Download pdf - Nuremberg Service Design Drinks #1

2016 Service Design Drinks #1

21 January 2016Nuremberg

Marc Stickdorn

Nuremberg

Service Design Drinks #1

21 January 2016 Marc Stickdorn

Nuremberg & Service Design?

Nuremberg




Nuremberg



Adam Lawrence and Markus Hormeß WorkPlayExperience


Nuremberg




Nuremberg




Nuremberg




Nuremberg




Nuremberg




Nuremberg



WISELY THE FORCE YOU MUST USE.

photo Credit shutterstock / CTR Photos


Nuremberg



89% of companies expect to compete mostly on the basis of customer experience by 2016 – vs. 36% four years ago. *Gartner Research, 2015

Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year because of defections and abandoned purchases. Forbes, 2013

Customer power has grown, as 73% of firms trust recommendations from friends and family, while only 19% trust direct communication.

Forrester report: “Consumer “Ad-itudes” Stay Strong”, 2012

86% of consumers will pay more for a better customer experience. RightNow Customer Experience Impact Report, 2011

“CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”*

Nuremberg



78.4 % ARE SATISFIED WITH YOUR PRODUCT. YEAH, NUMBERS.NOW WHAT?

Nuremberg



TALK TO YOUR F***ING CUSTOMER.REALLY.

Nuremberg



A CUSTOMER JOURNEYFROM THE PERSONA PERSPECTIVE

Nuremberg



A CUSTOMER JOURNEYFROM THE PERSONA PERSPECTIVE

… or as some might call it: “slipping into your customer’s shoes.”

Nuremberg



PERSONAJake

30Male German

“Don’t believe the hype!”

Nuremberg



PERSONA

“Don’t believe the hype!”

User/customer stereotypes based on research

Jake

30Male German

Nuremberg



The story of Jake and his old TV set … A TV set is a product, right?

Nuremberg



JAKE

1 That old TV set breaks down

1

Nuremberg



JAKE

2 Reading advertisements in print media

1 2

Nuremberg



JAKE

3 Looking for offers online

2 31

Nuremberg



JAKE

4 Reading online reviews

42 31

Nuremberg



42 3

JAKE

5 Collecting information in store

5

Nuremberg



43 5

JAKE

6 Comparing prices on mobile device

6

Nuremberg



4 5 6

JAKE

7 Buying new TV set in store

7

P R E - S E R V I C E P E R I O D S E R V I C E

Nuremberg



5 6 7

JAKE

8 Transportation home

8


Nuremberg



6 7 8

JAKE

9 Setting up the new TV set

9


Nuremberg



7 8 9

JAKE

10 Using TV set for the first time

10

S E R V I C E

Nuremberg



8 9 10

JAKE

11 Writing a review online

11

S E R V I C E

Nuremberg



9 10

JAKE

12 Using TV set after a month

S E R V I C E

11 12

Nuremberg



10 11 12

JAKE

13 Using TV set after a year

S E R V I C E

13

Nuremberg



11 12 13

JAKE

14 Recommending friends

S E R V I C E

14

Nuremberg



42 3 5

11 12 13 14

6 7 8 9 10

1

Nuremberg



And this is just a high-level perspective …

Nuremberg



Each touchpoint can be separated into smaller steps …

9

UNPACKINGARRANGING

GETTING RID OF OLD STUFF

SETTING UP CHANNELS

TIDY UP LIVING ROOM

CONNECT TO WIFI

SOFTWARE UPDATE

SET UP CABLES

Nuremberg



A SWIMLANE DIAGRAM FORUnderstanding channels

Nuremberg



A SWIMLANE DIAGRAM FORUnderstanding channels

Nuremberg



INTRODUCINGKLAUS

Cool!

