► INNOGUIDE 2.0

► STORYTELLING BY MARCO RAAPHORST

► SERVICE DESIGN TOOLKIT

► PUTTING TOOLS INTO PRACTICE

INNOGUIDE 2.0

Since 1996: criteria for training programs for guides

Since 2006: integration in the official Flemish adult education system

in cooperation with• educational partners• entrepreneurial training institutions• socio-cultural organisations

modular training program based on a common competency profile for guides

GUIDE TRAINING IN FLANDERS

• A guide acts as an important “agent of change” and an ambassador of the European Dimension

• Shared belief in innovating guide training andprofessionalisation of the guide profession

• Innoguide (Oct. 2010-Sept. 2013)

• Leonardo Da Vinci Lifelong Learning project

• 10 partners – 8 countries (B, NL, F, ES, I, N, H, M)

A GUIDE INTERPRETS THE CULTURAL AND NATURAL HERITAGE OF AN AREA.

The European Dimension (EurD)= a complex, timely, and simultaneously horizontal and vertical approach thatincludes EU's unique heritage, history, culture, politics, environment, society,economy, arts and sciences, within Europe and in relation to the world at large.

BIGGER EUROPEAN PICTURE: INNOGUIDE

• 1st phase: Research report• Comparative study of level and structure of the different guide training

programs in the project partner countries (based on EQF)• To what extent are the following areas represented in curricula?

• Sustainability

• Interculturality• Experiential Guiding

• 2nd phase: Online e-learning platform Innoguide• Based on the report, there is a clear need for an online teaching

platform with teaching materials on the topics • Sustainability

• Interculturality• Experiential Guiding

TWO MAJOR PROJECT OUTPUTS

• Innoguide 2.0 (Sept. 2014 – Aug. 2016)

• Erasmus+ project

• 7 partners – 5 countries (B, NL, DK, FI, HR)

– VISITFLANDERS

– ViaVia Tourism Academy

– NHTV Breda University of Applied Sciences

– Danea Academy of Higher Education

– Service & Co

– Laurea

– Drustvo Zagorke

GUIDING AS A TRIGGER FOR A MORE SUSTAINABLE, DIVERSE AND EXCITING EUROPE

STIMULATING INNOVATION AND ENTREPRENEURSHIP IN THE FIELD OF GUIDING.

THE SEQUEL: INNOGUIDE 2.0

THE INNOGUIDE 2.0 - TEAM

STRATEGIC AND OPERATIONAL GOALS

To develop an entrepreneurial mind-set among guide organisations, guides and guide trainers

• Regularly updating and refining the materials on the Innoguide e-learning platform

• Developing and organising train-the-trainer workshopson the 3 Innoguide topics

• Further enhancing and developing the current Moodle to an online innovative platform (open educational resource)

www.innoguidetourism.eu

learning.viaviatourismacademy.com/innoguide/

PROJECT RESULTS

STRATEGIC AND OPERATIONAL GOALS

To stimulate and develop the entrepreneurial qualities of guide organisations

• Developing an “Innoguide self-scan” for guide organisations, based on Service Design principles

• Developing instruments that help guide organisations to improve their working on these Innoguide topics,based on Service Design principles

www.innoguidetourism.eu

learning.viaviatourismacademy.com/innoguide/

PROJECT RESULTS

SERVICE DESIGN TOOLKIT

INNOGUIDE 2.0

► STORYTELLING BY MARCO RAAPHORST

SERVICE DESIGN TOOLKIT

PUTTING TOOLS INTO PRACTICE

INNOGUIDE 2.0

STORYTELLING BY MARCO RAAPHORST

►SERVICE DESIGN TOOLKIT

PUTTING TOOLS INTO PRACTICE

SERVICE DESIGN TOOLS IN INNOGUIDE 2.0

Service Design principles

• Personas (roles)

• Quiz

• Customer journey mapping

• Testimonials

• Service design provides tools and methods, which can be used to understand the humans (customers) and the context, where the service is performed.

IT’S ALL ABOUT HUMANS

WHAT IS THE SERVICE DESIGN TOOLKIT?

Guide organisations, guides,

guide trainers

Guides, guide trainers, guide organisations

SERVICE DESIGN TOOLKIT IS A SET OF PRACTICAL TOOLS FOR GUIDE ORGANISATIONS, GUIDE TRAINERS AND GUIDES TO EVALUATE AND DEVELOP THEIR GUIDING SERVICES.

