service-design-workshop-cmu-summer-academy-(service-system-design)
DESCRIPTION
Richard ClaassensIT-Architect, Afdeling RegieSNS Bank 073-683 2311mailto://[email protected] Linkedin : http://www.linkedin.com/pub/1/371/424Pettelaarpark 120,5216 PT, 's-Hertogenbosch Gebouw: C Verdieping: 6-links****************************************************************Dit e-mailbericht is alleen bestemd voor de geadresseerden. Indien dit bericht niet voor u is bedoeld, wordt u verzocht de afzender hiervan op de hoogte te stellen door het bericht te retourneren en de inhoud niet te gebruiken. Aan dit bericht kunnen geen rechten worden ontleend.****************************************************************This e-mail message is intended to be exclusively for the addressee. If you are not the intended recipient you are kindly requested not to make any use whatsoever of the contents and to notify the sender immediately by returning this e-mail message. No rights can be derived from this message.****************************************************************TRANSCRIPT
CMU Summer AcademyCMU Summer Academy
Embodied Futures and Service DesignDesign
June 23-25
1
ServiceService System Design for value coSystem Design for value co--y gy gcreation creation (Patrício, Fisk, Cunha, Constantine 2008)(Patrício, Fisk, Cunha, Constantine 2008)
A i t di i li f k th t i t t th• An interdisciplinary framework that integrates the design of various levels of the multi-interface service systemservice system.
• SSD stages1 C t i i1. Customer experience mapping2. Positioning the service system in the customer value
constellation of offeringsconstellation of offerings3. Designing the service system
• Service system architecture• Service system architecture• Service system navigation
4 Designing the service interaction experience2
4. Designing the service interaction experience
Lia Patrício© 2009
Service design methods and Service design methods and frameworksframeworks• Service frameworks
– Service Theater (Grove and Fisk 2001); Servuction (Eiglier and Langeard 1977); Service Marketing System (Lovelock 2001)Langeard 1977); Service Marketing System (Lovelock 2001)
• Service design frameworks– Service Blueprint (Shostack 1984, 1985): Integrative design of Se ce uep t (S ostac 98 , 985) teg at e des g o
service experiences (Stuart and Tax 1997, 2004)
• Interaction design– Usage-centered Design and Activity Modeling (Constantine
2006, Constantine and Lockwood 2002)
• Service Experience Blueprint• Service Experience Blueprint– (Patrício, Fisk and Cunha 2008)
© Lia Patrício, Raymond P. Fisk, João Falcão e Cunha
3
The different levels of Sevice system design
Overall customer experience Value constellation
Overall service experience
Multi-interfaceService system
Service interactionE i
Service Experience Bl i tExperience Blueprint
4Lia Patrício© 2009
Customer value constellation
Multi-Channel Service System
Cus
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er
Service InteractionServ
ice
Inte
rfac
es
Service System Architecture
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ort
Service System Navigation
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Service Experience BlueprintLia Patrício© 2009
Positioning the service system in the customer value constellation• the firm must position its service offering within
the value-creating system, by positioning the service system in the constellation of serviceofferings.
• The core of a bank’s services is financial services, but many banks have made partnerships with other companies to enhance their ability to add value to the overall customer experience for a given activity, such as buying a house.
6Lia Patrício© 2009
Customer value constellation for buying a car
Car
car information
i Car dealer
servicesPersonal
recommendations
Registration office
Buying a car
Car manufac
turer
dations
office
Insurance
BankInsurance company
7Lia Patrício© 2009
Design of the service systemDesign of the service system
• Having defined its value proposition in the value constellation, the bank must design its multi-interface service system to offer a valuable mortgage experience across all stages of service consumption and usage.
• These service systems are complex, involving multiple interaction channels, which customers can choose for different tasks along the overall service experience.
8Lia Patrício© 2009
Service system architectureService system architecture
• The Service System Architecture defines, for the different tasks along the service gexperience, which channels and support processes are responsible for the overallprocesses are responsible for the overall service offering.
