This document outlines 12 customer experience learnings that Zilver Innovation applied in their work in 2016. These learnings include:
- Personas are most useful when based on both qualitative and quantitative research and when involving stakeholders.
- Focus on customer outcomes - the reasons customers use a service - to guide innovation efforts.
- Deep customer insights are important for aligning internal teams and driving innovation.
- Co-creation and prototyping with customers are key to delivering great customer experiences.
- Interpreting customer data through discussion helps spark meaningful innovation ideas.
- Blurring boundaries between departments allows for collaboration on customer experience.
- Guiding principles that incorporate customer insights can align
A group of 7 people who attended the Service Design Network Global Conference 2014 in Stockholm on October 6,7,8 2014, have shared their experiences, take-aways and ideas in a Whatsapp group, during and after the conference.
This deck shares their findings with a wider audience, hoping to initiate a healthy debate in the service design community, on where we ant to go with our conferences. We hope to see you all next year, to share an even better experience together!
In service innovation projects complexities abound, both within the boundaries of the organization and outside of them: value chains have become value networks, target customers have contextual and situational preferences in their complex experience journeys, and interactions with the organization involve many channels and touch points. Customer centricity is a prerequisite but it requires various cross sections through the organization to cooperate smoothly.
In his keynote, Erik will discuss the glue that holds these complex processes together. On the basis of case studies from his service design consulting practice, and insights from his teaching at the Delft University of Technology, Erik will dive deeper into how to align various enterprise functions around a shared and actionable vision and towards a coherent and tangible end-result. He will show through analysis of these various cases that a shared, actionable, and congruent enterprise vision is of vital importance for innovation success, and can be steered and managed effectively.
a presentation Erik Roscam Abbing did for 'the web and beyond' on how service design should combine design and business thinking, insights and metrics, money and magic.
What do you get when you join the best of enterprise architecture and service design into one framework? Cohesive enterprise design, a holistic business design framework by Zilver innovation and Cohesion360.
how product focused companies can use service design to create competitive advantage and differentiation. 4 strategies to build product service eco-systems.
I concise and easy to follow guide showing the value of design and creativity to business with some helpful tips and advice on implementing a more creative business strategy and choosing a creative partner.
A group of 7 people who attended the Service Design Network Global Conference 2014 in Stockholm on October 6,7,8 2014, have shared their experiences, take-aways and ideas in a Whatsapp group, during and after the conference.
This deck shares their findings with a wider audience, hoping to initiate a healthy debate in the service design community, on where we ant to go with our conferences. We hope to see you all next year, to share an even better experience together!
In service innovation projects complexities abound, both within the boundaries of the organization and outside of them: value chains have become value networks, target customers have contextual and situational preferences in their complex experience journeys, and interactions with the organization involve many channels and touch points. Customer centricity is a prerequisite but it requires various cross sections through the organization to cooperate smoothly.
In his keynote, Erik will discuss the glue that holds these complex processes together. On the basis of case studies from his service design consulting practice, and insights from his teaching at the Delft University of Technology, Erik will dive deeper into how to align various enterprise functions around a shared and actionable vision and towards a coherent and tangible end-result. He will show through analysis of these various cases that a shared, actionable, and congruent enterprise vision is of vital importance for innovation success, and can be steered and managed effectively.
a presentation Erik Roscam Abbing did for 'the web and beyond' on how service design should combine design and business thinking, insights and metrics, money and magic.
What do you get when you join the best of enterprise architecture and service design into one framework? Cohesive enterprise design, a holistic business design framework by Zilver innovation and Cohesion360.
how product focused companies can use service design to create competitive advantage and differentiation. 4 strategies to build product service eco-systems.
I concise and easy to follow guide showing the value of design and creativity to business with some helpful tips and advice on implementing a more creative business strategy and choosing a creative partner.
PARK's director Tim Selders talks about the role of design in business innovation.
