Introduction to Service Design

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This presentation has been shown three times by Trent Mankelow from Optimal Usability: 23 February 2010 - Wellington 30 March 2010 - Wellington 21 April 2010 - Auckland You can see the video of this presentation in 3 parts at http://www.youtube.com/watch?v=GXitPLqQDxc http://www.youtube.com/watch?v=nj14MWheZ1o http://www.youtube.com/watch?v=o84IbnUhFDo

Text of Introduction to Service Design

  • Trent Mankelow Introduction to Service Design
  • Customer? Customer?
    • "In March of 2003, we made a decision to be about customer service. We view any expense that enhances the customer experience as a marketing cost because it generates more repeat customers through word of mouth"
    • - Tony Hsieh, Zappos CEO
    Quote from http://www.fastcompany.com/fast50_09/profile/list/zappos Photo from http://bondcreative.files.wordpress.com/2009/03/zappos-tony-ceo-shoes.jpg
  • Zappos goal is to make sure every interaction results in the customer saying , That was the best customer service I have ever had
  • From http://trainingtime.wordpress.com/2009/02/27/why-zappos-sent-my-mom-a-get-well-card/
  • Photo from http://scott-allison.net/2009/12/08/culture-at-zappos-and-how-everyone-benefits/
  • New employees are offered $2,000 to quit
    • It's best to know early on if an employee doesn't buy into the vision or the culture, it just makes economic sense
    • - Tony Hsieh, Zappos CEO
  • X 1,000,000,000
  • Zappos is a service company that happens to sell shoes Photo from http ://www.flickr.com/photos/lachlanhardy/83702051/
  • Whats the best service experience you've ever had?
  • Whats the worst service experience you've had?
  • So why is customer service so average?
  • Most companies think inside-out From http://blogs.harvardbusiness.org/merholz/2009/06/a-framework-for-building-custo.html
  • SYSTEMS
  • PROCEDURES
  • TOUCHPOINTS
  • ...Advertising
  • ...Websites
  • ...Customer-facing staff
  • ... Communication and mailings
  • ... Physical environments
  • INTERACTIONS
  • EXPERIENCES
  • What is a service?
    • Intangible
    Product Service Tangible
    • A service is often made up of several interactions using a range of touchpoints over time
    Support me Guide me Inform me Engage me Advertising Website Customer-facing staff Communications Physical environments
  • My TV Buying Experience
  • Your TV is ready to pick up!
  • Photo from http://www.dnzproperty.com/images/objectImages/highres_images/PMC-Noel-Leeming.jpg
  • A new TV!!
  • Customer-facing staff Websites Communications Physical environments Payment systems Packaging
  • Service Design Process
  • Service Design Process
  • Service Design Process
  • Service Design Process
  • Service Design Process
  • Service Design Process
    • From http://servicedesigntools.org
    Service Design Methods
  • Personas
  • Service Design Process
  • Target increase Actual increase Page views 10% 25% Page views (by staff) 10% 32%
    • From http://servicedesigntools.org
    Service Design Methods
  • Experience prototypes
  • Service Design Process
  • Whats the best service experience you've ever had? Photo from www.vernonresearch.com/site-images/FocusGroup.jpg
  • Photo from http://www.eavesconsulting.com/storage/concierge.jpg
  • Photos from www.appleinsider.com
    • Oh, God, we're screwed!...
    • So we redesigned it. And it cost us, I don't know, six, nine months...
  • Photos from http://blogs.eweek.com/applewatch/content/channel/remembering_apples_first_store.html , http://www.baytopiedmont.com/2009/12/16/apple-tysons-corner-i-love-this-place/ and apple.com
  • Photo from http://www.slideshare.net/monstro/customer-service-is-the-new-marketing-next09-hamburg
  • Annual sales per square foot in USD
    • Saks = $362
    Best Buy = $930 Tiffany & Co = $2,666 F rom http ://money.cnn.com/magazines/fortune/fortune_archive/2007/03/19/8402321/index.htm Apple = $4,032
  • In conclusion
    • Transform New Zealand organisations into providers of world-class customer experiences
    Our vision is to
  • Service Design Focus on a single touchpoint Usability User Experience Focus on a single screen Focus on all of the touchpoints that make the entire experience
  • You are here Photo from http://www.hardbrassmedia.com/about.html
  • Three key takeaways:
    • A service is made up of several interactions using a range of touchpoints over time
    • You cant provide world-class customer service unless you intentionally design the experience
    • Service Design helps design from the outside in, and create brilliant customer experiences
  • guardian.co.uk/service-design
  • Thanks Trent Mankelow Optimal Usability [email_address] Sign up to our newsletter at optimalusability.com !