why sustainable cx is all about service design by: matt hummel

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5/6/2014 1 1 © Copyright Red Privet LLC, 2014

w w w . r e d p r i v e t . c o m

Why Sustainable CX is

All About Service Design

Matt Hummel @hummelmatt Red Privet, LLC @redprivet J. Boye May 8, 2014 4:15 pm Philadelphia, PA

© 2014 Red Privet LLC

Opening Story Why Motivation? •




Service design is the activity of planning and

organizing people, infrastructure,

communication and material components of a

service in order to improve its quality and the

interaction between service provider and

customers.

http://en.wikipedia.org/wiki/Service_design#Characteristics_of_service_design




Customer Experience Design (CX) Focuses on improving the interactions a customer has with an organization (Onstage). For example, interacting with a website.

Service Design Considers more than the customer experience, also focusing on effectiveness, efficiency, scalability, and sustainability of the service (Onstage & Backstage)

Line of Visibility

CX Design

Service Design

Onstage Backstage




?

Line of Visibility

Onstage Backstage

?

How is the data used?

What happens when the

providers get the data?

How does customer service get

involved in appointments?

What kind of

confirmation

do I get?

Do I get a reminder?

I want to

make an

appointment




?

Line of Visibility

Onstage Backstage

I MADE an appointment.

Now what?

• Email Reminder?

• Text Reminder?

• Phone Call?

• Reschedule Options?

• Travel Support?

• Way-finding?

What’s the

Experience?

How does it work?

What’s the cost?




Patient Actions

Line of Interaction

Onstage Interactions

Backstage Interactions

Line of Internal

Interaction

Support Processes

Request Appointment Arrive at Appointment

Letter

Website Physical Evidence Appointment

Confirmation Email

Send

reminders

Line of Interaction

Run batch

process

Maintain

database Draft letter

Send

Email

Manage

websites

Appointment

Reminder Email Office Signage

Greet

patient

Pull patient

files

Update

patient files

Review

contact info

(sample)




• User-centered: Services should be experienced through

the customer’s eyes.

• Co-Creative: All stakeholders should be included in the

service design process

• Sequencing: The service should be visualized as a

sequence of interrelated actions.

• Evidencing: Intangible services should be visualized in

terms of physical artifacts.

• Holistic: The entire environment of a service should be

considered.

Stickdorn, Mark; Schneider, Jakob. “This is Service Design Thinking.”




• Optimizable: a service that is defined and measured can

be tweaked and made more efficient

• Extendable: you can look for other places in the

organization where that service can be reused

• Scalable: the experience is now a “machine” that can be

replicated to scale

• Measurable: measures can be traced to customer and

business data, allowing for a robust “BIG” dataset

• Sustainable: you can balance the business results

generated with the customer satisfaction it creates




Efficient &

Automated

Line of Visibility

Onstage Backstage

I MADE an appointment.

Now what?

• Email Reminder?

• Text Reminder?

• Phone Call?

• Reschedule Options?

• Travel Support?

• Way-finding?

What’s the

Experience?

Centralized

Scheduling

Centralized

Patient Info

Patient

Analytics

Centralized

Messaging




Line of Visibility

Onstage Backstage

Centralized

Scheduling

Centralized

Patient Info

Patient

Analytics

Centralized

Messaging

Consistent &

Reusable

I want to

make an

appointment




Onstage Backstage

Centralized

Scheduling

Centralized

Patient Info

Patient

Analytics

Centralized

Messaging

Line of Visibility

• Profiles

• Revenue

• Costs

• Repetition

• Referal

• Satisfaction

• Demographics o Age

o Insurance

o Location

• Behaviors o Reschedule

o No Show

• Preferences o Channels

o Touchpoints

I want to

make an

appointment




Onstage Backstage

Customer

Behavior

Centralized

Services

Metrics

Line of Visibility

Marketing Touch

Points

Service

Delivery

Service

Measurement




• Identify onstage

and backstage

processes

• Define goals,

success criteria

and metrics

• Assess current CX

• Define desired CX

• Determine how to

measure CX and

business results

• Prioritize & roadmap

• Implement

• Measure

• Improve

Understand &

Analyze

Design for

Results

Ensure

Adoption




Clark, Mike. "Aligning Design with Business Architecture." Bridging the Gap.




Schauer, Brandon. "The Case For (or Against) Service Design."




• “Outside In” and “Inside Out” alignment

• Business model designed around the customer

• Architecture aligned to the customer experience

• Focused marketing, targeting the right customers

through the right channels

• Strategies based around the needs of people, but

beneficial to the business

Clark, Mike. "Aligning Design with Business Architecture." Bridging the Gap.




Schauer, Brandon. "The Case For (or Against) Service Design."

.




http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/




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Questions???

Matt Hummel @hummelmatt Red Privet, LLC @redprivet Harrisburg Philadelphia www.redprivet.com [email protected]

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