SlideShare a Scribd company logo
Service Design
        &
Service Branding
“... we know the price of everything
          and the value of nothing"
              -- Ed Milliband / Oscar Wilde




2
                                              servicedesigninstitute
Søren Bechmann




                                                                                                       Søren Bechmann



                                                                                                                                 ?
  At planlægge og gennemføre en kom-
                                            Søren Bechmann Kampagner. _ planlægning og gennemførelse




  munikationskampagne er ikke nogen
  eksakt videnskab. Der findes flere veje
  fra start og frem til målet. Men da
  centrale dele af kampagneudvikling
  medfører kreative processer, der
  langt hen ad vejen på ingen måde kan
  hverken styres eller sættes på formler,
  stiger kravene til den del af forløbet,                                                              – planlægning
  der netop kan struktureres.
                                                                                                       og gennemførelse
  “Kampagner. Planlægning og gennem-
  førelse” bevæger sig på en overskuelig
  måde med processen fra opsanling af
  en briefing fra en kunde og forbere-
  delse, over forberedelse, planning,
  budskabsudformning, kampagneudar-
  bejdelse og præsentation, til godken-
  delse, færdiggørelse, implementering,
  opfølgning og evaluering.


  Bogen tager læseren gennem forløbet
  via nogle nogle enkle modeller og
  indeholder desuden en række check-
  lister, der processen yderligere over-
  skuelig og tilgængelig for alle der
  arbejder med kampagneplanlægning i
  både teori og praksis.


  “Kampagner. Planlægning og gennem-
  førelse” er skrevet af Søren Bechmann,
  der har en lang karriere i reklame-
  branchen bag sig.




                                                                                                       Academica




                                                                                                                          Service Branding (?)
                                                                                                                                 201?
servicedesigninstitute
servicedesigninstitute
servicedesigninstitute
What is service design?




7
“Servicedesign is about developing
 services that are attractive to the
customers as well as efficient and
 differentiating to the companies”




                                       servicedesigninstitute
SD has to be able to handle a lot...!




                                        servicedesigninstitute
Servicedesign can develop better services




10
... reveal real needs




      “If I had asked people what       “You can't just ask
        they wanted, they would     customers what they want
       have said faster horses.”    and then try to give that to
                                     them. By the time you get
              -- Henry Ford             it built, they'll want
                                          something new.”
                                             -- Steve Jobs




                                                              servicedesigninstitute
... involve users




12
... use and integrate new technology




                                       servicedesigninstitute
... handle touchpoints

                                                          Reklame

                                       Etc.                           PR


              Reklamations-
                                                                                Website
              håndtering



                    Faktura
                                                                                              Indretning




          Garanti                                                                                       Tlf. betjening



                                                        ALT
        Rengøring                                    kommunikerer                         Sponsorater




                                                                                          Korrespondance
                          Firmabiler

                                                                    Personale
                                       Miljøprofil

                                                      Twitter




                                                                                                                         servicedesigninstitute
... create service evidencing




                                servicedesigninstitute
... handle expectations



                                   Kundebehov




                                   Servicedesign

   Communication

   Experience

   WOM / M

   Sales people
                   Forventninger   Leverance
   Alternatives                                    Oplevelse   Konklusion

   Mindset

   Price

   ???



                                                                            servicedesigninstitute
... handle complaints




                        servicedesigninstitute
... create differentiation and positioning



   Differentiation




                                               Price

                                             servicedesigninstitute
All touchpoints carries a message


                                               Advertising
                                      Etc.                    PR



          Complaint handling                                         Website




             Invoicing
                                                                               In-store




         Warrenties                                                              Telephone service



                                              EVERYTHING
            Cleaning                          communicates                     Sponsorships




                       Company cars                                     Correspondance



                                                             Staff
                                        CSR
                                                 Twitter




                                                                                                     servicedesigninstitute
“Every action tells a story”
                    - Disney




                               “Every act is a
                               marketing act”
                                    -- Cordock




 “Your service is
your marketing”
      - live|work


                                                 servicedesigninstitute
Everything communicates




                          {         TP}
                              n

           Brand


                          M
                              i=1




                                          servicedesigninstitute
Service is a possibility to
 demonstrate a brand
        in action.




