james samperi. engine service service design. sdnc13 keynote
Post on 17-Aug-2014
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Three!Transformations!
www.enginegroup.co.uk
James Samperi | Director
The ideas driving organisational change
Service design has captured the imagination beyond design
BUSINESS!CENTRIC!
CUSTOMER!CENTRIC!
!
PRODUCT!DEVELOPMENT!
SERVICE!DEVELOPMENT!
ANALYTICAL!APPROACHES!!
IMAGINATIVE!APPROACHES!
BUSINESS!CENTRIC! CUSTOMER!
CENTRIC!
IT’S QUANTIFIED AND IT’S IMPACT IS KNOWN WE KNOW WHAT’S WORKING AND WHAT ISN’T.
CX Measurement
CHALLENGE: Trying to understand the current service & what of it customers actually value
CX Strategy + Design
TARGET EXPERIENCE IS DEFINED IN WHAT WAY DO WE CHANGE AND WHAT DOES THAT CHANGE LOOK AND FEEL LIKE?
CHALLENGE: Navigating the tension between the business model and the customer experience
DESIGN TO DRIVE VALUE!
1. Retention 2. Life-time value 3. Advocacy
CX Strategy + Design + Delivery
EXPERIENCE IS MANAGED WE UNDERSTAND HOW TO DELIVER A QUALITY EXPERIENCE AND MEASURE THE RESULTS
DEPTH & DIMENSIONS!Quality Build of service elements.
Performance Capabilities of system
Impact The outcomes
Customer Experience
• Usability, utility, brand expression
• User errors, satisfaction, service recovery
• Retention, advocacy, take-up
Service Architecture Propositions
Service Organisation
• Benchmarking teams, coaching and management
• Utilisation of resources against targets
• Take-up of training. Level of commitment to new projects. Skills acquired by individuals.
RETAIL HOURS UP
SALES UP
SATISFACTION R AT I N G S U P
50%!RETAIL VISITS UP 8.1%!
16.5%!AVERAGE SPEND UP
£18!4.5%!
EVIDENCE IS GATHERED WE’RE MAKING AN IMPACT
SECTOR AWARDS BEST DIGITAL INITIATIVE
PRODUCT!DEVELOPMENT!
SERVICE!DEVELOPMENT!
CHALLENGE: Changing the relationship with customers and building service capabilities
Not just the"experience but delivery"
New service capabilities"
Develop new businesses
not just products"
Shift to longer-term"relationships"
Service role
ProPoSiTioNS
PeoPleProceSSeS ProDUcTS
JoUrNeYS & eXPerieNceS
PlATForM reQUireMeNTS
PriNciPleS Service MoDel
The 9 elements of service design
STAFF
D E S I G N PROGRAMME
2yrs!PRODUCTION
300k!1000+!
LOCATIONS
100!
ANALYTICAL!APPROACHES! IMAGINATIVE!
APPROACHES!
CHALLENGE: Once is cool, doing it again is even cooler. So embedding the approach is critical.
CX CAN’T BE A ‘MAGIC WAND’!
TARGET OPERATING MODEL (TOM) How the organisation believes the service should work
CUSTOMER EXPERIENCE
THE ‘TO BE’ SERVICE AND EXPERIENCE
CUSTOMER EXPERIENCE
INTEGRATED DEVELOPMENT!
CHANGE REQUIREMENTS Target operating model (TOM)
THE ‘TO BE’ SERVICE AND EXPERIENCE
EXPERIENCE REQUIREMENTS Target customer experience (TCE)
THE ‘TO BE’ SERVICE AND EXPERIENCE
ASQ RATING 2012
SATISFACTION R AT I N G S U P
14%!
BEST IMPROVED!
PASSENGER NUMBERS
^13%!
Service design is… The application of empathic design thinking and practices to business change.
www.enginegroup.co.uk
Service design will become… An integrated management practice within best-in-class organisations.
www.enginegroup.co.uk
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