1.
S E R V I C E E X P E R I E N C E S U M M I T 2 0 1 4 / V E R Y D A Y . C O M

2.
Walking in the
customers shoes
When you have to
storyboard something,
the more realistic it is,
the more decisions
you have to make.
Brian Chesky
“
To shape the future of Airbnb, CEO Brian Chesky used
storyboards to map existing and future customer journeys.

3.
Design for
Services
3 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

4.
Searching
for a flight
to Shanghai. Not only does the appearance of
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4 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
the online booking feel old
fashioned, the way the booking
practically works is very limited.
Example

5.
The Kayak service on the other hand offers a vastly be﬙er experience.
You can choose very simply what your parameters are and get the best
options at the best price.
5 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

6.
*Theory by Daniel Kahneman
Experience Continuum
Before Experience/Occasion After
Anticipated Self
Decisions based on anticipated memories.
Inspire, motivate, restrict
Experiencing self
Emotions in the present.
Positive, negative, neutral
Reflective Self (The Storyteller)
What we take away from the experience. The
stories we tell. Changes, significant moments,
endings
Better
experience
Worse
experience
Peak-End Rule*
Reflected experience based
almost entirely on highs and
lows, and how it ended.
6 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

7.
The Opportuni﬚
Customer Experience is the next frontier for
differentiation, value creation and growth.
7 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

8.
Everything is more connected and complex than ever.
New customer expectations arise and cross boundaries.

9.
Digital
Mobile
Social
Big data
1. Everything is more connected and complex than ever
2. New expectations across boundaries
3. Easy to loose focus through distraction and disruption An accelerating storm of change
9 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

10.
The eye of the storm
1. Everything is more connected and complex than ever
2. New expectations across boundaries
3. Easy to loose focus through distraction and disruption
10 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

11.
Your Point of Differentiation
The customer
11 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

12.
People perspective (Employees, clients, customers, users)
Why can´t they remember
what I like from time to time?
Why is it always so difficult
to find my way to what I
want!
It would be great if I could
know more about this before
I decide to buy it!
I want to know that they have
the products I want in store.
12 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

13.
CRM
Governance
Regulations
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Supply Chain
Database
Loyal﬚
Program
Portfolio
Management
Diversi﬚
Forecasting
LEAN
Investment
Planning
Business Process
Optimization
Channels
SOX
Integrated
Marketing
Solution
Rightshoring
Core
Competency
Alignment
Streamline
6Sigma
The corporate world is a different world
13 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

14.
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Bridging the gap
Process Operating
Model Technology Leadership
& Culture Employees
Legislation
CSR
Strategy
Customer Experience Journey
Business Operations
14 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

15.
80% of companies believe they
deliver outstanding value and
a superior customer experience.
8% of their customers agree.
Source: Bain & Company
15 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

16.
Age of
Manufacturing
Age of
Distribution
1900–1960 1960–1990 1990–2010 2010–?
| 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
Age of
Information
Age of
The Customer
Forrester. Outside In: The Power of Pu﬙ing Customers at the Center of Your Business
Mass manufacturing boosts
industrial powerhouses.
Global connections make
distribution key.
Connected PCs benefit those
who control information.
Empowered buyers demand a
customer focus.
Ford, RCA, GE, Boeing,
P&G, Sony, Atlas Copco
Walmart, Toyota,
UPS, CSX, IKEA
Microsoſt, Google, Dell,
Capital One, Ericsson
Southwest Airlines,
Amazon, USAA, ...
Source of dominance and differentiation
16

17.
Growing share of the economy
| 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
1.2%
e.g. JAPAN
CIA World Factbook
10.0% AGGRICULTURE
43.9% INDUSTRY
46.1%
CHINA
71.4%
27.5%
SERVICES
17

18.
18 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
+ Customer Centrici﬚
+ Customer Focus
= Competitive advantage
= Loyal satisfied customers
= Higher profit margins

19.
Great experience can reduce costs
19 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
Flickr 4834842581_ec9a451a0c_o
Progressive Insurance ‘Immediate Roadside Assistance’
creates a fantastic care and support experience as well as brand
awareness. It also reduces possibilities for fraud and legal
issues, both significant costs that can be drastically reduced
which goes beyond funding the great experience.

