kerry bodine: service design at scale: what's next?

SERVICE DESIGN AT SCALE:WHAT’S NEXT?

November 3, 2017@kerrybodine

HAPPY CUSTOMERS LEAD TO HAPPY SHAREHOLDERS.

LET’S MAKE HAPPY HAPPEN.

@kerrybodine

@kerrybodine

TECH

@kerrybodine

@kerrybodine

@kerrybodine

Service building blocks

@kerrybodine

Service building blocks

@kerrybodine

@kerrybodine Source:TheGlasgowSchoolofArt&TheRoyalBankofScotland

UBIQUITY

@kerrybodine

COACHING

@kerrybodine

@kerrybodine

@kerrybodine

@kerrybodine

@kerrybodine

@kerrybodine

@kerrybodine

@kerrybodine

DELIVERY

The envisioning of people’s journeys—

and the ecosystems that are required to support them.

@kerrybodine

Source:Fromtouchpointstojourneys:Seeingtheworldascustomersdo,March2016

Source:Fromtouchpointstojourneys:Seeingtheworldascustomersdo,March2016

@kerrybodine

@kerrybodine

@kerrybodine

@kerrybodine

Signing up for insurance

Installing a product

Cancelling a subscription

Signing up for insurance

Installing a product

Cancelling a subscription

Marketing IT Finance Web LOBStore

@kerrybodine

@kerrybodine

Journey manager role:

@kerrybodine

Journey manager role:

• Understand customer needs—and identify gaps

@kerrybodine

Journey manager role:

• Understand customer needs—and identify gaps• Create a long-term vision

@kerrybodine

Journey manager role:

• Understand customer needs—and identify gaps• Create a long-term vision• Make the business case

@kerrybodine

Journey manager role:

• Understand customer needs—and identify gaps• Create a long-term vision• Make the business case• Herd cross-functional stakeholders to execute

on the vision

@kerrybodine

Journey manager role:

• Understand customer needs—and identify gaps• Create a long-term vision• Make the business case• Herd cross-functional stakeholders to execute

on the vision• Measure the ongoing impact

@kerrybodine

T H E O F F I C E M A N AG E R

R A C H E L’ S S N A P S H OTBehind the ScenesGetting the Job DoneQuick LearnerMaximize My Time

LOREM IPSUMLOREM IPSUMLOREM IPSUMLOREM IPSUMRECEIVE ORDER

Mobile Automation Email Manual Process Website Phone Insight Pain Point OpportunityIpsum

LO R E M I P S U M

Reactive Proactive

LO R E M I P S U M

Low High

LO R E M I P S U M

Lorem Ipsum

Shipping is a task I try to get through as quickly as possible, and once the package is sent, my role in it should be finished. It’s frustrating that I sometimes have to stay involved to ensure delivery.

I’m responding to so many requests that multitasking is everything. It’s tricky to juggle incoming orders with all of my other responsi-bilities—shipping isn’t my priority.

It’s difficult to get the basic information I need about carriers without the hassle of inputting a lot of information. Getting quotes is a multi-step process.

I wish I had more guidance when completing shipping paperwork! My motto is ‘when in doubt, fill it out!’ But I’m still using a lot of intuition and guesswork for what information is required and how to format it properly.

Package preparation and handoff is often stressful for me. I’m worried about getting everything done in time and coordinating pickups with multiple carriers.

Receives OrdersThe orders Rachel receives often lack detail, necessitating that she follow up multiple times to understand the shipping requirements. Some orders may be aggregated.

Lorum IpsumRachel may have a go-to carrier, but she re-evaluates for each unusual shipment. She feels she has to provide a lot of details in order to get basic estimates.

Lorum IpsumRachel often uses low-tech, multi-touch-point solutions like sending screen shots of carrier quotes to her accounting depart-ment for approval.

Lorum IpsumShe’ll sometimes manage pickup for packages pre-labeled and packed by coworkers, but Rachel does most of the packaging herself. She may turn to temporary office staff when times are especially busy.