Guides, guide trainers, guide organisations,customers

CUSTOMER JOURNEYGUIDE ROLES WHAT TYPE OFGUIDE ARE YOU?

Raising awareness

and interest

Understanding guide types /Finding areas for improvement (evaluation and self-scan)

Assessing current guided tours and planning future tours (with the customer) / Collect customer feedback

TESTIMONIALS

Guides, guide organisations, guide trainers

• Tools will be available online with instructions on how to use them

• Innoguide website and online platform• Train-the-trainer-sessions

Persona Persona-method is one of the most commonly used servicedesign tools. It represents a particular group of the customerand shows the characteristics of a typical user. Since it includesstories and visualisation elements, it brings the targeted personalive. Persona can help build understanding about yourcustomer, your employees and guides or yourself as a guide.

GUIDE ROLES: WHAT AND WHY?

1. SCRIPT WRITER - ENTERTAINER

2. MULTISENSORY DESIGNER - INTERACTIVE INNOVATOR

3. LOCAL FLAVOUR GUIDE - SUSTAINABLE GUARDIAN

4. BRIDGE-BUILDER - CULTURAL MESSENGER

5. THE EMOTIONAL PARTNER GUIDE – ICEBREAKER

• Practical versions vs manager versions

• Interculturality

• Sustainability

• Experiential guiding

5 VISUALISED GUIDE ROLES

1. SCRIPT WRITER - ENTERTAINER

SUSTAINABLE SCRIPT WRITER GUIDE

INTERCULTURAL SCRIPT WRITER GUIDE

EXPERIENTIAL SCRIPT WRITER GUIDE

HOW I WORK AS A SCRIPT WRITER (MY TASKS):

TO DEVELOP MY WORK I WILL NEED TO KNOW / DO / USE THE FOLLOWING

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1. SCRIPT WRITER - ENTERTAINER

SUSTAINABLE SCRIPT WRITER GUIDE

INTERCULTURAL SCRIPT WRITER GUIDE

EXPERIENTIAL SCRIPT WRITER GUIDE

HOW I WORK AS A SCRIPT WRITER (MY TASKS):

TO DEVELOP MY WORK I WILL NEED TO KNOW / DO / USE THE FOLLOWING

It´s my goal to give my customers an authentic experience and demonstrate the story. For example, during my tours I dress up in clothes which represent the theme of the tour. Before the tours customers can get inspired by the theme by reading my blog. In my blog I try to bring the local story to life by using lots of examples. During the tours , which are almost like theatre performances, I get tourists involved through different roles and tasks so the become part of the story. During the tour I create opportunities for the customers to share their experiences via Instagram and other social medial channels. After the tours the story continues on my blog. Even those tourists who choose not to have an active role during the tour, need to have a memorable guiding experience. Tourism is an experience, it is not only about historical moments.

• Future oriented guide roles and their required competences• Customer Journey - method, which describes the critical touchpoints of customer experiences during a guiding tour

(see template)• Service blueprint, which describes guide’s tasks and activities, as well as customer’s actions during the guided tour

(see template)• Additional: story telling

Personally I´m interested in historical issues and stories. I love art. I constantly seek information and further my knowledge of different themes. I actively create a script of my guiding tours using available service design tools.

• Sharing the knowledge• Responsible choices• Food is an encounter with a culture

(historical aspect with local offer)

• Understanding different cultural expectations

• Taking religious issues into consideration

• Using digital tools and social media• Multisensory experience• Understanding the different needs of

the customers • Improvisation (singing, puppet

show,...)

GUIDING ITSELF IS A FORM OF THEATER! “More stories, entertainment, experiences and drama”

SUSTAINABLE SCRIPT WRITER GUIDE

INTERCULTURAL SCRIPT WRITER GUIDE

EXPERIENTIAL SCRIPT WRITER GUIDE

1 \ SCRIPT WRITER - ENTERTAINER

HOW I WORK AS A SCRIPT WRITER GUIDE:

Personally I´m interested in historical issues and stories. I love art. I constantly seek information and further my knowledge of different themes. I actively create a script of my guiding tours.

