service design 201: innovating and improving the customer experience
TRANSCRIPT
![Page 1: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/1.jpg)
Service Design 201: Innovating and
Improving the Customer Experience
![Page 2: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/2.jpg)
Welcome
Today’s presentation is brought to you by
Bluespire Marketing
2
![Page 3: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/3.jpg)
Today’s Presenter
Laura Andersen
Financial Services Design Strategist
Bluespire Marketing
3
Twitter: @LA0811
bluespiremarketing.com
@BluespireMktg
![Page 4: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/4.jpg)
Service Design 201 Agenda
What is service design
Service design in financial services
Your service design toolkit
Helpful resources to use
Q&A
4
![Page 5: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/5.jpg)
WHAT IS SERVICE DESIGN
![Page 6: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/6.jpg)
What is Service Design?
If you asked 10 people what service design is, you would
end up with 11 different answers—at least.
- This is Service Design Thinking
Service design helps to innovate or improve services to
make them more useful, usable and desirable for clients;
and efficient and effective for organizations. It is holistic,
multi-disciplinary and integrative.
- Stefan Moritz, service designer
6
![Page 7: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/7.jpg)
What is Service Design?
Design
Thinking
Customer
Experience
Design
Human-
centered
Design
• Coined in 1987 by
Peter Rowe
• Adapted for business
by David Kelley in
1991 at IDEO
• Based on user-
centered design
• Also used by IDEO as
foundation of problem-
solving process
• A less formalized
approach that emerged in
response to increasing
focus on customer
experience in the ‘00s
Service
Design
• Defined in the 80s in a
marketing context
• Established as academic
discipline at Koln Int’l
School of Design in 1991
7
![Page 8: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/8.jpg)
What It Boils Down to . . .
Humans first
8
![Page 9: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/9.jpg)
SERVICE DESIGN IN
FINANCIAL SERVICES
![Page 10: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/10.jpg)
Complexity Dichotomy
Technology has made providing financial
services more complex
Customers’ expectations are that
technology make things simpler
10
![Page 11: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/11.jpg)
Our View
11
Financial
Institution
![Page 12: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/12.jpg)
Customer’s View
12
My Bank/
Credit Union
![Page 13: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/13.jpg)
Empathizing with Customers
It’s critical to understand our customers as
people with rich and complicated lives
Customers are as diverse as any
population, but share common goals:
Make it easy
Help me when I need it
Be trustworthy
13
![Page 14: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/14.jpg)
Seeing Service in Their Context
We get so little of our customers’ time and
attention to begin with
They must be able to complete their
task/transaction (regardless of complexity)
simply and efficiently
14
![Page 15: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/15.jpg)
Empathizing with Employees
As important as understanding customer
context and needs is understanding
employee needs
Do employees have tools and resources to
deliver service expected of them?
15
![Page 16: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/16.jpg)
Across Touchpoints, Over Time
Our relationships with our customers and
clients are not transactional
We have as many opportunities to impress
our customers as to frustrate them
16
![Page 17: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/17.jpg)
Across Touchpoints, Over Time
“Little moments of wonder (like this app
offers)—a simple way of making an everyday
problem seem more manageable—are at the
heart of service design.”
- Lauren Ravazi, The Guardian, “How to design a
business that charms customers”
http://www.theguardian.com/small-business-network/2015/nov/16/how-to-design-business-delights-customers 17
![Page 18: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/18.jpg)
SERVICE DESIGN TOOLKIT
![Page 19: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/19.jpg)
Service Design Tools
19
![Page 20: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/20.jpg)
Quantitative: What & When
Voice of the customer
Behavioral data mining
Net promoter score
Application analytics
Marketing measurement
Satisfaction surveys and scores
20
![Page 21: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/21.jpg)
Using Quantitative Data
21
![Page 22: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/22.jpg)
Qualitative: Why
Outputs and insights of the quantitative
research guide our qualitative approach
The qualitative phase is where we begin
uncovering the “Why” of the challenge
we’re facing
22
![Page 23: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/23.jpg)
Service Safari
Understand the
environment that the
challenge exists in:
Visit branches
Listen to customer
service calls
Talk to people where
they are
23
![Page 24: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/24.jpg)
Persona Development
Personas are tools
we use in service
design to ensure
we’re telling the story
from a developed
human perspective
24
![Page 25: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/25.jpg)
Journey Mapping Workshops
Highly collaborative in nature
Sessions help people within organizations who may not have
many chances to work together, but whose responsibilities are
dependent, discover challenges and opportunities together
25
![Page 26: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/26.jpg)
Journey & Experience Maps
26
![Page 27: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/27.jpg)
Journey & Experience Maps
27
![Page 28: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/28.jpg)
Journey & Experience Maps
28
![Page 29: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/29.jpg)
Visualizing
Let’s create a MASCOT
Pink bunny
Cute pink nose
Whiskers
A big smile
Buck teeth
29
![Page 30: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/30.jpg)
Visualizing
Let’s create a MASCOT
Pink bunny
Cute pink nose
Whiskers
A big smile
Buck teeth
30
![Page 31: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/31.jpg)
Visualizing
Let’s create a MASCOT
Pink bunny
Cute pink nose
Whiskers
A big smile
Buck teeth
31
![Page 32: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/32.jpg)
Visualizing
Let’s create a MASCOT
Pink bunny
Cute pink nose
Whiskers
A big smile
Buck teeth
32
![Page 33: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/33.jpg)
Prototyping
The goal of prototyping is to give people
something tangible to respond to
33
![Page 34: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/34.jpg)
Lo-fi Prototyping
34
![Page 35: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/35.jpg)
Service Prototyping
35
![Page 36: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/36.jpg)
Interactive Prototypes
36
![Page 37: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/37.jpg)
Physical Space Prototyping
http://www.core77.com/posts/20435/If-You-Give-Continuum-800-Sheets-of-Foam-Core 37
![Page 38: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/38.jpg)
HELPFUL RESOURCES
![Page 39: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/39.jpg)
Empathy Map
39
![Page 40: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/40.jpg)
Rapid Persona Template
40
![Page 41: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/41.jpg)
Additional Resources
This is Service Design Thinking, Stickdorn and
Schneider
Gamestorming, James Macanufo, David Gray,
and Sunni Brown
Stanford dSchool tools:
http://dschool.stanford.edu/use-our-methods/
www.servicedesigntools.org
41
![Page 42: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/42.jpg)
Additional Resources
Us! bluespiremarketing.com, 800.727.6397
42
![Page 43: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/43.jpg)
WRAP-UP / QUESTIONS
![Page 44: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/44.jpg)
Thanks for Joining Us Today!
44
We’ll be posting the recording and slides of the
webinar on our blog later this week. You’ll
receive a follow-up email once the link is live.
Stay tuned for details on our 2016 webinars!
http://www.bluespiremarketing.com/blog/October-2015/service-design-101-webinar
![Page 45: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/45.jpg)
Questions?
45
![Page 46: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/46.jpg)
46
Thank You for Attending!
Laura Andersen
Financial Services Design Strategist
Bluespire Marketing
46
Twitter: @LA0811
bluespiremarketing.com
@BluespireMktg
![Page 47: Service Design 201: Innovating and Improving the Customer Experience](https://reader031.vdocuments.mx/reader031/viewer/2022022414/588335041a28abaf6f8b5c85/html5/thumbnails/47.jpg)