Nuremberg



A SWIMLANE DIAGRAM FOR &Understanding channels

Nuremberg



16 17 18

JAKE

21

KLAUS

3

Nuremberg



16 17 18

JAKE

21

KLAUS

3

social media

Nuremberg



POSITIVE social media

Nuremberg




Joshie, the giraffeImages: www.huffingtonpost.com/chris-hurn/

stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg




Joshie, the giraffe

Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg




Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg



NEGATIVE social media

Nuremberg



Dave Carroll – United breaks guitars

14.000.000+Nuremberg



Dave Carroll – United breaks guitars

14.000.000+Nuremberg



CUSTOMER SATISFACTION

EXPECTATIONS VS. EXPERIENCES

Nuremberg




1 2 3 4 5 6 7 8 9 10

P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E

Expectations Experiences Satisfaction

Nuremberg




1 2 3 4 5 6 7 8 9 10



Nuremberg





1 2 3 4 5 6 7 8 9 10


Nuremberg





1 2 3 4 5 6 7 8 9 10


Nuremberg





1 2 3 4 5 6 7 8 9 10


Nuremberg





1 2 3 4 5 6 7 8 9 10


Nuremberg



EMOTIONAL JOURNEY

1 2 3 4 5 6 7 8 9 10


JAKENuremberg



EMOTIONAL JOURNEY

1 2 3 4 5 6 7 8 9 10


JAKEKLAUSNuremberg



EMOTIONAL JOURNEY

1 2 3 4 5 6 7 8 9 10


JAKEKLAUSLAURANuremberg



EMOTIONAL JOURNEY

1 2 3 4 5 6 7 8 9 10


JAKEKLAUSLAURA

When do you measure customer satisfaction?

Nuremberg



1 2 3 4 5 6 7 8 10


JAKEKLAUSLAURA

EMOTIONAL JOURNEY

89,7 % of our customers rate our service: “very good”.

9

Nuremberg



CHALLENGE YOUR F***ING

ASSUMPTIONS!DO RESEARCH!

Nuremberg



QUALITATIVE

QUANTITATIVE

Nuremberg



Big Data

Customer segmentation

A/B testing Heatmaps

Conversion analysis

Surveys Tracking

… AND MANY MORE

QUALITATIVE

QUANTITATIVE

Contextual interviews

Participant observation

Non-participant observation

Self-documentation

WorkalongCultural probes

… AND MANY MORE

Nuremberg



methods, data types, researchers

1. TRIANGULATE! 2. TRIANGULATE! 3. TRIANGULATE!

Nuremberg



Mobile EthnographyWELCOME THE NEW CREW MEMBER

since 2008

Nuremberg



BASE YOUR CUSTOMER JOURNEY

ON F***ING RESEARCH!

Nuremberg



#servicedesign

Nuremberg



#servicedesign

Nuremberg



PRODUCT OR SERVICE?

Nuremberg



THE SERVICE BEHIND THE PRODUCT

Nuremberg



Value-in-Exchange

GOODS-DOMINANT LOGIC

Nuremberg



A D V E R T I S E M E N T S

ADVERTISEMENTS

Nuremberg



MOMENT OF SALE

A D V E R T I S E M E N T S S A L E S

moment of sale

Nuremberg



AFTER SALES

A D V E R T I S E M E N T S A F T E R S A L E SS A L E S

after sales (service)

Nuremberg



Value-in-Exchange Value-in-Use

SERVICE-DOMINANT LOGIC

Nuremberg



HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY

P R E - S E R V I C E


P O S T - S E R V I C ES E R V I C E

S A L E A F T E R

Nuremberg



HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY

P R E - S E R V I C E


P O S T - S E R V I C ES E R V I C E

S A L E A F T E R

moment of sale after sales

Nuremberg



Value co-creation

SERVICE-DOMINANT LOGIC

Nuremberg



“We don’t think of the Kindle Fire as a tablet. We think of it as a service.”— Jeffrey Bezos, September 2011

Founder and CEO of Amazon.com

THINK IN SERVICES

Nuremberg



“The battle of devices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device, but developers, applications, ecommerce, advertising, search, social applications, location-based services, unified communications and many other things.