Topics that he addresses are:
- the maturing of design in different industries
- the financial value design prooves to deliver
- the integration of design into other business functions,
- ending with the role of design in business innovation.
An insider's view of creative agency - principles, agency roles, big ideas, brainstorming, beliefs.
Part of Saatchi Circle - online advertising academy - http://in.thecamp.me/camp/Saatchi-Circle/4Z2SvK0B/campcollections
* ad agency self-promos are used in the presentation
VDIS10022 Advanced Graphic Design Studio - Lecture 3 - Selling IdeasVirtu Institute
This lecture discusses ways in which you, the graphic designer can sell your ideas and concepts to clients through successful pitching and mood boards. Communicating a concept clearly and efficiently to a client can save hours of design time and lengthy changes.
As a designer you need to make your client
Believe in the idea and love the concept.
Building brands that are fruitful platforms for innovation and design requires a human centred approach. Only human centred brands will be used by innovators and valued by users. Here's Zilver's take on human Centred Branding, plus a quick overview on how we build human centred brands.
Outsourcing Graphic Design Projects - 6 Tips to SuccessJomer Gregorio
Having trouble picking the right graphic design agency for you? Don't worry, we've got you covered! Check out our latest presentation on the 6 Tips to Success on Outsourcing Graphic Design Projects to learn more.
Check out our original blog post here - https://digitalmarketingphilippines.com/outsourcing-graphic-design-projects-6-tips-to-success-infographic/
In a web cast with dmi President Carole Bilson, Jan-Erik Baars, Head of Design Management, International Lucerne School of Art & Design (HSLU) discusses Design Management at the Bachelor’s level, the Competency Framework, and the importance of both for students, educators and the industry.
Service Branding
Designing for distinction
Abstract:
Designing human-centric is a wonderful thing, but leads in similar situation to similar results. However, especially large scale services need to be distinct to stick out in the competitor field. This presentation features a framework and applied case studies on Service Branding – how to create a signature experience through the process of combining service design and branding – leaving customers with a unique story they can experience first-hand.
Innovation:
Uniting two different fields that are closely related but yet in practical terms are rarely collaborating: The field of marketing communication and branding with a need for image, differentiation and preference („shaping expectation“), and the field of service design and human centered design with a need for utility, usefulness and desirability („shaping experiences“). In this unique combination, Service Design and its methods become even more relevant in a broader business context.
How I Learned to Stop Worrying and Give Service Design AwayJamin Hegeman
It's one thing to learn service design tools and try them here and there on your projects. It's another to make the tools and the mindset business as usual within your organization. This presentation was given at the SX Conference in San Francisco and the Service Design Global Conference in Madrid. It maps the journey of democratizing service design at scale within Capital One's Financial Services division, highlights the lessons, and provides advice for scaling service design within your organization.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Workshop for a non-profit organization, interested in improving collaboration skills to campaign successfully together with a creative agency.
Intention
● The intention is to improve the partnership skills of NGO staff, who work - or would like to work - in collaboration with external creative agencies on campaigns.
● The session lead, who has experience both from the client-side at Greenpeace and from working for 3 agencies, gives insights on mutual concerns and addressing them.
● Attendees exchange valuable know-how on how to successfully collaborate with a creative agency, from an adequate agency briefing documents and productive meetings with well-organized decision-making, to sufficient budgeting and agreeable timelines.
Desired Outcome
● Attendees have learned how to efficiently harness the creative power of an external agency - what’s expected from them as a client, and what they can expect from an agency.
● Attendees receive a copy of the Clients Checklist created in the workshop, which they may use as a memory aid to ease their future collaboration with creative agencies.
Presentation & Workshop by Veera Juvonen https://www.slideshare.net/veerajuvonen
I've been hiring designers for 15 years, and I'm surprised to see that shoemakers children are the worst shod with regards to UX job applications... So, this session will be a refresher of do's and "don'ts for landing a new job.
