Service design has been proven to work both in hands-on development projects and as a tool for strategy creation. We will discuss how a co-created customer experience strategy supports and facilitates internal change. Also, the presentation gives insights into the disappearing boundaries between brand, communication and service.

1. Service design
as a tool for
strategy creation
ABB | Laura Invenius
N2 Nolla | Lotta Buss
13.11.2013

2. Content
1
5
ABB and N2 Nolla
Key insights
2
6
Process and Methods
Summary
3
Tools
4
Outcomes
O

3. About us
ABB & N2 Nolla
O

5. * ABB Drives are devices that are used to control the speed of
an electrical motor, either an induction motor or a synchronous
motor.
O

7. Creating better
customer
experiences in
digital touchpoints
O

8. Process & Methods
O

9. Co-creation is the most powerful way
to build internal commitment
Market
Researcher
Mark.Dir.
Sales Dir.
Digital
Strategist
Digital
MarCom
Product
Mngmt
Country
MarCom
O
Service
Designer
Junior
Serv.Des.

10. Building blocks of the project
0. Data and current
state analysis
1. Personas
2. Journeys & Gap analysis
3. Contents & Channels
4. Tools and Services
5. Road Map
O

11. The process
12/2012
4-5/2013
8/2013 >>
Brief
O
1-4/2013
Insights (internal and external)
Solutions
Execution
Validation

12. INTERNAL
EXTERNAL

13. Goals and guidelines:
Business goals
O
Project goals
Brand guidelines

14. Background
information:
Benchmarking
Competitor analysis
Customer research
NPS
Market outlook
O

15. Internal
insights:
Factory tour
Discussions with sales
Discussions with
product management
O

16. External
insights from 8
countries:
Discussions with endcustomers
Discussions with
partners
Discussions with
OEMs
O

17. Co-creation:
Global telco
(current state analysis)
Global 2 day
workshop with country
organisations
(creating together)
Finalizing workshop
with core-team
O

18. Tools
O

19. “Everything should
be made as simple
as possible, but not
simpler.”
-Albert Einstein

20. Personas – Relevant
contents and
channels
25.9.2013
O

21. Personas cluster information about
customers and partners
CHRIS THE SALES GUY
O
BOB THE ENGINEER
JOHNNY THE MANAGER

22. Buyers’ Journeys –
Context and place
25.9.2013
O

23. Buyers’ journey and gap analysis
map out problems and challenges
in interactions
Gap
Gap
Gap
Expectation
Experience

24. Buyers’ journey and gap analysis
map out problems and challenges
in interactions
Gap
What do we have? What are we lacking? How should
Gap
we proioritize?
Gap
Expectation
Experience

25. Design driver –
Reduced customer
effort is the most
significant value
creator

26. Outcomes
O

28. Contents: 12 topics on three levels
O

29. Contents: 12 topics on three levels
1. MUST HAVE
INFORMATION
4 topics
2. EDUCATIONAL AND
ADDITIONAL
INFORMATION
4 topics
value adding
sharable
O
3. FORWARD LOOKING
INFORMATION
4 topics

30. Channels in the digital ecosystem
LinkedIn
Twitter
Facebook
Social ads
ABB.com
Display
SEM
Search visibility,
PR
Customer
communication
News-letter
Mobile
ads
Shares,
blogs
Responsive
scalability to mobile
Mobile
search
visilibity
Sales
tools
Paid
O
Owned
Earned

31. Contents
Channels
11
Prototypes
of tools
and
services
25.9.2013
O

32. Choose your industry
Choose your industry
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Type of motor
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motor size
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motor size
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of energy is saved
of energy is saved
+ Advanced filters
+ Advanced filters
+
See breakdown
See breakdown
360°
ACS360
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Fact shee
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Images
Order
placement
Push
information
about
product
being packed
Order
confirmation
and delivery
time estimate
Push
information
about
received
order
Thank you
and feedback
as push
message
Buy
See similar
drives (12)
Mod
Order status
from Log-in
service
ify you
r search
ACS360
Lorem ipsum
dolor sit
consectet
amet,
ur adipis
icing elit
Choose your industry
○
ipsum
Labore
Tempor
Dolore
Amet
Type of motor
○
○
○
○
Dolore
Amet
ipsum
Labore
motor size
12 kW
of energy is saved
+ Advanced filters
+
See breakdown
11
PROTOTYPES
OF TOOLS &
SERVICES

