how to create successful service experience
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Kimmo Timonen
Head of Consulting
How to create
Successful
Digital
Service
Experience
@ Lääkemarkkinointi 3.0 – Digitaalinen palvelukokemus -seminaari 30.9.2014
Kimmo Timonen
Short bio Digital marketing and
services since 1998
Background M.Sc. Econ. Marketing
and Information
Systems Science
Sales
Marketing
Business Development
Concepting
Innovation
User Experience
Technology
Mobility
Customer Experience
Management (CEM)
Services involved . TV+internet; among first paid
SMS based TV-formats
. Global eLearning service
. Mobile advertising platform
. Self service channel
. Online customer service
. MMS based services
. First Java applications
. Camera applications
. Cross media service on live-TV
. Global marketing service
concept
. eCommerce service
. Mobile banking …
©Tieto Corporation 3
Service
Consumer
Service Experience - Palvelukokemus
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What is the starting point
of an excellent service design?
Pragmatic
Desirable
Functional
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Pragmatic?
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Desirable?
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Functional?
Digital technology will improve
service experiences
- For sure!
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Pragmatic!
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Desirable!
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Functional!
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The lifetime value
of a loyal pizza
eater can be as
much as $8,000 Heskett et. al.
Good customer
experience means
good business
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Service
Consumer
Pragmatic
Desirable
Functional
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The Future of Digitalisation and Omnichannel Service Experiences
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Digitalisation is not ONLY about designing
the services (or user experience)
New
business
model
Culture
where you
innovate Technology
you utilize
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The mobility
is essential in
omnichannel
experience
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Omnichannel
The service in
every possible
way
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Experience
for kids
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Virtual
experience
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Virtual
experience
for medical
knowledge
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Excellent Digital Service Experience
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Meeting core
needs of
people
Dating 2.0 –
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Mobile as the
core of the
service
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Customer
First - From
shop to
customer in
One click
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Continuous
development
- from 10 k to
1000 k
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Situation
oriented
design –
where service
is used;
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Service in
every channel
- Plussa.com
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Mobility driven Meeting human core needs Customer first Continuous development Omnichannel
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Revolutionizing
industries
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How to design Excellent Digital Service Experience
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Ideation Conceptualizing Detailing Execution
Field
study
Demo
Camp
User
tests
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There are
tools for this
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Pick the
right tools
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Designable characteristics of cross-platform systems
Cross-platform user experience
Composition
Consistency
Continuity
Role allocation
Distr ibut ion of functionality
Appropriate system composition:
the layout of the system matches
the users’ act ivity providing
synergist ic suppor t.
Cross-platform transit ions Fluent content and task
migration: interact ions with and
across system components are
fluent.
Perceived system coherence:
the system and its components
are perceived as coherent and
connected.
Perceptual consistency
Task migrat ion
Semantic consistency
Syntactic consistency
Synchronization
Functional modular ity
Relevance of composition
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How does each channel
contribute to the activity &
overall experience
How do channels relate to
each other? What is their
role?
…and composing channels around it.
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People
Process
Tools
Business
Experience
Services
Research
Insight
Creativity
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Kimmo Timonen
Kimmo.timonen@tieto.com
@timonenk
Kiitos!
Changing perspectives
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