Presentation of the Unicorn Media Public Relations Agency. You can find a description of your departments, the scope of services and the origins of the Agency.
How do you increase your opportunities for meaningful customer centric innovation? In this deck the Zilver team explain how they broaden the product scope and explore deeper outcomes to create blue oceans of opportunity. The Experience Design Matrix is introduced and explained with cases and exercises.
PARK's director Tim Selders talks about the role of design in business innovation.
Topics that he addresses are:
- the maturing of design in different industries
- the financial value design prooves to deliver
- the integration of design into other business functions,
- ending with the role of design in business innovation.
An insider's view of creative agency - principles, agency roles, big ideas, brainstorming, beliefs.
Part of Saatchi Circle - online advertising academy - http://in.thecamp.me/camp/Saatchi-Circle/4Z2SvK0B/campcollections
* ad agency self-promos are used in the presentation
VDIS10022 Advanced Graphic Design Studio - Lecture 3 - Selling IdeasVirtu Institute
This lecture discusses ways in which you, the graphic designer can sell your ideas and concepts to clients through successful pitching and mood boards. Communicating a concept clearly and efficiently to a client can save hours of design time and lengthy changes.
As a designer you need to make your client
Believe in the idea and love the concept.
Building brands that are fruitful platforms for innovation and design requires a human centred approach. Only human centred brands will be used by innovators and valued by users. Here's Zilver's take on human Centred Branding, plus a quick overview on how we build human centred brands.
Outsourcing Graphic Design Projects - 6 Tips to SuccessJomer Gregorio
Having trouble picking the right graphic design agency for you? Don't worry, we've got you covered! Check out our latest presentation on the 6 Tips to Success on Outsourcing Graphic Design Projects to learn more.
Check out our original blog post here - https://digitalmarketingphilippines.com/outsourcing-graphic-design-projects-6-tips-to-success-infographic/
In a web cast with dmi President Carole Bilson, Jan-Erik Baars, Head of Design Management, International Lucerne School of Art & Design (HSLU) discusses Design Management at the Bachelor’s level, the Competency Framework, and the importance of both for students, educators and the industry.
Service Branding
Designing for distinction
Abstract:
Designing human-centric is a wonderful thing, but leads in similar situation to similar results. However, especially large scale services need to be distinct to stick out in the competitor field. This presentation features a framework and applied case studies on Service Branding – how to create a signature experience through the process of combining service design and branding – leaving customers with a unique story they can experience first-hand.
Innovation:
Uniting two different fields that are closely related but yet in practical terms are rarely collaborating: The field of marketing communication and branding with a need for image, differentiation and preference („shaping expectation“), and the field of service design and human centered design with a need for utility, usefulness and desirability („shaping experiences“). In this unique combination, Service Design and its methods become even more relevant in a broader business context.
How I Learned to Stop Worrying and Give Service Design AwayJamin Hegeman
It's one thing to learn service design tools and try them here and there on your projects. It's another to make the tools and the mindset business as usual within your organization. This presentation was given at the SX Conference in San Francisco and the Service Design Global Conference in Madrid. It maps the journey of democratizing service design at scale within Capital One's Financial Services division, highlights the lessons, and provides advice for scaling service design within your organization.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Workshop for a non-profit organization, interested in improving collaboration skills to campaign successfully together with a creative agency.
Intention
● The intention is to improve the partnership skills of NGO staff, who work - or would like to work - in collaboration with external creative agencies on campaigns.
● The session lead, who has experience both from the client-side at Greenpeace and from working for 3 agencies, gives insights on mutual concerns and addressing them.
● Attendees exchange valuable know-how on how to successfully collaborate with a creative agency, from an adequate agency briefing documents and productive meetings with well-organized decision-making, to sufficient budgeting and agreeable timelines.
Desired Outcome
● Attendees have learned how to efficiently harness the creative power of an external agency - what’s expected from them as a client, and what they can expect from an agency.
