Engine - Dubai Design Week

1 / © Engine Service Design 2017 / enginegroup.co.uk
Welcome
THE NEXT WAVE OF
EVOLUTION FOR DUBAI
Service Design

THE NEXT WAVE
OF EVOLUTION
FOR DUBAI
Service Design

QUALITY OF SERVICES IS
BECOMING MORE IMPORTANT
WHY NOW?
SERVICE
DESIGN
1
2
3
Service Design / THE NEXT WAVE OF EVOLUTION FOR DUBAI

We help ambitious
companies to imagine,
design and implement
enhanced services &
leading customer
experiences.

/ Customer-centred & collaborative
/ End to end holistic view
/ Inclusive and delivery focused
/ Clear and robust process
/ Support capability development

TransportMedia Automotive Telecoms & Broadband Financial Services Consumer Technology
Hotels &
HospitalityUtilities AviationRetail

Service Design
THE NEXT WAVE
OF EVOLUTION
FOR DUBAI

9 / © Engine Service Design 2017 / enginegroup.co.uk9 / © Engine Service Design 2017 / enginegroup.co.uk
Great services and
customer experiences
don’t happen by accident.
They are designed

DAY IN THE
LIFE OF…
Check
the
news
Check
emails
Get
Metro
Pick up
a
Coffee
Lunch
delivered
Organise
to meet
friends
Taxi /
bus
home
Exercise
Shop
for
dinner

DAY IN THE
LIFE OF…
Check
the
news
Check
emails
Get
Metro
Pick up
a
Coffee
Lunch
delivered
Organise
to meet
friends
Taxi /
bus
home
Exercise
Shop
for
dinner
TV
provider
Internet
provider
Public
transport
service
Café and
staff
Map
provider
Taxi /
transport
service
Sports
facility
service
Food
provider &
delivery
company
Supermarket

1 day
10 services
30 interactions
23 touchpoints
people, processes, places, products, pixels
DAY IN THE
LIFE OF…

Services will be
critical to the
ongoing success
& growth of the
Dubai economy.

Retail
How do provide levels
of personalised
service at a mass
scale?
Aviation &
Tourism
How do we keep people
travelling through & into
Dubai?
Government
How do we turn invention
into innovation?
Infrastructure
How do we generate
more value from the
existing assets?
Finance
How do we support
customers to better
help themselves?
Health
How do we provide
greater awareness and
support for chronic
conditions?

Great services
are critical to the
happiness and
prosperity of
citizens.

• City of Happy, Creative and empowered people
• Inclusive and Cohesive society
• Smart and Sustainable city
• Pivotal Hub in Global Economy
• A pioneering and excellent government
• Preferred place to live, work and visit
2021 vision

The challenges
are becoming
increasingly
complex &
dynamic.

Different
expectations
People are changing faster than organisations are. Decades of expanding
choice and growing wealth have left people looking for more than simply
quality products and services. The search for meaning and recognition,
autonomy and control is a deﬁning part of our collective psyche in the twenty-
ﬁrst century.
S, Parker, J, Heapy ‘Journey to the interface’ 2006

Check
the
news
Check
emails
Get
Metro
Pick up
a
coffee
Lunch
delivered
Organise
to meet
friends
Taxi /
bus
home
Exercise
Shop
for
dinner
TV
provider
Internet
provider
Public
transport
service
Café and
staff
Map
provider
Taxi /
transport
service
Sports
facility
service
Food
provider &
delivery
company
Supermarket
My news
only
Continue
writing
across
devices
Seamless
ticketing
Remember
me
When will
you arrive?
Shared
map
Helps me
discover
My health
data helps
me train
Pick me up
from right
here
Channels
in my
language
Notify me Discounted
offer Step by step
Set pick up
points Community Familiar and
fresh

LIVING SERVICES
Highly sophisticated and able to constantly
learn and evolve. They will transform and
improve the way we live, both by removing
mundane tasks and offering services that
surprise and delight us.

ONGOING
LEARNING
INTERCONNECTED
PLATFORMS OF
DELIVERY
MODULAR & FLEXIBLE
CO-PRODUCED
DYNAMIC
ADAPTATION
AUTHENTIC
I interact with you
in different ways &
it feels the same
I am able to use
customer data –
individual and
collective to
enhance the
service over time
I provide
personalised and
individualised
relationships with
all of my
customers
The community of
customers actively
improve the
service.
You’re proactive,
responsive &
support me in
ways I value
I can tailor the
service to better
suit my needs
I swap and
upgrade and
become more
agile
I have a deeper
relationship with
the brand

NO
BOUNDARIES

The most
successful
retail
space in
the world
The
biggest
hospitality
group
The
biggest
producer of
TV
programs

Great service &
customer experience
is a key differentiator

Like all great design,
the best service design happens
in the friction between available
resources and an optimistic view
of the future.

‘Good service cannot be
reduced to nothing more than
an efficient operation:
its value lies in the less
tangible sense that the
service is supporting you,
meeting your needs’
S, Parker, J, Heapy ‘Journey to the interface’ 2006

FROM PRODUCTS TO SERVICES
Developing
new service
businesses

BETTER PUBLIC SERVICES FOR ALL
Developing
services to combat
growing rates of
obesity in London

Enhance the
learning experience
of students
OPENING UP NEW MARKETS

31 / © Engine Service Design 2017 / enginegroup.co.uk31 / © Engine Service Design 2017 / enginegroup.co.uk
SERVICE EXPERIENCE = BRAND
Future proofing
technology
investments

MORE FINANCIAL WELL BEING
Developing greater
responsiveness to
ensure financial
wellbeing

FROM INFRASTRUCTURE TO SERVICE
Building a data
enabled, trained
and supported
service team

Service Design
is a methodology, set of tools and
a skill-set for designing services
and experiences successfully.

