Service Design Days 2016 - Masterclass Erik Roscam Abbing
2 likes442 views
The document outlines a workshop on communicating the value of service design held by Livework, a service design and customer experience consultancy. It emphasizes the importance of tailoring communication to various stakeholders and highlights key values such as customer loyalty, business development, and collaboration. Participants are encouraged to explore different strategies and project characteristics to effectively convey the benefits of service design.
Service Design Days 2016 - Masterclass Erik Roscam Abbing
- 1. London Oslo Rotterdam São Paulowww.liveworkstudio.comLivework © 2016 20-09-2016 ERIK ROSCAM ABBING | @ROSCAMABBING | WWW.LIVEWORKSTUDIO.COM Service Design Days, Barcelona, Oct 7th 2016 WORKSHOP communicating the value of service design
- 3. 3 ABOUT US we’re a service design & customer experience consultancy hello! we’re livework!
- 4. service design ABOUT US co-creative iterativehuman centered hands-oninnovative
- 5. OUR CLIENTS
- 6. London Oslo Rotterdam São Paulowww.liveworkstudio.comLivework © 2016 20-09-2016 ERIK ROSCAM ABBING | @ROSCAMABBING | WWW.LIVEWORKSTUDIO.COM Service Design Days, Barcelona, Oct 7th 2016 WORKSHOP communicating the value of service design
- 7. WORKSHOP so.. what is the value of service design?
- 8. OUR CLIENTS building a CX strategy and architecture while prototyping new services with station staff
- 9. OUR CLIENTS customer insights and service co-creation to explore the future of insurances in b2b value networks
- 10. WORKSHOP the value of service design depends on who you want to convince…
- 11. WORKSHOP
- 12. WORKSHOP Higher turnover/margin 1 Customer loyalty 2 Business development 3 Inceased brand value 4 Goodwill 5
- 13. WORKSHOP Higher turnover/margin 1 Customer loyalty 2 Business development 3 Inceased brand value 4 Goodwill 5 Employee satisfaction 1 Collaboration 2 Strategic alignment 3 Innovation culture 4 Pride 5
- 14. WORKSHOP Higher turnover/margin 1 Customer loyalty 2 Business development 3 Inceased brand value 4 Goodwill 5 Employee satisfaction 1 Collaboration 2 Strategic alignment 3 Innovation culture 4 Pride 5 Value for money 1 Usability 2 Experience 3 Belonging 4 Trust 5
- 15. WORKSHOP Higher turnover/margin 1 Customer loyalty 2 Business development 3 Inceased brand value 4 Goodwill 5 Employee satisfaction 1 Collaboration 2 Strategic alignment 3 Innovation culture 4 Pride 5 Value for money 1 Usability 2 Experience 3 Belonging 4 Trust 5 Economic prosperity 1 Employability 2 Sustainability 3 Social responsibility 4 Well being 5
- 16. WORKSHOP Inceased brand value 4 Goodwill 5 Pride 5 Social responsibility 4 Well being 5 CEO
- 17. WORKSHOP Employee satisfaction 1 Collaboration 2 Strategic alignment 3 Economic prosperity 1 Employability 2 HR
- 18. OUR CLIENTS building a CX strategy and architecture while prototyping new services with station staff
- 19. WORKSHOP Inceased brand value 4 Goodwill 5 Pride 5 Social responsibility 4 Well being 5 CEO Experience 3 Belonging 4 ine nagers CXLocation managers Employee satisfaction 1 Collaboration 2 CXation nagers Higher turnover/margin 1 Customer loyalty 2
- 20. WORKSHOP but be aware of these situations!
- 21. WORKSHOP Employee satisfaction 1 Collaboration 2 Trust 5 Economic prosperity 1 different abstraction levels
- 22. WORKSHOP Higher turnover/margin 1 Customer loyalty 2 Business development 3 Employee satisfaction 1 Collaboration 2 Strategic alignment 3 Usability 2 Experience 3 Belonging 4 Sustainability 3 Social responsibility 4 Well being 5 scattered focus
- 23. WORKSHOP Customer loyalty 2 Business development 3 Inceased brand value 4 Goodwill 5 too narrow focus
- 25. WORKSHOP Customer loyalty 2 Value for money 1 Economic prosperity 1 too concrete?