● Attendees receive a copy of the Clients Checklist created in the workshop, which they may use as a memory aid to ease their future collaboration with creative agencies.
Presentation & Workshop by Veera Juvonen https://www.slideshare.net/veerajuvonen
I've been hiring designers for 15 years, and I'm surprised to see that shoemakers children are the worst shod with regards to UX job applications... So, this session will be a refresher of do's and "don'ts for landing a new job.
Presentation of the Unicorn Media Public Relations Agency. You can find a description of your departments, the scope of services and the origins of the Agency.
How do you increase your opportunities for meaningful customer centric innovation? In this deck the Zilver team explain how they broaden the product scope and explore deeper outcomes to create blue oceans of opportunity. The Experience Design Matrix is introduced and explained with cases and exercises.
Lauren Fritsch's slides from CELEBRATE 2015, Tech.co's annual conference and startup competition.
This workshop covers the basics of Customer Experience and provides a framework for crafting emotional, sticky CX that drives conversion online and off, higher lifetime value of customers and word of mouth referrals.
REGIONS and THIRD PLACES - Valuing and Evaluating Creativity for Sustainable ...Christiaan Weiler
In this presentation I will try to put culture and creativity in a specific context, including theoretical references, but concentrating on a practical approach. With outcomes of an action-research project three connected hypothesis are proposed. To complement the otherwise rather limited quantitative data for this relatively new subject, a collaborative methodology is proposed, that will help contextualize the work and directly engage stakeholders in the process.
To stay close to the title of the conference, I will focus on the elements concerning culture and creativity. Giving a purpose to culture and creativity can allow us to concentrate on what it does rather than what it is. The presented research project (still in search of funding...) positions culture in a strategic role for collaborative processes, and proposes the creative stance, as an alternative to the critical stance, for innovative governance and planning development.
Not every part of a software system will be well-designed. How do you know where to put the time and effort to refine the design, or refactor existing code? Learn how strategic Domain-Driven Design (DDD) patterns can show you how to know which parts of your system matter most to your business and how to focus your team’s design efforts most effectively.
Context mapping and Core Domain are key concepts in DDD, providing valuable techniques and insights into where to focus your design attention, yet most developers have never heard of them. This presentation will introduce the tools of strategic DDD and show you how they can shine a light on your design challenges.
Design Thinking as new strategic tool. Presentation made to spark the discussion about innovation & inspiration and new business opportunities. And how to introduce Design Thinking as a strategic tool in your company.
Strategic design as catalyst for organizational innovativenessJoakim Formo
Slides from a talk about how design shapes both an organization's 'output' as well as the organization itself. Presented at HelsIT 2015, Trondheim, Norway.
VIA DESIGN INVITES YOU AND YOUR COMPANY TO JOIN THE MOST TALENTED MINDS AT SUMMER SCHOOL 08-12. AUGUST 2016 IN AARHUS.
VIA Design offers two tracks:
Strategic Design Practice and Design for Change
Take part in VIA Design’s summer school for talented individuals and gain knowledge and tools to work your company's Wicked Problems.
Contact Information: ANNQ@via.dk
How to Become a Thought Leader in Your NicheLeslie Samuel
Are bloggers thought leaders? Here are some tips on how you can become one. Provide great value, put awesome content out there on a regular basis, and help others.
Our annual Trends report is always a team effort, and this year’s team was bigger and more diverse than ever. More than 1,000 Fjordians, plus (for the first time) 85 clients from five continents, inspired our report, each bringing their own individual perspectives and experiences to the table.
We first gathered insights in all forms—a mix of hastily-drawn thoughts on Post-it Notes, elegant (and not-so-elegant) illustrations, simple scribbles and some long-form copy, and even some musings over a cup of coffee. We then took those insights into workshops designed to hone the thinking and spot patterns—and tapped into some digital tools to help us gather evidence for our best ideas (because at Fjord, we’re all about blending the physical with the digital). The result? Seven Trends affecting business, technology and design in 2018.