Usually I’m representing characters from the past or present to give customers an authentic experience and bring the local story to life. I use a lot of different tools to keep the guests interested and customise the tours according to the needs of the group. I like to talk about the destination’s history and connect this to the present and well-known figures. Some stories are true, some fictional. I also like to ask my guests to improvise and be actors in my role play or sing with me.

Using different kinds of experiential guiding techniques is important for me, so I practise acting, voice control, storytelling and ways of putting my soul into the character.

Tours can be made experiential by combining virtual and physical elements. I often teach my groups how to use QR-codes in the city or organise a treasure hunt by using mobile phones. Clients get clues via text messages. Most important to me is to provide interactive guiding tours with experiential added value. Shared photos and blogs in social media or local giveaways make the tour into something memorable.

GUIDING ITSELF IS A FORM OF THEATER! “More stories, entertainment, experiences and drama.”

SUSTAINABLE SCRIPT WRITER GUIDE

INTERCULTURAL SCRIPT WRITER GUIDE

EXPERIENTIAL SCRIPT WRITER GUIDE

1 \ SCRIPT WRITER - ENTERTAINER

HOW I WORK AS A SCRIPT WRITER GUIDE:

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• As a guide trainer you can use (guide roles, general roles) to evaluate trainees and to modify your training accordingly.– Present the roles to your trainees – Coach your trainees to evaluate their developmental needs as guides– Tutor the trainees to work according the instructions in the roles– Evaluate together with the trainees how to improve their skills and competences– Develop training based on the discovered needs

• As a manager in a guide organisation you can use persona (general roles) to define the needs of your customers and guides, to evaluate the need for training and recruitment: – Study the roles– Evaluate which are the most important roles in/to your organisation (now and in the

future)– Create your own version for the future guide (blank template) – Decide which steps to take in order to attain (future) guide roles

• As a guide you can use persona (guide roles) for self evaluation: – Study the roles– Compare which ones correspond most to your own style of guiding– Create your own story, version (use the blank template)– Define what kind of competences, skills are needed:

how to better fulfil the customers´ needs in the future? personal development plan

HOW TO USE GUIDE ROLES?

• Quiz as a playful test, it can be used for several purposes:- as a pre-task in guide training, in a workshop or team meeting- as an ice-breaker to open discussion about guide competences in the organisation

• Quiz enhances customer-centric and entrepreneurial thinking

• Quiz is an easy way to create interest and raise awareness about guide roles, helping guides to test themselves and find out possible development areas.

QUIZ: WHAT AND WHY?

QUIZ

• 5 questions, each with 5 options, 1 to be chosen (incl. one feature from each guide role)

• Completion takes 5 minutess

QUIZ: IN A NUTSHELLhttps://www.proprofs.com/quiz-school/story.php?title=mtqxodc1oa8rci

• As a guide trainer you can use the quiz:– as a pre-task in a guide training or a workshop, you can send the quiz link to guide-

trainees before the training session;– as an ice-breaker to open discussions about future guiding needs;– to help guides to evaluate themselves and discover possible development areas.

• As a manager in a guide organisation you can use the quiz: – as a pre-task in a workshop or in a team meeting, by asking team members to submit

their Quiz-results prior to the session; – as an ice-breaker to open discussions about future guiding needs in your

organisation;– to help guides to evaluate themselves and discover possible development areas;– as a way to discover development areas and training needs.

• As a guide you can use the quiz: – to evaluate what type of guide you are;– to discover possible future development areas;– to help you think about how to acquire the needed skills.

HOW TO USE THE QUIZ?

A customer journey map is a diagram that illustrates the steps your customer(s) go through in engaging with your organisation whether it is an online experience, a service, a product or any combination. The more encounters and interactions between the customer and organisation (touchpoints) the more complicated — but necessary — such a map becomes. Customer journey maps look at the entire arc of engagement.

CUSTOMER JOURNEY: WHAT AND WHY?

• Customer journey mapping is a handy method to get to know your customer.– Who is your customer?

– When and where does he get in contact or interact with your services?

– What are his experiences with regards to your services?

• The use of customer journeys enhances customer-centric and entrepreneurial thinking

• Customer journey is an easy way to create interest and raise awareness about the importance of looking at the guiding services from the customer’s viewpoint, to start understanding the customers’ experience and to detect possible areas for improvement.

