service design days 2017 - keynote erik roscam abbing (livework)
TRANSCRIPT
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Fit for purpose: the service design growth curve.
SERVICE DESIGN DAYS
Erik Roscam Abbing | @roscamabbing | @liveworkstudio | #ssdBCN
Service Design Days Barcelona
Oktober 2017
www.liveworkstudio.com
clip by alexandr kravtsov
Services have many
different faces
So designing services is pretty #$%€^&* versatile :)
Services have many
different faces
And he’ll say: “it depends on the job”
Ask a carpenter
what tools he uses
“For me service is just common sense. People
can buy an apple anywhere. With me they get a
smile as well. I ask them how they are first.
Then I ask them how I may help them.”
“Most of my customers are regulars. I know
what they like to eat and how much they want
to spend. And very often I know quite a bit
about them privately as well.”
“When I hire someone to assist me in the store
it has to be the right type of person. I can teach
them about fruit and vegetables, but I can’t
teach them to be witty, curious and nice”.
“I make the most money when I drive around all
day delivering to restaurants. But I love being in
the store. It’s hardly profitable but it is what I do
best and what I’ve done all my life”.
“I care for this neighborhood. I want people to
talk to each other more. This place is also a
meeting place. I see that as my role as well”.
Validation
volkswagen
tools thanks to Board of Innovation
“service for us is partly about customer
experience and NPS, and partly about unlocking
new value. Innovating in the customer journey
through new value propositions”
“We have a lot of data about our customers.
And of course we send out many questionnaires
and we have a customer panel. Lately we’re
doing more and more qual research as well.”
“One of our biggest challenges is how to make
our organisation more service minded. It’s a
different way of working, a different mind-set.
We have to develop those capabilities with HR”.
“When we raise NPS, we lower churn and raise
customer lifetime value. That’s relatively clear.
What we are still uncertain about is whether
service innovation is worth the investment”.
“We have programs for corporate social
responsibility and ccoperative banking. And we
have the EU rules to meet. As such we’re very
much part of society and play a role in it”.
So designing services is pretty #$%€^&* versatile :)
Services have many
different faces
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adaptability! that implies that you have to be very adaptable to your environment, like a chameleon. You have to merge with the context in which you’re designing services”
“
Danish Design Center 2001
Design Management Europe / BRD 2009
Not: where do you
want to go?But: what floor are you on?
Livework © 2017
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fit for purpose!
Each context has their own challenges. Not bigger or smaller, just different. “
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four dimensions
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the customer
perspective
1
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the organisation perspective
2
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the business
perspective
3
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the society
perspective
4
customer organisation
society business
designing services
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sometimes the context is small
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sometimes the context is small
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sometimes the context is smallsuper big
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integration of the four perspectives is key
Maturity in designing services is not about how ‘far’ companies are or how ‘much’ they do but about how well they manage to integrate perspectives”
“
SME Online retail B2C / C2C
Customer: contextual research, life-cycles, validated personas Organisation: brand values to guiding principles, journey based scrum teams Business: metric dashboard to include principles Society: market position in collaborative economy
NGO SME Environmental cause B2G / B2C
Customer: contextual research, journeys and life-cycles, validated personas Organisation: co-creation with stakeholders, volunteer training Business: acquisition and conversion strategy Society: charity / movement role
Customer: rolling out patient experience vision Organisation: roles, capabilities, responsibilities, collaboration, supplier management Business: out of scope Society: community role and brand history
large corporate healthcare B2C
large corporate financial sector B2B & B2C
Customer: contextual insight research, qualitative&quantitative, validated personas Organisation: co-creation with +150 employees & stakeholders, capability building Business: new funnel strategy based on customer decision journey Society: legislation, reputation, social responsibility
The service design growth
curve
Is an upward spiral where every level is just perfect! :)
www.liveworkstudio.com
www.designthenewbusiness.com
@liveworkstudio
@roscamabbing
#sddBCN
Thank you!