Today, we see deep division across global populations on a broad range of issues, which is creating social and political anxiety. We’re also experiencing tension as a result of deep technological change that is altering the world we live in. There is no running from these forces. For the first time, we feel that there is just one meta theme for Trends in 2018: Tension.
Moving from NOW to NEXT in the Marketing of Insights FortuneCMO, LLC
Insights Marketing Day | #IMD15 | 9-21-15 | by Steven Cook
Every business vertical today is experiencing rapid disruption of business models, value propositions, products and services & customer expectations. The Market Research industry is similarly facing big changes. It is more important than ever for insights businesses to understand & use state-of-the-art marketing & brand building approaches to better engage with customers, prospects & strategic partners.
Creative professionals with passion
Arte is a boutique design agency specialising in innovative communication solutions. We have a proven ability to translate complex issues in a simple, engaging way.
Blending creativity, first-rate writing with a precise understanding of exactly what the client is looking for, Arte consistently delivers on our clients communication objectives.
Arte’s eye for detail and team approach means it can comfortably tackle any assignment to meet your business objectives.
Here is an edited view of a Keynote presentation I have given to a variety of Ad Agency senior management. The focus really to question their current model in the holding companies and to be a catalyst for discussion about changes required to better address the changing consumer landscape and their demands for us all to be "Customer Obsessed".
2013 Content Marketing Awards: Agency of the Year EntryBabcock Jenkins
Here's a look at Babcock & Jenkins' content marketing practice, including our approach, our work, our people and our vision for the future. Check it out! And visit http://orangecrush.bnj.com to see more...
Your 2015 Digital Marketing Essential Planning GuideTiffani Allen
Q4 is one of the most hectic, anxiety-ridden times of the year for the marketing department. Not only are we dealing with wrapping up our initiatives from 2014, including getting rid of our ‘use it or lose it’ budgets, but we’re simultaneously trying to plan for an even better 2015. It’s hard to keep all of that information straight!
Because we hear these concerns from clients and friends frequently, we’ve decided to pull together this guide to examine the top 25 must-haves for your 2015 digital marketing strategy. No matter what you do next year, you’re going to want to consider each of the following components to create a holistic and complete digital strategy. With that in mind — here is Your Essential 2015 Digital Marketing Planning Guide!
Judging creative idea guide, this material will help the marketer especially those who work on advertising or brand to be able to formulate rational and structured thinking of judging creative idea
Based on this, you can craft your brand strategy and brand identity. Brand identity is the sum of all tangible (logo, typography, product features, pricing, name, color, slogan, packaging, etc.) and intangible (company culture, attitude, tone, communication style, etc.) elements of your brand.
Overview presentation of AR Digital Design, a digitally-led creative agency based in Denver, CO offering strategic planning, digital marketing, web design, branding, and social media services.
Marketing within Recruitment - The Swiss Army Knife of Modern Day Recruitment...Colleague Software
The role of marketing throughout the contemporary recruitment landscape is evolving – and fast. Marketing professionals able to adapt to unfeasibly quick changes and lead strategies across a sector so domineeringly dynamic, really have become the Swiss Army knife of modern-day recruitment performance. Once it was the recruiter making all the business decisions: now this role is the domain of the marketer.
From employer branding to candidate attraction to content production to choosing the most suitable internal tech structure, today’s recruitment marketers are not only on the cusp of change, they are leading it. And the staffing sector is a better place for it: Slicker, exciting and undeniably more professional.
This Whitepaper highlights how to become a brilliant marketer within the recruitment sector, covering topics including:
• What is the point? How can modern marketers really help recruiters?
• Recruitment is a process – so how can you really differentiate?
• Harnessing the power of your audience
• How to create compelling content for LinkedIn that drives traffic
back to your website
• Content plans which don’t cause discontent
• The Big Brand Approach to Engaging Customers
• Behavioural Tricks for New Business Persuasion
A real brand dives deep into the soul with a BOLD & POLISHED experience that communicates, “I’m worth it.”