CUSTOMER JOURNEY: IN A NUTSHELL

• As a guide trainer you can use the customer journey:

– to ask your trainees to map out a planned or an existing guided tour;– to discuss with your trainees the customer’s expectations and needs in each service

moment and touchpoint;– to discuss with the trainees how they could get more involvement with the customers

during the guided tours;– to encourage the trainees to think how they can get real information about customer’s

expectations before, during and after the service.

• As a manager in a guide organisation you can use the customer journey: – as a model when creating a new guided tour with your guides. – as orientation material for new employees to help them understand your guiding services

from the customer´s perspective from end to end;– for collecting customer´s feedback by asking your customers to fill out the customer

journey template; – to study the customer’s feedback and feedback from other sources and use this feedback

to find out which back- or front-office processes are involved and might need improving.

• As a guide you can use the customer journey: – to portray your own service (guided tour) step by step;– as a feedback form by asking your customer to fill out the customer journey template; – to identify the most important and memorable moments of

your service, what should be further developed, how have your customers experienced your guided tour etc.?

HOW TO USE THE CUSTOMER JOURNEY?

• Blanc version (multiple possible uses)

• Link to the underlying (and backstage) processes

• Opportunities for improvement (service blueprint)

SEVERAL TYPES OF CUSTOMER JOURNEYS

• Customer feedback form

• Directional questions

• Easy to fill out – positive vs negative experiences

SEVERAL TYPES OF CUSTOMER JOURNEYS

Testimonials are a method of knowledge sharing and learningfrom each other.

You can tell your own story with a testimonial and inspire your fellow-guides and guide organisations. A testimonial can be a starting point to open discussions on quality improvement. You can use testimonials to communicate to your customers about the way your organisation and guides work, what competences and skills they have,…

TESTIMONIALS

Quizwhat type of

guide are you?

Raise awareness on (future) guide

roles

”UNDERSTAND”Be prepared ”DEVELOP”

Co-create

Become aware of and develop

the organisation’s

needed (future) roles

”DELIVER”Make it happen

CustomerJourneyHow do

customers experience the guided tours?

Developcustomer-

centric tours /Collect

feedback from customers

TestimonialsShare

knowledge with and learn

from each other

Guide rolesSelf-evaluation for guides andorganisations

Share knowledge and learn

about ways to improve

SERVICE DESIGN TOOLKIT

INNOGUIDE 2.0

STORYTELLING BY MARCO RAAPHORST

SERVICE DESIGN TOOLKIT

►PUTTING TOOLS INTO PRACTICE

WHY IS THIS GROUP BOOKING A GUIDED TOUR AND WHAT ARE THE EXPECTATIONS OF THE GROUP?

WHAT ARE THE SPECIFIC TRAITS OF THIS GROUP?

PICTURE

PERSONA

Group of 30 students – equally divided male/ female – between the ages of 20 and 25 years old – different nationalitiesCommon language: EnglishMost of the students only recently arrived in Brussels. Some of them have already been to the town center.

GROUP: Group of international exchange students – studying at VUB

CONTACT: Local coordinator of the ESN-network - Inge Jacobs

TOUR DETAILS: Guided tour through the heart of Brussels

The tour is part of a volontary welcome pack, offered by the host university.

The group will have had a presentation in the morning, followed by a light lunch. They will be available as from 14h. At 17h they have to return to campus.

The idea is to offer the group a fun way to get to know the city and the students’ places of interest.

It has to be a fun experience and a way to enhance group bonding.

Combination with tasting of local specialities or beers would be extra interesting.

CUSTOMER JOURNEY MAPPING

1. What point of contact? Which interaction?

2. Positive customer experience – WOW-experience

3. Negative customer experience – problems/obstacles

4. Opportunities for improving direct customer contact

5. Opportunities for improving back office processes

THEMES• Sustainability• Interculturality

• Experiential Guiding

INNOGUIDE 2.0

STORYTELLING BY MARCO RAAPHORST

SERVICE DESIGN TOOLKIT

PUTTING TOOLS INTO PRACTICE

►THE INNOGUIDE 2.0 FACES IN FLANDERS

Petra Huyst and Lies BoonenVISITFLANDERSQuality Department

Project Coordinatorpetra.huyst@visitflanders.comService Design Expertlies.boonen@visitflanders.com

MANY THANKS FOR YOUR ATTENTION