Service Design Workshop by Flanders InShape (Philippe Martens)
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This document provides an overview of a service design workshop. It discusses what service design is, why it is important, and how to map the customer journey. Service design is the process of improving customer experiences across multiple touchpoints over time. Mapping the customer journey involves identifying all points of customer contact and evaluating the experience from the customer's perspective. This helps ensure a seamless experience and identifies areas for improvement. The workshop also discusses exercises for mapping a customer journey and how mapping can benefit businesses by improving the customer experience and operational efficiency.
Service Design Workshop by Flanders InShape (Philippe Martens)
- 2. What is service design? Why service design? The customer journey How to use the customer journey in your BP?
- 3. What is service design?
- 5. Services help someone to do Something
- 7. Service design is the process of improving experiences that happen across multiple touch points over time. (Engine)
- 13. desirable viable feasible
- 21. Customer Journey | The Touchpoints
- 22. Example | Starbucks Touchpoints
- 25. Understanding the customer touchpoints + -
- 26. Kinepolis experience flow watch book enter + tickets eat apres drink pay search - queue find car travel and park
- 53. Your customer experience journey Using the sheet provided, map out the experience that your customers have as they engage with your service (or product). Plot all of the touch points a customer comes into contact with. Look at your touch points through the eyes of your customers. Are you delivering what you promise? Be objective in your assessment of whether each touch point does what it should. Point out crucial moments of truth Please take 15 minutes for this exercise.
- 58. What is service design? Why service design? The customer journey How to use the customer journey in your BP?
- 59. Use the customer journey in your Business Plan to
- 60. Understanding the Designing and overhauling reality of peoples lives systems and processes Enable and deliver true customer Show instantly where issues arise for focus and insight customers Define things from a customer Ensure systems are efficient, effective and viewpoint (e.g. understand big customer-focused lifestage changes) Understand transactions and deliver Understand the differences between solutions people (needs, ability, ways of doing things) Take cost & complexity out Use deep understanding to of the system design policy, delivery, Bringing the Design customer engagement and outside in; thinking experiences communication and working to a Facilitating inter- and cross- customer-focused Making decisions departmental working approach Understand processes and transactions that cut across more than one function and/or department Overcome silo thinking Make decisions on relative priorities Identify baton-change moments between, for example, different Provide a highly visual way of looking at customer groups Plan how to allocate resources things, to help different functions people, infrastructure, budgets and identify common ground Find the best way of working together systems
- 61. Benefits of journey mapping
- 62. BENEFITS OF JOURNEY MAPPING Journey mapping helps you look at your business from the outside in and helps you think laterally, outside your own policy agenda. By engaging with customers you can move from incremental service improvement to genuine service transformation. Its a win:win opportunity - better customer experience and greater operational efficiency. BETTER CUSTOMER GREATER EFFICIENCY EXPERIENCE Journey mapping helps you to: Journey mapping helps you to: See and approach things from the Bring about change across government in customers point of view a way that cuts across silos Identify where customers are being Target limited resource for maximum confused by different touchpoints, some impact of which you may not even be aware of Plan the most efficient and effective Meet expectations (often raised by private experience by reducing duplication and sector experiences). Recognise peoples shortening the length of processes + time is valuable and be flexible about how Anticipate demands on the system and and when they can access government plan so that you can meet these Deliver a seamless, streamlined Prioritise between competing calls on experience that cuts across silos by resources by showing when and where recognising where and when it makes needs are greatest and service most sense to join things up for the customer valued Understand how much you can expect Identify baton-change points where people to do, and recognise where you service or communication breakdown is might be imposing undue stress most likely Get it right when it really matters e.g. Identify problems and issues without when emotions are highest or need attributing blame greatest Identify cheapest cost to serve, and Look at the current situation and the influence people to transact with you in a ideal side-by-side, giving a chance to way that minimises costs (e.g. use new genuinely redraw the customer journey channels) Deliver information, messages and Set performance indicators and standards services at the most appropriate time so that you can measure and track progress over time
- 63. Compentence Center for Product Development and Industrial Design
Editor's Notes
- #3: What we are doing today:What is service design?
- #7: carmaintenance
- #8: Service designis the process of improving experiences that happen across multiple touch points over time.
- #10: Theodore LevittService design is notonlyaboutdesigning the optimal UX, butaboutunderstandingunderlying (LATENT) customerneeds and finding the best solutionforthoseneeds.
- #11: Gross Domestic Product (Bruto binnenlands Product)
- #14: And its needs to be viable to do good business
- #24: Next step, you have figure out howgoodor bad the user experience is foreachtouchpoint
- #28: Anotherexample: the eurostar journey map
- #30: If we startmapping the customerjourneyforAmtrak and we start with the ATTRACT step. How do we atttractpeople to ournew service of product?We need to make a compelling story. We have to set the right expections.
- #32: Didanyoneread the book Made to stick (ortranslated in dutch as De plakfactor) by Chip & Dan Heath
- #33: No, well i willrecap the book:GOOD STICKY MESSANGES ARE:
- #34: GoodexampleThis is a view youcanseefromanapproachingairplane to London City Airport.
- #37: Basicneeds
- #38: Butif we addchoice, we seeaninterestingrelationbetweencost and meaning.
- #39: If we map the customerdecisionsfor the AmtrakAcela Service
- #42: Gothrough the wholeusage scenario of yournew service or product and determine all the touchpointyourcustomersencounter
- #45: To giveyouanexample
- #46: And ifsomethinggoes wrong. How do you deal with support? Well keep 4 things in mind:Be accountabletakeresponsabilityCommunicateclearlyBe empathicwithyoucustomeracknowledge the impactProvide a solution: makesure to solve the problem at the end of the day
- #51: How do you do that? Someexamples:
- #57: Example of a girlwhomapped the customerjourneysheexperiencedby planning a train trip
- #59: How to design a and itstouchpoints