This success is founded on sound BUSINESS strategies. It’s the head and heart of marketing to the common.
It’s what sets us apart.
WE DON’T SELL PRODUCTS. WE MAKE ICONIC BRANDS.
the slides for the masterclass Design Thinking/ Service Design that DesignThinkers and Zilver organise. See also http://www.mastersofdesignthinking.com/
forget marketing, try service design instead! Building brands is not about creating promises, it's all about delivering on that promise. That means developing services that match your resources, capabilities, and ambitions with the needs and desires of your customer. Brand Driven Service Innovation.
the backbone of the various presentations held at the launch of the book 'Brand Driven Innovation' by Erik Roscam Abbing. Videos will soon be posted on youtube.
a presentation that summarises the ideas behind brand driven innovation and provides a concrete 4 step plan for action, including many examples. Brand Driven Innovation is an approach to turn a deeply shared vision into meaningful new products and services. The presentation was created and held for a group of French insurance professionals.
a presentation about touch point orchestration, and how to design customer experiences using the customer journey and multi-disciplinary design management
On april 6th 2010 Erik was part of a Design Management Network event at Priva Campus in de Lier. The theme of the evening was sustainability, featuring lectures by Meiny Prins, Priva's CEO, Judith van Zanten, Priva's design manager, Frans Kooijman, architect of Priva Campus, and Erik. Judith did a great job of sharing her approach to Brand Driven Innovation with us. And Erik talked about how sustainability starts form the inside, and how people come before planet and profit. Human Centred Branding helps organizations build a sustainable vision shared by its employees and customers alike. check out the presentation here.
our presntation for our HU workshop on involving users in brand creation and the relevance of brands in user centered innovation and design. In dutch, we're sorry.
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
You could be a professional graphic designer and still make mistakes. There is always the possibility of human error. On the other hand if you’re not a designer, the chances of making some common graphic design mistakes are even higher. Because you don’t know what you don’t know. That’s where this blog comes in. To make your job easier and help you create better designs, we have put together a list of common graphic design mistakes that you need to avoid.
Top 5 Indian Style Modular Kitchen DesignsFinzo Kitchens
Get the perfect modular kitchen in Gurgaon at Finzo! We offer high-quality, custom-designed kitchens at the best prices. Wardrobes and home & office furniture are also available. Free consultation! Best Quality Luxury Modular kitchen in Gurgaon available at best price. All types of Modular Kitchens are available U Shaped Modular kitchens, L Shaped Modular Kitchen, G Shaped Modular Kitchens, Inline Modular Kitchens and Italian Modular Kitchen.
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
Can AI do good? at 'offtheCanvas' India HCI prelude
Zilver CX learnings 2016
1. 12 customer experience learnings
to apply in 2016
We’ve gathered 12 learnings from a year of doing amazing projects in service design and customer
experience. We’ve turned them into our new year’s resolutions for 2016. We hope you join us in our quest
to make cx and service design the most excitingly effective and intensely gratifying field to work for.
- The Zilver crew -
Erik | Fred | Sanne | Marit | Ingrid | Mark | Pieter | Merel | Linda
zilverinnovation.com | welcome@zilverinnovation.com | @zilverBDI | #cxlearnings | creative commons attribution licence 4.0 2016
2. Bad personas stigmatize. They aren’t useful and don’t relate to real customers.
Good personas however are a great asset. They help you to empathize with your
customer, bridge silos and focus your innovation efforts.
Create true Persona Power by cleverly combining deep qualitative insights with
quantitative research! Define them so high-res that you can track your personas in
your online data. And when you build your personas, why not involve everyone
who will work with them? Discover how exciting it is to feel connected to your
end customer in everything you do. Long live personas!
Fred studies the quantitative validation of decision journey personas with the OHRA team.
