Embed Size (px)
DESCRIPTION
Service design has been proven to work both in hands-on development projects and as a tool for strategy creation. We will discuss how a co-created customer experience strategy supports and facilitates internal change. Also, the presentation gives insights into the disappearing boundaries between brand, communication and service.
Citation preview
13.11.2013
ABB | Laura InveniusN2 Nolla | Lotta Buss
Service design as a tool for strategy creation
O
Outcomes4
Tools3
Process and Methods2
1ABB and N2 Nolla
ContentKey insights5
Summary6
O
ABB & N2 Nolla
About us
ABB Drives are devices that are used to control the speed of an electrical motor, either an induction motor or a synchronous motor.
O
*
O
O
Creating better customer experiences in digital touchpoints
O
Process & Methods
O
Co-creation is the most powerful way to build internal commitment
Service
DesignerDigital
MarCom
Mark.Dir.
Sales Dir.
ProductMngmt
CountryMarCom
MarketResearcher
DigitalStrategist
JuniorServ.Des.
O
Building blocks of the project
1. Personas
2. Journeys & Gap analysis
3. Contents & Channels
4. Tools and Services
0. Data and current state analysis
5. Road Map
O
The process
Brief Insights (internal and external) Solutions ExecutionValidation
12/2012 1-4/2013 4-5/2013 8/2013 >>
INTERNAL
EXTERNAL
Goals and guidelines:
Business goals Project goals Brand guidelines
O
Background information:
BenchmarkingCompetitor analysisCustomer researchNPSMarket outlook
O
Internal insights:
Factory tourDiscussions with salesDiscussions with product management
O
External insights from 8 countries:
Discussions with end-customersDiscussions with partnersDiscussions with OEMs
O
Co-creation:
Global telco (current state analysis)
Global 2 day workshop with country organisations (creating together)
Finalizing workshop with core-team
O
O
Tools
“Everything should be made as simple as possible, but not simpler.”-Albert Einstein
O25.9.2013
Personas – Relevant contents and channels
CHRIS THE SALES GUY BOB THE ENGINEER JOHNNY THE MANAGER
Personas cluster information about customers and partners
O
O25.9.2013
Buyers’ Journeys –Context and place
Buyers’ journey and gap analysis map out problems and challenges in interactions
Gap
Gap
Expectation Experience
Gap
Buyers’ journey and gap analysis map out problems and challenges in interactions
Gap
Gap
Expectation Experience
Gap
What do we have? What are we lacking? How should we proioritize?
Design driver – Reduced customer effort is the most significant value creator
O
Outcomes
Contents: 12 topics on three levels
O
Contents: 12 topics on three levels1. MUST HAVE INFORMATION4 topics
2. EDUCATIONAL AND ADDITIONAL INFORMATION4 topics
3. FORWARD LOOKING INFORMATION4 topics
value adding
sharable
O
O
Channels in the digital ecosystem
Paid Owned Earned
ABB.com
FacebookLinkedIn
Responsive scalability to mobile
Social ads
DisplaySEM
Mobile ads
Search visibility,PR
Shares, blogs
Mobile search
visilibity
News-letterCustomer communi-
cation
Sales tools
O25.9.2013
Contents
Channels
11 Prototypes
of tools and
services
11 PROTOTYPESOF TOOLS &SERVICES
Type of motor
12 kW of energy is saved
!ipsum
"Labore
#Tempor
$Dolore
%Amet
Choose your industry
motor size
! Advanced filters
%Dolore
%Amet
%ipsum
%Labore
& See breakdown
Type of motor
12 kW of energy is saved
!ipsum
"Labore
#Tempor
$Dolore
%Amet
Choose your industry
motor size
! Advanced filters
%Dolore
%Amet
%ipsum
%Labore
& See breakdown
360°
ACS360Lorem ipsum dolor sit amet, consectetur adipisicing
elit, sed do eiusmod tempor incididunt ut labore et
dolore.
! Fact sheet " Images # Buy
See similar drives (12)$ Modify your search
ACS360Lorem ipsum dolor sit amet, consectetur adipisicing elit
Order placement
Order confirmation and delivery time estimate
Order status from Log-in service
Push information about product being packed
Push information about received order
Thank you and feedback as push message
Type of motor
12 kW of energy is saved
!ipsum
"Labore
#Tempor
$Dolore
%Amet
Choose your industry
motor size
! Advanced filters
%Dolore
%Amet
%ipsum
%Labore
& See breakdown
11 PROTOTYPESOF TOOLS &SERVICES
Type of motor
12 kW of energy is saved
!ipsum
"Labore
#Tempor
$Dolore
%Amet
Choose your industry
motor size
! Advanced filters
%Dolore
%Amet
%ipsum
%Labore
& See breakdown
Type of motor
12 kW of energy is saved
!ipsum
"Labore
#Tempor
$Dolore
%Amet
Choose your industry
motor size
! Advanced filters
%Dolore
%Amet
%ipsum
%Labore
& See breakdown
360°
ACS360Lorem ipsum dolor sit amet, consectetur adipisicing
elit, sed do eiusmod tempor incididunt ut labore et
dolore.
! Fact sheet " Images # Buy
See similar drives (12)$ Modify your search
ACS360Lorem ipsum dolor sit amet, consectetur adipisicing elit
Order placement
Order confirmation and delivery time estimate
Order status from Log-in service
Push information about product being packed
Push information about received order
Thank you and feedback as push message
Type of motor
12 kW of energy is saved
!ipsum
"Labore
#Tempor
$Dolore
%Amet
Choose your industry
motor size
! Advanced filters
%Dolore
%Amet
%ipsum
%Labore
& See breakdown
Also redesigns and minor changes can result in great improvements that add customer value
O
What are we doing now?
We have created a digital roadmap including both content topics and tools – external and internal
We are changing from local processes and tools to a global approach if we think it benefits the business
It is a tornado effect: once people figured it out, things have started to happen
Clearly the need has been latent in the organization, but putting it all together started the change process
Renewed website for ABB drives
Renewed internal newsletter for ABB drives
O
From the ABB perspective
Key insights
O
Before
”My customers don’t look for information in web, they just call me”
”People want just technical specs, they don’t need anything else”
”We need only whitepapers, that is the only form of marketing that is needed”
”In B2B business people don’t use social media”
”All I need is a brochure that I can hand out when I’m standing on the event stand. It is an easy way to reach customers when they are passing by.”
”You can’t find anything on our site”
”Thought leaders – we? We don’t really know what will happen in the future. Do we?”
O
After
We know who the customer personas are and what they are like We know different stages of
buyers’ journeys and understand what they mean
We understand and accept differences between different personas
We have identified different channels and created content plans for these channels
We know what they are looking forThe most important fact is, however, that we all talk about the same things, based on the facts that we learnt directly from customers
O
Comments from co-workers
“Thanking you very much for building up a valuable web marketing ABB benchmark, which has now proven to be a key resource regarding our local projects.
“I have found a treasure today – your strategy presentation
“Thank you so much for sharing generously, it is a benchmark in ABB and many findings can certainly be applied to other business units as well.
O
Summary
INTERNAL CHANGEThere was little internal
change resistance due to the co-creative nature of the
project. Also, outcomes are easier to implement and
follow through.
O
SHARED FOCUSCustomer centricity gave internal stakeholders a
common ground, a common language and a shared
understanding of the direction.
O
BRAND FROM A CUSTOMER
PERSPECTIVEOur solution design reached a new level when we tried not to think in organisation silos, but
kept focus on customers’ image of the brand. Tools,
communication and services create together a total customer experience.
O
