In de masterclass klantgericht innoveren speelt service design een grote rol. In een paar uur geeft Caroline een snelcursus customer journey denken, waardoor de klant op een praktische en toepasbare manier centraal wordt gezet.

1. Livework
Customer Journey
mapping & Innovatie
NIMA MASTERCLASS
Livework Studio © 2017
liveworkstudio.com.br
_
Een introductie in hoe Livework
Customer journeys gebruikt om invulling
te geven aan customer centric innovatie.

2. Verhaal van vandaag:
Hoe we bij Livework
klantgericht innoveren, door
middel van een service design
aanpak.
1 De rol van een klantreis in een
innovatieproces. Belevingen in
kaart brengen door de ogen
van een klant.
2
Zelf een klantreis maken en
ervaren. Door aan de slag te
gaan met je individuele
klantreis.
3 Wat is een goede klantreis,
en wat is er al in jouw
organisatie? Hoe ga je
hiermee aan de slag?
4

3. Customer
Journey mapping
een van de pilaren
van service design
De kern van service design is altijd om de klant
(weer) centraal stellen in je organisatie en
dienstverlening. Dit doe je door de klant beter te
begrijpen, gerichter te bedienen, en je
dienstverlening te optimaliseren, door deze te
orchestreren over de tijd.
“

4. 1. Over Livework
en hoe we
werken

5. 5
London
São Paulo
Rotterdam
Oslo
Beirut
We werken
over de hele
wereld
Introduction
Vanuit 5 locaties over
continenten, opereert
livework wereldwijd om
onze ervaring in te zetten
waar onze klanten ons
nodig hebben. Wij werken
graag met diverse teams en
mensen met verschillende
achtergronden en expertise
levels.

6. 6
Service design & mega trends
Wij zien drie mega trends die impact hebben op elke sector een welke onmogelijk met
traditionele methoden kunnen worden opgelost
From products to
services
Services are demanded
by customers and
achieve higher margin
and more sustainable
revenue
Digital everything
The impact of digital
necessitates design
around customer
needs & experience
Our understanding
Customer experience
Customer experience
is a competitive edge
as expectations grow
and are set by the
best in class

7. Senior service
designer bij Livework.
Project lead voor grote
commerciële
projecten van 2-3
maanden tot 1 jaar
Achtergrond in
Industrieel ontwerpen
Recente projecten:
- Gucci
- Ziggo
- Lufthansa
Caroline Beck

8. Met deze stappen helpen we al onze klanten om
hun dienstverlening te verbeteren
Understand Imagine &
Co-create
Design &
Test
Create &
Pilot
ONS PROCESS

9. Hoe ziet dat er dan uit?
Understand Imagine &
Co-create
Design &
Test
Create &
Pilot
ONS PROCESS

11. Hoe ziet dat er dan uit?
Understand Imagine &
Co-create
Design &
Test
Create &
Pilot
ONS PROCESS

13. Hoe ziet dat er dan uit?
Understand Imagine &
Co-create
Design &
Test
Create &
Pilot
ONS PROCESS

16. Hoe ziet dat er dan uit?
Understand Imagine &
Co-create
Design &
Test
Create &
Pilot
ONS PROCESS

18. 2. Een klantreis
in innovatieprocessen

19. Livework © 2016
Customer journey mapping is the
process of capturing a person’s
experience of a product or service
over time.

20. Livework © 2016
THIS CAN BE A USER, OR A CONSUMER, OR A CUSTOMER OR A HUMAN
Customer journey mapping is the
process of capturing a person’s
experience of a product or service
over time.

25. Livework © 2016
IT’S A MAP, NOT AN EXCEL SHEET ;-)
Customer journey mapping is the
process of capturing a person’s
experience of a product or service
over time.

27. Livework © 2016
IT’S AN ACTIVITY, NOT A DELIVERABLE
Customer journey mapping is the
process of capturing a person’s
experience of a product or service
over time.

29. Livework © 2016
THE STEPS IN TIME + THE EMOTIONS, MOTIVATIONS,
BARRIERS ETC
Customer journey mapping is the
process of capturing a person’s
experience of a product or service
over time.

31. Livework © 2016
IT CAN LITERALLY BE ANYTHING!
Customer journey mapping is the
process of capturing a person’s
experience of a product or service
over time.

