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Customer Service Design: Content Strategy in the Spaces Between

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An overview of service design and how it can be infused with content strategy to inform, engage, and entertain customers. Building long-term customer relationships though useful and usable content.

Published in: Marketing

Customer Service Design: Content Strategy in the Spaces Between

  1. 1. C U S T O M E R S E R V I C E D E S I G N C o n t e n t S t r a t e g y i n t h e S p a c e s B e t w e e n M I K E A T H E R T O N @ M I K E A T H E R T O N
  2. 2. M Y J O U R N E Y W R I T E O U T O R D E R A S K F O R M O N E Y O R D E R M A I L O R D E R F O R M C O M B I N E W I T H O R D E R F O R M P U T O R D E R I N T O M A I N P O P I C K U P M O N E Y O R D E R R E C E I V E F R O M M A I N P O HOME POST
 OFFICE PostOffice
 Operations 3-5 days ?
  3. 3. C R O S S I N G T H E S T R E A M S O F U X , I A , A N D C O N T E N T S T R AT E G Y
  4. 4. C H A N N E L S O F C O M M U N I C AT I O N W E B A P P E M A I L P H O N E I M S O C I A L P U S H M A I L I O T F 2 F
  5. 5. T H E E L E M E N T S O F S E R V I C E PA R T O N E @mikeatherton
  6. 6. W H AT I S T H E U S E R E X P E R I E N C E O F A M A Z O N ?
  7. 7. C O N S I D E R T H E O V E R A L L S E R V I C E E C O L O G Y
  8. 8. H O W T O O R D E R A P I Z Z A P L A C E O R D E R O R D E R S E N T T O K I T C H E N I N G R E D I E N T S A S S E M B L E D P I Z Z A B A K E D I N O V E N P I Z Z A P U T I N B O X S E N T F O R D E L I V E RY R E C E I V E P I Z Z A 0 minutes 30 minutes FRONT STAGE What the customer sees What the business does BACK STAGE
  9. 9. E X P O S I N G B A C K S TA G E A C T I O N S M A K E S T H E WA I T F E E L S H O RT E R
  10. 10. C O N T E N T S T R AT E G Y Can we use time as a design material? T H E R I G H T C O N T E N T T O T H E R I G H T P E O P L E AT T H E R I G H T T I M E .
  11. 11. D E S I G N I N G S E R V I C E S PA R T T W O @mikeatherton
  12. 12. U X D E S I G N U S E S P R O T O T Y P I N G , T E S T I N G , A N D I T E R AT I O N T O U N D E R S TA N D A N D A D D R E S S U S E R N E E D S
  13. 13. D E S I G N T E C H N I Q U E Stories to place customers in context. S C E N A R I O S
  14. 14. “Anil has had a night out in London and has missed his last train home.”
  15. 15. “Looking for a nearby hotel, he opens Apple maps on his iPhone and sees the nearest hotel is the Hub at St. Martins Lane. He’s never stayed at a Hub before, so walks up the street to check it out.”
  16. 16. “He approaches the touchscreen kiosk in the lobby and presses ‘Book for tonight’. The kiosk offers a standard room and one with a window, with prices for both. Anil just needs a place to rest his head, so he picks a standard room for one night.”
  17. 17. “He’s asked to sign-in with his registered email address and password. He doesn’t have a Hub account, so selects ‘I don’t have a Hub account’ and so proceeds to enter his name, address and nationality.”
  18. 18. “He is encouraged to create a Hub account, so he can check-in faster next time. Anil submits his email address and on doing so, sees an email arrive on his phone. This confirms his new Hub account and includes a temporary password to log in.”
  19. 19. “The kiosk display updates and Anil is asked to pay for the room by inserting his credit card into the reader next to the kiosk. On successful processing, the kiosk screen updates to confirm his booking.”
  20. 20. “Success! Anil has been allocated room 174, and retrieves his key. He heads to the room.”
  21. 21. S C E N A R I O S D E S C R I B E T H E A C T O R ' S C O N T E X T S A C T I V I T Y What do they want to do? S PA C E Where are they doing it? T I M E When is this all happening? P E R S O N A L What's their emotional state and needs? C H A N N E L Which devices or platforms are used? I N S P I R E D B Y C E N N Y D D B O W L E S - D E S I G N I N G W I T H C O N T E X T
  22. 22. D E S C R I B E C O M P L E X S Y S T E M S W I T H M U LT I P L E S C E N A R I O S
  23. 23. I L L U S T R AT E D S C E N A R I O S B E C O M E C O M I C S T R I P S K E V I N C H E N G - S E E W H AT I M E A N
  24. 24. D E S I G N T E C H N I Q U E Diving deep into customer motivation. E M PAT H Y M A P S
