An intro to service design in hospitality

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Slides from the ESC La Rochelle Master 2013 Opening October 7th.

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An intro to service design in hospitality

  1. 1. SERVICE DESIGN & TOURISM DESIGNING THE TOURISM EXPERIENCE UTILISACTEUR 7 OCTOBRE 2013
  2. 2. OVERVIEW SERVICE DESIGNING THE TOURISM EXPERIENCE / THE TOURISM INDUSTRY ? ! // DESIGNING SERVICES ? ! /// THE DESIGN THINKING MINDSET BEHIND ! //// THE DESIGN APPROACH ! ///// SERVICE DESIGN AND TOURISM, CASE STUDIES ! ////// SNEAK PEEK IN THE FUTURE OF THE INDUSTRY WITH JAMIE WONG, VAYABLE FOUNDER : PEER TO PEER EXPERIENCE ! /////// CO-DESIGNING THE TOURISM EXPERIENCE YOU CO-PRODUCE, TIPS ! THANKS COLLECTIF FIVE BY FIVE / UTILISACTEUR 4 SEPTEMBRE 2013
  3. 3. THE TOURISM INDUSTRY IN SHORT ‘’AN INDUSTRY THAT CREATES AND SELLS EXPERIENCES ‘’ SERVICE DESIGN AND TOURISM STICKDORN & FRISCHHUT WORLDWIDE, ITS DIRECTLY 2.1 TRILLION US$ 101 MILLION JOBS ALL COMBINED 6.6 TRILLION US$ 260 MILLION JOBS STIMULATING SUSTAINABLE ECONOMIC GROWTH THE BEST SECTOR TO CONVERTING SPEND INTO INCOMES AND JOBS ! SOURCE : WTTC, ECONOMIC IMPACT OF TRAVEL & TOURISM 2013 ANNUAL UPDATE ! UTILISACTEUR 7 OCTOBRE 2013
  4. 4. TOURISM, A HOLISTIC ECOSYSTEM THE CUSTOMERS SEE IT AS A CONTINUUM BEFORE DURING AFTER PLANNING BOOKING EXPERIENCING REMEMBERING BUDGET TRIP ACCOMMODATION EXPERIENCES ITINERARY ... UTILISACTEUR 7 OCTOBRE 2013
  5. 5. TOURISM, A HOLISTIC ECOSYSTEM AND THEY DO IT THEIR OWN WAY BEFORE DURING AFTER PLANNING BOOKING EXPERIENCING REMEMBERING BUDGET TRIP ACCOMMODATION EXPERIENCES ITINERARY ... UTILISACTEUR 7 OCTOBRE 2013
  6. 6. DESIGNING SERVICES ? PRODUCT > SERVICE > SYSTEM > EXPERIENCE SERVICE DESIGN IS A HOLISTIC APPROACH THAT CONSIDERS THE END-TO-END SERVICE EXPERIENCE ACROSS ALL CHANNELS AND TOUCH POINTS FROM A CUSTOMER AND ORGANISATION PERSPECTIVE". DELOITTE UTILISACTEUR 7 OCTOBRE 2013
  7. 7. DESIGN THINKING MINDSET ? DESIGN THINKING MODEL IDEO UTILISACTEUR 7 OCTOBRE 2013
  8. 8. DESIGN APPROACH ? DOUBLE DIAMOND MODEL DISCOVER DEFINE UK DESIGN COUNCIL UTILISACTEUR 7 OCTOBRE 2013 DEVELOP DELIVER
  9. 9. DISCOVER & DEFINE MY SERVICE FELLOW MYSERVICE FELLOW EUROPEAN TOURISM PROJECT STICKDORN DEVELOPPING AND USING AN ETHNOGRAPHY APP TO UNDERSTAND THE TOURISM EXPERIENCE FROM THE CUSTOMER POINT OF VIEW, EXPLORING THE SERVICE TOUCHPOINTS, ! ! ! ! « DEVELOP CUSTOMER CENTRED STRATEGIES DEVELOP INTERNAL PROCESS DEVELOP A SERVICE BASED MANAGEMENT APPROACH DEVELOP OMNI CHANNEL STRUCTURES DEVELOP APPROPRIATE SERVICE DESIGN TOOLS AND METHODS » P124, HTTP://WWW.SERVICEDESIGNTOURISM.COM ! UTILISACTEUR 7 OCTOBRE 2013
  10. 10. DEVELOP & DELIVER CONTINUUM ! CONTINUUM & HOLIDAY INN / PROTOTYPING THE EXPERIENCE AT 1/1 SCALE HTTP://CONTINUUMINNOVATION.COM/WORK/HOLIDAYINN/ VIDEO HTTP://VIMEO.COM/27453738 ‘’ UTILISACTEUR 7 OCTOBRE 2013 ‘’
