Do you offer a service just like everyone else?
There is a better way to do business.
We call it humanising services
Turns out it is more profitable too!
www.strategicservicedesign.com.au
www.strategicservicedesign.com.au
Do you assume what your customers want?
We get up close and personal
They will show you
www.strategicservicedesign.com.au
We close the gap between what your customer dreams will be their experience, and
what you deliver.
www.strategicservicedesign.com.au
We call this approachStrategic Service Design
We humanise services
By defining the experience you want customers to have you can Create great points of difference
• Save time• Effort• Make things a little easier• Don’t frustrate and alienate them• Anticipate and delight them• Surprise them, Amaze them
www.strategicservicedesign.com.au
We use strategy insight,
empathy, and action
We work with service based
companies who wish to create a
purposeful delightful customer journey as
their point of difference
www.strategicservicedesign.com.au
Can you tell a story from your customers
point of view?
Speak to your customers in a way
they understand
www.strategicservicedesign.com.au
You can change how customers feel about you
It does require a customer mindset,
we call this customer centricity
www.strategicservicedesign.com.au
Could be implemented on a tiny scale or across
an entire corporation
We believe the little things can make a big
difference
www.strategicservicedesign.com.au
Marketing has changed.Customers are in the
driver seat.We need to give your
customers and employees a reason to
talk about you!
www.strategicservicedesign.com.au
Your customers and employees are part of the
process
We can feel if we are all on the same team
www.strategicservicedesign.com.au
only 40% of employees are fully committed to helping their companies succeed, 54% will do something good for the company even if it’s not expected, and 26% are likely to look for a new job within six monthsJan 2012 Employee Benchmark Study.
How will you know it is working?
You can either exceed customer expectations or fall short. Meeting them is means you are invisible.
89% if customers are lost after a negative customer
experience
86% said they would pay more for a better
customer experience58% said they would
recommend companies that delivery customer
experiences that are superior to others
Gartner
• Happy customers are loyal customers• Earn the right to upsell and cross sell• Word of mouth marketing • Increase marketing effectiveness • Lead the market• High value customers (CLV)• Increase the value you create• Nurturing campaigns cost less and
generate 50% more leads (Forrester)• Less staff churn• More productivity
www.strategicservicedesign.com.au
Our Process
We follow a service design approach to creating a remarkable customer experience. This starts with understanding your current strategy and moves into understanding your customers. We move from insight to empathy as we step into your customer and employee shoes to design pragmatic steps in the customer journey
• Brand Strategy – delivering on what you stand for
• Customer Experience strategy – your plan based on clear values
• Digital Strategy – touch points to deliver
Understand
• Audit of current journey• Research customer journey
and feedback Mechanisms• Staff Customer centricity and
insight – connectedness and insight shared across the whole team
Insight/ Empathy
• Clear Mission• Design the experience in
pragmatic steps – best practices
• Focus on target segments and these buyer personas
• Start with low hanging fruit• Priorities ambitious initiatives• Tools and training for staff
alignment
Action
Strategic Design Process
www.strategicservicedesign.com.au
What will happen if you don’t do it?
Nothing. Absolutely nothing.
It is not all about you. It is all about them
www.strategicservicedesign.com.au
More than 60% who had a bad experience with a fast food chain, credit card issuer, rental car agency, or hotel cut back on their spending, and many stopped completely.
But service recovery helps. For every level of improvement in how they responded to a bad experience, companies were rewarded with more sales. Unfortunately, firms aren’t very good at service recovery.
Temkingroup Research Dec 2012
About Dan MacInnis
I am a customer centric marketer and assist organisations improve their marketing by creating a purposeful customer journey that delights customers and employees.Strategic Service Design involves strategy, insight, empathy and action. My goal is to help service organisations become more customer centric and humanise services. I have worked for large corporates for over 10 years and in marketing for over 20. I have always had a passion for the “why” of marketing and being customer centric now matters more than ever.
www.strategicservicedesign.com.au