  25. 25. What do they HEAR? What do they SEE? What do they THINK AND FEEL? What do they SAY AND DO? What are their biggest PAINS? What are their biggest GAINS? A day in the life for WHO?
  26. 26. Intimidated by snooty hotels, doesn’t like to be ‘sold to’, Gets too much impersonal marketing, Slow and/or expensive WiFi, Everything closed at night Location close to venue, Always-on internet and gadget charging, Low price, Style which shows he has taste Social pressure to be seen in cool venues, hears complaints from partner about money spent, hears recommendations about places to stay, drives a lot so hears radio commercials Content on social media, well- designed mobile apps, boutique hotels with cool decor, too much email, peer group of style-conscious people Digital native with love of technology, likes travel but hates when it is difficult, thinks his brand associations define his taste, values transparent relationships with smart people In constant need of power and WIFI, is surrounded by his digital life, is very vocal about bad experiences, strong desire for excellent coffee at any hour Anil - 27yo Web Designer, Portland OR
  27. 27. D E S I G N T E C H N I Q U E Mapping the territory of service. S E R V I C E B L U E P R I N T S
  28. 28. S E R V I C E B L U E P R I N T S S TA RT F R O M M A P P I N G T H E C U S T O M E R J O U R N E Y L O C AT E H O T E L A N D C H O O S E D AT E S S E E AVA I L A B L E H U B H O T E L S S E E H O T E L D E TA I L S S E E R O O M D E TA I L S C O M M E N C E B O O K I N G S I G N I N O R R E G I S T E R C O N F I R M O R E N T E R P E R S O N A L D E TA I L S S E T I N - R O O M P R E F E R E N C E S A D D S O C I A L N E T W O R K A C C O U N T S S E L E C T S O L O O R G R O U P B O O K I N G C O N F I R M L E A D G U E S T C O N F I R M PAY M E N T S AV E C A R D D E TA I L S T O A C C O U N T S E E B O O K I N G C O N F I R M AT I O N F O R L E A D G U E S T S I G N I N T O / A D D S O C I A L M E D I A A C C O U N T S P I C K F R I E N D S F R O M S O C I A L L I S T S A D D E X T R A F R I E N D S V I A N A M E / E M A I L E D I T R O O M A N D M E A L C H O I C E S F O R E A C H F R I E N D C H O O S E PAY M E N T O P T I O N F O R E A C H F R I E N D C O N F I R M PAY M E N T S AV E C A R D D E TA I L S T O A C C O U N T S E E B O O K I N G C O N F I R M AT I O N A N D S TAT U S F O R E A C H G U E S T
  29. 29. Welcome back to hotel Choose comfort level Compare prices and availability Pay for booking Add occupant details Decide food options Build profile See confirmation reference Check in to hotel Confirm food options Get room number and keycard Unlock door and enter room Find way to hotel Booking Arrival at the hotel T H E S E R V I C E B L U E P R I N T C A P T U R E S A C T I O N S A C R O S S E A C H T O U C H P O I N T
  30. 30. C R O S S - C H A N N E L C O N T I N U I T Y T H R O U G H O U T T H E J O U R N E Y
  31. 31. A W E L L - D E S I G N E D S E R V I C E T U R N S A C U S T O M E R I N T O A H E R O D O N N A L I C H AW - T H E U S E R ' S J O U R N E Y
  32. 32. C R E AT I N G C U S T O M E R S PA R T T H R E E @mikeatherton
  33. 33. P E T E R D R U C K E R “There is only one valid definition of business purpose: to create a customer”.
  34. 34. “Gentlemen, Your ad in the Saturday Review of Literature says that you specialise in out-of-print books...” H E L E N E H A N F F - 8 4 C H A R I N G C R O S S R O A D
  35. 35. “Dear Helene, Prepare yourself for a shock. ALL THREE of the books you requested in your last letter are on their way to you and should arrive in a week or so...” H E L E N E H A N F F - 8 4 C H A R I N G C R O S S R O A D
  36. 36. B E Y O N D S E R V I C E D E S I G N Building a relationship surrounding every transaction. C U S T O M E R E X P E R I E N C E
  37. 37. A S T O R E T H AT D O E S N ' T S E L L A N Y T H I N G
  38. 38. A R E L AT I O N S H I P W I T H A E U R O P E A N A U T O C R AT
  39. 39. C O N T E N T S T R AT E G Y I N T H E S PA C E S T O B U I L D A C U S T O M E R R E L AT I O N S H I P
  40. 40. M E S S A G I N G A R C H I T E C T U R E F O R T H E E N T I R E C U S T O M E R L I F E C Y C L E
  41. 41. M E S S A G I N G A R C H I T E C T U R E F O R T H E E N T I R E C U S T O M E R L I F E C Y C L E W E L C O M E U S E R R E V I E W F I LT E R WA S H R E M I N D E R A C C E S S O RY C R O S S - S E L L F I LT E R WA S H R E M I N D E R D I D Y O U K N O W ? F I LT E R WA S H R E M I N D E R + 7 days + 30 days + 90 days + 180 days + 270 days + 300 days + 360 days