Selling the vision
Planning the change
Designing the detail
Mobilising the teams
Customers & their world
Services
Brand
Business
Design the target
service and
experience
DISCOVER DESIGN DELIVER

TO DEVELOP A WORLD CLASS
CUSTOMER EXPERIENCE
TO DEVELOP DIGITAL SERVICES
FOR EDUCATORS AND
STUDENTS

Better understand
people & their needs
Customers & their world

Tasks
Group
Time
constraint
Conditional model for
understanding passengers

Operations +
Experience
Services

Develop a vision
that meet people’s
needs now and in
the future
Design the target
service and
experience

Design the
Service system
- The living service
Design the target
service and
experience

Develop a broad
view of service
features & the
capability
Design the target
service and
experience

Develop the
experience across
multiple channels
Design the target
service and
experience

DUBAI AIRPORTS
HOSPITALITY TRAINING PROJECT
10 / Staff Guide Staff Guide / 11
Own and resolve
challenges and
escalate issues
Helping customers overcome challenges and effectively
resolving their issues with minimum effort and
disruption.
★Identify the most relevant options to customer queries
★Own the query and do all you can to
respond to or resolve the query
★If you are unable to resolve a query, connect
the customer to someone who can
• Listen carefully to ﬁnd out what type support they need
• Do not blame others. Take full responsibility and ownership
• Check that the customer is happy and does
not need any more assistance
02
TARGET CUSTOMER EMOTION
“I feel reassured that any problems I might have can be
resolved quickly and efficiently by whoever I ask.”
Sign-post and
connect to
the next step
Quickly familiarising customers with their surrounding
environment and providing them with clear and precise
directions and guidance
★Provide customers with clear directions and
what they need to do at the next step
• Help customers orientate themselves with the airport
zone and make them aware of available facilities
• Offer to walk with customers and guide
them to where they need to go
“I feel confident that I can get clear and precise directions
especially if I become lost or don’t have much time.”
03
Customers Service Core Elements & Actions
30 / Staff Guide
01. WELL-MANNERED
Welcoming
Provide a warm, friendly and
well-mannered welcome
★Give a DA welcome by
saying key phrases in
both English and Arabic
★Acknowledge each
visitor by making eye
contact and smiling or
nodding towards them
• Use open and welcoming
body language using a
natural and relaxed position
• Give them a warm and
upbeat welcome
• Thank customers for waiting
I immediately feel welcomed to Dubai Airports. Seeing staff
reaching out and serving other customers makes me feel
confident that someone will be there for me if I need any help.
Staff Guide / 31
01. WELL-MANNERED
Approachable
Make yourself available and be
prepared and pleased to serve
★Acknowledge customers
and brighten up when
they approach you
★Always be visible for all
customers in the zone
and position you have
been asked to work in
★Always face towards the
customers even when
you’re not interacting
★Don’t chat with colleagues
when you’re on shift
• Get in the zone by making sure
you are in the right mindset
and mood for today’s task
• Make sure you and your
airport zone are prepared
and ready for the shift
• When you work together,
face customers coming from
different directions. If you’re
not asked to, do not stand
in groups with colleagues
I feel staff are always present, available and ready
to help me when ever and where ever I need their
support; leaving me feeling relaxed and reassured.
Our Service Behaviours
36
May I Help You Team Leader Action Plan
Team Leader Action plan – Week 1
No. Key actions required By when Support required
Week 1
Week 2
Week 3
37
May I Help You Team Leader Action Plan
Week 4
Week 5
Week 6
25
40.0
0.0
(40.0)
Emphasis on
performance
strengths
Emphasis on
personality
strengths
36.4
21.3
(5.5)
Emphasis on
performance
weaknesses
Emphasis on
personality
weaknesses
(26.8)
Source: Corporate Leadership Council, 2001
It’s important to
focus on strengths
24
Skill area 2: Feedback
The purpose of
feedback is to
encourage and
reinforce the right
behaviours
In high performing
organisations, the ratio
of positive to negative
feedback is…
5.8 to 1
(Almost 6 pieces of positive
feedback to 1 piece of
negative feedback)
In their research of 10,000
business in 30 different
industries, they discovered
that people who received
regular praise and recognition
performed better.
Employees:
- Increased productivity
- Improved relationships
with colleagues
- Stayed longer in their
organisations
- Received higher loyalty
and satisfaction scores
from customers
- Had better safety records
and fewer accidents
Handbooks
Handbooks created for different service
roles designed to provide instruction
that’s easy to understand and to apply.
The Handbooks can be used in daily
briefs, as memory aids and to help staff
reflect on their performance.
Frontline handbook
A poster for each of the service
zones in the airport.
Handbook for management
A handbook to guide the
management of new teams with
new service behaviours.

Prototype & pilot
to learn more
Deliver

DUBAI AIRPORTS
INFORM AND ENABLE

Help them measure
success –
times this is requires
measuring new things
Deliver

Customer experience value
Creating a clear differentiation
Operations value
Increase efficiency to deliver operational excellence
Commercial value
Increase airport revenue
Feeling
Welcome
Sense
of Place
+9% +6%
Awareness of
shops & restaurants
Retail
average spend
+6%+17%
Clarity
Security Signage
Clarity
Directional Signage
+22% +12%

How gain efficiencies in the operation
but compete on experience?
How can we integrate technology
without compromising on service &
excluding populations?
How do we create expertise locally
& build a culture of service?

Engine - Dubai Design Week

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