1. Do you offer a service just like
everyone else?
There is a better way to do
business.
We call it humanising services
Turns out it is more profitable
too!
www.strategicservicedesign.com.au

2. www.strategicservicedesign.com.au

3. Do you assume what
your customers want?
We get up close and
personal
They will show you
www.strategicservicedesign.com.au

4. We close the gap between
what your customer dreams will
be their experience, and what
you deliver.
www.strategicservicedesign.com.au

5. We call this approach
Strategic Service Design
We humanise services
By defining the experience you want
customers to have you can
Create great points of difference
• Save time
• Effort
• Make things a little easier
• Don’t frustrate and alienate them
• Anticipate and delight them
• Surprise them, Amaze them
www.strategicservicedesign.com.au

6. We use strategy
insight,
empathy, and action
We work with service
based companies
who wish to create a
purposeful delightful
customer journey as
their point of
difference
www.strategicservicedesign.com.au

7. Can you tell a story
from your customers
point of view?
Speak to your
customers in a way
they understand
www.strategicservicedesign.com.au

8. You can change
how customers feel
about you
It does require a
customer mindset,
we call this
customer centricity
www.strategicservicedesign.com.au

9. Could be
implemented on a
tiny scale or across
an entire
corporation
We believe the little
things can make a big
difference
www.strategicservicedesign.com.au

10. Marketing has changed.
Customers are in the
driver seat.
We need to give your
customers and
employees a reason to
talk about you!
www.strategicservicedesign.com.au

11. Your customers and
employees are part of the
process
We can feel if we are all on
the same team
www.strategicservicedesign.com.au
only 40% of
employees are fully
committed to
helping their
companies succeed,
54% will do
something good for
the company even if
it’s not expected,
and 26% are likely to
look for a new job
within six months
Jan 2012 Employee Benchmark
Study.

12. How will you know it is working?
You can either exceed
customer expectations or
fall short. Meeting them is
means you are invisible.
89% if customers are lost
after a negative customer
experience
86% said they would pay
more for a better customer
experience
58% said they would
recommend companies
that delivery customer
experiences that are
superior to others
Gartner
• Happy customers are loyal customers
• Earn the right to upsell and cross sell
• Word of mouth marketing
• Increase marketing effectiveness
• Lead the market
• High value customers (CLV)
• Increase the value you create
• Nurturing campaigns cost less and
generate 50% more leads (Forrester)
• Less staff churn
• More productivity
www.strategicservicedesign.com.au

13. Our Process
We follow a service design
approach to creating a
remarkable customer
experience. This starts with
understanding your current
strategy and moves into
understanding your customers.
We move from insight to
empathy as we step into your
customer and employee shoes
to design pragmatic steps in
the customer journey
• Brand Strategy – delivering on
what you stand for
• Customer Experience strategy
– your plan based on clear
values
• Digital Strategy – touch points
to deliver
Understand
• Audit of current journey
• Research customer journey
and feedback Mechanisms
• Staff Customer centricity and
insight – connectedness and
insight shared across the
whole team
Insight/
Empathy
• Clear Mission
• Design the experience in
pragmatic steps – best
practices
• Focus on target segments and
these buyer personas
• Start with low hanging fruit
• Priorities ambitious initiatives
• Tools and training for staff
alignment
Action
Strategic Design Process
www.strategicservicedesign.com.au

14. What will happen if
you don’t do it?
Nothing. Absolutely
nothing.
It is not all about you.
It is all about them
www.strategicservicedesign.com.au
More than 60% who had a
bad experience with a fast
food chain, credit card issuer,
rental car agency, or hotel
cut back on their spending,
and many stopped
completely.
But service recovery helps. For
every level of improvement in
how they responded to a bad
experience, companies were
rewarded with more sales.
Unfortunately, firms aren’t very
good at service recovery.
Temkingroup Research
Dec 2012

15. About Dan MacInnis
I am a customer centric marketer and
assist organisations improve their
marketing by creating a purposeful
customer journey that delights
customers and employees.
Strategic Service Design involves
strategy, insight, empathy and action.
My goal is to help service organisations
become more customer centric and
humanise services.
I have worked for large corporates for
over 10 years and in marketing for over
20. I have always had a passion for the
“why” of marketing and being customer
centric now matters more than ever.
www.strategicservicedesign.com.au