Our competitors aren’t taking our market share with devices; they are taking our market share with an entire ecosystem. This means we’re going to have to decide how we either build, catalyse or join an ecosystem.”

— Stephen Elop, February 2011 CEO of Nokia

THINK IN SERVICE ECOSYSTEMS

Nuremberg



CA B

A SERVICE ECOSYSTEM

Nuremberg



CA B

A SERVICE ECOSYSTEM

JAKE

KLAUS

Nuremberg



CA B

REV

A SERVICE ECOSYSTEM

WIFI

TRANS

JAKE

PAYTV

KLAUS

POST

SHOP

PRICE

Nuremberg



KLAUS

EMPLOYEES

PARKING LOT

ONLINE SHOP

LOGISTICS

MAINTENANCE

A SERVICE ECOSYSTEM

TRANS

JAKE

SHOP

Nuremberg



KLAUS

EMPLOYEES

PARKING LOT

ONLINE SHOP

SHAREHOLDERS

LOGISTICS

SUPPLIERS

AUTHORITIES

COMMUNITY

MAINTENANCE

MARKETING

SALES ETC …

A SERVICE ECOSYSTEM

TRANS

JAKE

SHOP

Nuremberg



CA B

REV

A SERVICE ECOSYSTEM

WIFI

TRANS

JAKE

PAYTV

KLAUS

POST

SHOP

PRICE

Nuremberg



#servicedesign

Nuremberg



Service Design is not new.

Nuremberg



Corporate communications Infrastructure Usability

Look and feelTechnical supportCustomer relationship management

Customer support

Point-of-Sales

MARKETING IT DESIGN/UX SALES

Service Design is not new.

Nuremberg



IT

SALES

DESIGN

MARKETING

Nuremberg



Service design is inter-disciplinary.

IT MARKETERMANAGER

SALES DEVELOPERPSYCHOLOGIST

DESIGN

DESIGNER

MARKETING

Nuremberg



Service design is inter-disciplinary.

Nuremberg



Every discipline has its language.

Nuremberg



Service design thinking is a common language.

Nuremberg



Service design thinking is an iterative process.

REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION

Nuremberg



DISCOVER DEFINE DEVELOP DELIVER

The Double Diamond as described by the

British Design Council


Nuremberg




The Squiggle by Damien Newman

from Central Inc.Nuremberg



A JOURNEY MAP IS NOT A

F***ING DELIVARABLE!

Nuremberg



MANY COMPANIES

DESIGN AND BUSINESS SCHOOLS

MBA PROGRAMS

HIGH SCHOOLS

WHO TEACHES SERVICE DESIGN?

Nuremberg



Nuremberg



THANK YOU!

OUT 2016Marc Stickdorn

Markus Edgar Hormeß

Adam Lawrence

Jakob Schneider

Marc StickdornMarkus Edgar Hormeß

Adam LawrenceJakob Schneider

Marc Stickdorn: @MrStickdorn [email protected]

Slides designed by Jakob Schneider: @jakoblies [email protected]

Nuremberg



FURTHER INTEREST?BOOKS

Process & Principles: This is Service Design Thinking by Marc Stickdorn & Jakob Schneider (2010)

Service-Dominant Logic: “The Service-Dominant Logic of Marketing” by Robert Lusch & Stephen Vargo (2006)

Experience Economy: “The Experience Economy” by Joseph Pine II & James Gilmore (1999)

Service Design: “Service Design – From Insight to Implementation” by Andy Polaine, Lavrans Løvlie & Ben Reason (2013)

ONLINE RESSOURCES

twitter: #servicedesign

www.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org www.tisdt.com www.globalservicejam.org

www.smaply.com www.mrthinkr.com www.experiencefellow.com www.marcstickdorn.com

Nuremberg



SERVICE DESIGN

START-UPSNuremberg



VISUALIZE CUSTOMER EXPERIENCE

RESEARCH CUSTOMER EXPERIENCE

Nuremberg