                              servicedesigninstitute
Service Marketing

                                        Company




                                  n




                                                      Ext
                                 atio
                                                                               Product




                                                       ern
                              nic
                                                                               Price




                                                        al c
                          mu
                                                                         4P




                                                            om
                        om
                                                                               Place




                                                             mu
                       al c




                                                                nic
                   ern



                                                                               Promotion




                                                                    at
                  Int




                                                                  ion
                                         Sales etc.
          Frontstage                                                     Customer
          employee




                                                                                           servicedesigninstitute
Service Marketing

                                         Company




                                  n




                                                            Ext
                                 atio
                                                                                     Product




                                                             ern
                              nic
                                                                                     Price




                                                               al c
                          mu
                                                                               4P




                                                                  om
                        om
                                                                                     Place




                                                                   mu
                       al c




                                                                      nic
                   ern



                                                                                     Promotion




                                                                          at
                  Int




                                                                        ion
                                    Service-                                               “Part-time
                                                         Co-producer                   marketingemployeer”
                                    provider
          Frontstage
                                                                               Customer                      WOM/M
          employee
                                               Product
                                               Price
                                               Place
                                        6P     Promotion
                                               Process
                                               People

                                                                                                                     servicedesigninstitute
Attractive
Do the right thing
Outside efficiency


                     Constant evaluation
                       Keep the balance
                        Become better
                     Ongoing improvements




                                            Efficient
                                           Do it right
                                        Inside efficiency




                                                            servicedesigninstitute
Customer Journey
Wait
                                                                 Listen to the                            in line
 Customer Journey                                                   music


                                          Experience the
                      Met by               decoration
     da
Fin cks                staff                                                                                                           Sense the
    rbu                                                                                                                                 smells
Sta                                                                                                                See the
                                                                              Discover                          possibilitie
                                                                                                                               s
                                                                                 the
                                                                              price level

                                              Order
                       Pay
Wait for the
  coffee                                                                                                           Taste
                                                                                                                 the coffee
                                                                                              n
                                                                                         d ow                                            Sense the
                                                                                     t
                                                                                  Si                                                    atmosphere
                                                  Find a chair
                       Look for a chair


 Find
       lk
the mi

                                                                                                  Didn’t                           Look for smth
                                                                                                         find
                                                                                                  anythi
                                                                                                         ng
                                                                                                                                     to read in
      Lea                                                     Wait to
         ve -                   Experience                 go to the toilet
       said nobody                lack of
            bye
                ...
                                 cleaning
Indsigt

Emotional Timeline                                                                                                                      Research




3    Location    Decoration
                              Smells
                                                                                             Great coffee!!!
                                               Possibilities           Order                                       Nice atmosphere
                                                                                      Good chair
2                                      Music
           Reception
                                                                               Pay

1


0


-1                                                                                                                         Nobody say bye
                                                                               Milk

                                                                                                                                     lack of cleaning
                                                                                                   No newspapers
-2

                                                         Price level                      Find a chair
                                 Wait                                   Wait                                       Wait for toilet
-3




                                                                                                                            servicedesigninstitute
Good service can be a question
of deciding where to deliver poor
           service...!”




                                    servicedesigninstitute
Service Evidencing




31
                          servicedesigninstitute
Service Evidencing




                          Formal evidence

                          Experienced evidence

                          Real evidence




32
                                                 servicedesigninstitute
The real evidence




33
The formal evidence




34
                           servicedesigninstitute
The experienced evidence




35
                                servicedesigninstitute
36
37
Service Recovery




                   servicedesigninstitute
“Customers don’t
                expect you to be perfect.
                But they do expect you
                to fix things when they
                        go wrong.”




Kilde: Barlow
                                            servicedesigninstitute
Why do costumers complain?


                         Product-problems    Service-problems   Customer-problems




                                                      27 %
                                            53 %
                                                      20 %




 Kilde: Johnston, 2001                                                              servicedesigninstitute
40
How many do complain?



                                                   8% now


                                                   23% later


                                                   69% never




                         “The Complaint Iceberg”


Kilde: British Airways                                         servicedesigninstitute
How do customers react...?



                    Level of satisfaction     Expected reactions

                                              Recommend - perhaps...

                                  Satisfied   Nothing

                             Less satisfied   Complain

                                  Irritated   Complain higher level

                             Very irritated   Tell friends

                        Extremely irritated   Never use again

                        Absolutely furious    Advise others never to use again

                                              Cosumer terrorism...




Kilde: Johnston, 2001                                           servicedesigninstitute
42
When consumers become terrorists...




                                      servicedesigninstitute
50% of the customers that feel
     particularly loyal to a company
        do that, because they had a
      problem with the company and
       experienced how the company
           handled the problem...