20.
Service Design
Methodology to help improve or innovate
service experiences that result in
more satisfied customers and
more profitable enterprises.
20 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
Service Design – Practical access to an evolving field, 2005

21.
SERVICE DESIGN
01. Curiosi﬚ what people need and want
02. Imagine and dream up a be﬙er future
03. Find ways to do something about it
21 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

22.
SERVICE DESIGN
01. You have to be there
02. It happens over time
03. You don’t own it but use it
22 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

23.
SERVICE DESIGN
01. Human Empathy
02. Holistic Thinking
03. Experience Proto﬚ping
23 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

24.
What is the difference?
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I N D U ST R I A L S E R V I C E
Produced Performed
Material Immaterial
Tangible Intangible
No involvement Client participation
Ownership Experience
M E T H O D O LOGY
Journey
System design
For All Senses
Co-creation
Service blueprint
24 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

25.
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HOLISTIC
THINKING
HUMAN
EMPATHY
EXPERIENCE
PROTOTYPES
25 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

26.
HUMAN
EMPATHY
26 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

27.
27 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
HOLISTIC
THINKING

28.
EXPERIENCE
PROTOTYPES
28 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

29.
Team Collaboration
“Open Door Analysis”
participatory format to engage
stakeholders at all levels.
Using emotional design research
methodology, we expose people
to real consumer needs and
deliver key insights about
consumer’s drivers and
aspirations.
Share learnings and unite teams
around global insights.
Translate findings into new
customer propositions.
OBSERVATIONS STORIES & INSIGHTS EMOTIONAL EXPERIENCE MAP
29 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

30.
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Framing the problem together
30 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

31.
Opportuni﬚ Mapping and Vision Building
Effective customer and stakeholder engagement
31 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

32.
Re-imagine the customer experience
32 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

33.
Total Experience Proto﬚ping
Co-creation with users drove the
design of solutions with stronger
emotional resonance.
Proto﬚ping new total experience
concept offerings (‘protocepts’).
Working across 6 markets,
sharing insights in real time.
33 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

34.
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Source: Forrester
Customer Experience
34 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
How customers perceive
their interactions
with your company.

35.
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Based on McKinsey research, 2009
Customer Experience
INTER
ACTION LOYALTY DECISION
35 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

36.
Customer Decision Journey
INTER
ACTION LOYALTY DECISION
Click to edit Master title s﬚le Drop out
Based on McKinsey research, 2009
Consideration
Trigger
Experience
Satisfaction Evaluation
36 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

37.
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37 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
Feel: Emotional
Is this desirable and trustworthy?
Think: Behavioural
Will this help me achieve my goals?
Do: Functional
Is this useful and easy to use?

38.
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Uncovering deep insights
38 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

39.
Emotional Experience Mapping
Experience in context over time
39 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

40.
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Emotional Experience Mapping
Experience in context over time
Before During Aſter
40 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

41.
The really big missed opportuni﬚…
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41 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
Get closer
to people and create
be﬙er experiences
Outside In
Truly understanding
what’s actually going on
in people’s lives.