32. Service Design
to collaborate
on impact
EXACT IS A RAPIDLY GROWING
SOLUTION PROVIDER THAT HOLDS THE
CUSTOMER IN HIGH REGARD.
16
We appreciate the opportunity to present a
proposal to Codan, for a project we feel are
very close to our core skill set and
expertise.
I look forward to presenting our proposal
and hearing your feedback. Please do not
hesitate to reach out to me if you have any
questions regarding our approach and
offer.
Kind regards,
_
Anders Kjeseth Valdersnes
Head of Design, Livework Oslo
+47 920 82 371
anders@liveworkstudio.com
Project voorbeelden:
? ? ?

33. Service Design
to collaborate
on impact
EXACT IS A RAPIDLY GROWING
SOLUTION PROVIDER THAT HOLDS THE
CUSTOMER IN HIGH REGARD.
16

34. 16

35. 35 | Copyright © 2017 Deloitte Development LLC. All rights reserved.
The journey
doesn’t equal
the sum of its
parts
DATA VISUALIZATION
Conclusion
When setting priorities for
customer-experience investments, end-to-end
customer journeys are the unit to measure and
not individual touchpoints
Satisfaction
score with
the entire
end-to end
journey
Web interaction
Mail interaction
Phone call
Home visit by
technician
90%
94%
91%
97%
Source: From touchpoints to journeys: Seeing the world as customers do, McKinsey, March 2016
Source: Why you need to measure journeys - not just touchpoints, Kerry Bodine, October 2017
50%

36. 36 | Copyright © 2017 Deloitte Development LLC. All rights reserved.
Journeys crossing organizational silos
Signing up for
telecommunication
service
Installing router
Changing address
Cancelling
contract and
subscription
Marketing IT Finance Web Tech support
Source: Why you need to measure journeys - not just touchpoints, Kerry Bodine, October 2017

37. 37 | Copyright © 2017 Deloitte Development LLC. All rights reserved.
Orchestration:
DATA VISUALIZATION
Peak-end Rule Perfect start

38. 3. Zelf een klantreis
maken en ervaren.

39. Mini workshop:
customer
journey mapping
in 9 steps

40. 1. BE A CUSTOMER & MAP JOURNEY
2. BE RESEARCHER & ANALYSE
3. BE A DESIGNER & DEFINE OPPORTUNITIES

41. Role 1:
Be the customer

42. Explore and map the steps you made during the proces of…
…. choosing a holiday.
How did that proces work, what activities do you undertake?
Step 1: Become a customer
& map your journey

43. Draw an emo-line based on your experience.
Do so intuitively.
Time: approx. 2 min.
Step 2: Draw an emo-line of your
journey

44. What draws your attention? What do you consider interesting?
Dig a little deeper!
Step 3: Immerse, what stands out?

45. Role 2:
Be the researcher

46. - Divide the journey in 4-8 phases
- Give the phases a name
Step 4: Determine and name phases

47. What are the most important outcomes for each step?
An outcome is a result of an action or a series of actions.
An outcome brings you a state that has value to you.
Step 5: Analyse the data and work
towards ‘outcomes’

48. Are these functional, emotional of social outcomes?
- functional: something you want to be able to do
- emotional: a way you want to feel
- social: a way you want to relate to other people
Step 6: Differentiate the outcomes

49. Role 3:
Be the designer

50. Plot the touchpoints that have been used.
Use the touchpoint swimming lane.
Step 7: Map the used touchpoints

51. Analyzing the desired outcomes and all available
touchpoints, which barriers do you see?
Step 8: Discover the ‘barriers’ in this
journey

52. Which opportunities for improvement do you see?
Which chances do you see for the touroperator?
Time: approx. 10 min.
Step 9: Come up with some initial ‘ideas’

53. Let’s compare:
- What is similar?
- Can we see different types of
customers?

54. What did you find
interesting?
- What went well?
- Where did you get stuck?

55. 4. Wrap-up

56. 0. See what is already there...
Customer journey mapping is the
process of capturing a person’s
experience of a product or service
over time.

57. 1. Deep qualitative insight research

58. 2. Find the right abstraction level for your question
person
consumer
customer
user

59. 3. Find the solution space &
design the ideal

60. 4. Test with real people & improve

61. 61
Thank you
Contact
Caroline Beck
Senior Service Designer, Livework London
+31 6 21 70 22 71
caroline@liveworkstudio.com