- JANUARY -
PERSONAS ARE DEAD…LONG LIVE PERSONAS!
3. - FEBRUARY -
THINK CUSTOMER OUTCOMES
At conferences in Berlin, Lisboa and Bucharest we’ve tested our latest thinking
and tooling on outcome driven innovation.
Outcomes, simply put, are the reasons your customer is buying and using your
service. They are the essence of what you offer to your most precious stakeholder!
Keeping your customer’s outcome in mind will help you get a firm grip on where
you can be of value and on which parts of the customer journey you truly need to
work.
You don’t want to miss all that, do you? So start to think customer outcomes!
Erik and Marit sharing their outcome framework at the productized conference in Lisboa.
4. - MARCH -
CUSTOMER INSIGHTS ARE A BRAND’S BEST FRIEND.
Brands should help people make choices. Internally, brands are great drivers for
focused innovation. They can help align teams around a shared purpose. But this
only works if the brand is firmly rooted in deep customer insights.
Your brand is not about your values or personality. It’s about the relationship
you want to have with your customer. It’s about how to be yourself in such a way
that you’re valuable and meaningful to them.
So align customer insights with your internal DNA and values, and discover a
brand that sparks innovation and fuels healthy growth.
Marit interviewing entrepreneurs to get a firmer grip on how the Delta Lloyd brand can be of value to them.
5. - APRIL -
DON’T TALK ABOUT CX,CO-CREATE IT!
Customer centricity is way to important to be just a mindset, or a change
program. As an organization, you need to deliver. Make those customers
happy so they choose you and stay with you!
We therefore believe co-creation and service design are at the heart of
customer experience. They’re what turn an abstract vision into concrete,
measurable value. So gather your own best customer centricity advocates,
put them in a room and let them co-create those excellent experiences that
will make a difference.
And then? See May.
Marit and Sanne have helped a multi-disciplinary Marktplaats team brainstorming on customer centric value propositions.
6. - MAY -
DON’T HESITATE.PROTOTYPE!
Prototyping is crucial in any design activity. Especially in customer experience and
service design. We even dare to say that you are wasting valuable time and
budget, when you postpone the big LFPP (Leap From Paper to Practice)!
Experience prototyping allows you to co-create with stakeholders, get real time
customer feedback and get a firm grip on your business case.
Funnily enough this appears to be even more valuable when stakes are high and
organizations are large… so in every organization and in every project: prototype
and learn!
Fred co-creating with Europcar staff in Palma de Mallorca to build and test customer experience improvements.
7. - June -
LEARN FROM THE LOOKING GLASS!
In two ways we have found ourselves looking in the mirror this past year.
Firstly we have taken quite some time in the first half of this year to go through an
intensive process of defining our own brand and guiding principles. Practicing what
we preach! It was lovely and genuinely insightful to be for once the subject instead
of the facilitator of this proces.
Secondly we’ve started applying these principles in our daily work in the second
half of this year. To see whether they worked (yes), and to learn how they could help
to improve the quality of our work (in so many ways).
What a fantastic, fruitful and inspiring process! By being our own guinea pigs, we’ve
learned even better how to be of value to you :-)
Sanne,Erik and Hugo discussing the application of Zilver’s guiding principles in our daily work.
8. - JULY -
INTERPRET DATA TO IGNITE MAGIC.
In this very warm summer month, we started working with a psychologist who
studied our research practice. And we discovered something valuable: the true
secret of actionable customer insight research lies in interpretation. Of course it’s
vital to acquire deep contextual user data. To let customers talk about their lives
instead of you asking them about your products. But the real magic happens when
you and your team start to interpret that data.
So get your colleagues in a room and immerse yourself in the interview data:
discuss those diaries, watch those videos and then…watch them again. Live it,
smell it, bend it, breathe it and dream it. True meaningful innovation will not come
from objective data.
Fred,Sanne and Marit interpreting customer insight research data for Rabobank.
