introduction to service design
DESCRIPTION
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=o84IbnUhFDoTRANSCRIPT
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/zapposPhoto 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
10
X 1,000,000,000
Zappos is a service company that happens to sell shoes
Photo from http://www.flickr.com/photos/lachlanhardy/83702051/
What’s the best service experience you've ever had?
What’s 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
Advertising
A service is often made up of several interactions using a range of touchpoints over time
Website
Customer-facing staff
Communications
Physical environments
Support meGuide meInform meEngage me
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
ServiceDesignProcess
ServiceDesignProcess
ServiceDesignProcess
ServiceDesignProcess
ServiceDesignProcess
ServiceDesignProcess
Personas
ServiceDesignProcess
Target increase Actual increase
Page views 10% 25%Page views (by staff) 10% 32%
Experience prototypes
ServiceDesignProcess
What’s 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 USDSaks = $362
Best Buy = $930
Tiffany & Co = $2,666
Apple = $4,032From http://money.cnn.com/magazines/fortune/fortune_archive/2007/03/19/8402321/index.htm
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:1. A service is made up of several
interactions using a range of touchpoints over time
2. You can’t provide world-class customer service unless you intentionally design the experience
3. Service Design helps design from the “outside in”, and create brilliant customer experiences
guardian.co.uk/service-design
ThanksTrent MankelowOptimal Usability
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