44
                                        servicedesigninstitute
Sticks’n’Sushi




45
Solve
                            the
                          problem

      Expensive short
                                        Guests become
     term — cheap long
                                            loyal
           term


         Quality to be                     ... and
         measured in                    ambassadors
          how many
          taxis that
              are
           ordered...    Viral effect




46
Søren Bechmann




                        Søren Bechmann
                         Service Design Institute

                           www.bechmann.info

                      www.servicedesigninstitute.com

                            sb@bechmann.info

                           Tel. +45 4044 7828

    “Servicedesign”
       (Danish)
ISBN: 9788776757762

More Related Content

What's hot

Service Blueprint - Visualize and understand the entire service network
Service Blueprint - Visualize and understand the entire service networkService Blueprint - Visualize and understand the entire service network
Service Blueprint - Visualize and understand the entire service network
Heller de Paula
 
Service Design Introduction
Service Design IntroductionService Design Introduction
Service Design Introduction
Francesco Sardu
 
Service Design Doing
Service Design DoingService Design Doing
Service Design Doing
Ramakant Gawande
 
Service design, the next ten years
Service design, the next ten yearsService design, the next ten years
Service design, the next ten years
Livework Studio
 
The commodisation of design tools
The commodisation of design toolsThe commodisation of design tools
The commodisation of design tools
Roberta Tassi
 
Evolution of Design & Service Design
Evolution of Design & Service DesignEvolution of Design & Service Design
Evolution of Design & Service Design
Challis Hodge
 
What is service design?
What is service design?What is service design?
What is service design?
Dhyana Scarano
 
UX Vision, Strategy and Teams by Susan Wolfe, Optimal Experience
UX Vision, Strategy and Teams by Susan Wolfe, Optimal ExperienceUX Vision, Strategy and Teams by Susan Wolfe, Optimal Experience
UX Vision, Strategy and Teams by Susan Wolfe, Optimal Experience
UIDesign Group
 
Service Design
Service DesignService Design
Service Design
Edmund Groepl
 
on Service Design
on Service Designon Service Design
on Service Design
Patrick Quattlebaum
 
Introduction to Service Design Thinking & Doing
Introduction to Service Design Thinking & DoingIntroduction to Service Design Thinking & Doing
Introduction to Service Design Thinking & Doing
Jacquelyn Brioux
 
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop PresentationMapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
Jim Kalbach
 
UX STRAT Europe 2017: David Ruiz, "Developing a Multi-Channel Banking Experie...
UX STRAT Europe 2017: David Ruiz, "Developing a Multi-Channel Banking Experie...UX STRAT Europe 2017: David Ruiz, "Developing a Multi-Channel Banking Experie...
UX STRAT Europe 2017: David Ruiz, "Developing a Multi-Channel Banking Experie...
UX STRAT
 
The what, why and how of Service Design
The what, why and how of Service DesignThe what, why and how of Service Design
The what, why and how of Service Design
Spotless
 
Design Thinking
Design Thinking Design Thinking
Design Thinking
Seed-digital
 
Design Thinking - Bootcamp
Design Thinking - BootcampDesign Thinking - Bootcamp
Design Thinking - Bootcamp
Jan Schmiedgen
 
Visual tools to design
Visual tools to designVisual tools to design
Visual tools to design
Roberta Tassi
 
Visual tools to design
Visual tools to designVisual tools to design
Visual tools to design
Roberta Tassi
 
Service Design tools and techniques
Service Design tools and techniquesService Design tools and techniques
Service Design tools and techniques
Kathryn Woolf
 
Deep Service Design
Deep Service DesignDeep Service Design
Deep Service Design
Michael Schofield
 

What's hot (20)

Service Blueprint - Visualize and understand the entire service network
Service Blueprint - Visualize and understand the entire service networkService Blueprint - Visualize and understand the entire service network
Service Blueprint - Visualize and understand the entire service network
 
Service Design Introduction
Service Design IntroductionService Design Introduction
Service Design Introduction
 
Service Design Doing
Service Design DoingService Design Doing
Service Design Doing
 
Service design, the next ten years
Service design, the next ten yearsService design, the next ten years
Service design, the next ten years
 
The commodisation of design tools
The commodisation of design toolsThe commodisation of design tools
The commodisation of design tools
 
Evolution of Design & Service Design
Evolution of Design & Service DesignEvolution of Design & Service Design
Evolution of Design & Service Design
 
What is service design?
What is service design?What is service design?
What is service design?
 
