The document discusses the importance of trust in business and how service design can help build trust. It defines service design according to service dominant logic as designing ecosystems of connected products, services, and environments to enable value co-creation. It promotes using design thinking, context mapping, and customer journey mapping to understand user needs and jobs to be done. By facilitating conversations and collaborations, organizations can start building cultures of trust and co-creating real value with stakeholders.

1. TRUST
THE NEXT BIG THING

3. Arne van Oosterom
Marketing Conference
The Hague April 15th 2011
Twitter @DesignThinkers
Email arne@designthinkers.nl
www.designthinkers.nl
www.designthinkingnetwork.com

4. The people at DesignThinkers believe in the importance
of creative thinking, facilitating ongoing conversations
and learning by doing.
We are a New Marketing Agency for a New Era. We
develop Marketing Strategy and Campaigns, build
Communities and Design and Implement innovative
products and services.

5. >> http://bit.ly/dANzLn

7. SERVICE DESIGN, WHAT IS

8. SERVICE DESIGN, WHAT IS IT?!

9. PRACTICAL!
SERVICE DESIGN, WHAT IS IT?!
HOLISTIC!
* courtesy of Erik Roscam Abbing

10. SE TO
RV UC
ICE HP D PRACTICAL!
OR OIN ESIG
GA TS NI
NI FO NG
SA R
TIO A
N!
* courtesy of Erik Roscam Abbing
SERVICE DESIGN, WHAT IS IT?!
HOLISTIC!

11. DESIGNING FOR SERVICES. E.G, A WEBSITE FOR A
SERVICE PROVIDER. THIS OFTEN REQUIRES A MORE
INTEGRATED APPROACH THAN SEEN IN REALITY.
* courtesy of Erik Roscam Abbing

12. * courtesy of Erik Roscam Abbing

13. SE TO
RV UC
ICE HP D PRACTICAL!
OR OIN ESIG
DE GA TS NI
SIG NI FO NG
SA R
AR NIN TIO A
OU G T N!
ND HE
A SE
PR RV
OD IC
* courtesy of Erik Roscam Abbing
UC E
T!
SERVICE DESIGN, WHAT IS IT?!
HOLISTIC!

14. OFTEN FOCUSSED ON AFTER SALES SERVICE. BUT
THERE IS MUCH MORE! THE ENTIRE CUSTOMER
JOURNEY OFFERS OPPORTUNITIES FOR SERVICE!
* courtesy of Erik Roscam Abbing

16. SE TO
RV UC
ICE HP D PRACTICAL!
OR OIN ESIG
DE GA TS NI
SIG NI FO NG
SA R
AR NIN TIO A
OU G T N!
ND HE
A SE
DE PR RV
OD IC
* courtesy of Erik Roscam Abbing
SIG UC E
SE NI T!
RV NG
ICE PR
SY OD
ST UC
EM T
S!
SERVICE DESIGN, WHAT IS IT?!
HOLISTIC!

17. HOT TOPIC: THE INTERNET OF THINGS. PRODUCTS AND
SERVICES ARE INTERTWINED, OFTEN VIA IT TECHNOLOGY,
DATA IS BEING HARVESTED AND DATA IS THE NEW GOLD

19. SE TO
RV UC
ICE HP D
PRACTICAL!
OR OIN ESIG
DE GA TS NI
SIG NI FO NG
SA R
AR NIN TIO A
OU G T N!
ND HE
A SE
DE PR RV
OD IC
* courtesy of Erik Roscam Abbing
SIG UC E
SE NI T!
RV NG
ICE PR
SY OD
ST UC
CO TO D EM T
NS UC ES S!
TIT HP IGN
UT OI IN
E A NT G T
SE S TH HE
RV AT
ICE
!
SERVICE DESIGN, WHAT IS IT?!
HOLISTIC!

