strategy to execution: via service design · 2016-12-11 · strategy to execution // dec, 1, 2016...

1 Strategy to Execution // Dec, 1, 2016 TCBAF + RÊVECOPYRIGHT © 2009-2017 REVE CONSULTING LLC. ALL RIGHTS RESERVED.

TCBAF

STRATEGY TO EXECUTION: VIA SERVICE DESIGN

Dec 1, 2016


SESSION OBJECTIVES

Learn about strategic value of service design

Understand select service design tools

Apply service design to your business!


WE ARE A STRATEGY AND SERVICE DESIGN CONSULTANCY THAT

HELPS PEOPLE AND ORGANIZATIONS INNOVATE AND GROW.


CAPABILITY DESIGN

(building sustainable capabilities in our partner organizations)

STRATEGY

(understanding and determining key strategic

choices)

TECHNOLOGY

(helping to architect and build experiences)

SERVICE DESIGN

DESIGN OPERATIONS

STRATEGY TO EXECUTION VIA SERVICE DESIGN


SERVICE DESIGN PIONEERS

One of a fewService design is a growing,

interdisciplinary field. Rêve

was one of only 23 service

design firms in North

America in a survey

conducted by Forrester.

Forrester Research, Inc.


SERVICE DESIGN DEFINED

DefinitionService design is an interdisciplinary practice for developing holistic

experiences. The discipline uses empathy and human centered design

principles to create meaningful interactions for users, while considering

the people, process and technology needed to bring it to life.

Guiding Principles

1 User centered

Services should be designed through the user’s perspective

2 Empathetic

Solutions should be geared to solve real issues the user has

3 Co-creative

Teams should span across different disciplines and should include users

4 Holistic

Experiences should be designed in their entirety


Time

60% higher satisfaction scores when companies

increase investment in CX*.

Satisfaction94% of customers who

have a low-effort experience will buy from

that same company again.

Retention

27pt

NPS

ReferralNPS is an average of 27

points higher for CX Leaders*

60% 94%

Cu

sto

mer

Exp

eri

en

ce

Customer

Awareness

Company

Advocate

*Over last three years (Strativity, 2009) (CEB, Effortless Experience) *Leaders are companies that score 10% or more above industry average

Temkin Experience Ratings

89% of companies plan to compete primarily by CX differentiation.*Companies in 2014 Gartner survey projecting 2016 CX focus, up from 58% in 2012

SERVICE DESIGN: CX IMPACT


Leaders in

customer experience

outperform the S&P

500 Index by 35

points.

SERVICE DESIGN: BOTTOM LINE IMPACT


OUR ROADMAP FOR THE SESSION


INITIATIVES

CHANNEL

WEBSOCIAL MEDIA

MOBILE/APP

EMAIL

MAIL

CALL CENTERDIRECT SALES

BROADCAST

JOURNEY (VISUAL)

JOURNEY(STEPS)

PROCESS

SYSTEMS

SERVICE DESIGN: JOURNEY + BLUEPRINTCUSTOMER


Customer + Journey Map

Exercise #1


DEFINITION

A journey map distills a person’s interaction (with a product, service, or brand) into key “touchpoints.”

*a touchpoint = a singular interaction between a personand the product, service, or brand


CUSTOMER + JOURNEY MAP

GOALGround perspective in customer’s point of view.

GROUP SIZEIndividual

TIME10 min

HERE’S HOW

1. Determine your ”core customer”

2. Reflect on example customer journey.

3. Map your primary customer journey (focus on 4-6 key touchpoints in journey).

4. Illustrate the experience through pictures of key touchpoints.


SERVICE BLUEPRINT

Exercise #2


DEFINITION

The service blueprint is a technique used for service innovation, as well as diagnosing problems with operational efficiency and can be used for structural change


SERVICE BLUEPRINT

GOALHighlight back stage and key initiatives to drive strategy.

GROUP SIZEIndividual + pairs (time permitting)

TIME20 min

HERE’S HOW

1. Map your key supporting processes

2. Note integral underlying systems leveraged to deliver experiences.

3. Remember that processes and systems can span multiple touchpoints in the journey.

4. Consider initiatives that would drive strategy and lead to execution.


THANK YOU

strategy to execution: via service design · 2016-12-11 · strategy to execution // dec, 1, 2016...

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