Lorum IpsumWorried about keeping the driver waiting, Rachel often doesn’t request pickup until she completes packaging and paperwork, meaning she occasionally has to stay late to wait.

Lorum IpsumRachel wants to provide a professional, on-brand experience to her customers, so she spends time personalizing customer communications.

OpportunityHelp Rachel understand an easier way to provide relevant, targeted informa-tion to customers.

Lorum IpsumRachel would rather affix a bar code if she had the option. She thinks the label-printing process is tedious, but it’s not a big roadblock for her.

OpportunityProvide digital solutions that maximize label efficiency, such as bar codes and mobile integration.

Reports to SupervisorAfter tracking numbers are generated, Rachel creates a “cheat sheet” of outgoing packages and shares it with her manager.

Lorum IpsumRachel doesn’t check every tracking number, but if she hears there’s a problem, she finds the tracking number in her email and copies it into her mobile browser.

OpportunityEducate Rachel about how the mobile app could streamline her tracking flow.

Lorum IpsumUnable to determine which form fields are required internationally, Rachel Googles questions like proper address formatting. If there are questions she can’t answer, she may fudge customers forms — like categorizing international shipments as “gifts.

Lorum IpsumRachel calls the customs clearance department to address the holdup.

Lorem Ipsum

Lorum IpsumRachel needs to optimize her carrier choice by geographical reliability and rates. Which carriers ship where, and with what duties? She needs a one-stop shop with this information and doesn’t feel she gets adequate support from carriers.

“I need to keep this crew moving in unison. We need to work together so we can win today’s race. It won’t get done without me!”S E G M E N TAT I O N

Lorem Ipsum

S H I P P I N G J O U R N E Y

Lorum IpsumRachel uses a combination of carrier and company forms. She feels that carrier websites require too many steps.

OpportunityEducate Rachel on shipping profilesas a way to prepopulate forms, saving her time.

R A C H E L’ S S N A P S H OT

Behind the ScenesGetting the Job DoneQuick LearnerMaximize My Time

LO R E M I P S U M

Reactive Proactive

LO R E M I P S U M

Low High

LO R E M I P S U M

Time Money

“I need to keep this crew moving in unison. We need to work together so we can win today’s race. It won’t get done without me!”

Rachel

@kerrybodine

T H E O F F I C E M A N AG E R

R A C H E L’ S S N A P S H OTBehind the ScenesGetting the Job DoneQuick LearnerMaximize My Time

LOREM IPSUMLOREM IPSUMLOREM IPSUMLOREM IPSUMRECEIVE ORDER

Mobile Automation Email Manual Process Website Phone Insight Pain Point OpportunityIpsum

LO R E M I P S U M

Reactive Proactive

LO R E M I P S U M

Low High

LO R E M I P S U M

Lorem Ipsum

Shipping is a task I try to get through as quickly as possible, and once the package is sent, my role in it should be finished. It’s frustrating that I sometimes have to stay involved to ensure delivery.

I’m responding to so many requests that multitasking is everything. It’s tricky to juggle incoming orders with all of my other responsi-bilities—shipping isn’t my priority.

It’s difficult to get the basic information I need about carriers without the hassle of inputting a lot of information. Getting quotes is a multi-step process.

I wish I had more guidance when completing shipping paperwork! My motto is ‘when in doubt, fill it out!’ But I’m still using a lot of intuition and guesswork for what information is required and how to format it properly.

Package preparation and handoff is often stressful for me. I’m worried about getting everything done in time and coordinating pickups with multiple carriers.

Receives OrdersThe orders Rachel receives often lack detail, necessitating that she follow up multiple times to understand the shipping requirements. Some orders may be aggregated.

Lorum IpsumRachel may have a go-to carrier, but she re-evaluates for each unusual shipment. She feels she has to provide a lot of details in order to get basic estimates.

