Service Design 201: Innovating and Improving the Customer Experience
1 like822 views
The presentation focuses on service design, particularly in the financial services sector, emphasizing a human-centered approach to improve customer experiences. It covers various tools and methods for understanding customer needs, such as journey mapping and persona development, while highlighting the importance of empathizing with both customers and employees. Additional resources and a follow-up on webinar materials are provided for further learning.
Service Design 201: Innovating and Improving the Customer Experience
- 1. Service Design 201: Innovating and Improving the Customer Experience
- 2. Welcome Today’s presentation is brought to you by Bluespire Marketing 2
- 3. Today’s Presenter Laura Andersen Financial Services Design Strategist Bluespire Marketing 3 laura.andersen@bluespiremarketing.com Twitter: @LA0811 bluespiremarketing.com @BluespireMktg
- 4. Service Design 201 Agenda What is service design Service design in financial services Your service design toolkit Helpful resources to use Q&A 4
- 5. WHAT IS SERVICE DESIGN
- 6. What is Service Design? If you asked 10 people what service design is, you would end up with 11 different answers—at least. - This is Service Design Thinking Service design helps to innovate or improve services to make them more useful, usable and desirable for clients; and efficient and effective for organizations. It is holistic, multi-disciplinary and integrative. - Stefan Moritz, service designer 6
- 7. What is Service Design? Design Thinking Customer Experience Design Human- centered Design • Coined in 1987 by Peter Rowe • Adapted for business by David Kelley in 1991 at IDEO • Based on user- centered design • Also used by IDEO as foundation of problem- solving process • A less formalized approach that emerged in response to increasing focus on customer experience in the ‘00s Service Design • Defined in the 80s in a marketing context • Established as academic discipline at Koln Int’l School of Design in 1991 7
- 8. What It Boils Down to . . . Humans first 8
- 9. SERVICE DESIGN IN FINANCIAL SERVICES
- 10. Complexity Dichotomy Technology has made providing financial services more complex Customers’ expectations are that technology make things simpler 10
- 12. Customer’s View 12 My Bank/ Credit Union
- 13. Empathizing with Customers It’s critical to understand our customers as people with rich and complicated lives Customers are as diverse as any population, but share common goals: Make it easy Help me when I need it Be trustworthy 13
- 14. Seeing Service in Their Context We get so little of our customers’ time and attention to begin with They must be able to complete their task/transaction (regardless of complexity) simply and efficiently 14
- 15. Empathizing with Employees As important as understanding customer context and needs is understanding employee needs Do employees have tools and resources to deliver service expected of them? 15
- 16. Across Touchpoints, Over Time Our relationships with our customers and clients are not transactional We have as many opportunities to impress our customers as to frustrate them 16
- 17. Across Touchpoints, Over Time “Little moments of wonder (like this app offers)—a simple way of making an everyday problem seem more manageable—are at the heart of service design.” - Lauren Ravazi, The Guardian, “How to design a business that charms customers” http://www.theguardian.com/small-business-network/2015/nov/16/how-to-design-business-delights-customers 17
- 20. Quantitative: What & When Voice of the customer Behavioral data mining Net promoter score Application analytics Marketing measurement Satisfaction surveys and scores 20
- 22. Qualitative: Why Outputs and insights of the quantitative research guide our qualitative approach The qualitative phase is where we begin uncovering the “Why” of the challenge we’re facing 22
- 23. Service Safari Understand the environment that the challenge exists in: Visit branches Listen to customer service calls Talk to people where they are 23
- 24. Persona Development Personas are tools we use in service design to ensure we’re telling the story from a developed human perspective 24
- 25. Journey Mapping Workshops Highly collaborative in nature Sessions help people within organizations who may not have many chances to work together, but whose responsibilities are dependent, discover challenges and opportunities together 25
- 26. Journey & Experience Maps 26
- 27. Journey & Experience Maps 27
- 28. Journey & Experience Maps 28
- 29. Visualizing Let’s create a MASCOT Pink bunny Cute pink nose Whiskers A big smile Buck teeth 29
- 30. Visualizing Let’s create a MASCOT Pink bunny Cute pink nose Whiskers A big smile Buck teeth 30
- 31. Visualizing Let’s create a MASCOT Pink bunny Cute pink nose Whiskers A big smile Buck teeth 31
- 32. Visualizing Let’s create a MASCOT Pink bunny Cute pink nose Whiskers A big smile Buck teeth 32
- 33. Prototyping The goal of prototyping is to give people something tangible to respond to 33
- 39. Empathy Map 39
- 41. Additional Resources This is Service Design Thinking, Stickdorn and Schneider Gamestorming, James Macanufo, David Gray, and Sunni Brown Stanford dSchool tools: http://dschool.stanford.edu/use-our-methods/ www.servicedesigntools.org 41
- 42. Additional Resources Us! bluespiremarketing.com, 800.727.6397 laura.andersen@bluespiremarketing.com 42
- 44. Thanks for Joining Us Today! 44 We’ll be posting the recording and slides of the webinar on our blog later this week. You’ll receive a follow-up email once the link is live. Stay tuned for details on our 2016 webinars! http://www.bluespiremarketing.com/blog/October-2015/service-design-101-webinar
- 45. Questions? 45
- 46. 46 Thank You for Attending! Laura Andersen Financial Services Design Strategist Bluespire Marketing 46 laura.andersen@bluespiremarketing.com Twitter: @LA0811 bluespiremarketing.com @BluespireMktg