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Service Design and the
Omnichannel Experience:
SpeechTEK Sunrise Discussion
August 2015
Crispin Reedy
Agenda
• What is Omnichannel?
• What is Service Design?
• Group Discussion
• Optional Extras
2© 2015 Versay Solutions LLC
What is Omnichannel?
3© 2015 Versay Solutions LLC
Outbound
IVR
SMS
Mobile
Inbound
IVR
Web
Email
Social
Media
Physical
Store
Call
Center
Agents
Customer-
Facing Staff
Omnichannel Is:
My
Customer
SMS
Mobile
Email
IVR
People
Web
Outbound
IVR
Store
4© 2015 Versay Solutions LLC
Coordinating and
organizing
different
technologies,
people, and
processes in
order to achieve
a seamless
customer
experience.
5© 2015 Versay Solutions LLC
Service design is the activity of
planning and organizing people,
infrastructure, communication
and material components of a
service in order to improve its
quality and the interaction
between service provider and
customers. (SDN)
6© 2015 Versay Solutions LLC
The “product” idea is baked into the
language used in organizations.
7© 2015 Versay Solutions LLC
Unless you’re selling something like
this…
You’re really selling a service.
8© 2015 Versay Solutions LLC
Even if you’re selling something like
this…
You’re also selling a service.
9© 2015 Versay Solutions LLC
The entire experience of
product X is made up of
the interactions you have
with the company selling
product X.
10© 2015 Versay Solutions LLC
HR Marketing
IT Operations
FacilitiesManagement
Change
Management
Organization
Design
We Already Do
This… Don’t We?
Continuous
Improvement
QA
Sort OfService Design
Touches Everything
11© 2015 Versay Solutions LLC
My
Customer
Continuous
Improvement
Organization
Design
Management
QA
IT
Change
Management
HR
Marketing
Service Design Discipline
• Uses methods and tools derived from
different disciplines
– Ethnography
– Information and management science
– Interaction design
• Introduced as a design discipline at Köln
International School of Design (1991)
– Dr. Michael Erlhoff
• Service Design Network (SDN) introduced
(2004)
12© 2015 Versay Solutions LLC
13© 2015 Versay Solutions LLC
User Centered Design
• A set of techniques and tools designed to keep
the focus on the user during the design process
– Card sorts
– Task analysis
– Personas
– User interviews
– Focus groups
– Usability tests
– Etc.
14© 2015 Versay Solutions LLC
Website, IVR, mobile site,
physical product
User Centered
Design
Service Design
Designing all interactions
between customer and
company
Service Design is UCD “on steroids.”
Service Design
What Does “User Focused” Really Mean?
• Male
• Born in 1948
• Raised in Great Britain
• Married
• At least 2 children
• Likes dogs
• Loves the Alps
15© 2015 Versay Solutions LLC
Consider these two customers:
• Male
• Born in 1948
• Raised in Great Britain
• Married
• At least 2 children
• Likes dogs
• Loves the Alps
What Does “User Focused” Really Mean?
16© 2015 Versay Solutions LLC
Consider these two customers:
What Does “User Focused” Really Mean?
Statistics are important, but how well do you
understand:
• Habits
• Culture
• Social Context
• Motivation
17© 2015 Versay Solutions LLC
“User Focused” and Omnichannel
• Two “identical” customers use two different
channels.
• Why?
• They’re not identical.
18© 2015 Versay Solutions LLC
“User Focused” and Omnichannel
• Case study: Cisco Consumer Products Support
– Guide customers to the channel it determines
will suit them best
• Technology gurus = online support
• Less technical expertise = simple step-by-step
instructions
• Eliminated e-mail
– In 2006, only 30% of customer contacts were
handled through web self-service
– Today: 84%
19
Source: Harvard Business Review
20© 2015 Versay Solutions LLC
Website, IVR, mobile site,
physical product
User Centered
Design
Service Design
Designing all interactions
between customer and
company
Service Design is UCD “on steroids.”
