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Service is Product is Service …


Justin Knecht
Bizcamp Dublin, 19 September 2009




                
Centre for
Design I...
A short personal history in pictures
There is a lot of talk about innovation …
but little direction on how to actually do it.
Innovation starts and ends with people
(This couldn’t be any more true for services.)
Technology   Product   Experience Meaning
Meaning   Experience   Product   Technology
When discussing services there is a lot of overlap
Centre for
Design Innovation
We are ALL service providers
Customers don’t want a 1/4” drill, they want to hang
a picture on the wall.
People “pay” more for service

      Different
    and unique                                                          Spec...
From rst impressions to lasting impressions
Centre for
Design Innovation
First impressions                           Lasting impressions


Entice          Decide   Use   Support   End & Extend
Understanding customer touch points
Service Blueprint
Exercise
Putting on a play
Stage                Audience   Actors   Script   Backstage




                 
 Centre for
 Design Innovation
Stage The physical evidence of your service, your “stuff”


        Audience Your customers and their actions


           ...
Touch   Touch   Touch   Touch   Touch
            Point   Point   Point   Point    Point

   Stage


Audience


   Actors
...
The measures of a good service experience
(are largely qualitative)
R.A.T.E.R
   Reliable The ability to deliver your service
            dependably and accurately
   Assured How you convey,...
Touch   Touch   Touch   Touch   Touch
             Point   Point   Point   Point    Point

  Reliable


  Assured


  Tang...
Look at your service through your customers’ eyes
YOU are not your CUSTOMER
Your customer is a LIAR
Centre for
Design Innovation
Setting the right
                                                   expectations




                 
Centre for
Design ...
Make it simple. Make it memorable. Make it inviting to look at. Make it fun.




Leo Burnett
You only get one chance to make a rst impression
Communication is the key
Between you and your customers
Between you and yourselves
In a poll of 23,000 employees drawn from a number
of companies and sectors:

Only 37% said they had a clear understanding ...
If a football team had these same statistics:

Only 4 of the 11 players on the eld would know
which goal is theirs

Only 2...
Exercise
The Napkin Sketch
Entice

Set the right expectations with your customers,
but make sure you do the same with your
organisation


Entice • De...
A decision in your
                                                   favour is the rst
                                  ...
All touch points are
                                                   not created equal




                 
Centre for...
Something goes
                                                   wrong: the ultimate
                                    ...
No plan survives contact with the enemy.




Colonel Tom Kolditz, head of behavioural sciences, West Point Military Academy
What happens when something goes wrong?




Entice • Decide • Use • Support • End & Extend
Who said sleeping in a moldy apartment was bad
for you? Horizon realty thinks it's okay.




Entice • Decide • Use • Suppo...
Entice • Decide • Use • Support • End & Extend
Exercise
How good are you at support?
Turn your customers
                                                   into advocates




                 
Centre for
Des...
How do you celebrate success with your clients?
End & Extend

Create a lasting impression
Turn customers into advocates



Entice • Decide • Use • Support • End & Extend
Thank you!

Me:                 verticalbones
CDI:                designinnovation.ie



                
Centre for
Desig...
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
Service is Product is Service
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Service is Product is Service

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A straight talk around making service design and service design tools practical, along with a few case examples and easy-to-apply exercises.