UX Vision, Strategy and Teams by Susan Wolfe, Optimal Experience
UX Vision, Strategy and Teams by Susan Wolfe, Optimal ExperienceUX Vision, Strategy and Teams by Susan Wolfe, Optimal Experience
UX Vision, Strategy and Teams by Susan Wolfe, Optimal Experience
 
Service Design
Service DesignService Design
Service Design
 
on Service Design
on Service Designon Service Design
on Service Design
 
Introduction to Service Design Thinking & Doing
Introduction to Service Design Thinking & DoingIntroduction to Service Design Thinking & Doing
Introduction to Service Design Thinking & Doing
 
Mapping Experiences - Workshop Presentation
Mapping Experiences - Workshop PresentationMapping Experiences - Workshop Presentation
Mapping Experiences - Workshop Presentation
 
UX STRAT Europe 2017: David Ruiz, "Developing a Multi-Channel Banking Experie...
UX STRAT Europe 2017: David Ruiz, "Developing a Multi-Channel Banking Experie...UX STRAT Europe 2017: David Ruiz, "Developing a Multi-Channel Banking Experie...
UX STRAT Europe 2017: David Ruiz, "Developing a Multi-Channel Banking Experie...
 
The what, why and how of Service Design
The what, why and how of Service DesignThe what, why and how of Service Design
The what, why and how of Service Design
 
Design Thinking
Design Thinking Design Thinking
Design Thinking
 
Design Thinking - Bootcamp
Design Thinking - BootcampDesign Thinking - Bootcamp
Design Thinking - Bootcamp
 
Visual tools to design
Visual tools to designVisual tools to design
Visual tools to design
 
Visual tools to design
Visual tools to designVisual tools to design
Visual tools to design
 
Service Design tools and techniques
Service Design tools and techniquesService Design tools and techniques
Service Design tools and techniques
 
Deep Service Design
Deep Service DesignDeep Service Design
Deep Service Design
 

Viewers also liked

Service branding
Service brandingService branding
Service branding
Farzad Kheiriasl
 
Building service brand
Building service brandBuilding service brand
Building service brand
StormTheNorm Ventures
 
Marketing channel system
Marketing channel systemMarketing channel system
Marketing channel system
Mannem Raju
 
Service Blueprint
Service BlueprintService Blueprint
Service Blueprint
Katrin Mathis
 
Distribution channel marketing
Distribution channel marketingDistribution channel marketing
Distribution channel marketing
NinoJosephMihilli12
 
What is marketing channel system and value network
What is marketing channel system and value network What is marketing channel system and value network
What is marketing channel system and value network
Sameer Mathur
 
Communication Objectives
Communication ObjectivesCommunication Objectives
Communication Objectives
Mohsin Akbar
 
Strategic brand management by kevin lane keller
Strategic brand management by kevin lane kellerStrategic brand management by kevin lane keller
Strategic brand management by kevin lane keller
Mirza Md. Ileush
 

Viewers also liked (8)

Service branding
Service brandingService branding
Service branding
 
Building service brand
Building service brandBuilding service brand
Building service brand
 
Marketing channel system
Marketing channel systemMarketing channel system
Marketing channel system
 
Service Blueprint
Service BlueprintService Blueprint
Service Blueprint
 
Distribution channel marketing
Distribution channel marketingDistribution channel marketing
Distribution channel marketing
 
What is marketing channel system and value network
What is marketing channel system and value network What is marketing channel system and value network
What is marketing channel system and value network
 
Communication Objectives
Communication ObjectivesCommunication Objectives
Communication Objectives
 
Strategic brand management by kevin lane keller
Strategic brand management by kevin lane kellerStrategic brand management by kevin lane keller
Strategic brand management by kevin lane keller
 

Similar to Service Design & Service Branding

Would you like service design with that? Presented by Suze Ingram at Web Dire...
Would you like service design with that? Presented by Suze Ingram at Web Dire...Would you like service design with that? Presented by Suze Ingram at Web Dire...
Would you like service design with that? Presented by Suze Ingram at Web Dire...
suzeingram
 
032911 jwu ad_class
032911 jwu ad_class032911 jwu ad_class
032911 jwu ad_class
Jenny Dahl
 
About infusion ppt overview april 2011
About infusion ppt overview   april 2011About infusion ppt overview   april 2011
About infusion ppt overview april 2011
kkelin
 
Centerline Capabilities - Content and The Buyer's Journey
Centerline Capabilities - Content and The Buyer's JourneyCenterline Capabilities - Content and The Buyer's Journey
Centerline Capabilities - Content and The Buyer's Journey
Centerline Digital
 
