SDNC13 -Day1- Transformation by Design: The Three Ideas Driving Organisational Change by James Samperi

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Transformation by Design: The Three Ideas Driving Organisational Change by James Samperi - Engine

Service design has captured imaginations beyond the design sector because it neatly packages a set of ideas and an approach to management that’s well suited to organisations looking to change.

Three major transformations are underway: the shift from business to customer-centricity; from product to services development; and a change in mindset from solely analytical to imaginative approaches to improvement and innovation.

Even with solid management practices in place to focus organisations on quality and efficiency, organisations still work hard to win and keep customers. Their challenges span business activities from leadership and culture to the design of experiences. The need to transform is very real and organisations are again looking to the market for ideas.

This presentation will introduce Engine’s perspective on the three transformations, expand on the challenges and importantly, set out the role of design in helping organisations transform.

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SDNC13 -Day1- Transformation by Design: The Three Ideas Driving Organisational Change by James Samperi

  1. 1. www.enginegroup.co.uk Three! Transformations! The ideas driving organisational change James Samperi | Director
  2. 2. Service design has captured ! the imagination beyond design !
  3. 3. BUSINESS! CUSTOMER! PRODUCT! SERVICE! ANALYTICAL! IMAGINATIVE! CENTRIC! DEVELOPMENT! APPROACHES!! CENTRIC! ! DEVELOPMENT! APPROACHES!
  4. 4. BUSINESS! CENTRIC! CUSTOMER! CENTRIC!
  5. 5. !"#$%&'()"!*!+,%(),%!"#$%!-.(/"%!$%0)12)% 2+%0)12%23("#$%2140!)5%(),%23("%!$)#"6% CX! Measurement!
  6. 6. CHALLENGE: Trying to understand the current service & what of it customers actually value!
  7. 7. "(45+"%+7.+4!+)/+%!$%,+*!)+,% !)%23("%2(8%,1%2+%/3()5+%(),%23("%,1+$%"3("%/3()5+%9110%(),%*++9%9!0+:% CX! Strategy + Design !
  8. 8. CHALLENGE: Navigating the tension between the business model and the customer experience!
  9. 9. DESIGN TO DRIVE VALUE! 1.! Retention! 2.! Life-time value! 3.! Advocacy ! !
  10. 10. +7.+4!+)/+%!$%-()(5+,% 2+%'),+4$"(),%312%"1%,+9!;+4%(%&'(9!"8%+7.+4!+)/+%(),%-+($'4+%"3+%4+$'9"$% CX! Strategy + Design + Delivery !
  11. 11. DEPTH & DIMENSIONS! Quality! Impact! Build of service elements.! Customer! Experience! Performance! Capabilities of system! The outcomes •! Usability, utility, brand expression! •! User errors, satisfaction, service recovery! •! Retention, advocacy, take-up! •! Benchmarking teams, coaching and management! •! Utilisation of resources against targets! •! Take-up of training. Level of commitment to new projects. Skills acquired by individuals. ! Service! Architecture! Propositions! Service! Organisation!
  12. 12. SATISFACTION R AT I N G S U P! 5 0 %! +;!,+)/+%!$%5("3+4+,% 2+#4+%-(0!)5%()%!-.(/"% AVERAGE RETAIL SPEND UP! HOURS UP! £18! SECTOR 16.5%! AWARDS! RETAIL SALES UP! VISITS UP! BEST DIGITAL INITIATIVE! 4.5%! 8.1%!
  13. 13. PRODUCT! DEVELOPMENT! SERVICE! DEVELOPMENT!
  14. 14. CHALLENGE: Changing the relationship with customers and building service capabilities! Develop new businesses not just products" Not just the" experience but delivery" New service capabilities" Shift to longer-term" relationships"
  15. 15. The 9 ! elements! of service ! design! !"#$%&"'#()" *#%,&%*)"! *#(*(!%+%(,! !"#$%&"'5(-") *)3+4(#5'#"6.%#"5",+! *#(&"!!"! *"(*)" /(.#,"0!'1'"2*"#%",&"! *#(-.&+!
  16. 16. D E S I G N P R O G R A M M E! 2yrs! 300k! PRODUCTION! STAFF! LOCATIONS! 1000+!100!
  17. 17. ANALYTICAL! APPROACHES! IMAGINATIVE! APPROACHES!
  18. 18. CHALLENGE: Once is cool, doing it again is even cooler. So embedding the approach is critical.!
  19. 19. CX CAN’T BE A ‘MAGIC WAND’! THE ‘TO BE’ SERVICE AND EXPERIENCE TARGET OPERATING MODEL (TOM) How the organisation believes the service should work CUSTOMER CUSTOMER EXPERIENCE EXPERIENCE EXPERIENCE%
  20. 20. INTEGRATED DEVELOPMENT! THE ‘TO BE’ SERVICE AND EXPERIENCE EXPERIENCE REQUIREMENTS Target customer experience (TCE) CHANGE REQUIREMENTS Target operating model (TOM)
  21. 21. SATISFACTION R AT I N G S U P! 1 4 %! PASSENGER NUMBERS! ^13%! ASQ RATING 2012! BEST IMPROVED!
  22. 22. www.enginegroup.co.uk Service design is…! ! The application of empathic design thinking and practices to business change. !
  23. 23. www.enginegroup.co.uk Service design will become…! ! An integrated management practice within best-in-class organisations. !

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