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Service Design in Planning the Products
of the Tourism and Hospitality Business

      Stefan Moritz — TIE Symposium March 2009 — Jyväskylä, Finland
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland   http://www.youtube.com/watch?v=bUPjYWE5Tf4
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland   http://www.youtube.com/watch?v=bUPjYWE5Tf4
Preaching to the converted




(C) Richard Flynn richardflynn.net         Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Lets go on a journey.
   Stefan Moritz — TIE Symposium March 2009 — Jyväskylä, Finland
Tourism & Hospitality have been delivering great service for some time.




               Hoshi Ryokan, founded in 717, is the
               world’s oldest hotel still in operation
Travel, stay &
come back soon

     Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
New way to travel.

      Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
n
                ig
              s
            e
           D
         e
       ic
      v
    r
  e
S
What is your favourite service?




        Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
                                                                 CC Flickr.com LoopZilla
?
Service Design in Planning the Products
of the Tourism and Hospitality Business

      Stefan Moritz — TIE Symposium March 2009 — Jyväskylä, Finland
SERVICES & EXPERIENCES
PRODUCTS
           Produced                                                  Performed

           Material                                                  Immaterial

           Tangible                                                  Intangible

           Can be stored                                             Can’t be stored

           Usually without client                                    Interaction with client

           Consumption after production                              Consumption = production

           Defects in manufacturing                                  Mistakes in behaviour

                                    Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Services & experiences ...

 1. Are not tangible
 2. Are not separable from consumption
 3. Cannot be stored
 4. Cannot be owned
 5. Are complex
 6. Quality is difficult to measure

             Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Tangibility & perception – Hertz Car Rental




              Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Offering




             BUSINESS                                                            HUMAN   Return on
 Return on
                                          VALUE                                           Interest
              GOALS                                                              GOALS
Investment




                                          Delivery




                        Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Touch points – Finnair




   Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Mapping key touch points & total experience




              Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
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                                                                                                                            M
     SD                 SD                 SD                                  SD                            SD                 SD
Understanding        Thinking           Generating                         Filtering                     Explaining          Realising




                                               Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Facilitating a joint-up approach




        Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
New combination of existing methods.




IA DE S E RVICE D ESIG N WORKSHOP, STEFAN MOR ITZ, HEL SI NKI , 0 8.0 4.200 8
                                                                                http://flickr.com/photos/nanasupergirl/2302540236/sizes/l/
Shadowing
             Stakeholder Map          Inconvenience Analysis
              Experience Prototyping
 Open Source Storming                         Personas
  Journals                     Prioritisation Dots       Co-creation
                  Mood Video
     Service Blueprinting Wall Mapping
                                     Service Specification
Customer Journey Map
                  Relationship mapping                Journals
  Storyboarding Contextual Interview
Visioning




                                                         (C) Wired Magazine
Stefan Moritz — Design Management Forum — Cologne 2008
Visioning




                                                         (C) Wired Magazine
Stefan Moritz — Design Management Forum — Cologne 2008
Visioning




                                                         (C) Wired Magazine
Stefan Moritz — Design Management Forum — Cologne 2008
Customer experience journals – Newcastle Airport




                 Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
                                                                          http://www.airport-technology.com/projects/newcastle/images/5-newcastle-airport.jpg
Inconvenience analysis




    Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
“The great gift of human beings is
 that we have the power of empathy.”
                                                                      Anon




             Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Customer journey
New travellers.

    Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
“80% of companies believe they
deliver a superior customer experience,
but only 8% of their customers agree.”
                                                                       Bain & Company




              Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
The people formerly known as consumers




            Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland   CC Lynette Webb
Paradigm shift




   Accelerating   Automati-                                                                          A new
                                                    Asia                               Abundance
     Change         sation                                                                         generation




                                                                                                    Based on Daniel Pink
                              Stefan Moritz — Design Management Forum — Cologne 2008
Drivers and enablers




   Transparency    Networks                         Access                                Alternatives   Expectations



      Ebay         Tripadvisor                     Google                                 Threadless       Amazon




                                 Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
New...

    ways to find out the truth
•


    ways to join forces
•


    ways to make a difference
•


    ways to seek advise
•




                           Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
“If I asked my customers what
 they wanted they would have
 asked for a faster horse.”
                                                                    Henry Ford




           Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
New destinations.

     Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Go + Stay + Return
      Enjoy!
      Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Prototyping – McDonald’s




http://flickr.com/photos/nl/2733532276
http://invidis.mittelstandswiki.de
Prototyping – McDonald’s




http://flickr.com/photos/nl/2733532276
http://invidis.mittelstandswiki.de
Prototyping – McDonald’s




http://flickr.com/photos/nl/2733532276
http://invidis.mittelstandswiki.de
Prototyping – McDonald’s




http://flickr.com/photos/nl/2733532276
http://invidis.mittelstandswiki.de
Prototyping – McDonald’s




http://flickr.com/photos/nl/2733532276
http://invidis.mittelstandswiki.de
Prototyping – McDonald’s




http://flickr.com/photos/nl/2733532276
http://invidis.mittelstandswiki.de
The extended customer journey – Virgin Atlantic
Scenography Workbooks – Ritz-Carlton Hotels




                                                                                       Customer Service Champs

http://img.timeinc.net/fortune/conferences/imeme/images/ritzcarlton_sanfrancisco.jpg
Empowering service staff – NH Hotels
New sights.

  Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
“The future is already here –
 it’s just unevenly distributed.”
                                                                     William Gibson




            Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
One Room Hotel, Cambodia
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Heston Blumenthal / The Fat Duck



http://pinwheelfarm.files.wordpress.com/2008/07/fat-duck3.jpg
http://www.matchingfoodandwine.com/custom/92.jpg
Heston Blumenthal / The Fat Duck



http://pinwheelfarm.files.wordpress.com/2008/07/fat-duck3.jpg
http://www.matchingfoodandwine.com/custom/92.jpg
The Otter Inn, Stockholm
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Pop up restaurants
Soho Grand Hotel
Heineken lounge
Camper Hotel Barcelona
Yotel
Like-a-local.com
Amplified Journeys
Organic Fois Gras – Eduardo Sousa




                                    Daniel Barber TED
W Whatever / Whenever
Dopplr – from location to place




http://www.shugendo.org/downloads/dopplr-report.jpg
Tailor

              Redefine

   Bend the rules

  Build authenticity

 Exceed expectations

Create custom comfort
    Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Arrival.

 Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
From materialism to
    experialism


      Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
What is the value of great customer experience?




                Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Value




Entertainment                     Kudos                                  Utility


                Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
The business model we need to understand better:




                 Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland   http://flickr.com/photos/thenidefyyoustars/2168616963/sizes/l/
People will pay the equivalent of whatever amount generates an
     incremental number of units of personal satisfaction.




                       Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
“People don’t really care
 how much you know until they know
 how much you care.”                                                  Mike McNight




             Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Care.
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Summary

 PAY attention to what customers want (they might not even know it)

 Fulfil needs in context and on-demand

 Design can be the facilitator for new ways of thinking and fuel innovation

 We need to create new forms of organisation, management and collaboration

 Go beyond the expected and create ways to add new levels of mutual value




                                         Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
“Imagination is more important
 than knowledge.”                                          Albert Einstein




           Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
A little service for you




                           Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
Kiitos! (Thank you!)




  Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland

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