service experience from the customer’s point of view, mapping out what they are doing, thinking, feeling, and what they are interacting with over time.
  27. 27. JOURNEY MAP FOCUSING ON CUSTOMER EXPERIENCE Journey mapping helps you understand the end-to-end experience that your customers have and also lets you identify areas that you want to improve or learn more about.
  28. 28. ACTIONS TOUCHPOINTS PAIN POINTS THOUGHTS
  29. 29. ACTIONS What the customer needs to do to move to the next step Contact points between the customer and the service provider What goes through the customer’s head at every step of the journey Frustrations and annoying things that spoil the experience TOUCHPOINTS PAIN POINTS STEPS THROUGH TIME THEMES FOR ANALYSIS THOUGHTS
  30. 30. ACTIONS TOUCHPOINTS PAIN POINTS THOUGHTS Check restaurants online Smartphone (Google, app) Let’s try to find a new place for dinner The restaurant experience - booking a table Too many options! How am I going to decide?
  31. 31. ACTIONS TOUCHPOINTS PAIN POINTS THOUGHTS Ask colleagues for advice Check restaurants online Smartphone (Google, app) Let’s try to find a new place for dinner I trust my colleague’s opinion The restaurant experience - booking a table Too many options! How am I going to decide?
  32. 32. ACTIONS TOUCHPOINTS PAIN POINTS THOUGHTS Ask colleagues for advice Check restaurants online Smartphone (Google, app) Let’s try to find a new place for dinner I trust my colleague’s opinion Too many options! How am I going to decide? Unfriendly website Smartphone, browser Where is it? How do I check the menu? Go to restaurant website The restaurant experience - booking a table
  33. 33. ACTIONS TOUCHPOINTS PAIN POINTS THOUGHTS Ask colleagues for advice Check restaurants online Smartphone (Google, app) Let’s try to find a new place for dinner I trust my colleague’s opinion I can’t find the price of the food! No prices on the menuToo many options! How am I going to decide? Unfriendly website Smartphone, browser Where is it? How do I check the menu? PDF downloaded from the website Go to restaurant website Check the menu The restaurant experience - booking a table Is the PDF stored on my phone, or just online? PDF’s are annoying to read on your smartphone
  34. 34. ACTIONS TOUCHPOINTS PAIN POINTS THOUGHTS Ask colleagues for advice Check restaurants online Smartphone (Google, app) Let’s try to find a new place for dinner I trust my colleague’s opinion I can’t find the price of the food! No prices on the menuToo many options! How am I going to decide? Unfriendly website Smartphone, browser Where is it? How do I check the menu? PDF downloaded from the website Phone call / restaurant staff I want to know the prices The staff sounds friendly Need to ask too many questions Hard to find phone number Go to restaurant website Check the menu The restaurant experience - booking a table Call restaurant Is the PDF stored on my phone, or just online? PDF’s are annoying to read on your smartphone
  35. 35. ACTIONS TOUCHPOINTS PAIN POINTS THOUGHTS Ask colleagues for advice Check restaurants online Smartphone (Google, app) Let’s try to find a new place for dinner I trust my colleague’s opinion I can’t find the price of the food! No prices on the menuToo many options! How am I going to decide? Unfriendly website Smartphone, browser Where is it? How do I check the menu? PDF downloaded from the website Phone call / restaurant staff Phone call / restaurant staff I want to try this restaurant I want to know the prices The staff sounds friendly Need to ask too many questions Hard to find phone number Go to restaurant website Check the menu The restaurant experience - booking a table Call restaurant Book a table Is the PDF stored on my phone, or just online? PDF’s are annoying to read on your smartphone
  36. 36. ACTIONS TOUCHPOINTS PAIN POINTS THOUGHTS Ask colleagues for advice Check restaurants online Smartphone (Google, app) Let’s try to find a new place for dinner I trust my colleague’s opinion I can’t find the price of the food! No prices on the menuToo many options! How am I going to decide? Unfriendly website Smartphone, browser Where is it? How do I check the menu? PDF downloaded from the website Phone call / restaurant staff Phone call / restaurant staff Phone call /restaurant staff I want to try this restaurant I hope they have a table available Uncertainty I want to know the prices The staff sounds friendly Need to ask too many questions Hard to find phone number Fear of wasting time looking for a new place Go to restaurant website Check the menu The restaurant experience - booking a table Call restaurant Book a table Wait for confirmation Is the PDF stored on my phone, or just online? PDF’s are annoying to read on your smartphone Do I have a plan B?
