Service Design Thinking - Paris 2014 - Marc Stickdorn

Service Design Thinking
Marc Stickdorn
2014 Paris / July 2014

A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
Marc Stickdorn Paris / July 2014

A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
… or as some might call it:
“slipping into your customer’s shoes.”

4 51 2 3
9 106 7 8
14 1511 12 13
16 17 18

P R E - S E R V I C E P E R I O D S E R V I C E P E R I O D
post-service period
THE CUSTOMER JOURNEY OF

INTRODUCING
KLAUS
Cool!

16 17 18
JAKE
P R E - S E R V I C E P E R I O D
S E R V I C E P E R I O D P O S T - S E R V I C E
21
KLAUS
3

16 17 18
JAKE
P R E - S E R V I C E P E R I O D
S E R V I C E P E R I O D P O S T - S E R V I C E
21
KLAUS
3
social mediaService Design Thinking

POSITIVE social media

Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html

Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html

NEGATIVE social media

13.000.000+
Dave Carroll – United breaks guitars

Dave Carroll – United breaks guitars
13.000.000+

CUSTOMER SATISFACTION
EXPECTATIONS VS. EXPERIENCES

1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
Expectations Experiences Satisfaction

Expectations Experiences Satisfaction
1 2 3 4 5 6 7 8 9 10

EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
JAKE

EMOTIONAL JOURNEY
1 2 3 4 5 6 7 8 9 10
JAKEKLAUSLAURA

MARKETING SHIFTS FROM
ADVERTISEMENTS TO EXPERIENCES

#servicedesign

Product or service?

SERVICE DOMINANT LOGIC
Der Service hinter dem Produkt Anrufbeantworter
THE SERVICE BEHIND
THE PRODUCT

Value-in-Exchange
GOODS-DOMINANT LOGIC

A D V E R T I S E M E N T S
ADVERTISEMENTS

MOMENT OF SALE
A D V E R T I S E M E N T S S A L E S
moment of sale

AFTER SALES
A D V E R T I S E M E N T S A F T E R S A L E SS A L E S
after sales (service)

Value-in-Exchange Value-in-Use
SERVICE-DOMINANT LOGIC

P R E - S E R V I C E
P O S T - S E R V I C ES E R V I C E
S A L E A F T E R
HOW SERVICE-DOMINANT LOGIC
CHANGES THE CUSTOMER JOURNEY

P R E - S E R V I C E
P O S T - S E R V I C ES E R V I C E
S A L E A F T E R
moment of sale after sales
HOW SERVICE-DOMINANT LOGIC
CHANGES THE CUSTOMER JOURNEY

Value co-creation
SERVICE-DOMINANT LOGIC

“We don’t think of the Kindle Fire as a tablet.
We think of it as a service.”
— Jeffrey Bezos
Founder and CEO of Amazon.com
THINK IN SERVICES

“The battle of devices has now become a war of ecosystems, where
ecosystems include not only the hardware and software of the device, but
developers, applications, ecommerce, advertising, search, social applications,
location-based services, unified communications and many other things.
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, catalyse or join an ecosystem.”
— Stephen Elop, Former CEO of Nokia
THINK IN SERVICE ECOSYSTEMS

CA B
THE
TOURISM
ECO-
SYSTEM
JAKE
KLAUS
AIRLIN
HOTEL
AGENC
TRANS
REST
REV
DIVINGService Design Thinking

Service Design is not new.

Corporate
communications Infrastructure Usability
Look and feelTechnical supportCustomer relationship
management
Customer support
Point-of-Sales
MARKETING IT DESIGN SALES
Service Design is not new.

IT
SALES
DESIGN
MARKETING

Service design is inter-disciplinary.
IT MARKETER
MANAGER
SALES DEVELOPER
PSYCHOLOGIST
DESIGN
DESIGNER
MARKETING

Service design is inter-disciplinary.

Every discipline has its language.

Service design thinking is a common language.

Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION

The Squiggle
by Damien Newman
from Central Inc.

DISCOVER DEFINE DEVELOP DELIVER
The Double diamond
as described by the
British Design Council

Managing the iterative process...

#servicedesign (or whatever you call what we’re doing) management
THE CONTINUOUS IMPROVEMENT
OF CUSTOMER EXPERIENCE

SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
CREATIONREFLECTION

IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
CREATIONREFLECTION
CX ANALYSIS

IMPLEMENTATION
CREATIONREFLECTION
CX ANALYSIS
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS

THE TOUCHPOINT PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
COST A LOTCHEAP

THE TOUCHPOINT PORTFOLIO
IMPACT ON
CUSTOMER
SATISFACTION
COST A LOTCHEAP
START HERE!

CX ANALYSIS
IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
CREATIONREFLECTION

Understanding the impact of new or modified touchpoints
on customer experience, on employee experience,
on the organisation, and on the service ecosystem …
PROTOTYPING
CREATIONREFLECTION

DESIGN RESEARCH
EARLY PROTOTYPING
ITERATIVE PROCESS
COMMON LANGUAGE ACROSS SILOS

FURTHER INTEREST?
BOOKS
Process Principles:
This is Service Design Thinking
by Marc Stickdorn Jakob Schneider (2010)
Service-Dominant Logic:
“The Service-Dominant Logic of Marketing”
by Robert Lusch Stephen Vargo (2006)
Experience Economy:
“The Experience Economy”
by Joseph Pine II James Gilmore (1999)
Service Design:
“Service Design – From Insight to Implementation”
by Andy Polaine, Lavrans Løvlie Ben Reason (2013)
ONLINE RESSOURCES
twitter: #servicedesign
www.globalservicejam.org
www.thisisservicedesignthinking.com
www.thisisservicedesigndoing.com
www.smaply.com
www.myservicefellow.com
www.designthinkingnetwork.com
www.servicedesignbooks.org
www.service-design-network.org
www.servicedesigntools.org

Marc Stickdorn
@MrStickdorn
marc@smaply.com
www.tisdt.com
www.smaply.com
www.myservicefellow.com
www.thisisservicedesigndoing.com
THANK YOU.

5 BASIC PRINCIPLES

1 USER-CENTRED

2 CO-CREATIVE

3 SEQUENCING

4 EVIDENCING

5 HOLISTIC

Service Design Thinking - Paris 2014 - Marc Stickdorn

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