Design for relationships ServDes2018
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Delivering good products and services has long been thought to create loyal, repurchasing customers. Adding a loyalty program or two and customers should be even more satisfied, right? Wrong. Products and services are merely the basis of commercial exchange. For organisations to build valuable, long lasting relationships with their customers they should enable two-way, mutual interactions. Livework has collaborated with the Delft University of Technology and SiR – a research partner on service integrated relationships – to develop a framework and tooling to design for relationships. Find the slides of ServDes 2018 presentation here.
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Design for relationships ServDes2018
- 1. 1 Liveworkstudio.com London Oslo Rotterdam Sao Paulo Livework Studio © 2018Liveworkstudio.com London Oslo Rotterdam Sao Paulo Livework Studio © 2018 Design for Relationships ServDes 2018 Moving from CX to CRX, to design for relationships in a service setting 2018
- 2. 2 Livework Insight, SiR and Delft University of Technology Research team STUD IO KnowledgePractice LEARNING INTELLIGENCE
- 3. 3 What is the current practice for customer relationships? The problem we're facing
- 4. 4 The status quo that underpins organisational behaviour The problem we're facing Products & services The basis of commercial exchange Satisfaction "If you like what we sell you must be satisfied!" Repurchasing behaviour Customer loyalty, Loyal followers Rewards
- 5. 5 Relationship approaches throughout the years The problem we're facing The 1980s Relationship marketing
- 6. 6 Relationship approaches throughout the years The problem we're facing The 1980s Relationship marketing The 1990s-2000s Customer relationship management
- 7. 7 Relationship approaches throughout the years The problem we're facing The 1980s Relationship marketing The 1990s-2000s Customer relationship management
- 8. 8 Relationship approaches throughout the years The problem we're facing The 1980s Relationship marketing The 1990s-2000s Customer relationship management The 2010s Customer engagement theory
- 9. 9 So how can we overcome this? A proposed solution to design for relationships
- 10. 10 This is not to say marketing's theory was wrong... A proposed solution Relationships Talking with each other about the experience Products & services Customer contribution Facilitating engagement of the customer Satisfaction Engagement Behaviour Reciprocal loyalty, Value partners Repurchasing behaviour Customer loyalty, Loyal followers Rewards
- 11. 11 Vorwerk’s Thermomix A 12- function kitchen machine with a digital recipe platform A proposed solution
- 12. 12 In-home sales Vorwerk lets their sales people demo their products at people’s homes, and customers let them come in to do so. A proposed solution
- 13. 13 Sharing recipes Vorwerk lets people share recipes online A proposed solution
- 14. 14 Customers performing sales and support By buying the product for others, training them and generating videos, manuals and more. A proposed solution
- 15. 15 So let's combine the best of both... A proposed solution Theory Practice Practice Theory (Customer) relationship marketing/management Service design Design for relationships Theory + = Practice Strong theory but failed to deliver on its promise Strong practice, but lacking relational theory Best of both worlds, generating scientifically valid, actionable insights.
- 16. 16 Products & services Satisfaction Repurchasing behaviour Customer loyalty, Loyal followers By designing for relationships A proposed solution Relationships Talking with each other about the experience Customer contribution Facilitating engagement of the customer Engagement Behaviour Reciprocal loyalty, Value partners Rewards
- 17. 17 A toolkit to design for relationships How can we integrate relationship marketing's thinking and service design's practice?
- 18. 18 An iterative co-development process Methodology Workshops & Interviews with: ● Six organisations ● Three iterations
- 19. 19 We build on a customer journey Tooling to design for relationships Touchpoints Acceptance1 Attribution1 Confirmation1 1. Cipolla, C. (2012). Solutions for relational services. Service design with Theory, 37-44. EXERCISE 1: RELATIONSHIP PREREQUISITES
- 20. 20 By identifying relational touchpoints Tooling to design for relationships Touchpoints Acceptance1 Attribution1 Confirmation1 1. Cipolla, C. (2012). Solutions for relational services. Service design with Theory, 37-44. EXERCISE 1: RELATIONSHIP PREREQUISITES
- 21. 21 By identifying relational touchpoints Tooling to design for relationships Encounters EXERCISE 2: RELATIONSHIP FOSTERING
- 22. 22 And tailoring them to desired relationship quality Tooling to design for relationships EXERCISE 2: RELATIONSHIP FOSTERING Familiarity I know you… Identification I recognise myself in you… Reciprocity We do things for each other… Communality We’re friends… Continuity We go through good and bad together…
- 23. 23 In each touchpoint Tooling to design for relationships Encounters EXERCISE 2: RELATIONSHIP FOSTERING Reciprocity Identification Familiarity Communality Continuity
- 24. 24 How can you use it in a project When, where, and how to use it
- 25. 25 Design for relationships in three steps Design for can be used for both relational insights, as well as co-development of new services. Asking the right questions to establish a reciprocal relationship. Project use Framing Understand Ideate Identification of touchpoints with the most relational influence. Creation of service elements that differentiate services for different levels of relationships.
- 26. 26 @liveworkstudio@theliveworker Livework Studio Jan Koenders Design for relationships expert +31 6 13 55 23 62 jan@liveworkstudio.com Thanks! Please reach out if you’d like to know more