service design: differentiate or die
TRANSCRIPT
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Service design: Differentiate or die
Erlend T. Hovgaard Consultant, Creuna Norge
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It’s time to advance from service design focused on sheer customer orientation and simplification. Only unique brand experiences can build enduring competitive advantages.
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Service design must differentiate, not only improve and patch up across the board
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Only
60% have a clearly defined target group
Source: Forrester, 2010, survey of US CX leaders
Only
45% let brand strategy steer design and development of services
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Services are often developed to improve across the board...
More customized 3
More innovative 2
Cheaper and simpler 1
Benchmark
(operational excellence) (product/service leadership) (client intimacy)
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...but should first and foremost be built on what makes you unique
Benchmark
More customized 3
More innovative 2
Cheaper and simpler 1
(operational excellence) (product/service leadership) (client intimacy)
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Darker colours You’re basically free to use the different
saturations of the colours, but we still recommend these second to darkest ones
Our five basic colours Yellow, Blue, Red, Green and Grey
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It’s better to be loved by a few than being liked by many
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Define the ideal total brand experience
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Customer needs
Current customer experience
Brand’s position
Ideal brand experience
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“It’s not the consumers’ job to know what they want” - Steve Jobs
Page 8
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The Michelin Guide: Extra service to provide ”Better Mobility” in line with the brand
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”the story of Lego is a modern international example of the art of understanding your own core business. you find out what you do better then others, and build your business around that. - Niels Lunde, Author of The Miracle at Lego
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”inspire and develop the builders of tomorrow”
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Size of image=1500x844 px (2000x1126 px for even better quality)
One last tip
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Jot down ideas of extra services that can add value to a customer’s experience of a car repair shop – before, during and after
Before
During
After
Left side of the audience:
Cheaper and simpler
1
Value proposition: The simplest, fastest and most affordable way to fix most defects on common cars.
Right side of the audience:
More customized 2
Value proposition: You can be assured that we’ll take full care of all your automotive needs.
Workshop exercise:
Change background colour 1. Click on slide
2. Choose Format Background 3. Select Fill and choose your colour and click OK
Make a new slide to add or change the icons by using graphics from www.iconmonstr.com
Our five basic colours Yellow, Blue, Red, Green and Grey
These are the colours we use for backgrounds
Darker colours You’re basically free to use the different saturations
of the colours, but we still recommend these second to darkest ones
Takk for meg! Erlend T. Hovgaard
hovgaards.com [email protected]
/erlendhovgaard +47 99 35 39 89 @erlendhov
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