service experience into a story experience anne kalliomaki tarinakone storification_sdn finland...

Service experience into a story experience? Anne Kalliomäki

31st of March 2016  

Tarinakone´s �clients

@tarinakone

#tarinallistaminen #storification

#palvelukokemus #storyexperience#tarinakokemus

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STORYTREE OF THE SERVICE EXPERIENCE

+ 360 CAMERA BY RAKKA CREATIVE

FRUITS OF THE STORYTREE PROCESS

WHAT STORY ELEMENTS WOULD CUSTOMERS LIKE?

STORY MENU

KUVA:  NUKULA  OY:N  KUUTAMOLLA  ILLAT    

WHY SHOULD WE TURN CUSTOMER EXPERIENCE INTO

A STORY?  

What do you say?

It pays to be different.

Customer experience is the

best kind of marketing.

Easier to lead from the story.

Focus!

We need storification to use new technology

in a wise and productive way!

BOOKSIN FINNISH

Check out also these. For anyone interested in

#storification

”You  need  a  great  story,  one  with  much  more  than  just  words  and  pictures.  

 You  need  to  create  immersive  worlds.”    

-­‐  Gaston  Legorburu  &  Darren  McColl    

”Think  of  the  customer  experience  storytelling  not  as  the  art  of  brand  messaging  but  as  the  art  of  the  

engagement.”    

-­‐Brian  Solis  

”StorificaQon  is  not  about  telling  the  company  story    it  is  about  serving  the  customer  by  making  the  

service  experience  more  meaningful  and  memorable,  making  it  into  a  story  experience.”  

                               -­‐  Anne  Kalliomäki  @Tarinakone  

CORE STORY

DESIGNED INTO OUR SERVICES

BEFORE DURING AFTER

STORY IN CUSTOMER´S PATH ”It  is  important  to  bind  the  various  elements  of  the  

product  into  a  coherent  story  to  make  the  experience  catching  and  aTracQve.    

 At  its  simplest,  the  use  of  a  story  helps  in  jusQfying  to  

the  client  what  is  done  and  in  which  order.”    

-­‐  LEO.  Sanna  Tarssanen  ja  Mika  Kylänen.    

-­‐Simon  Robson.  Dingle  Digitalist  Forum  March  2016.

WHAT´S YOUR STYLE AS A STORY DESIGNER?

         PROCESS  OF  STORIFICATION    

STORY TREE STORY IDENTITY STORY STAGES CUSTOMER STORY PATHS

����

Service storytree is useful and simple method to find out the right and wild enough story elements to story design your customer path.

Hi  my  name  is  Maria.      

I  am  33  years  old  and  mom  to  7  year  old  Aino.      

I  work  as  an  english  teacher,  own  a  lovely  liTle  dog,  am  adventurous  at  heart,  a  huge  jazz  fan  and  am  very  afraid  of  

the  denQst.    

In  my  free  Qme,  I  also  enjoy  travelling  and  water  sports.  Zen  design  and  meditaQon  are  my  newest  interests.  

   For  me,  great  experiences  maTer  more  than  expensive  

things.  I  like  to  keep  things  simple  and  fun!        

Pic.Olli Nurminen/Favex

•  denQst  •  shop  selling  old  records  and  books    

•   hair  dresser    •  travel  agency  

•  insurance  company  •  vet  (mostly  dogs,  liTle  animals)  •  cafe  for  dogs  and  their  owners  

•  luxurious  spa      

Maria had a free day on Tuesday

Hello!  I  am  Minna.  I  am  a  hair  dresser  and  interested  in  using  new  technologies  to  improve  my  service.  I  am  looking  forward  to  hear  what  kind  of  story  elements  my  service  could  have.    

OPEN MIND&FREE STYLEWORK FAST!

IMAGINATION PLAYFULNESS

STORYTELLING

STORYTREEStory-designed service experience

Story elements

Beginning Middle End

Diamonds of the service experience

#storification

www.tarinakone.fi/en/

Define the

Core of Service

Define the basic service moments and the customer journey from begin to end.

SONGS? SLOGANS?

FILMS? POEMS?

CLOTHES? CHARACTERS?

ITEMS? ALLEGORY?

SERVICE ENVIROMENT?

PICTURES? VIDEOS?

SYMBOLS?

TIME OF THE DAY?

LIGHT?

BEST 3 STORYELEMENTS TO THE APPLES

TEST THESE TO YOUR COLLEAGUES EMPLOYEERS AND CUSTOMERS.

WHAT WORKS THE BEST?

   LET  THE  5-­‐YEAR  OLD  TELL  YOU  J  

1.  Fast  cars  2.  Someone  who  is  watching  in  a  tree    

3.  A  lot  of  candy  (Really,  a  loot)  

WHAT DO YOU NEED FOR A GOOD STORY ?

Quote from Me Rosvolat, the movie.

Even a little bit of story doing can make a positive memory.

Have a great story ride!

#storification

BÄÄ! Thank you.

anne@tarinakone.fiwww.tarinakone.fi

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