42.
Mutual Value
The creation of systemic solutions that
increase value for several stakeholders.
Building win-win solutions for brands and people.
42 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

43.
Why do your customers choose you?
What do they truly value?
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43 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
SMALL EXERCISE

44.
What you could you do to
enhance, add or reinvent
to create mutual value?
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44 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
SMALL EXERCISE

45.
Value for the organization
Product
Value for customers
Commodi﬚
Service
Experience
Creating
Mutual Value
45 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

46.
DELIVERING VALUE
OPTIMIZE RE-IMAGINE
Reduce cost with improved
customer experience
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Reduce churn and
increase life-time value
Innovation of new business
models and offerings
Reduce risk, time to market
and cost
46 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
EXPAND
New or be﬙er services
for todays customers
New customers through
improving todays service

47.
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Source: Forrester
Great experience at a great price
Forrester Cxi 2012 / 2013
1. How enjoyable were they to do business with?
2. How easy were they to do business with?
3. How effective were they at meeting your needs?
| 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz 47

48.
48 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

49.
A stock portfolio of Forrester’s Customer
Experience Index (CXi) leaders had a
cumulative 43% gain in performance over a
six-year period (2007 to 2012), compared
with a 14.5% increase for the S&P 500 Index
and a 33.9% decrease for a portfolio
of customer experience laggards.
Source: Forrester Research
49 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

50.
Behavioral metrics
Eg Sharing frequency, שּׂme spent
Business metrics
Increase revenue, Market share
What people
pay for
What people
do/use
CX
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What people
say/think
Subjective metrics
NPS, SUS, Subjective satisfaction
Experience Index
Drive service development around
robust & meaningful metrics
50 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

51.
The Challenges
The pursuit of implementing the service design
approach successfully in the organization requires
the right leadership and culture change – however
outputs as well as outcomes are worth the effort.
51 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

52.
KEY CHALLENGES
01. Collaboration across departments
02. Ge﬙ing out of old ways of working and thinking
03. Uncertain﬚ of specific outcomes
52 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

53.
UNCERTAINTY
Image Credit: Sayaka Ganz Yatzer

54.
People Driven Digital Transformation
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PEOPLE INSIGHTS
Deep insights into needs and wants
DIGITAL TECHNOLOGY
BUSINESS
TRANSFORMATION
PROCESS
OPERATING MODEL
Leveraging data and connectivi﬚
Creating new business value
TALENT Agile
54 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

55.
6 Practical שּׂps
Creating mutual value by providing great customer
experiences requires focus, passion and teamwork.
Here are six tips to help you lead the way forward.
55 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

56.
Leading to great experiences
1. Empathy – Spend time with customers to get a feeling for their latent needs
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56 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

57.
Leading to great experiences
1. Empathy – Spend time with customers to get a feeling for their latent needs
2. Envision – Create a shared sense of purpose and future vision
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57 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

58.
Leading to great experiences
1. Empathy – Spend time with customers to get a feeling for their latent needs
2. Envision – Create a shared sense of purpose and future vision
3. Engage – Involve people, work agile and adapt to the environment
Click to edit Master title s﬚le
58 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

59.
Leading to great experiences
1. Empathy – Spend time with customers to get a feeling for their latent needs
2. Envision – Create a shared sense of purpose and future vision
3. Engage – Involve people, work agile and adapt to the environment
4. Empower – Support the organization to deliver and exceed expectations
Click to edit Master title s﬚le
59 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

60.
Leading to great experiences
1. Empathy – Spend time with customers to get a feeling for their latent needs
2. Envision – Create a shared sense of purpose and future vision
3. Engage – Involve people, work agile and adapt to the environment
4. Empower – Support the organization to deliver and exceed expectations
5. Experience – Build, share and leverage knowledge
Click to edit Master title s﬚le
60 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

61.
Leading to great experiences
1. Empathy – Spend time with customers to get a feeling for their latent needs
2. Envision – Create a shared sense of purpose and future vision
3. Engage – Involve people, work agile and adapt to the environment
4. Empower – Support the organization to deliver and exceed expectations
5. Experience – Build, share and leverage knowledge
Click to edit Master title s﬚le
6. Evaluate – Measure what ma﬙ers and make the tough choices
61 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz

62.
S T O C K H O L M / N E W Y O R K / L O N D O N / S H A N G H A I / V E R Y D A Y . C O M