Lorum IpsumRachel often uses low-tech, multi-touch-point solutions like sending screen shots of carrier quotes to her accounting depart-ment for approval.

Lorum IpsumShe’ll sometimes manage pickup for packages pre-labeled and packed by coworkers, but Rachel does most of the packaging herself. She may turn to temporary office staff when times are especially busy.

Lorum IpsumWorried about keeping the driver waiting, Rachel often doesn’t request pickup until she completes packaging and paperwork, meaning she occasionally has to stay late to wait.

Lorum IpsumRachel wants to provide a professional, on-brand experience to her customers, so she spends time personalizing customer communications.

OpportunityHelp Rachel understand an easier way to provide relevant, targeted informa-tion to customers.

Lorum IpsumRachel would rather affix a bar code if she had the option. She thinks the label-printing process is tedious, but it’s not a big roadblock for her.

OpportunityProvide digital solutions that maximize label efficiency, such as bar codes and mobile integration.

Reports to SupervisorAfter tracking numbers are generated, Rachel creates a “cheat sheet” of outgoing packages and shares it with her manager.

Lorum IpsumRachel doesn’t check every tracking number, but if she hears there’s a problem, she finds the tracking number in her email and copies it into her mobile browser.

OpportunityEducate Rachel about how the mobile app could streamline her tracking flow.

Lorum IpsumUnable to determine which form fields are required internationally, Rachel Googles questions like proper address formatting. If there are questions she can’t answer, she may fudge customers forms — like categorizing international shipments as “gifts.

Lorum IpsumRachel calls the customs clearance department to address the holdup.

Lorem Ipsum

Lorum IpsumRachel needs to optimize her carrier choice by geographical reliability and rates. Which carriers ship where, and with what duties? She needs a one-stop shop with this information and doesn’t feel she gets adequate support from carriers.

“I need to keep this crew moving in unison. We need to work together so we can win today’s race. It won’t get done without me!”S E G M E N TAT I O N

Lorem Ipsum

S H I P P I N G J O U R N E Y

Lorum IpsumRachel uses a combination of carrier and company forms. She feels that carrier websites require too many steps.

OpportunityEducate Rachel on shipping profilesas a way to prepopulate forms, saving her time.

R A C H E L’ S S N A P S H OT

Behind the ScenesGetting the Job DoneQuick LearnerMaximize My Time

LO R E M I P S U M

Reactive Proactive

LO R E M I P S U M

Low High

LO R E M I P S U M

Time Money

“I need to keep this crew moving in unison. We need to work together so we can win today’s race. It won’t get done without me!”

Rachel

@kerrybodine

T H E O F F I C E M A N AG E R

R A C H E L’ S S N A P S H OTBehind the ScenesGetting the Job DoneQuick LearnerMaximize My Time

LOREM IPSUMLOREM IPSUMLOREM IPSUMLOREM IPSUMRECEIVE ORDER

Mobile Automation Email Manual Process Website Phone Insight Pain Point OpportunityIpsum

LO R E M I P S U M

Reactive Proactive

LO R E M I P S U M

Low High

LO R E M I P S U M

Lorem Ipsum

Shipping is a task I try to get through as quickly as possible, and once the package is sent, my role in it should be finished. It’s frustrating that I sometimes have to stay involved to ensure delivery.

I’m responding to so many requests that multitasking is everything. It’s tricky to juggle incoming orders with all of my other responsi-bilities—shipping isn’t my priority.

It’s difficult to get the basic information I need about carriers without the hassle of inputting a lot of information. Getting quotes is a multi-step process.

I wish I had more guidance when completing shipping paperwork! My motto is ‘when in doubt, fill it out!’ But I’m still using a lot of intuition and guesswork for what information is required and how to format it properly.

Package preparation and handoff is often stressful for me. I’m worried about getting everything done in time and coordinating pickups with multiple carriers.