33. Choose your industry
Choose your industry
○
ipsum
○
ipsum
Labore
Tempor
Dolore
Labore
Tempor
Dolore
Amet
Amet
Type of motor
Type of motor
○
○
○
Dolore
Amet
ipsum
○
○
○
○
Dolore
○
Amet
ipsum
Labore
Labore
motor size
12 kW
motor size
+
12 kW
of energy is saved
of energy is saved
+ Advanced filters
+ Advanced filters
+
See breakdown
See breakdown
360°
ACS360
Lorem ipsum
dolor sit
elit, sed
amet, cons
do eiusm
ectetur
od temp
dolore.
adipisicing
or incid
idunt ut
labore
et
+
Fact shee
t
Images
Order
placement
Push
information
about
product
being packed
Order
confirmation
and delivery
time estimate
Push
information
about
received
order
Thank you
and feedback
as push
message
Buy
See similar
drives (12)
Mod
Order status
from Log-in
service
ify you
r search
ACS360
Also redesigns and minor changes can result in great
improvements that add customer value
Lorem ipsum
dolor sit
consectet
amet,
ur adipis
icing elit
Choose your industry
○
ipsum
Labore
Tempor
Dolore
Amet
Type of motor
○
○
○
○
Dolore
Amet
ipsum
Labore
motor size
12 kW
of energy is saved
+ Advanced filters
+
See breakdown
11
PROTOTYPES
OF TOOLS &
SERVICES

34. What are we doing now?
We have created a digital roadmap including both content
topics and tools – external and internal
We are changing from local processes and tools to a global
approach if we think it benefits the business
It is a tornado effect: once people figured it out, things have
started to happen
Clearly the need has been latent in the organization, but
putting it all together started the change process
O

35. Renewed website for ABB drives

36. Renewed internal newsletter for ABB
drives

37. Key insights
From the ABB perspective
O

38. Before
”In B2B business people don’t
use social media”
”People want just technical
specs, they don’t need anything
else”
”My customers don’t look for
information in web, they just call
me”
”You can’t find anything on our site”
”All I need is a brochure that I
can hand out when I’m standing
on the event stand. It is an easy
way to reach customers when
they are passing by.”
O
”We need only
whitepapers, that is the
only form of marketing
that is needed”
”Thought leaders – we? We don’t really know
what will happen in the future. Do we?”

39. After
We understand and accept
differences between different
personas
We know who the customer
personas are and what they are
like
We know different stages of
buyers’ journeys and
understand what they mean
We know what they are looking for
We have identified different
channels and created content
plans for these channels
O
The most important fact is,
however, that we all talk about
the same things, based on the
facts that we learnt directly
from customers

40. Comments from co-workers
“
Thanking you very much for building up a valuable web
marketing ABB benchmark, which has now proven to be a key
resource regarding our local projects.
“
“
I have found a treasure today – your strategy presentation
Thank you so much for sharing generously, it is a benchmark in
ABB and many findings can certainly be applied to other
business units as well.
O

41. Summary
O

42. INTERNAL CHANGE
There was little internal
change resistance due to the
co-creative nature of the
project. Also, outcomes are
easier to implement and
follow through.
O

43. SHARED FOCUS
Customer centricity gave
internal stakeholders a
common ground, a common
language and a shared
understanding of
the direction.
O

44. BRAND FROM A
CUSTOMER
PERSPECTIVE
Our solution design reached a
new level when we tried not to
think in organisation silos, but
kept focus on customers’
image of the brand. Tools,
communication and services
create together a total
customer experience.
O

45. Thank you!
Laura Invenius | laura.invenius@fi.abb.com
Lotta Buss | lotta.buss@n2nolla.fi
O