Thi hit t th f d i t th– This architecture therefore depicts the structure of the service system, providing an i t t d i f th lti h l iintegrated view of the multi-channel service offering.
9Lia Patrício© 2009
10Lia Patrício© 2009
Service System NavigationService System Navigation
• The Service System Navigation maps the alternative paths customers may take across the different channels along the tasks of the service experience. • This view allows for better identification and design of
service interface links that enable customers to thl f h l t th l thsmoothly move from one channel to another along the
service experience. The service system navigation therefore offers a• The service system navigation therefore offers a dynamic view of the service system.
11Lia Patrício© 2009
Service Experience Blueprint p p(Patrício, Fisk, Cunha 2008)
• After the multi-interface level view of the service system, the design can drill down y , gto each concrete channel, using the Service Experience Blueprint (SEB)Service Experience Blueprint (SEB) diagram.
S• The SEB maps the interaction experience for a given task in a concrete interface, gbased on customer experience requirements.requirements.
13Lia Patrício© 2009
Service Experience Blueprint for loan information at Internet service
W
p p
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lane F
[telephone advice]
[schedule meeting]
[no schedule]
Select telephone
Login to service Select loan info Choose
advice option
Cus
tom
er s
w
Line of interaction
Select schedule meeting
[schedule meeting] telephone advice
Internet banking
Send logininformation
Present service options
Present loan info
and advicebled
ne
Line of interaction
Inform customer he/she will be Retrieve
loan infobanking interface
F
information service options and advice options
chno
logy
ena
bsy
stem
sw
imla
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Line of customer visibility
contactedloan info
Backend system
F
Validate login info
Send loan info
Tes
Retrieve additional
customer info
Select appropriate
advisor
Send schedule request with
customer info
F
Backend system
activity Beginning of processW Waiting pointS i i t f li k
14End of processFCustomer
decision
Service interface link
Fail point
Service Experience Blueprint for schedule a meeting at branch banking
W
mer
sw
imla
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avaliabilityC
usto
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Line of interactionEmployee
visible actions
ee s
wim
lane
Call customer to schedule meeting
Line of customer visibility
Employee invisible actions
Ban
k em
ploy
e
Analyze customer and loan info Prepare meeting
Li f i t l i t ti
F
Intranet interface en
able
dm
lane
Show meeting request and
loan info
Line of internal interaction
Tech
nolo
gy e
syst
em s
wi
Send schedule request with loan
Line of employee visibilityF
15Backend system
qinformation
Service Experience Blueprint for loan telephone advice while using Internet banking
customer Line of interactionntst
age
Service Experience Blueprint for Internet banking
Internet banking interface
Line of customer visibility
fron
age
Backend systemba
ckst
acustomer Service Experience Blueprint for telephone banking advice
tsta
ge
customerLine of interaction
Line of customer visibilityTelephone banking
i t f
fron
t
Internet banking interface
Telephone banking interface
interface
Intranet
Line of internal interaction
Line of employee visibility
acks
tage
Backend system
16Backend system
ba
Lia Patrício© 2009
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17Lia Patrício© 2009
Value co-creation in complex service systems• Service value propositions become increasingly
complex, involving multiple offerings and multi-channel service systems.
• Customers co-create their services through multiple patterns of interaction with the differentmultiple patterns of interaction with the different elements of the service system.
• Service system design must accommodate and enhance value co creationenhance value co-creation.
18Lia Patrício© 2009
Conclusion and future work for Conclusion and future work for service system designservice system design
M lti h l i t t b d i d i• Multi-channel service systems must be designed in a way that fosters modularity and flexibility to accommodate multiple usage patterns of value co-p g pcreation.
• Holistic perspectives on system architecture and navigation are needed in service system design.
• Such perspectives are needed to design the service system value proposition, from positioning the servicesystem value proposition, from positioning the service offering into the value constellation, to designing the service system and each interaction experience.
19Lia Patrício© 2009