Service Design captures imaginations beyond the design sector because it packages a set of ideas that are well suited for change-oriented organisations. Even with solid management practices focused on quality and efficiency, organisations still work hard to win, keep and delight customers. The need to transform is very real, and Service Design is well placed to make a difference as long as it is able to adapt.

1. www.enginegroup.co.uk
Three!
Transformations!
The ideas driving organisational change
James Samperi | Director

2. Service design
has captured
the imagination
beyond design

3. BUSINESS!
CUSTOMER!
PRODUCT!
SERVICE!
ANALYTICAL!
IMAGINATIVE!
CENTRIC!
DEVELOPMENT!
APPROACHES!!
CENTRIC!
!
DEVELOPMENT!
APPROACHES!

4. BUSINESS!
CENTRIC!
CUSTOMER!
CENTRIC!

5. IT’S
QUANTIFIED
AND
IT’S
IMPACT
IS
KNOWN
WE
KNOW
WHAT’S
WORKING
AND
WHAT
ISN’T.
CX
Measurement

6. CHALLENGE:
Trying to
understand
the current
service & what
of it customers
actually value

7. QUICK
FIXES
SUCK

8. TARGET
EXPERIENCE
IS
DEFINED
IN
WHAT
WAY
DO
WE
CHANGE
AND
WHAT
DOES
THAT
CHANGE
LOOK
AND
FEEL
LIKE?
CX
Strategy + Design

9. CHALLENGE:
Navigating the
tension between
the business
model and the
customer
experience

10. DESIGN TO DRIVE VALUE!
1. Retention
2. Life-time value
3. Advocacy

11. EXPERIENCE
IS
MANAGED
WE
UNDERSTAND
HOW
TO
DELIVER
A
QUALITY
EXPERIENCE
AND
MEASURE
THE
RESULTS
CX
Strategy + Design + Delivery

12. DEPTH & DIMENSIONS!
Quality
Performance
Impact
Build of service elements.
Capabilities of system
The outcomes
Customer
Experience
•
Usability, utility, brand
expression
•
User errors,
satisfaction, service
recovery
•
Retention, advocacy,
take-up
Service
Architecture
•
Reliability,
consistencey,
behaviour
•
Tracking transactional
and SLA targets
•
Track operating costs
and ease, time and
cost of change
Propositions
•
Forecasting return
•
Costs, revenue, profit
•
Market share, sales,
revenue, retention.
Service
Organisation
•
Benchmarking teams,
coaching and
management
•
Utilisation of resources
against targets
•
Take-up of training.
Level of commitment
to new projects. Skills
acquired by
individuals.

13. SATISFACTION
R AT I N G S U P
5 0 %!
EVIDENCE
IS
GATHERED
WE’RE
MAKING
AN
IMPACT
AVERAGE RETAIL
SPEND UP
HOURS UP
£18!
SECTOR
16.5%!
AWARDS
RETAIL
SALES UP
VISITS UP
BEST
DIGITAL
INITIATIVE
4.5%! 8.1%!

14. PRODUCT!
DEVELOPMENT!
SERVICE!
DEVELOPMENT!

15. CHALLENGE:
Changing the
relationship with
customers and
building service
capabilities

16. Product service
eco-systems are
challenging
businesses
beyond that of
the experience
alone
Develop new
businesses
not just
products"
Not just the"
experience
but delivery"
New
service
capabilities"
Shift to
longer-term"
relationships"

17. The 9
elements
of service
design
Service role
PriNciPleS
ProPoSiTioNS
Service MoDel
PlATForM reQUireMeNTS
ProceSSeS
PeoPle
JoUrNeYS & eXPerieNceS
ProDUcTS

18. D E S I G N
P R O G R A M M E
2yrs!
300k!
PRODUCTION
STAFF
LOCATIONS
1000+!100!

19. ANALYTICAL!
APPROACHES!
IMAGINATIVE!
APPROACHES!

20. CHALLENGE:
Once is cool,
doing it again is
even cooler. So
embedding the
approach is
critical.

21. CX CAN’T BE A ‘MAGIC WAND’!
THE ‘TO BE’ SERVICE AND EXPERIENCE
TARGET OPERATING MODEL (TOM)
How the organisation believes the service
should work
CUSTOMER
CUSTOMER
EXPERIENCE
EXPERIENCE

22. INTEGRATED DEVELOPMENT!
THE ‘TO BE’ SERVICE AND EXPERIENCE
EXPERIENCE REQUIREMENTS
Target customer experience (TCE)
CHANGE REQUIREMENTS
Target operating model (TOM)

23. SATISFACTION
R AT I N G S U P
1 4 %!
PASSENGER
NUMBERS
^13%!
ASQ RATING 2012
BEST IMPROVED!

24. www.enginegroup.co.uk
Service design is…
The application of
empathic design
thinking and practices
to business change.

25. www.enginegroup.co.uk
Service design will become…
A credible,
management practice
integrated within
businesses.