  37. 37. ACTIONS TOUCHPOINTS PAIN POINTS THOUGHTS Ask colleagues for advice Check restaurants online Smartphone (Google, app) Let’s try to find a new place for dinner I trust my colleague’s opinion I can’t find the price of the food! No prices on the menuToo many options! How am I going to decide? Unfriendly website Smartphone, browser Where is it? How do I check the menu? PDF downloaded from the website Phone call / restaurant staff Phone call / restaurant staff Phone call /restaurant staff Phone call /restaurant staff I want to try this restaurant Luckily they have a table! I hope they have a table available Uncertainty I want to know the prices The staff sounds friendly Need to ask too many questions Hard to find phone number Fear of wasting time looking for a new place Go to restaurant website Check the menu The restaurant experience - booking a table Call restaurant Book a table Wait for confirmation Give contact details Is the PDF stored on my phone, or just online? PDF’s are annoying to read on your smartphone Do I have a plan B?
  38. 38. ACTIONS TOUCHPOINTS PAIN POINTS THOUGHTS Ask colleagues for advice Check restaurants online Smartphone (Google, app) Let’s try to find a new place for dinner I trust my colleague’s opinion I can’t find the price of the food! No prices on the menuToo many options! How am I going to decide? Unfriendly website Smartphone, browser Where is it? How do I check the menu? PDF downloaded from the website Phone call / restaurant staff Phone call / restaurant staff Phone call /restaurant staff Phone call /restaurant staff I want to try this restaurant Luckily they have a table! I hope they have a table available Uncertainty I want to know the prices The staff sounds friendly Need to ask too many questions Hard to find phone number Fear of wasting time looking for a new place Go to restaurant website Check the menu The restaurant experience - booking a table Call restaurant Book a table Wait for confirmation Give contact details Is the PDF stored on my phone, or just online? PDF’s are annoying to read on your smartphone Do I have a plan B? Improve user interface More visibility Online menu with prices More info on website Show availability on website Visible contact details APP
  39. 39. Time to work on YOUR OWN JOURNEYS !
  40. 40. CUSTOMER JOURNEY INSTRUCTIONS 1. Step into your customer’s shoes! 2. Choose one phase from your business case Eg. booking a table, customer discovery, reception welcoming, after market, communication, ... 3. You can team up!
  41. 41. BREAK TIME!
  42. 42. 10 questions for creating Happy Points
  43. 43. 1. Where can you add value? E.g teach something relevant by uploading a video on YouTube
  44. 44. 2. Are you sure you are easy to reach? Email? Phone number? Map? Basic details visible on each page?
  45. 45. 3. Does your website answer all your customer’s questions?
  46. 46. 4. Can you develop strategic partnerships to give more value to your customers?
  47. 47. 5. What is the first and last impression like?
  48. 48. 6. How do you show your customer you appreciate them? The box is branded with a nice message of being careful and how happy they are to bring you good wine
  49. 49. 6. How do you show your customer you appreciate them? Handwritten thank you note with each delivery including contact details and instructions of what to do if not fully satisfied A fridge magnet with phone number and text: Need a top up? New customers always get a personal letter from the CEO with a special complimentary corkscrew
  50. 50. 7. Would you treat your grandmother the same way?
  51. 51. 8. Is it friction free?
  52. 52. 9. Are you maximizing the effect of the senses?
  53. 53. 10. How can you delight and surprise your customer?
  54. 54. SUMMARY 1. Can you add value? 2. Are you sure you are easy to reach 3. Does your website answer all your customer’s questions? 4. Can you develop strategic partnerships? 5. What is the first and the last impression like? 6. How do you show your customer you appreciate them? 7. Would you treat your grandmother the same way? 8. Is it friction free? 9. Are you maximizing the effect of all senses? 10. How can you surprise & delight? Don’t fail the grandmother test! Look at your pain points and use these questions and examples for inspiration on how you can turn them into happy points :-)
  55. 55. WHAT’S NEXT ?
  56. 56. JOURNEY MAP WHAT’S NEXT? - Identified opportunities → Ideate solutions - Validate your ideas: Talk to your customers! - Prototype, test, iterate!
  57. 57. We would love to have your FEEDBACK
  58. 58. for participating THANK YOU
  59. 59. THANK YOU
  60. 60. Want to know more? GET IN TOUCH! jenny.bjorklof@entanon.com nina.jere@gmail.com hi@mariacrucera.com @jennyBjorklof @NovaNina @mcrucera @EntAnon

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