- 26. WORKSHOP Higher turnover/margin 1 Customer loyalty 2 Business development 3 Inceased brand value 4 Goodwill 5 Employee satisfaction 1 Collaboration 2 Strategic alignment 3 Innovation culture 4 Pride 5 Value for money 1 Usability 2 Experience 3 Belonging 4 Trust 5 Economic prosperity 1 Employability 2 Sustainability 3 Social responsibility 4 Well being 5 choose your battles!
- 27. WORKSHOP determine the right way of communicating
- 28. WORKSHOP Present what experts say Present theory and process Present cases Present results and numbers Present movies of customers Bring stakeholder to conferences Have stakeholder read books / articles / webinars Have stakeholder meet peers from other businesses Take stakeholder to customer interviews Do a guerilla project Bring service design into an existing project ….etc
- 29. WORKSHOP compose the appropriate project characteristics
- 30. WORKSHOP Use exisiting knowledge Learn and mean Create a vision Internal focus Department focus Incremental changes Qualitative Quick wins Create new knowledge Co-create Prototype concepts External focus Across silos Innovative Quantitative Abstract outcomes
- 31. WORKSHOP Use exisiting knowledge Learn and mean Create a vision Internal focus Department focus Incremental changes Qualitative Quick wins Create new knowledge Co-create Prototype concepts External focus Across silos Innovative Quantitative Abstract outcomes
- 32. WORKSHOP now it’s your turn!
- 33. WORKSHOP Suppliers Customers CEO Peers Employees Frontline staff HR Finance Innovation Line managersMarketing CXChannel managers Location managers come up with a stakeholder to convince
- 34. WORKSHOP 1 2 3 4 5 Cu stom erSocie ty Org anization Busin ess choose most important segments for your stakeholder
- 35. WORKSHOP 1 2 3 4 5 Cu stom erSocie ty Org anization Busin ess Higher turnover/margin 1 Customer loyalty 2 Business development 3 Inceased brand value 4 Goodwill 5 Employee satisfaction 1 Collaboration 2 Strategic alignment 3 Innovation culture 4 Pride 5 Value for money 1 Usability 2 Experience 3 Belonging 4 Trust 5 Economic prosperity 1 Employability 2 Sustainability 3 Social responsibility 4 Well being 5 choose most important values for your stakeholder
- 36. WORKSHOP Higher turnover/margin 1 Customer loyalty 2 Value for money 1 what do these values actually mean in your context?
- 37. WORKSHOP Present what experts say Present theory and process Present cases Present movies of customers Bring stakeholder to conferences Have stakeholder read books / articles / webinars Invite stakeholder to creative session Present results and numbers Invite stakeholder to play a business game Have stakeholder meet peers from other businesses Take stakeholder to customer interviews Do a guerilla project Bring service design into an existing project Make a probe or ‘concept car’ Do an internship at another company Types of communication Determine which forms of communication will have the most impact on your situation. Check the 3 most important ways to convey your stakeholder. My stakeholder is: ........................................................................................................ how do you communicate the values?
- 38. Project characteristics Use exisiting knowledge Learn and mean Create a vision Internal focus Department focus Incremental changes Qualitative Quick wins Create new knowledge Co-create Prototype concepts External focus Across silos Innovative Quantitative Abstract outcomes Rate all the project characteristics on fit with your situation. When you’re done, determine the top 3 most important characteristics for your situation. Based on these three project characteristics I am going build my project proposal: 1. 2. 3. ........................................................................................................ ........................................................................................................ ........................................................................................................ WORKSHOP what does such a project look like?
- 40. WORKSHOP ✤ Be aware of who you need to convince ✤ Think value & focus ✤ Tell the right story ✤ build evidence into the project ✤ …. Learnings