Clearworks - Customer Experience and Usability
Clearworks - Customer Experience and UsabilityClearworks - Customer Experience and Usability
Clearworks - Customer Experience and Usability
Innovation Excellence
 
蓝白线条ppt模板
蓝白线条ppt模板蓝白线条ppt模板
蓝白线条ppt模板
acerpalmatum
 
Au delà du crm patrick hanchay
Au delà du crm   patrick hanchayAu delà du crm   patrick hanchay
Au delà du crm patrick hanchay
CLDEM
 
Customer Contact Solutions
Customer Contact SolutionsCustomer Contact Solutions
Customer Contact Solutions
anglerdirekt
 
C&C Presentation 2011
C&C Presentation 2011C&C Presentation 2011
C&C Presentation 2011
canterbury24
 
Shift. @ CEIBS: Branding Beyond Advertising
Shift. @ CEIBS: Branding Beyond AdvertisingShift. @ CEIBS: Branding Beyond Advertising
Shift. @ CEIBS: Branding Beyond Advertising
Zoran Svetlicic
 
Customer Experience by Richard Perry, FOUNDED, cxfounded
Customer Experience by Richard Perry, FOUNDED, cxfoundedCustomer Experience by Richard Perry, FOUNDED, cxfounded
Customer Experience by Richard Perry, FOUNDED, cxfounded
FOUNDED London
 
Digital branding for IPO Company
Digital branding for IPO CompanyDigital branding for IPO Company
Digital branding for IPO Company
Tenten accelerator | 転転加速
 
Synergy MarCom - Integrated Marketing Services
Synergy MarCom - Integrated Marketing ServicesSynergy MarCom - Integrated Marketing Services
Synergy MarCom - Integrated Marketing Services
Synergy Integrated MarCom India Pvt. Ltd.
 
Ethos interactive services_rev6
Ethos interactive services_rev6Ethos interactive services_rev6
Ethos interactive services_rev6
Ethos Interact
 
Ralph Paglia Recommended Digital Marketing Strategy
Ralph Paglia Recommended Digital Marketing StrategyRalph Paglia Recommended Digital Marketing Strategy
Ralph Paglia Recommended Digital Marketing Strategy
Ralph Paglia
 
Timmons&Company - Red Book
Timmons&Company - Red BookTimmons&Company - Red Book
Timmons&Company - Red Book
Rich Timmons
 
Ethos Interactive Services Rev2
Ethos Interactive Services Rev2Ethos Interactive Services Rev2
Ethos Interactive Services Rev2
Bassam AlHakim
 
Novel Brand Branding Approach
Novel Brand Branding ApproachNovel Brand Branding Approach
Novel Brand Branding Approach
Novel Brand Communications (my company)
 
Profile - Synergy MarCom V2.1
Profile - Synergy MarCom V2.1Profile - Synergy MarCom V2.1
Profile - Synergy MarCom V2.1
Synergy_MarCom
 
Element d preview v8 web-graphic-design
Element d preview v8 web-graphic-designElement d preview v8 web-graphic-design
Element d preview v8 web-graphic-design
teampandu
 

Similar to Service Design & Service Branding (20)

Would you like service design with that? Presented by Suze Ingram at Web Dire...
Would you like service design with that? Presented by Suze Ingram at Web Dire...Would you like service design with that? Presented by Suze Ingram at Web Dire...
Would you like service design with that? Presented by Suze Ingram at Web Dire...
 
032911 jwu ad_class
032911 jwu ad_class032911 jwu ad_class
032911 jwu ad_class
 
About infusion ppt overview april 2011
About infusion ppt overview   april 2011About infusion ppt overview   april 2011
About infusion ppt overview april 2011
 
Centerline Capabilities - Content and The Buyer's Journey
Centerline Capabilities - Content and The Buyer's JourneyCenterline Capabilities - Content and The Buyer's Journey
Centerline Capabilities - Content and The Buyer's Journey
 
Clearworks - Customer Experience and Usability
Clearworks - Customer Experience and UsabilityClearworks - Customer Experience and Usability
Clearworks - Customer Experience and Usability
 
蓝白线条ppt模板
蓝白线条ppt模板蓝白线条ppt模板
蓝白线条ppt模板
 
Au delà du crm patrick hanchay
Au delà du crm   patrick hanchayAu delà du crm   patrick hanchay
Au delà du crm patrick hanchay
 
Customer Contact Solutions
Customer Contact SolutionsCustomer Contact Solutions
Customer Contact Solutions
 
C&C Presentation 2011
C&C Presentation 2011C&C Presentation 2011
C&C Presentation 2011
 