Published in: Design

Service is Product is Service

  1. 1. Service is Product is Service … Justin Knecht Bizcamp Dublin, 19 September 2009 Centre for Design Innovation
  2. 2. A short personal history in pictures
  3. 3. There is a lot of talk about innovation … but little direction on how to actually do it.
  4. 4. Innovation starts and ends with people (This couldn’t be any more true for services.)
  5. 5. Technology Product Experience Meaning
  6. 6. Meaning Experience Product Technology
  7. 7. When discussing services there is a lot of overlap
  8. 8. Centre for Design Innovation
  9. 9. We are ALL service providers
  10. 10. Customers don’t want a 1/4” drill, they want to hang a picture on the wall.
  11. 11. People “pay” more for service Different and unique Speci c €4.00 €1.70 Customer Need Differentiation 22c 8c Undifferentiated Generic Low Market Value High
  12. 12. From rst impressions to lasting impressions
  13. 13. Centre for Design Innovation
  14. 14. First impressions Lasting impressions Entice Decide Use Support End & Extend
  15. 15. Understanding customer touch points
  16. 16. Service Blueprint
  17. 17. Exercise Putting on a play
  18. 18. Stage Audience Actors Script Backstage Centre for Design Innovation
  19. 19. Stage The physical evidence of your service, your “stuff” Audience Your customers and their actions Actors Your employees and their actions Script Your plan for what should happen, where and when Backstage What you need to make everything “work” Centre for Design Innovation
  20. 20. Touch Touch Touch Touch Touch Point Point Point Point Point Stage Audience Actors Script Backstage
  21. 21. The measures of a good service experience (are largely qualitative)
  22. 22. R.A.T.E.R Reliable The ability to deliver your service dependably and accurately Assured How you convey, con dence, trust, credibility and security to your customers Tangible All your service’s “stuff”: brochures, website, products, people and environments Empathic Your ability to understand and re ect your customers’ individual needs Responsive Willingness to help customers and provide prompt service
  23. 23. Touch Touch Touch Touch Touch Point Point Point Point Point Reliable Assured Tangible Empathic Responsive
  24. 24. Look at your service through your customers’ eyes
  25. 25. YOU are not your CUSTOMER
  26. 26. Your customer is a LIAR
  27. 27. Centre for Design Innovation
  28. 28. Setting the right expectations Centre for Design Innovation • Use • Support • End & Extend Entice • Decide
  29. 29. Make it simple. Make it memorable. Make it inviting to look at. Make it fun. Leo Burnett
  30. 30. You only get one chance to make a rst impression
  31. 31. Communication is the key Between you and your customers Between you and yourselves
  32. 32. In a poll of 23,000 employees drawn from a number of companies and sectors: Only 37% said they had a clear understanding of what their organisation is trying to achieve Only 1 in 5 was enthusiastic about their team’s and their organisation’s goals Only 1 in 5 said they had a clear line of sight between their personal tasks and their team’s goals Only 15% felt that their organisation fully enables them to execute key goals Only 20% fully trust the organisation they work for Source: Steve Covey, in “The 8th Habit”
  33. 33. If a football team had these same statistics: Only 4 of the 11 players on the eld would know which goal is theirs Only 2 of the 11 would even care Only 2 of the 11 would know what position they play and know exactly what they are supposed to do All but 2 players would, in some way, be competing against their own team members, rather than the opponent Source: Steve Covey, in “The 8th Habit”
  34. 34. Exercise The Napkin Sketch
  35. 35. Entice Set the right expectations with your customers, but make sure you do the same with your organisation Entice • Decide • Use • Support • End & Extend
  36. 36. A decision in your favour is the rst moment of truth Centre for Design Innovation • Use • Support • End & Extend Entice • Decide
  37. 37. All touch points are not created equal Centre for Design Innovation • Use • Support • End & Extend Entice • Decide
  38. 38. Something goes wrong: the ultimate moment of truth Centre for Design Innovation • Use • Support • End & Extend Entice • Decide
  39. 39. No plan survives contact with the enemy. Colonel Tom Kolditz, head of behavioural sciences, West Point Military Academy
  40. 40. What happens when something goes wrong? Entice • Decide • Use • Support • End & Extend
  41. 41. Who said sleeping in a moldy apartment was bad for you? Horizon realty thinks it's okay. Entice • Decide • Use • Support • End & Extend
  42. 42. Entice • Decide • Use • Support • End & Extend
  43. 43. Exercise How good are you at support?
  44. 44. Turn your customers into advocates Centre for Design Innovation • Use • Support • End & Extend Entice • Decide
  45. 45. How do you celebrate success with your clients?
  46. 46. End & Extend Create a lasting impression Turn customers into advocates Entice • Decide • Use • Support • End & Extend
  47. 47. Thank you! Me: verticalbones CDI: designinnovation.ie Centre for Design Innovation

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