Joel BaileyDirector of Service DesignCapita
Or go home
“One of the best performing FTSE’s
for the past 25 years”
Employee of the month
“Service design fizzles out”
Employee of the month
“One of the best performing FTSE’s
for the past 25 years”
Inside the bubble
Outside the bubble
HOW WE CONNECT TO THE OPERATION
Horizontal Strategy
Verticals Culture
Full consideration of the business
implications of the design
Full consideration of the design Products
Change
Depth
Need for grit
We need to get our hands dirty
We need to get our hands dirty
HOW WE CONNECT TO THE NUMBERS
Happiness
Happiness
The customer
The client
Revenue
Happiness
Cost
Create the conditions for profitable customer behaviours
(Why don’t we have client personas on our walls?)
HOW WE CONNECT TO THE CLIENT’S PAIN
Continuousserviceimprovement
• Reactive• Incremental• Cut cost of supply• Moderate savings• Low risk
Boring
Continuousserviceimprovement
Service innovation
• Proactive• Step change practice• Anticipated savings• Large risk
• Reactive• Incremental• Moderate savings• Low risk
ScaryBoring
Continuousserviceimprovement
Service innovation
• Proactive• Step change practice• Significant savings• Medium risk
Radical service improvement
• Proactive• Step change practice• Anticipated savings• Large risk
• Reactive• Incremental• Moderate savings• Low risk
Essential ScaryBoring
Radical service improvement
Reduce the 25-75% failure demand
Get value demand to low-cost channel
Handle all value demand right first time
1. 2. 3.
Help the customer do what we need them to do,
in a way that they want to do it
1. Go deeper into operational change
2. Turn customer experience into numbers
3. Focus on the real client pain points
Where does service design fizzle out?
@joelbaileyuk
