client service design
TRANSCRIPT
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Client service design.
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WTF?
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Private & confidential@ ryanghall
Private & confidential@ ryanghall
Private & confidential@ ryanghall
Private & confidential@ ryanghall
Who am i?
nice agency
nice agency
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Private & confidential@ ryanghall
Private & confidential@ ryanghall
Private & confidential@ ryanghall
What is client service design?
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Traditional service design
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Private & confidential@ ryanghall
Focuses on customer development
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by improving the customer-facing front-end
experience (ie: UX design)
Focuses on customer development
by improving the customer-facing front-end
experience (ie: UX design)
Focuses on customer development
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AND by designing the backend infrastructure
(ie: logistics processes, data management,
continuous improvement processes, etc.)
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How is it different?
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Private & confidential@ ryanghall
It’s wider in scope than
traditional Service Design
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Private & confidential@ ryanghall
Just like service design it
focuses on improving the
service experience for
OUR customer
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Private & confidential@ ryanghall
but we also...
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Private & confidential@ ryanghall
improve the service experience
for our customer (the client)
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Private & confidential@ ryanghall
improve the service experience
for our customer (the client)
consciously create a
learning experience for the
internal stakeholders
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&
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Why use client service design?
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Empowerment
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We encourage collective problem-solving
and enhance creative confidence by
allowing all stakeholders to have a say in
the final solution
1. Empowerment
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Dialogue
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By creating an environment that allows
open dialogue, we can explore a wider
array of ideas, and by the process of
natural selection, we get to a stronger
cohesive solution by the end
2. Dialogue
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Buy-in
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Stakeholders who actively take part in
the creative process, have ownership of
the final solution and therefore they will
become advocates of both our outcome
and our process
3. Buy-in
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Partnership
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A well designed learning experience
builds strong partnerships with clients
as they not only get the job done, but
also develop new skills in
the process.
4. Partnership
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How to do client service design.
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Customer facing components
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We keep what works in traditional service design to create the customer facing components:
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We keep what works in traditional service design to create the customer facing components:
USER TESTING
shadowing, focus groups, user interviews, concept tests, usability test, contextual research etc.
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We keep what works in traditional service design to create the customer facing components:
USER TESTING HOLISTIC
DESIGN
shadowing, focus groups, user interviews, concept tests, usability test, contextual research etc.
of the backend infrastructure and fronted
user experience = service
blueprint, customer journey mapping, flow
analysis, IA design etc.
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We still keep what works in traditional service design to create the customer facing components:
USER TESTING HOLISTIC
DESIGN
CONTINUOUS
IMPROVEMENT
shadowing, focus groups, user interviews, concept tests, usability test, contextual research etc.
of the backend infrastructure and fronted
user experience = service
blueprint, customer journey mapping, flow
analysis, IA design etc.
based on system performance and
customer satisfaction
feedback = benchmarking, usability
analytics, NPS surveys,
A/B testing etc.
and we widen our scope by
designing the client-facing
aspects of the design process
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CLIENT = USER
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Private & confidential@ ryanghall
DEFINE
Identify business objectives
and goals
Get to know the clients details -
understand their needs and
expectiations; review the operating
model and existing processes
Map out the ecosystem - explore key
touchpoints and interactions at
project or programme level (eg where
to involve senior project sponsors &
compliance, third parties)
DESIGN
Develop ‘Process priciples’ for how we
will work together to create experiences
Create the vision - sketch high level
programme outline to meet client needs
Validate and iterate with client
Create a roadmap and define what
steps are needed to get there
DE
FIN
E
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@ ryanghall
ITERATE
DE
SIG
N
DE
FIN
E
Increase the fidelity of your plan,
change what doesn’t work
Constant communication and
validation with the client to ensure
the process is meeting their needs
Continuous iteration of
process for the best result
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What does this look like?
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FIRST CONTACT NURTURING LOW
CONTACT
CONTACT TIME
POST PROJECT
HIGH CONTACT
FIRST PROJECT VISITS RETAINER
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And all else will follow
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So?
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Creativity is not just for creatives
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Private & confidential@ ryanghall
There is no such thing as a bad idea
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The experience belongs to everyone
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The client is your friend
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Private & confidential@ ryanghall
Private & confidential@ ryanghall
Thank you.
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