Service Design
optimalworkshop.com
22Source: JennyCham.co.uk
23© 2015 Versay Solutions LLC Source: Usability.gov
Usability Testing
• TBD Insert Clip Here
24
Source: Heart of the Customer
Source: Indi Young
What’s in the Service Design Toolbox?
27© 2015 Versay Solutions LLC
Stakeholder Mapping
Customer Journey Maps
Service Safaris
Shadowing
Cultural Probes
The Five Whys
Contextual Interviews
Mobile Ethnography
Expectation Maps
Scenarios
A Day in the Life
Personas
Ideation
What-If
Storyboarding
Service Prototyping
Resources
• Organization: Service Design Network
• Book: “This Is Service Design Thinking”
• Website: Smaply.com
28© 2015 Versay Solutions LLC
29© 2015 Versay Solutions LLC
When you have two coffee shops
right next to each other, and each
sells the exact same coffee at the
exact same price, service design is
what makes you walk into one and
not the other. (31 Volts Service Design)
Where To Begin?
• Service Design
– Qualitative Research
– Find out what you don’t
know
– Plug the gaps
– Create a strategic
roadmap
• Omnichannel Strategy
– Has to start with Project
Zero
– Customer data
repository
– Specifically around
customer interactions
– Access to quantitative
data
Sparks for Discussion
• Your experiences with Service Design and/or
Omnichannel?
• Is this kind of strategic thinking important?
• Best bang for the buck with Omnichannel?
• “Service Design” vs. “Experience Design”?
• Role of the call center?
• What about prototyping?
• Ideas for adoption into an organization?
31© 2015 Versay Solutions LLC

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Service Design and the Omnichannel Experience - SpeechTEK 2015

  • 1. Service Design and the Omnichannel Experience: SpeechTEK Sunrise Discussion August 2015 Crispin Reedy
  • 2. Agenda • What is Omnichannel? • What is Service Design? • Group Discussion • Optional Extras 2© 2015 Versay Solutions LLC
  • 3. What is Omnichannel? 3© 2015 Versay Solutions LLC Outbound IVR SMS Mobile Inbound IVR Web Email Social Media Physical Store Call Center Agents Customer- Facing Staff
  • 4. Omnichannel Is: My Customer SMS Mobile Email IVR People Web Outbound IVR Store 4© 2015 Versay Solutions LLC Coordinating and organizing different technologies, people, and processes in order to achieve a seamless customer experience.
  • 5. 5© 2015 Versay Solutions LLC Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers. (SDN)
  • 6. 6© 2015 Versay Solutions LLC The “product” idea is baked into the language used in organizations.
  • 7. 7© 2015 Versay Solutions LLC Unless you’re selling something like this… You’re really selling a service.
  • 8. 8© 2015 Versay Solutions LLC Even if you’re selling something like this… You’re also selling a service.
  • 9. 9© 2015 Versay Solutions LLC The entire experience of product X is made up of the interactions you have with the company selling product X.
  • 10. 10© 2015 Versay Solutions LLC HR Marketing IT Operations FacilitiesManagement Change Management Organization Design We Already Do This… Don’t We? Continuous Improvement QA Sort OfService Design Touches Everything
  • 11. 11© 2015 Versay Solutions LLC My Customer Continuous Improvement Organization Design Management QA IT Change Management HR Marketing
  • 12. Service Design Discipline • Uses methods and tools derived from different disciplines – Ethnography – Information and management science – Interaction design • Introduced as a design discipline at Köln International School of Design (1991) – Dr. Michael Erlhoff • Service Design Network (SDN) introduced (2004) 12© 2015 Versay Solutions LLC
  • 13. 13© 2015 Versay Solutions LLC User Centered Design • A set of techniques and tools designed to keep the focus on the user during the design process – Card sorts – Task analysis – Personas – User interviews – Focus groups – Usability tests – Etc.