Shift. @ CEIBS: Branding Beyond Advertising
Shift. @ CEIBS: Branding Beyond AdvertisingShift. @ CEIBS: Branding Beyond Advertising
Shift. @ CEIBS: Branding Beyond Advertising
 
Customer Experience by Richard Perry, FOUNDED, cxfounded
Customer Experience by Richard Perry, FOUNDED, cxfoundedCustomer Experience by Richard Perry, FOUNDED, cxfounded
Customer Experience by Richard Perry, FOUNDED, cxfounded
 
Digital branding for IPO Company
Digital branding for IPO CompanyDigital branding for IPO Company
Digital branding for IPO Company
 
Synergy MarCom - Integrated Marketing Services
Synergy MarCom - Integrated Marketing ServicesSynergy MarCom - Integrated Marketing Services
Synergy MarCom - Integrated Marketing Services
 
Ethos interactive services_rev6
Ethos interactive services_rev6Ethos interactive services_rev6
Ethos interactive services_rev6
 
Ralph Paglia Recommended Digital Marketing Strategy
Ralph Paglia Recommended Digital Marketing StrategyRalph Paglia Recommended Digital Marketing Strategy
Ralph Paglia Recommended Digital Marketing Strategy
 
Timmons&Company - Red Book
Timmons&Company - Red BookTimmons&Company - Red Book
Timmons&Company - Red Book
 
Ethos Interactive Services Rev2
Ethos Interactive Services Rev2Ethos Interactive Services Rev2
Ethos Interactive Services Rev2
 
Novel Brand Branding Approach
Novel Brand Branding ApproachNovel Brand Branding Approach
Novel Brand Branding Approach
 
Profile - Synergy MarCom V2.1
Profile - Synergy MarCom V2.1Profile - Synergy MarCom V2.1
Profile - Synergy MarCom V2.1
 
Element d preview v8 web-graphic-design
Element d preview v8 web-graphic-designElement d preview v8 web-graphic-design
Element d preview v8 web-graphic-design
 

Recently uploaded

Garments ERP Software in Bangladesh _ Pridesys IT Ltd.pdf
Garments ERP Software in Bangladesh _ Pridesys IT Ltd.pdfGarments ERP Software in Bangladesh _ Pridesys IT Ltd.pdf
Garments ERP Software in Bangladesh _ Pridesys IT Ltd.pdf
Pridesys IT Ltd.
 
Industrial Tech SW: Category Renewal and Creation
Industrial Tech SW:  Category Renewal and CreationIndustrial Tech SW:  Category Renewal and Creation
Industrial Tech SW: Category Renewal and Creation
Christian Dahlen
 
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
Lacey Max
 
How to Buy an Engagement Ring.pcffbhfbfghfhptx
How to Buy an Engagement Ring.pcffbhfbfghfhptxHow to Buy an Engagement Ring.pcffbhfbfghfhptx
How to Buy an Engagement Ring.pcffbhfbfghfhptx
Charleston Alexander
 
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your TasteZodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
my Pandit
 
Pitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deckPitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deck
HajeJanKamps
 
The Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac SignThe Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac Sign
my Pandit
 
Income Tax exemption for Start up : Section 80 IAC
Income Tax  exemption for Start up : Section 80 IACIncome Tax  exemption for Start up : Section 80 IAC
Income Tax exemption for Start up : Section 80 IAC
CA Dr. Prithvi Ranjan Parhi
 
2024-6-01-IMPACTSilver-Corp-Presentation.pdf
2024-6-01-IMPACTSilver-Corp-Presentation.pdf2024-6-01-IMPACTSilver-Corp-Presentation.pdf
2024-6-01-IMPACTSilver-Corp-Presentation.pdf
hartfordclub1
 
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
BBPMedia1
 
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...
Neil Horowitz
 
Digital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital ExcellenceDigital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital Excellence
Operational Excellence Consulting
 
Digital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on SustainabilityDigital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on Sustainability
sssourabhsharma
 
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Kalyan Satta Matka Guessing Matka Result Main Bazar chart
 
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
AnnySerafinaLove
 
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineEllen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
CIOWomenMagazine
 
The latest Heat Pump Manual from Newentide
The latest Heat Pump Manual from NewentideThe latest Heat Pump Manual from Newentide
The latest Heat Pump Manual from Newentide
JoeYangGreatMachiner
 
Business storytelling: key ingredients to a story
Business storytelling: key ingredients to a storyBusiness storytelling: key ingredients to a story
Business storytelling: key ingredients to a story
Alexandra Fulford
 
The Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb PlatformThe Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb Platform
SabaaSudozai
 

Recently uploaded (20)

Garments ERP Software in Bangladesh _ Pridesys IT Ltd.pdf
Garments ERP Software in Bangladesh _ Pridesys IT Ltd.pdfGarments ERP Software in Bangladesh _ Pridesys IT Ltd.pdf
Garments ERP Software in Bangladesh _ Pridesys IT Ltd.pdf
 
Industrial Tech SW: Category Renewal and Creation
Industrial Tech SW:  Category Renewal and CreationIndustrial Tech SW:  Category Renewal and Creation
Industrial Tech SW: Category Renewal and Creation
 
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
 
How to Buy an Engagement Ring.pcffbhfbfghfhptx
How to Buy an Engagement Ring.pcffbhfbfghfhptxHow to Buy an Engagement Ring.pcffbhfbfghfhptx
How to Buy an Engagement Ring.pcffbhfbfghfhptx
 
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your TasteZodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
 
Pitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deckPitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deck
 
The Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac SignThe Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac Sign
 
Income Tax exemption for Start up : Section 80 IAC
Income Tax  exemption for Start up : Section 80 IACIncome Tax  exemption for Start up : Section 80 IAC
Income Tax exemption for Start up : Section 80 IAC
 
2024-6-01-IMPACTSilver-Corp-Presentation.pdf
2024-6-01-IMPACTSilver-Corp-Presentation.pdf2024-6-01-IMPACTSilver-Corp-Presentation.pdf
2024-6-01-IMPACTSilver-Corp-Presentation.pdf
 
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
Dpboss Matka Guessing Satta Matta Matka Kalyan panel Chart Indian Matka Dpbos...
 
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
 
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...
 
Digital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital ExcellenceDigital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital Excellence
 
Digital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on SustainabilityDigital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on Sustainability
 
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
 
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
 
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineEllen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
 
The latest Heat Pump Manual from Newentide
The latest Heat Pump Manual from NewentideThe latest Heat Pump Manual from Newentide
The latest Heat Pump Manual from Newentide
 
Business storytelling: key ingredients to a story
Business storytelling: key ingredients to a storyBusiness storytelling: key ingredients to a story
Business storytelling: key ingredients to a story
 
The Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb PlatformThe Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb Platform
 