20. THIS REQUIRES A TRULY MULTIDISCIPLINARY
INTEGRATED RESEARCH, DESIGN AND IMPLEMENTATION
APPROACH. DESIGN SUPPORTS HUMAN INTERACTION
* courtesy of Erik Roscam Abbing

22. SE TO
RV UC
ICE HP D PRACTICAL!
OR OIN ESIG
DE GA TS NI
SIG NI FO NG
SA R
AR NIN TIO A
OU G T N!
ND HE
A SE
DE PR RV
OD IC
* courtesy of Erik Roscam Abbing
SIG UC E
SE NI T!
RV NG
ICE PR
SY OD
ST UC
CO TO D EM T
NS UC ES S!
TIT HP IGN
UT OI IN
E A NT G T
DE SE S TH HE
SIG RVIC AT
NI E!
EC NG
O- SE
SY RV
ST IC
EM E
S!
SERVICE DESIGN, WHAT IS IT?!
HOLISTIC!

23. CONNECTING VARIOUS STAKEHOLDERS, SERVICES,
PARTNERS, LOCATIONS, TOUCHPOINTS INTO AN
ECO-SYSTEM WHERE VALUE IS CREATED
* courtesy of Erik Roscam Abbing

24. * courtesy of Erik Roscam Abbing

25. SE TO
RV UC
ICE HP D PRACTICAL!
OR OIN ESIG
DE GA TS NI
SIG NI FO NG
SA R
AR NIN TIO A
OU G T N!
ND HE
A SE
DE PR RV
OD IC
* courtesy of Erik Roscam Abbing
SIG UC E
SE NI T!
RV NG
ICE PR
SY OD
ST UC
CO TO D EM T
NS UC ES S!
TIT HP IGN
UT OI IN
E A NT G T
DE SE S TH HE
SIG RVIC AT
NI E!
EC NG
DE O- SE
SY RV
TO SIG ST IC
SE NIN EM E
RV G S!
ICE AC
DO COR
MI DIN
NA G
LO NT
GI
C!
SERVICE DESIGN, WHAT IS IT?!
HOLISTIC!

26. THE SERVITISATION OF VALUE: FROM OWNERSHIP TO
GETTING JOBS DONE. TOUCHPOINTS ENABLE
VALUE CO-CREATION
CO-CREATION. PRODUCTS ARE A PART OF SERVICES

28. VALUE CO-CREATION

29. WHAT IS VALUE?

30. VALUE IS ALWAYS CO-CREATED

31. BUT USING A SERVICE OR OWNING A
PRODUCT IS NEVER THE FINAL GOAL

32. SERVICES AND PRODUCTS
ARE A MEANS TO AN END

33. YOU DON’T WANT TO TAKE A TRAIN
YOU WANT TO BE HOME

34. YOU DON’T WANT TO TAKE A TRAIN
YOU WANT TO BE HOME

35. “People don’t want to buy a quarter inch drill.
They want a quarter-inch hole!”
Ted Levitt

36. WE ‘HIRE’ TOOLS TO DO A JOB

37. WE ‘HIRE’ TOOLS TO DO A JOB

38. VALUE IS CREATED WITHIN
A CERTAIN CONTEXT

39. WE’RE MOVING AWAY FROM
THE FOCUS ON VALUE IN
EXCHANGE TOWARDS VALUE
IN CONTEXT

40. CONTEXT IS KING

41. A NEW LOGIC
FOR A NEW ERA

42. SERVICE DOMINANT LOGIC

43. OLD PARADIGM: ‘SERVICES ARE WHAT’S LEFT
OVER IF YOU REMOVE ALL PRODUCTS’
THIS IS PRODUCT DOMINANT LOGIC

44. NEW PARADIGM: ‘PRODUCTS AND SERVICES
ARE ENABLERS FOR THE CO-CREATION OF
VALUE’
THIS IS SERVICE DOMINANT LOGIC
Vargo & Lusch 2004,
http://www.sdlogic.net/publications.html

45. “The battle of devices has now become a
war of ecosystems (...) Our competitors
aren’t taking our market share with devices;
they are taking our market share with an
entire ecosystem. This means we’re going to
have to decide how we either build, catalyze
or join an ecosystem”
from Nokia CEO Stephen Elop’s ‘Burning Platform’ Memo

46. SERVICE DESIGN, WHAT IS

47. SERVICE DESIGN ACCORDING TO
SERVICE DOMINANT LOGIC =
DESIGNING ECO-SYSTEMS OF
CONNECTED PRODUCTS,
SERVICES, COMMUNICATIONS AND
ENVIRONMENTS, WITH PEOPLE
AND FOR PEOPLE, THAT ENABLE
THE CO-CREATION OF VALUE.

