workshop-materiaali muotoilu & markkinointi
TRANSCRIPT
Palvelumuotoilun keskeisenä tavoitteena on palvelukokemuksen käyttäjälähtöinen suunnittelu siten, että palvelu vastaa sekä käyttäjien tarpeita että palvelun tarjoajan liiketoiminnallisia tavoitteita.
Asiakasymmärrys1. Uusien liiketoimintamallien tunnistaminen
2. Asiakaskokemuksen kehittäminen
3. Markkinan ymmärtäminen
Awareness Decision Purchase Service Nurture
Mielikuva
Parannettumielikuva
HakuVertailu
Päätös
VierailuPelästyminen
Helppoussivustolla
Apu löydettyOstaminen
SaapuminenPelottaa
Toimenpide
Mitä seuraavaksi?Pelottaa
Suosittelu
OdottaminenPelottaa
Parannettumielikuva
Huonontunutmielikuva
Huonontunutmielikuva
A Norsdtrom salesperson rarely points. If you have a questionabout where something is located, they walk you there.
Salespeople are taught to walk your bagged purchased around thecounter to you vs. just handing it across the counter.
Departments are generally trained to answer the phone on no more than the 2nd ring.
"A man walked into the Fairbanks, Alaska, Nordstrom departmentstore with two snow tires. He walked up to the counter, put the tiresdown and asked for his money back. The clerk, who'd been workingthere for two weeks, saw the price on the side of the tires, reached into the cash register and handed the man $145.
The customer wanted to return the tires. It did not matter thatNordstrom's did not sell tires and never sold tires. They sell upscaleclothing.
The clerk accepted the return because that is what the customerwanted."
You're trying to get through all the noise and the distraction and the clutterwith your message.
Here's the thing: You are the noise and the distractionand the clutter.
Just because it's important to you doesn't mean it's important to us.It is, of course, in the eye of the beholder.
Instead of creating an ad campaign that somehow cutsand invades, consider creating a product, a service and a story that we'd miss if we couldn't find it.
-Seth Godin
Place
Price
Promotion
Physical
PeopleProduct
Process
7’P’s of marketing
Mahdollisuudet
Advertising
Public Relations
Sales
http://www.nytimes.com/interactive/2016/08/09/sports/olympics/olympic-bodies-
can-you-guess-their-sport.html