Post on 21-Apr-2017
transcript
2016 Service Design Drinks #1
21 January 2016Nuremberg
Marc Stickdorn
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Adam Lawrence and Markus Hormeß WorkPlayExperience
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
WISELY THE FORCE YOU MUST USE.
photo Credit shutterstock / CTR Photos
Nuremberg & Service Design?
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
89% of companies expect to compete mostly on the basis of customer experience by 2016 – vs. 36% four years ago. *Gartner Research, 2015
Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year because of defections and abandoned purchases. Forbes, 2013
Customer power has grown, as 73% of firms trust recommendations from friends and family, while only 19% trust direct communication.
Forrester report: “Consumer “Ad-itudes” Stay Strong”, 2012
86% of consumers will pay more for a better customer experience. RightNow Customer Experience Impact Report, 2011
“CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”*
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Service Design Drinks #1
21 January 2016 Marc Stickdorn
78.4 % ARE SATISFIED WITH YOUR PRODUCT. YEAH, NUMBERS.NOW WHAT?
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Service Design Drinks #1
21 January 2016 Marc Stickdorn
TALK TO YOUR F***ING CUSTOMER.REALLY.
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Service Design Drinks #1
21 January 2016 Marc Stickdorn
A CUSTOMER JOURNEYFROM THE PERSONA PERSPECTIVE
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Service Design Drinks #1
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A CUSTOMER JOURNEYFROM THE PERSONA PERSPECTIVE
… or as some might call it: “slipping into your customer’s shoes.”
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PERSONAJake
30Male German
“Don’t believe the hype!”
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Service Design Drinks #1
21 January 2016 Marc Stickdorn
PERSONA
“Don’t believe the hype!”
User/customer stereotypes based on research
Jake
30Male German
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21 January 2016 Marc Stickdorn
The story of Jake and his old TV set … A TV set is a product, right?
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JAKE
1 That old TV set breaks down
1
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JAKE
2 Reading advertisements in print media
1 2
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JAKE
3 Looking for offers online
2 31
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JAKE
4 Reading online reviews
42 31
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42 3
JAKE
5 Collecting information in store
5
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43 5
JAKE
6 Comparing prices on mobile device
6
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4 5 6
JAKE
7 Buying new TV set in store
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P R E - S E R V I C E P E R I O D S E R V I C E
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5 6 7
JAKE
8 Transportation home
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P R E - S E R V I C E P E R I O D S E R V I C E
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6 7 8
JAKE
9 Setting up the new TV set
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P R E - S E R V I C E P E R I O D S E R V I C E
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7 8 9
JAKE
10 Using TV set for the first time
10
S E R V I C E
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8 9 10
JAKE
11 Writing a review online
11
S E R V I C E
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9 10
JAKE
12 Using TV set after a month
S E R V I C E
11 12
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10 11 12
JAKE
13 Using TV set after a year
S E R V I C E
13
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11 12 13
JAKE
14 Recommending friends
S E R V I C E
14
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42 3 5
11 12 13 14
6 7 8 9 10
1
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And this is just a high-level perspective …
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Each touchpoint can be separated into smaller steps …
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UNPACKINGARRANGING
GETTING RID OF OLD STUFF
SETTING UP CHANNELS
TIDY UP LIVING ROOM
CONNECT TO WIFI
SOFTWARE UPDATE
SET UP CABLES
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Service Design Drinks #1
21 January 2016 Marc Stickdorn
A SWIMLANE DIAGRAM FORUnderstanding channels
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21 January 2016 Marc Stickdorn
A SWIMLANE DIAGRAM FORUnderstanding channels
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21 January 2016 Marc Stickdorn
INTRODUCINGKLAUS
Cool!
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A SWIMLANE DIAGRAM FOR &Understanding channels
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16 17 18
JAKE
21
KLAUS
3
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16 17 18
JAKE
21
KLAUS
3
social media
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POSITIVE social media
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POSITIVE social media
Joshie, the giraffeImages: www.huffingtonpost.com/chris-hurn/
stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg
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POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg
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POSITIVE social media
Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg
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NEGATIVE social media
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Dave Carroll – United breaks guitars
14.000.000+Nuremberg
Service Design Drinks #1
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Dave Carroll – United breaks guitars
14.000.000+Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION
EXPECTATIONS VS. EXPERIENCES
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CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
Expectations Experiences Satisfaction
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21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
Expectations Experiences Satisfaction
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION
Expectations Experiences Satisfaction
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION
Expectations Experiences Satisfaction
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION
Expectations Experiences Satisfaction
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
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Service Design Drinks #1
21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION
Expectations Experiences Satisfaction
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
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EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKENuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKEKLAUSNuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKEKLAUSLAURANuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKEKLAUSLAURA
When do you measure customer satisfaction?
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1 2 3 4 5 6 7 8 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
JAKEKLAUSLAURA
EMOTIONAL JOURNEY
89,7 % of our customers rate our service: “very good”.
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21 January 2016 Marc Stickdorn
CHALLENGE YOUR F***ING
ASSUMPTIONS!DO RESEARCH!
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21 January 2016 Marc Stickdorn
QUALITATIVE
QUANTITATIVE
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Big Data
Customer segmentation
A/B testing Heatmaps
Conversion analysis
Surveys Tracking
… AND MANY MORE
QUALITATIVE
QUANTITATIVE
Contextual interviews
Participant observation
Non-participant observation
Self-documentation
WorkalongCultural probes
… AND MANY MORE
Nuremberg
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21 January 2016 Marc Stickdorn
methods, data types, researchers
1. TRIANGULATE! 2. TRIANGULATE! 3. TRIANGULATE!
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Mobile EthnographyWELCOME THE NEW CREW MEMBER
since 2008
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BASE YOUR CUSTOMER JOURNEY
ON F***ING RESEARCH!