48. TOOLS & METHODS

49. 1 MINDSET
1 METHOD
1 TOOL

50. DESIGN THINKING
CONTEXT MAPPING
CUSTOMER JOURNEY MAPPING

51. DESIGN THINKING

52. DESIGN THINKING
THERE IS NO FIXED DESIGN THINKING PROCESS.
DESIGN THINKING IS ABOUT COGNITIVE FLEXIBILITY:
THE ABILITY TO ADAPT THE PROCESS TO THE ISSUE.

53. CONTEXT MAPPING
Questioning everything!
Mapping the Stakeholders/ the Value Network
Looking into insights into user’s lives, to get a
grip on their furure behavior

54. CUSTOMER JOURNEY MAPPING
>>> http://bit.ly/dANzLn

55. MAPPING JOBS & OUTCOMES

56. BUILDING A MIRROR

58. TRULY UNDERSTAND WHAT YOU
ARE OFFERING... TOUCHPOINT
BY TOUCHPOINT

59. DISCOVERING NEW OPPORTUNITIES

61. CUSTOMER JOURNEY MAPPING
WILL HELP YOU DEVELOP A STRONG
EMPATHIC ABILITY WITHIN YOUR
ORGANIZATION

62. WHY IS ALL THIS IMPORTANT?

63. TO BUILD STRONGER AND MORE
SUSTAINABLE RELATIONSHIPS
WITH YOUR CUSTOMER

64. TO STAY AHEAD OF THE COMPETITION

65. TO CLOSE THE ‘TRUST GAP’
THAT HAS GROWN TOO WIDE

66. A GOOD RELATIONSHIP
STARTS WITH TRUST

67. “Companies will become more transparent as a
necessity – customers now see that as an essential
part of the trust equation.”
Guy Laurence, CEO of Vodafone UK

68. AND A RELATIONSHIP
BASED ON TRUST STARTS
WITH INTENTIONS

69. WHAT ARE THE INTENTIONS
OF YOUR ORGANIZATION?

70. WHAT ARE THE INTENTIONS
OF YOUR ORGANIZATION?
... DO YOU KNOW?

71. NOW WHAT DO YOU DO?

72. START SMALL

73. GIVE YOURSELF TIME TO LEARN

74. YOU NEED TO KNOW WHAT YOUR
CUSTOMER IS TRYING TO DO

75. THEN HELP THEM DO IT

76. OR DEVELOP TOOLS
TO EMPOWER THEM

77. DEVELOP THEM TOGETHER

78. STOP SENDING,
START INTERACTING

79. FACILITATE CONVERSATIONS

83. OPEN THE DOORS

84. LOOK FOR NEW COLLABORATIONS

85. INSIDE AND OUTSIDE
OF YOUR COMPANY

86. EXPERIMENT

87. DON’T BE AFRAID TO FAIL,
THAT’S THE ONLY WAY WE
CAN LEARN ANYTHING NEW

88. PRACTICE WHAT YOU PREACH
SO YOU CAN PREACH WHAT YOU
PRACTICE

89. AND SLOWLY START BUILDING
A CULTURE OF TRUST

90. TO CO-CREATE REAL VALUE
WITH ALL STAKEHOLDERS

91. THAT’S ALL

92. QUESTIONS?

93. TRUST
Arne van Oosterom
AEGON SEMINAR The Hague April 15th 2011
THE NEXT BIG THING

94. Arne van Oosterom
Twitter @DesignThinkers
Email arne@designthinkers.nl
www.designthinkers.nl
www.designthinkingnetwork.com