9. - AUGUST -
DISRUPT LIKE ACUPUNCTURE!
We cannot share too much about this months topic…but we’ll give you a sneak
preview: with a very nice network of clients and designers we’ve been working on a
concept for disrupting a very traditional market.
Based on our customer insight research we’ve managed to pin-point the exact
locations where to be disruptive and how. Now, the business model, customer
experience, retail model, online channels and product design are all orchestrated
with the exact right pressure at the right points. like acupuncture!
Darn, what a shame we can’t tell more! But we promise keep you posted in 2016!
Sanne,Marit and the client team explore options for disruption that will amaze prospective users.
10. - SEPTEMBER -
HARNESS WHAT YOU ALREADY KNEW.
When we start to work for new clients we often encounter a huge base of information
that is not leveraged fully! Market studies, research reports, expert opinions, customer
data: all gathering dust in drawers or only used partly.
Our advice: first look at what you already have. Before you embark on new research,
invest in organizing and classifying your current knowledge base, and involve those
people who (should) work with that knowledge. It will beter leverage the investment
you did in acquiring the knowledge.
And it will make subsequent research much more focussed and effective!
internal stakeholders of Schiphol Group going through expert opinions that Sanne and Erik made accessible for them.
11. - OCTOBER -
BLUR THE BOUNDARIES FOR A SHARPER FOCUS.
One thing we’ve noticed in 2015 is how diverse our clients and stakeholders are that we
work with. From corporates to social foundations , from finance to mobility, from
marketing to R&D. Customer experience blurs all these boundaries! To arrive at a sharper
focus on one thing: help your customer reach their outcomes.
This blurring of boundaries may look fuzzy and complex in the beginning. But don’t fear:
meaningful innovation emerges not from silos but from the collaboration beween
people. People from different channels and business lines, involved different expertise
domains like branding, customer intelligence, marketing, sales, product management.
Do not fear! Embrace blurring boundaries and cooperate!
Erik and Marit have coached a multidisciplinary team at NRC Media in jointly looking for opportunities to improve their readers’experience
12. - NOVEMBER -
LET GUIDING PRINCIPLES LEAD THE WAY!
Guiding principles are a fantastic instrument. They form the perfect bridge between
‘outside-in’thinking (customer insights) and‘inside-out’thinking (interpretation of these
insights, see July). They tell you:“This is what our customers want, and this is what we
can do everyday to make them happy”.
So if we’d have to choose one way to capture a brand’s essence we would choose
guiding principles! They are uniquely yours, as they incorporate your DNA and your way
of meeting customer outcomes. They help you turn abstract insights into concrete
action. And turn vision into value. We love guiding principles because we’ve seen them
work! (see June).
Marit and Erik have co-created guiding principles with a broad internal team at Rabobank.They have fired enthusiasm and triggered coordinated action.
13. - DECEMBER -
SHARE AND SHINE!
In the past year we’ve seen customer experience, business design and service design gain
traction and mature into well respected business disciplines. Interestingly this has also led to less
outsourcing: more and more organizations consider these capabilities as strategic assets and
prefer to build them internally. We can only applaud this development, really!
Our vision has always been not only to involve, but also teach our clients our methods, tools and
approaches. We believe a well educated client will also challenge us more, and we like to be
challenged! So… For 2016 we’ve decided to make capability building part of our core business.
You can look forward to our dedicated customer experience
and service design training, starting Q1 2016!
Erik,Merel and Pieter training a group of 100 corporate trainees in design thinking and service design at an event organized by Berenschot
14. zilverinnovation.com | welcome@zilverinnovation.com | @zilverBDI | #cxlearnings | creative commons attribution licence 4.0 2016
We’re curious to hear which learnings truly triggered you!
And what YOU learned in customer experience and service design in 2015.
Share your thoughts with us at welcome@zilverinnovation.com
or on twitter @zilverBDI #cxlearnings
www.zilverinnovation.com