  42. 42. M E S S A G I N G A R C H I T E C T U R E F O R T H E E N T I R E C U S T O M E R L I F E C Y C L E
  43. 43. M E S S A G I N G A R C H I T E C T U R E F O R T H E E N T I R E C U S T O M E R L I F E C Y C L E
  44. 44. M E S S A G I N G A R C H I T E C T U R E F O R T H E E N T I R E C U S T O M E R L I F E C Y C L E W E L C O M E U S E R R E V I E W F I LT E R WA S H R E M I N D E R A C C E S S O RY C R O S S - S E L L F I LT E R WA S H R E M I N D E R D I D Y O U K N O W ? F I LT E R WA S H R E M I N D E R + 7 + 30 + 90 + 180 + 270 + 300 + 360 C L E A N I N G T I P S E N D O F G U A R A N T E E H E A LT H C H E C K T E C H U P D AT E + 540 + 600 + 1020 + 1920 F I LT E R WA S H R E M I N D E R + 450 F I LT E R WA S H R E M I N D E R + 630 Every six months
  45. 45. U S E F U L , U S A B L E C O N T E N T - E V E N W I T H I N M A R K E T I N G
  46. 46. M A P P I N G M E S S A G I N G T O C U S T O M E R R E L AT I O N S H I P B U I L D I N G M I S T Y W E AV E R - M A P P I N G Y O U R C O N T E N T M A R K E T I N G
  47. 47. U S E F U L , U S A B L E C O N T E N T - E V E N W I T H I N M A R K E T I N G
  48. 48. B E A U T H E N T I C E V E RY D AY B R A N D I S A N I D E A Y O U S TA N D F O R , M A D E R E A L B Y W H AT Y O U D O . @mikeatherton
  49. 49. S E R V I C E D E S I G N C R E AT E S M A G I C M O M E N T S
  50. 50. E V E RY C U S T O M E R E X P E R I E N C E I S A B R A N D M O M E N T O F T R U T H
  51. 51. P R I N C I P L E 1 Pay special attention to the places where your customer is crossing channels or waiting for service. M I N D T H E G A P @mikeatherton
  52. 52. P R I N C I P L E 2 Use empathy to meet customer emotion with appropriate tone. S E C O N D T H AT E M O T I O N @mikeatherton
  53. 53. P R I N C I P L E 3 Show them that their goals are your goals too. B E A C O A C H @mikeatherton
  54. 54. B R A N D B U I L D S P R E F E R E N C E T H R O U G H B E N E F I T S R AT I O N A L B E N E F I T What does it do for me? E M O T I O N A L B E N E F I T How do I feel about it? S E L F - R E F L E X I V E B E N E F I T What does it make me feel about myself?
  55. 55. T O C O N C L U D E We trade information for attention. C O N T E N T S T R AT E G Y I S C O N T E N T M A R K E T I N G
  56. 56. C O N T E N T I S O U T P U T S T R AT E G Y G E T S I T T H E R E , M A K E S I T R I G H T, A N D K E E P S I T C O M I N G . @mikeatherton
  57. 57. - C H A R L E S E A M E S "Eventually everything connects."
  58. 58. Hi! I was a loyal customer of back in the 80s - I always looked forward to my Batman comics being shipped to me in the UK. Back in those days, comics used to be shipped surface mail so took a long time to arrive. I remember you would mail a postcard first, to let a customer know their order was on the way. The postcard arrived much faster, so I'd be sure you got my order. Genius! I'm all grown-up now but that postcard thing has always stayed with me. Now I give talks about customer experience, and in my latest one I want to tell this story. But I don't have a picture of the card! So I'm asking - do you remember what I'm talking about? Do you still do anything like this for international shipping? And do you have any of the cards you could photograph for me? Yours still a fan. Mike
  59. 59. Mr. Atherton, So I dug into the archives down in the cellar, & found these two examples of the type of card you were talking about. Yeah, no need for these anymore, since many of our orders (ALL of our international ones) are online, so they get an automatic confirmation email right away. Ah, the heady “boom years” when the company could afford postage to send an additional postcard to every customer! Something interesting I discovered while finding these; back in the late ‘80’s, the order confirmation slip included with the package wasn’t printed out, it had to be handwritten on a form! If I had to do that for every customer I have now.....well, I’d quit, is what I’d do! I hope this helps you out, & thanks for your past orders from NEC FFAST (& hopefully future ones; growing up doesn’t mean you can’t read comics. Heck, some of the Batman ones are decidedly NOT for kids)! Stephen Doherty NEC FFAST Manager
  60. 60. A LWAY S B E C L O S I N G T H A N K Y O U ! JUICY GOODNESS NOW AT SLIDESHARE.NET/REDUXD @mikeatherton

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