Receives OrdersThe orders Rachel receives often lack detail, necessitating that she follow up multiple times to understand the shipping requirements. Some orders may be aggregated.

Lorum IpsumRachel may have a go-to carrier, but she re-evaluates for each unusual shipment. She feels she has to provide a lot of details in order to get basic estimates.

Lorum IpsumRachel often uses low-tech, multi-touch-point solutions like sending screen shots of carrier quotes to her accounting depart-ment for approval.

Lorum IpsumShe’ll sometimes manage pickup for packages pre-labeled and packed by coworkers, but Rachel does most of the packaging herself. She may turn to temporary office staff when times are especially busy.

Lorum IpsumWorried about keeping the driver waiting, Rachel often doesn’t request pickup until she completes packaging and paperwork, meaning she occasionally has to stay late to wait.

Lorum IpsumRachel wants to provide a professional, on-brand experience to her customers, so she spends time personalizing customer communications.

OpportunityHelp Rachel understand an easier way to provide relevant, targeted informa-tion to customers.

Lorum IpsumRachel would rather affix a bar code if she had the option. She thinks the label-printing process is tedious, but it’s not a big roadblock for her.

OpportunityProvide digital solutions that maximize label efficiency, such as bar codes and mobile integration.

Reports to SupervisorAfter tracking numbers are generated, Rachel creates a “cheat sheet” of outgoing packages and shares it with her manager.

Lorum IpsumRachel doesn’t check every tracking number, but if she hears there’s a problem, she finds the tracking number in her email and copies it into her mobile browser.

OpportunityEducate Rachel about how the mobile app could streamline her tracking flow.

Lorum IpsumUnable to determine which form fields are required internationally, Rachel Googles questions like proper address formatting. If there are questions she can’t answer, she may fudge customers forms — like categorizing international shipments as “gifts.

Lorum IpsumRachel calls the customs clearance department to address the holdup.

Lorem Ipsum

Lorum IpsumRachel needs to optimize her carrier choice by geographical reliability and rates. Which carriers ship where, and with what duties? She needs a one-stop shop with this information and doesn’t feel she gets adequate support from carriers.

“I need to keep this crew moving in unison. We need to work together so we can win today’s race. It won’t get done without me!”S E G M E N TAT I O N

Lorem Ipsum

S H I P P I N G J O U R N E Y

Lorum IpsumRachel uses a combination of carrier and company forms. She feels that carrier websites require too many steps.

OpportunityEducate Rachel on shipping profilesas a way to prepopulate forms, saving her time.

R A C H E L’ S S N A P S H OT

Behind the ScenesGetting the Job DoneQuick LearnerMaximize My Time

LO R E M I P S U M

Reactive Proactive

LO R E M I P S U M

Low High

LO R E M I P S U M

Time Money

“I need to keep this crew moving in unison. We need to work together so we can win today’s race. It won’t get done without me!”

Rachel

@kerrybodine

How to approach journey analytics:

• Prioritize top journeys.

@kerrybodine

How to approach journey analytics:

• Prioritize top journeys.• Identify key moments of truth in those journeys.

@kerrybodine

How to approach journey analytics:

• Prioritize top journeys.• Identify key moments of truth in those journeys.• Collect all current listening and measurement posts.

@kerrybodine

How to approach journey analytics:

• Prioritize top journeys.• Identify key moments of truth in those journeys.• Collect all current listening and measurement posts.• Conduct a gap analysis.

@kerrybodine

How to approach journey analytics:

• Prioritize top journeys.• Identify key moments of truth in those journeys.• Collect all current listening and measurement posts.• Conduct a gap analysis.• Define required metrics and listening posts.

• Stop• Start• Continue

@kerrybodine

@kerrybodine

@kerrybodine

THANK YOU!@kerrybodinekerry@kerrybodine.comSlides: kerrybodine.com/SDGC17

HAPPY CUSTOMERS LEAD TO HAPPY SHAREHOLDERS.LET’S MAKE HAPPY HAPPEN.