Webbdagarna: Service Design Trends 2013
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Creuna’s Fredrik Marcus, Marcus Johansson and Ali Ivmark present their thoughts on Service Design, Brand Values, Customer Experience and “the living brand ecosystem”.
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Webbdagarna: Service Design Trends 2013
- 1. SERVICE DESIGN TRENDS Fredrik Marcus, Ali Ivmark and Marcus Johansson May 30, 2013 Twenty Thirteen
- 2. 6 Ali Ivmark Design Director ali.ivmark@creuna.se Twi er.com/akababa Slideshare.net/akababa 2 Fredrik “FM” Marcus CD/AD/2D/3D/HD inte VD fm@creuna.se Twi er.com/fm instagram.com/fm www.facebook.com/fredrik.marcus Marcus Johansson Senior Interaction Designer marcus.johansson@creuna.se Twi er.com/je_marcus Instagram.com/thewildone
- 3. Service Design Companies like Adobe, Facebook, Google and most recently Accenture have acquired renowned Service Design agencies to help them better prioritize their design and customer experience offering.
- 4. Over 40% of the companies that were at the top of the fortune 500 in 2000 were no longer THERE in 2010 http://www.slideshare.net/fullscreen/briansolis/official-slideshare-for-whats-the-future-of-business/2
- 8. BEING SUCCESSFUL TODAY COMES DOWN TO 1 THING: A company’s will to change. A fundamentally held belief that it’s not just the features, stuffed into the products, rolled out into the services that defines a brand, but rather their brand values and how their brand values connect to and reflect their customers’ values.
- 9. Was Blockbuster just inflexible to the idea of Change?
- 10. Netflix knew they weren’t in the business of media & entertainment as much as they were in the business of serving their customers.
- 11. The old world was a world of one-off solutions. Today requires a living brand ecosystem, as complex as it may be.... #OPENBrandSummit, May 9, 2013
- 12. A LIVING BRAND ECOSYSTEM JUST MEANS Companies need to evolve their service models based on their customers‘ needs and expectations across ALL touchpoints.
- 13. MOST IMPORTANTLY, DON’T JUST USE YOUR ECOSYSTEM AS A DELIVERY MECHANISM rather think of it as a playground! Invite your customers to come and not only consume the products, but rather engage, embrace, celebrate, share and simply take pride and joy in the brand.
- 14. BECAUSE WE ALL KNOW A brand is only as good as customer says it is.
- 15. A Brand’s set of values should always be inline with the Customer’s own set of values. THE ONE AND ONLY INSIGHT THAT YOU SHOULD TAKE WITH YOU WHEN YOU LEAVE THIS PRESENTATION
- 17. BRAND VALUES ARE PRIMARILY BASED ON THE CUSTOMER’S PERCEPTION OF THE BRAND’S OFFERING ACROSS 3 KEY PILLARS. The “Big” Customer Experience across the entire ecosystem The Technical adaption for each and every context or touchpoint The business models (such as offering everything from Trial to Pro to satisfy new and existing customers)
- 18. YOU CAN USE THIS TOOL TO better identify and evaluate services as well as service trends respective to each pillar We’ll demonstrate with a few examples here how you might do that!
- 19. Customer Trends Customer service trends can be examples where customers are in the driver’s seat – influencing the future or nature of a given service.
- 20. 620 Good Customer Experience design is the difference between a generic run-of- the-mill service and that of a symbiotic brand relationship where shared values lead to a deep and meaningful engagement.
- 21. 6 Mobile surpasses Desktop 621 Netflix’ TV By Numbers Big Data
- 22. 22 NETFLIX IS PLACING A BIG BET ON BIG DATA Will content be their next big move? They’ve been collecting massive amounts of customer data to improve recommendations. Now they’re thinking they don’t just want to stream what you want to watch, but rather create the content you want to watch.
- 23. “Pick a movement, pick a revolution and join it.” Jack Dorsey, Founder of Square Disrupt SF 2012, September 21, 2012 23
- 25. 25 BUYCOTT TAKES TRANSPARENCY TO NEW HEIGHTS It helps you actively support the causes you care about and oppose the ones you don’t.
- 26. Tech Trends Phygital – not so much of a trend as a transition phase while we get more comfortable to a more digitally augmented world.
- 27. 627 Technology is at its best when it is invisible, behind- the-scenes enabling people to do what they always do, just more productively, delightfully or magically.
- 28. 6 Mobile surpasses Desktop 628 13th Lab: Immersive Engagement Pygital
- 29. 13TH LAB SAYS THEY ARE “Hyperlinking the real world with digital” Their proprietary platform is based on NASA rover technology. They’re simply applying it to real world scenarios to bring you closer to the experience.
- 32. TESCO VIRTUAL STORE AT GATWICK INTERNATIONAL “70 minutes dead time – now that can be put to really good efficient use.” After trialing Tesco Homeplus virtual shopping in South Korea, they brought the service to the UK where they’ve found new ways to better evolve the customer experience.
- 34. Business Trends Radical transparency (retail), crowdfunding and subscriptions are just a few of the emerging business practices we’re seeing at the moment.
- 35. 635 Business today isn't about benchmarking oneself against the competition, it's about genuinely aligning one’s core values with the Customers’ and serving their needs like no one else can.
- 37. EVERLANE IS ALL ABOUT “Radical Transparency - Know your factories. Know your costs. Always ask why.” Everlane wanted to come to Canada, but they wanted to do it right and include their customers’ input. So they used the Kickstarter model and set a goal at $100,000 pledges.
- 39. Crowdfunding platforms raised $2.7 Billion in 2012. The forecast for 2013 is $5.1 Billion. Massolution Crowdfunding Research Group
- 40. “We think subscriptions are the wrong path. We think people want to own their own music.” Steve Jobs, 2003 Founder of Apple
- 41. The ‘Buy’ button has been replaced by the ‘Subscribe’, ‘Upgrade’, and ‘Renew’ buttons. Zuora.com Subscription Economists
- 42. Fredrik Marcus
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- 57. WOULDN’T IT BE GREAT IF ALL OUR FAVORITE SERVICES had one big playground? Where we didn’t have to worry about our data specific borders and limitations, we could just experience all that stuff we like, share, save and play everywhere we wanted to? A trivial case, but for example, if you could listen to your youtube playlists in Spotify or watch your Spotify playlists in youtube?
- 58. Ok, maybe that’s a bit far off, how about just starting off by making the customer number 1 priority?
- 59. 659 CUSTOMER VALUE BUSINESS VALUE TECH VALUE Continual alignment with the Customer’s needs and values makes for an unstoppable brand! Brand Values
- 61. Digital Briefing