  • 14. 14© 2015 Versay Solutions LLC Website, IVR, mobile site, physical product User Centered Design Service Design Designing all interactions between customer and company Service Design is UCD “on steroids.” Service Design
  • 15. What Does “User Focused” Really Mean? • Male • Born in 1948 • Raised in Great Britain • Married • At least 2 children • Likes dogs • Loves the Alps 15© 2015 Versay Solutions LLC Consider these two customers: • Male • Born in 1948 • Raised in Great Britain • Married • At least 2 children • Likes dogs • Loves the Alps
  • 16. What Does “User Focused” Really Mean? 16© 2015 Versay Solutions LLC Consider these two customers:
  • 17. What Does “User Focused” Really Mean? Statistics are important, but how well do you understand: • Habits • Culture • Social Context • Motivation 17© 2015 Versay Solutions LLC
  • 18. “User Focused” and Omnichannel • Two “identical” customers use two different channels. • Why? • They’re not identical. 18© 2015 Versay Solutions LLC
  • 19. “User Focused” and Omnichannel • Case study: Cisco Consumer Products Support – Guide customers to the channel it determines will suit them best • Technology gurus = online support • Less technical expertise = simple step-by-step instructions • Eliminated e-mail – In 2006, only 30% of customer contacts were handled through web self-service – Today: 84% 19 Source: Harvard Business Review
  • 20. 20© 2015 Versay Solutions LLC Website, IVR, mobile site, physical product User Centered Design Service Design Designing all interactions between customer and company Service Design is UCD “on steroids.” Service Design
  • 23. 23© 2015 Versay Solutions LLC Source: Usability.gov
  • 24. Usability Testing • TBD Insert Clip Here 24
  • 25. Source: Heart of the Customer
  • 27. What’s in the Service Design Toolbox? 27© 2015 Versay Solutions LLC Stakeholder Mapping Customer Journey Maps Service Safaris Shadowing Cultural Probes The Five Whys Contextual Interviews Mobile Ethnography Expectation Maps Scenarios A Day in the Life Personas Ideation What-If Storyboarding Service Prototyping
  • 28. Resources • Organization: Service Design Network • Book: “This Is Service Design Thinking” • Website: Smaply.com 28© 2015 Versay Solutions LLC
  • 29. 29© 2015 Versay Solutions LLC When you have two coffee shops right next to each other, and each sells the exact same coffee at the exact same price, service design is what makes you walk into one and not the other. (31 Volts Service Design)
  • 30. Where To Begin? • Service Design – Qualitative Research – Find out what you don’t know – Plug the gaps – Create a strategic roadmap • Omnichannel Strategy – Has to start with Project Zero – Customer data repository – Specifically around customer interactions – Access to quantitative data
  • 31. Sparks for Discussion • Your experiences with Service Design and/or Omnichannel? • Is this kind of strategic thinking important? • Best bang for the buck with Omnichannel? • “Service Design” vs. “Experience Design”? • Role of the call center? • What about prototyping? • Ideas for adoption into an organization? 31© 2015 Versay Solutions LLC

Editor's Notes

  1. SDN = Service design network
  2. One of their first findings was pretty obvious. They had a product development group with actuaries and so on, who were in charge of developing their different “products.” This clued them in to the shift that had to be made in their organizational culture.
  3. What are products really? An insurance policy is not a product, although we may think of it as one. It cannot be held in the hand. Cannot be inspected for quality, flaws, or damage. The experience of a physical product is made up of using the physical thing. Taking the picture, carrying the purse, riding your bike. The experience of an policy is made up of the interactions you have with the insurance company.
  4. What are products really? An insurance policy is not a product, although we may think of it as one. It cannot be held in the hand. Cannot be inspected for quality, flaws, or damage. The experience of a physical product is made up of using the physical thing. Taking the picture, carrying the purse, riding your bike. The experience of an policy is made up of the interactions you have with the insurance company.
  5. SDN = Service design network
  6. , having found that it didn’t reliably reduce customer effort. (Our research shows that 2.4 e-mails, on average, are needed to resolve an issue, compared with 1.7 calls.)
  7. Card sorts
  8. Personas
  9. Focus groups / One on one user research
  10. Usability testing
  11. Customer Journey Mapping
  12. Mental Models
  13. SDN = Service design network