Presentation by Harald Lamberts for Digital Wednesday during the Dutch Design Week - October 25, 2017. Topic: Service Design

1. Digital Wednesday - 25 okt 2017 - Eindhoven
SERVICE DESIGN
&
SCHIPHOL CASE twitter
@essense
www.essense.eu

2. IDENTIFY INNOVATION
OPPORTUNITIES
TO
DESIGN SERVICES
THAT
ACHIEVE CUSTOMER
EXPERIENCE EXCELLENCE

3. UNDERSTAND
&
ENVISION
CREATE
&
DELIVER
SERVICE
DESIGN

5. INNOVATION
SERVICE DESIGN
DESIGN THINKING
STRATEGIC DESIGN
IDEATION
CO-DESIGN
BUSINESSDESIGN
DESIGN
RESEARCH
PRODUCT DESIGN
EXPERIENCE
DESIGN
CREATING
VALUE

6. TITEL
Tekst midden uitgelijnd
The Design Value Index Study shows 10 year returns
yielding 2.11 times (211%) that of the S&P 500.

7. ‘DESIGN-LED’ COMPANIES:
41% higher market share
46% competitive advantage overall
50% more loyal customers
70% digital experiences beat competitors
Source: Forrester Research & Adobe

8. TOM KNIGHTON
“CUSTOMER EXPERIENCE IS THE NEXT
COMPETITIVE BATTLEGROUND.
IT’S WHERE BUSINESS IS GOING TO BE
WON OR LOST”

9. COMPETITIVE BATTLEGROUND
Brands will experience 25% to 50% increases in revenue risk due
to consumers with high willingness and ability to shift spend.
Today’s customers reward or punish companies based on a single experience.
Forrester Research
CHOICE
OVERLOAD
HIGH
EXPECTATIONS
SEAMLESS
LIVES
EXPERIENCE
ECOSYSTEMS
CONSCIOUS
CONSUMPTION
+ + ++

10. CX EXCELLENCE
CREATES BUSINESS VALUE
Revenue & Sales
Customer Satisfaction
Repeat Customers / Customer Loyalty
Customer Advocacy
Customer Churn
Customer Acquisition Costs

11. RELEVANT, PERSONALISED
CUSTOMER EXPERIENCE
EXCELLENCE
DEFAULT
DESTROY VALUE
CREATE VALUE
CUSTOMER EXPERIENCE
INSIGNIFICANCE

12. holistic value through
unique, meaningful
experiences
CX EXCELLENCE

13. • Personal Convenience
• Personal Development
• Personal Fulfilment
• Fostering Community
• Environment Conservancy
• People Wellbeing
HOLISTIC VALUE
BUSINESS
VALUE
CUSTOMER
VALUE
SOCIETY
VALUE

14. mindset

15. DESIGNING FOR
HOLISTIC VALUE BEGINS
WITH CONTEXTS, NOT IDEAS

16. IDENTIFYING
OPPORTUNITY
SERVICE
CONCEPT
EXPERIENCE
DESIGN
FRAME PURPOSE DESIGN SOLUTION
WHERE TO
FOCUS?
HOW TO
INTERACT?
WHAT TO
CREATE?
APPROACH

17. HOW HAVE WE CREATED
VALUE?
And so,

18. SCHIPHOL GROUP
COMMERCIAL JOURNEY VISION

19. Observaties & Interviews Co-creatie sessies
Desk research Focus workshop
SCHIPHOL
AS_IS JOURNEY

21. AS_IS JOURNEY
SCHIPHOL

22. Co-creatie sessies

23. SCHIPHOL
CONCEPT SCENARIOS
IN CONTEXT

24. AMBITION: COMMERCIAL FOCUS
SCHIPHOL

25. SERVICE SCENARIO DESIGN WITH CLIENT
Schiphol Group

26. SERVICE SCENARIOS
SCHIPHOL

27. PLOTTING ROADMAP ACTIVITIES ON PILLARS
HOLISTIC PLANNING

28. POSTNL
INNOVATIE STUDIO

29. PostNL
CUSTOMER JOURNEY MAP

30. PostNL
SERVICE SCENARIOS

31. SERVICE BLUEPRINT
PostNL

32. OMNI-CHANNEL DIGITAL DESIGN
PostNL

33. UNDERSTAND
&
ENVISION
CREATE
&
DELIVER
SERVICE
DESIGN

34. IDENTIFY INNOVATION
OPPORTUNITIES
TO
DESIGN SERVICES
THAT
ACHIEVE CUSTOMER
EXPERIENCE EXCELLENCE

35. DANK U!
BUSINESS
VALUE
CUSTOMER
VALUE
SOCIETY
VALUE

36. Customer Experience Excellence by Design
harald@essense.eu
www.essense.eu
AMSTERDAM EINDHOVEN