Service Design & Service Branding

  • 1. Service Design & Service Branding
  • 2. “... we know the price of everything and the value of nothing" -- Ed Milliband / Oscar Wilde 2 servicedesigninstitute
  • 3. Søren Bechmann Søren Bechmann ? At planlægge og gennemføre en kom- Søren Bechmann Kampagner. _ planlægning og gennemførelse munikationskampagne er ikke nogen eksakt videnskab. Der findes flere veje fra start og frem til målet. Men da centrale dele af kampagneudvikling medfører kreative processer, der langt hen ad vejen på ingen måde kan hverken styres eller sættes på formler, stiger kravene til den del af forløbet, – planlægning der netop kan struktureres. og gennemførelse “Kampagner. Planlægning og gennem- førelse” bevæger sig på en overskuelig måde med processen fra opsanling af en briefing fra en kunde og forbere- delse, over forberedelse, planning, budskabsudformning, kampagneudar- bejdelse og præsentation, til godken- delse, færdiggørelse, implementering, opfølgning og evaluering. Bogen tager læseren gennem forløbet via nogle nogle enkle modeller og indeholder desuden en række check- lister, der processen yderligere over- skuelig og tilgængelig for alle der arbejder med kampagneplanlægning i både teori og praksis. “Kampagner. Planlægning og gennem- førelse” er skrevet af Søren Bechmann, der har en lang karriere i reklame- branchen bag sig. Academica Service Branding (?) 201?
  • 7. What is service design? 7
  • 8. “Servicedesign is about developing services that are attractive to the customers as well as efficient and differentiating to the companies” servicedesigninstitute
  • 9. SD has to be able to handle a lot...! servicedesigninstitute
  • 10. Servicedesign can develop better services 10
  • 11. ... reveal real needs “If I had asked people what “You can't just ask they wanted, they would customers what they want have said faster horses.” and then try to give that to them. By the time you get -- Henry Ford it built, they'll want something new.” -- Steve Jobs servicedesigninstitute
  • 13. ... use and integrate new technology servicedesigninstitute
  • 14. ... handle touchpoints Reklame Etc. PR Reklamations- Website håndtering Faktura Indretning Garanti Tlf. betjening ALT Rengøring kommunikerer Sponsorater Korrespondance Firmabiler Personale Miljøprofil Twitter servicedesigninstitute
  • 15. ... create service evidencing servicedesigninstitute
  • 16. ... handle expectations Kundebehov Servicedesign Communication Experience WOM / M Sales people Forventninger Leverance Alternatives Oplevelse Konklusion Mindset Price ??? servicedesigninstitute
  • 17. ... handle complaints servicedesigninstitute
  • 18. ... create differentiation and positioning Differentiation Price servicedesigninstitute
  • 19. All touchpoints carries a message Advertising Etc. PR Complaint handling Website Invoicing In-store Warrenties Telephone service EVERYTHING Cleaning communicates Sponsorships Company cars Correspondance Staff CSR Twitter servicedesigninstitute
  • 20. “Every action tells a story” - Disney “Every act is a marketing act” -- Cordock “Your service is your marketing” - live|work servicedesigninstitute
  • 21. Everything communicates { TP} n Brand M i=1 servicedesigninstitute
  • 22. Service is a possibility to demonstrate a brand in action. servicedesigninstitute
  • 23. Service Marketing Company n Ext atio Product ern nic Price al c mu 4P om om Place mu al c nic ern Promotion at Int ion Sales etc. Frontstage Customer employee servicedesigninstitute
  • 24. Service Marketing Company n Ext atio Product ern nic Price al c mu 4P om om Place mu al c nic ern Promotion at Int ion Service- “Part-time Co-producer marketingemployeer” provider Frontstage Customer WOM/M employee Product Price Place 6P Promotion Process People servicedesigninstitute
  • 25. Attractive Do the right thing Outside efficiency Constant evaluation Keep the balance Become better Ongoing improvements Efficient Do it right Inside efficiency servicedesigninstitute
  • 27. Wait Listen to the in line Customer Journey music Experience the Met by decoration da Fin cks staff Sense the rbu smells Sta See the Discover possibilitie s the price level Order Pay Wait for the coffee Taste the coffee n d ow Sense the t Si atmosphere Find a chair Look for a chair Find lk the mi Didn’t Look for smth find anythi ng to read in Lea Wait to ve - Experience go to the toilet said nobody lack of bye ... cleaning
  • 28. Indsigt Emotional Timeline Research 3 Location Decoration Smells Great coffee!!! Possibilities Order Nice atmosphere Good chair 2 Music Reception Pay 1 0 -1 Nobody say bye Milk lack of cleaning No newspapers -2 Price level Find a chair Wait Wait Wait for toilet -3 servicedesigninstitute
  • 29. Good service can be a question of deciding where to deliver poor service...!” servicedesigninstitute
  • 30.
  • 31. Service Evidencing 31 servicedesigninstitute
  • 32. Service Evidencing Formal evidence Experienced evidence Real evidence 32 servicedesigninstitute
  • 34. The formal evidence 34 servicedesigninstitute
  • 35. The experienced evidence 35 servicedesigninstitute
  • 36. 36
  • 37. 37
  • 38. Service Recovery servicedesigninstitute
  • 39. “Customers don’t expect you to be perfect. But they do expect you to fix things when they go wrong.” Kilde: Barlow servicedesigninstitute
  • 40. Why do costumers complain? Product-problems Service-problems Customer-problems 27 % 53 % 20 % Kilde: Johnston, 2001 servicedesigninstitute 40
  • 41. How many do complain? 8% now 23% later 69% never “The Complaint Iceberg” Kilde: British Airways servicedesigninstitute
  • 42. How do customers react...? Level of satisfaction Expected reactions Recommend - perhaps... Satisfied Nothing Less satisfied Complain Irritated Complain higher level Very irritated Tell friends Extremely irritated Never use again Absolutely furious Advise others never to use again Cosumer terrorism... Kilde: Johnston, 2001 servicedesigninstitute 42
  • 43. When consumers become terrorists... servicedesigninstitute
  • 44. 50% of the customers that feel particularly loyal to a company do that, because they had a problem with the company and experienced how the company handled the problem... 44 servicedesigninstitute
  • 46. Solve the problem Expensive short Guests become term — cheap long loyal term Quality to be ... and measured in ambassadors how many taxis that are ordered... Viral effect 46
  • 47. Søren Bechmann Søren Bechmann Service Design Institute www.bechmann.info www.servicedesigninstitute.com sb@bechmann.info Tel. +45 4044 7828 “Servicedesign” (Danish) ISBN: 9788776757762