Customer experience and intranets in the context of service designIain BarkerPrincipal, Meld Studios@iain_barker

Technical writer, user interface designer, information designer, information architect, usability tester, user centred designer, user experience architect, interaction designer, service designer

Meld Studios’ clients include...BT Financial Group

NSW Dept. of Education and Training

Mission Australia

Youth Hostels Australia

Hotfrog

No Spuds

and numerous others we can’t mention...

Research and design of...

servicesbusiness modelswebsitesconversationsintranetsfollow-up processescall centresapplications

communications strategiesmarketing materialsinteractionsworkflowcontent management systemsprocessesbusiness cases...

customer experience

service design

intranets

customer experience“...the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.”

http://en.wikipedia.org/wiki/Customer_experience

external

interactions How and where the organisation and the customer meet

experiences What the customer takes away from the interaction(s)

touchpointsKey moments in the interactionbetween organisation and customer

internal

Product

Store/branch

Call centre, brochure, etc

Shares in design-led businesses outperform key stock market indices by 200%

Where design is integral, less than half of businesses compete mainly on price, compared to two thirds of those who don’t use design

On average, design alert businesses increase their market share by 6.3% through using design

Organisations understand the business value of creating great customer experiences

This sounds vaguely interesting Iain, but what the heck has all this got to do with intranets?

Great customer experience is only sustainable if you create a great staff experience

the customer experience is only the tip of the iceberg

staff experiences are often very messy

duct tape

experiences

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Customer experience can be shallow in executionOnly treating customer channels not the staff experience

external

interactions How and where the organisation and the customer meet

experiences What the customer takes away from the interaction(s)

touchpointsKey moments in the interactionbetween organisation and customer

external

interactions How and where the organisation and the customer meet

experiences What the customer takes away from the interaction(s)

touchpointsKey moments in the interactionbetween organisation and customer

internal

systemsTechnology and infrastructure that a company relies upon to operate

channelsMedium with which the organisation communicates with their customers

processWays of working. The policies thatguide how the business is run

external

interactions How and where the organisation and the customer meet

experiences What the customer takes away from the interaction(s)

touchpointsKey moments in the interactionbetween organisation and customer

internal

systemsTechnology and infrastructure that a company relies upon to operate

channelsMedium with which the organisation communicates with their customers

processWays of working. The policies thatguide how the business is run

service design

service design...is holistic, not about channels

is people-centred, not just customer centred

is about the tangibles and intangibles

is about things that occur over time

is about solving complex and political problems

Internal

External

TangibleIntangible

Internal

External

TangibleIntangible

Menu

Website

Brochure

Ticket stub

Packaging

Store layout

iPhone App

Application form

Queues

Internal

External

TangibleIntangible

Menu

Website

Brochure

Ticket stub

Packaging

Store layout

iPhone App

Application form

Time

Emotion

Temperature

Intent

Queues

Space

WaitingAmbiance

Brand

Tangible

Intangible

Internal

External

TangibleIntangible

Intranet

CRMs

Processes

Role

Goals

Principles

Strategy

Menu

Website

Brochure

Ticket stub

Packaging

Store layout

iPhone App

Application form

Time

Emotion

Temperature

Intent

Queues

Space

WaitingAmbiance

Brand

The best way to get started...

Service mapping

Customer experience

Physical artefacts

Onstage actions

Backstage actions

Systems

Line of interaction

Line of visibility

Line of internal interaction

Andy Polaine, Service Blueprint +

Implications of service design for intranet teams

Service design...

changes the silo-ed way in which things are designed

Service design...

reframes projects in terms of organisational objectives

Service design...

connects internal things with the “more valued” external things

Service design...

makes fuller use of what you know and learn

Service design...

involves collaboration and facilitation

Start a conversation about service design within your organisation by mapping a service

Have a read of some service design literature

Talk to me or my colleagues at Meld Studios

Thoughts or questions?

Iain BarkerPrincipal, Meld Studios

iain@meldstudios.com.au

@iain_barker