copenhagen service design institute 2017...experience journey mapping 15 copenhagen service design...
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Creating value with Service DesignCopenhagen Service Design Institute 2017
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Introduction
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At Veryday, we passionately believe that customer-centric solutions based on genuine customer insights can
empower, enrich and energize both people and brands.
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Strong correlation between superior customer experience and superior revenue growthForrester Research
Leading companies focus on Customer Experienceto drive profitability
Companies that offer consistently best-in-class customer experiences tend to grow faster and more profitably
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The Problem
Total Customer Experience goesbeyond the sum of the parts
Source: McKinsey Digital Labs
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EATING ONE FRUIT …OR FRUIT SALAD
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Design for Servicesand experiences
Airbnb
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Example
Walking in the customers shoesTo shape the future of Airbnb, CEO Brian Chesky used storyboards to map existing and future customer journeys.
When you have to storyboard something, the more realistic it is, the more decisions you have to make.
BRIAN CHESKY
SERVICE DESIGN SUMMER SCHOOL — KIDS FOR KIDS Copenhagen Service Design Institute 201710
Kids for KidsService Design Summer School 2017
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WHAT IS
SERVICE
DESIGN?
Make the world better
Try something
new
See what can be
changed
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RESEARCH / OBSERVATION
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OBSERVATION / RESEARCH
CO-CREATION
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EXPERIENCE JOURNEY MAPPING
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IDEA EVALUATION /
FEEDBACK
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EXPERIENCE
PROTOTYPING
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CONCEPT FILM:https://vimeo.com/225545851
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The Opportunity
Customer Experience is the next frontier for differentiation, value creation and growth.
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Significant paradigm shift
From the industrial society To the networked society
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Digital
Mobile
Social
Big data
The eye of the storm
Artificial Intelligence
Internet of everything
Virtual Reality
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Your Point of Differentiation
The customer
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The only people that see the bigger picture of any organization or brand are
the customers.
People perspective (Employees, clients, customers, users)
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Why can´t they remember what I like from time to time?
Why is it always so difficult to find my way to what I want! It would be great if I could
know more about this before I decide to buy it!
I want to know that they have the products I want in store.
The corporate world is a different world
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CRM
Governance
Supply Chain
Database
Portfolio Management
LoyaltyProgram
Regulations
LEAN
Forecasting
Investment Planning
Business Process Optimization
SOX
Rightshoring
Channels
IntegratedMarketing Solution
CoreCompetency
Diversity
Alignment
Streamline
6Sigma
Bridging the gap
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Process OperatingModel Technology Leadership
& Culture EmployeesLegislation
CSRStrategy
Customer Experience Journey
Business Operations
Added value win-win through co-creation.
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Valu
e fo
r the
org
aniz
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Value for customers
Commodity
Product
Service
Experience
Progressive Insurance
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Example
Great experience can reduce costsProgressive Insurance ‘Immediate Roadside Assistance’ creates a fantastic care and support experience as well as brand awareness. It also reduces possibilities for fraud and legal issues, both significant costs that can be drastically reduced which goes beyond funding the great experience.
Shift of focus to drive loyalty and differentiation and achieve profitable growth
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Customer Experience
Loyalty CX Decision
TRIGGER
DROP- OUT
CONSIDERATION
SATISFACTION
EXPERIENCE
EVALUATION
Anticipated SelfDecisions based on anticipated memories.
Inspire, motivate, restrict
Experiencing selfEmotions in the present.
Positive, negative, neutral
Reflective Self (The Storyteller)What we take away from the experience. The stories we tell. Changes, significant moments,
endings
Before Experience/Occasion After
Better experience
Worseexperience
Peak-End Rule* Reflected experience based
almost entirely on highs and lows, and how it ended.
The Experience Continuum
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What is different?
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Service happens over time
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Service is not tangible
Service is part of an ecosystem
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Service is not owned and highly personal
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Service is never finished
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Tailer: https://vimeo.com/229856762
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