  11. 11. SERVICE DESIGN THE SCOPE ? EXAMPLE, HOSPITALITY... CUSTOMER EXPERIENCE TOUCHPOINTS SERVICE CHOREGRAPHY CHANNELS PROCESS ORGANIZATION UTILISACTEUR 7 OCTOBRE 2013 BOOKING CHECK IN BOOKING CONFIRMATION ENJOY THE ROOM WELCOME DESK « ALIGN THE CROSS CHANNEL CUSTOMER EXPERIENCE TO DELIVER OUR KEY VALUE, SIMPLICITY» DESIGN THE SILENT WELCOME PROCESS FOR GUESS EQUIPPED WITH THIS NEW TECHNOLOGY HOW IS THE ORGANIZATION SHAPED TO INTEGRATE THIS NEW TECHNOLOGY AND THIRD PART PLAYERS IN THE EXPERIENCE ... ?
  12. 12. SERVICE DESIGN THE SCOPE ? EXAMPLE, HOSPITALITY... CUSTOMER EXPERIENCE TOUCHPOINTS SERVICE CHOREGRAPHY CHANNELS PROCESS ORGANIZATION UTILISACTEUR 7 OCTOBRE 2013 BOOKING CHECK IN BOOKING CONFIRMATION ENJOY THE ROOM WELCOME DESK « ALIGN THE CROSS CHANNEL CUSTOMER EXPERIENCE TO DELIVER OUR KEY VALUE, SIMPLICITY» WELCOME GUEST FOLLOWING THE WELCOME GUIDE HOW IS THE ORGANIZATION SHAPED TO DELIVER THE EXPERIENCE ? STAFF TRAINING ... HOW IS THIS CUSTOMER EXPERIENCE A VECTOR OF COMPETITIVITY AND DIFFERENCIATION ?
  13. 13. SERVICE DESIGN THE SCOPE ? EXAMPLE, HOSPITALITY... CUSTOMER EXPERIENCE TOUCHPOINTS SERVICE CHOREGRAPHY CHANNELS PROCESS ORGANIZATION 24/24 CONCIERGE SERVICE WELCOME DESK « ALIGN THE CROSS CHANNEL CUSTOMER EXPERIENCE TO DELIVER OUR KEY VALUE, SIMPLICITY» UTILISACTEUR 7 OCTOBRE 2013 image source : screenshot, www.starwoodhotels.com/Whotels
  14. 14. SERVICE DESIGN THE SCOPE ? EXAMPLE, HOSPITALITY... CUSTOMER EXPERIENCE ALL IN MY POCKET TOUCHPOINTS SERVICE CHOREGRAPHY CHANNELS PROCESS ORGANIZATION https://www.hubhotels.co.uk/ UTILISACTEUR 7 OCTOBRE 2013
  15. 15. PEER2PEER TOURISM INTERVIEW, VAYABLE FOUNDER, JAMIE WONG // SHAPING THE FUTURE OF TOURISM, PEER 2 PEER TOURISM AND EXPERIENCES, JAMIE WONG, FOUNDER, VAYABLE.COM UINFOSHARE OCTOBER, 7TH 2013
  16. 16. CO-DESIGN NOW ! CODESIGNING THE EXPERIENCE, AN EXAMPLE IN THE HEALTHCARE INDUSTRY VIZUALIZING, PROTOTYPING, IMPLEMENTING... ! NATIONAL HEALTH SERVICE, JULIA SCHAEPER, PARTICIPATIVE CUSTOMER JOURNEY MAPS CO-CREATED BY STAFF IN HOSPITALS / HTTP://VIMEO.COM/26370645 UTILISACTEUR 7 OCTOBRE 2013
  17. 17. SERVICE DESIGN KEY SKILLS ! VIZUALIZE / CREATING SHARED LANGUAGES SCENARIZE / BEING A STORYTELLER PROTOTYPE / GIVING LIFE TO STORIES IMPLEMENT / DECISION MAKING TOOLS, DELIVERABLES, ROI UTILISACTEUR 7 OCTOBRE 2013
  18. 18. READINGS ! TO DIVE DEEPER THIS IS SERVICE DESIGN THINKING MARC STICKDORN HTTP://WWW.TISDT.COM SERVICE DESIGN & TOURISM STICKDORN/ FRISCHHUT HARD COVER HTTP://WWW.AMAZON.COM/SERVICE-DESIGNTOURISM-MARC-STICKDORN/DP/3848216302 UTILISACTEUR 7 OCTOBRE 2013 SERVICE DESIGN TOOLS TOOLS AND METHODS HTTP://SERVICEDESIGNTOOLS.ORG/
  19. 19. THANKS ! @tallecchristoph www.utilisacteur.fr / www.uinfoshare.com christophe.tallec@utilisacteur.fr http://www.linkedin.com/pub/christophe-tallec/11/700/594 ! ( UTILISACTEUR 7 OCTOBRE 2013 (

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