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#servicedesign
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#servicedesign
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PRODUCT OR SERVICE?
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THE SERVICE BEHIND THE PRODUCT
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Service Design Drinks #1
21 January 2016 Marc Stickdorn
Value-in-Exchange
GOODS-DOMINANT LOGIC
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Service Design Drinks #1
21 January 2016 Marc Stickdorn
A D V E R T I S E M E N T S
ADVERTISEMENTS
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MOMENT OF SALE
A D V E R T I S E M E N T S S A L E S
moment of sale
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AFTER SALES
A D V E R T I S E M E N T S A F T E R S A L E SS A L E S
after sales (service)
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Value-in-Exchange Value-in-Use
SERVICE-DOMINANT LOGIC
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HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY
P R E - S E R V I C E
A D V E R T I S E M E N T S
P O S T - S E R V I C ES E R V I C E
S A L E A F T E R
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Service Design Drinks #1
21 January 2016 Marc Stickdorn
HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY
P R E - S E R V I C E
A D V E R T I S E M E N T S
P O S T - S E R V I C ES E R V I C E
S A L E A F T E R
moment of sale after sales
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Service Design Drinks #1
21 January 2016 Marc Stickdorn
Value co-creation
SERVICE-DOMINANT LOGIC
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“We don’t think of the Kindle Fire as a tablet. We think of it as a service.”— Jeffrey Bezos, September 2011
Founder and CEO of Amazon.com
THINK IN SERVICES
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21 January 2016 Marc Stickdorn
“The battle of devices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device, but developers, applications, ecommerce, advertising, search, social applications, location-based services, unified communications and many other things.
Our competitors aren’t taking our market share with devices; they are taking our market share with an entire ecosystem. This means we’re going to have to decide how we either build, catalyse or join an ecosystem.”
— Stephen Elop, February 2011 CEO of Nokia
THINK IN SERVICE ECOSYSTEMS
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CA B
A SERVICE ECOSYSTEM
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CA B
A SERVICE ECOSYSTEM
JAKE
KLAUS
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CA B
REV
A SERVICE ECOSYSTEM
WIFI
TRANS
JAKE
PAYTV
KLAUS
POST
SHOP
PRICE
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
KLAUS
EMPLOYEES
PARKING LOT
ONLINE SHOP
LOGISTICS
MAINTENANCE
A SERVICE ECOSYSTEM
TRANS
JAKE
SHOP
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
KLAUS
EMPLOYEES
PARKING LOT
ONLINE SHOP
SHAREHOLDERS
LOGISTICS
SUPPLIERS
AUTHORITIES
COMMUNITY
MAINTENANCE
MARKETING
SALES ETC …
A SERVICE ECOSYSTEM
TRANS
JAKE
SHOP
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
CA B
REV
A SERVICE ECOSYSTEM
WIFI
TRANS
JAKE
PAYTV
KLAUS
POST
SHOP
PRICE
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
#servicedesign
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Service Design Drinks #1
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Service Design is not new.
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Corporate communications Infrastructure Usability
Look and feelTechnical supportCustomer relationship management
Customer support
Point-of-Sales
MARKETING IT DESIGN/UX SALES
Service Design is not new.
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
IT
SALES
DESIGN
MARKETING
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21 January 2016 Marc Stickdorn
Service design is inter-disciplinary.
IT MARKETERMANAGER
SALES DEVELOPERPSYCHOLOGIST
DESIGN
DESIGNER
MARKETING
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Service design is inter-disciplinary.
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Service Design Drinks #1
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Every discipline has its language.
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21 January 2016 Marc Stickdorn
Service design thinking is a common language.
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Service Design Drinks #1
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Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
DISCOVER DEFINE DEVELOP DELIVER
The Double Diamond as described by the
British Design Council
Service design thinking is an iterative process.
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
Service design thinking is an iterative process.
The Squiggle by Damien Newman
from Central Inc.Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
A JOURNEY MAP IS NOT A
F***ING DELIVARABLE!
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
MANY COMPANIES
DESIGN AND BUSINESS SCHOOLS
MBA PROGRAMS
HIGH SCHOOLS
WHO TEACHES SERVICE DESIGN?
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21 January 2016 Marc Stickdorn
Nuremberg
Service Design Drinks #1
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THANK YOU!
OUT 2016Marc Stickdorn
Markus Edgar Hormeß
Adam Lawrence
Jakob Schneider
Marc StickdornMarkus Edgar Hormeß
Adam LawrenceJakob Schneider
Marc Stickdorn: @MrStickdorn marc@smaply.com
Slides designed by Jakob Schneider: @jakoblies jakob@smaply.com
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21 January 2016 Marc Stickdorn
FURTHER INTEREST?BOOKS
Process & Principles: This is Service Design Thinking by Marc Stickdorn & Jakob Schneider (2010)
Service-Dominant Logic: “The Service-Dominant Logic of Marketing” by Robert Lusch & Stephen Vargo (2006)
Experience Economy: “The Experience Economy” by Joseph Pine II & James Gilmore (1999)
Service Design: “Service Design – From Insight to Implementation” by Andy Polaine, Lavrans Løvlie & Ben Reason (2013)
ONLINE RESSOURCES
twitter: #servicedesign
www.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org www.tisdt.com www.globalservicejam.org
www.smaply.com www.mrthinkr.com www.experiencefellow.com www.marcstickdorn.com
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
SERVICE DESIGN
START-UPSNuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn
VISUALIZE CUSTOMER EXPERIENCE
RESEARCH CUSTOMER EXPERIENCE
Nuremberg
Service Design Drinks #1
21 January 2016 Marc Stickdorn