Nuremberg Service Design Drinks #1

1. 2016 Service Design Drinks #1 21 January 2016Nuremberg Marc Stickdorn

2. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

3. Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

5. Adam Lawrence and Markus Hormeß WorkPlayExperience Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

11. WISELY THE FORCE YOU MUST USE. photo Credit shutterstock / CTR Photos Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

12. 89% of companies expect to compete mostly on the basis of customer experience by 2016 – vs. 36% four years ago. * Gartner Research, 2015 Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year because of defections and abandoned purchases. Forbes, 2013 Customer power has grown, as 73% of ﬁrms trust recommendations from friends and family, while only 19% trust direct communication. Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012 86% of consumers will pay more for a better customer experience. RightNow Customer Experience Impact Report, 2011 “CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”* Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

13. 78.4% ARE SATISFIED WITH YOUR PRODUCT. YEAH, NUMBERS. NOW WHAT? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

14. TALK TO YOUR F***ING CUSTOMER. REALLY. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

15. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

16. A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE … or as some might call it: “slipping into your customer’s shoes.” Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

17. PERSONA Jake 30 Male German “Don’t believe the hype!” Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

18. PERSONA “Don’t believe the hype!” User/customer stereotypes based on research Jake 30 Male German Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

19. The story of Jake and his old TV set … A TV set is a product, right? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

20. JAKE 1 That old TV set breaks down 1 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

21. JAKE 2 Reading advertisements in print media 1 2 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

22. JAKE 3 Looking for offers online 2 31 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

23. JAKE 4 Reading online reviews 42 31 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

24. 42 3 JAKE 5 Collecting information in store 5 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

25. 43 5 JAKE 6 Comparing prices on mobile device 6 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

26. 4 5 6 JAKE 7 Buying new TV set in store 7 P R E - S E R V I C E P E R I O D S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

27. 5 6 7 JAKE 8 Transportation home 8 P R E - S E R V I C E P E R I O D S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

28. 6 7 8 JAKE 9 Setting up the new TV set 9 P R E - S E R V I C E P E R I O D S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

29. 7 8 9 JAKE 10 Using TV set for the first time 10 S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

30. 8 9 10 JAKE 11 Writing a review online 11 S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

31. 9 10 JAKE 12 Using TV set after a month S E R V I C E 11 12 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

32. 10 11 12 JAKE 13 Using TV set after a year S E R V I C E 13 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

33. 11 12 13 JAKE 14 Recommending friends S E R V I C E 14 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

34. 42 3 5 11 12 13 14 6 7 8 9 10 1 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

35. And this is just a high-level perspective … Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

36. Each touchpoint can be separated into smaller steps … 9 UNPACKINGARRANGING GETTING RID OF OLD STUFF SETTING UP CHANNELS TIDY UP LIVING ROOM CONNECT TO WIFI SOFTWARE UPDATE SET UP CABLES Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

37. A SWIMLANE DIAGRAM FOR Understanding channels Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

38. A SWIMLANE DIAGRAM FOR Understanding channels Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

39. INTRODUCING KLAUS Cool! Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

40. A SWIMLANE DIAGRAM FOR & Understanding channels Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

41. 16 17 18 JAKE 21 KLAUS 3 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

42. 16 17 18 JAKE 21 KLAUS 3 social media Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

43. POSITIVE social media Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

44. POSITIVE social media Joshie, the giraffe Images: www.hufﬁngtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

45. POSITIVE social media Joshie, the giraffe Images: www.hufﬁngtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

46. POSITIVE social media Images: www.hufﬁngtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

47. NEGATIVE social media Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

48. Dave Carroll – United breaks guitars 14.000.000+ Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

49. Dave Carroll – United breaks guitars 14.000.000+ Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

50. CUSTOMER SATISFACTION EXPECTATIONS VS. EXPERIENCES Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

51. CUSTOMER SATISFACTION 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

52. CUSTOMER SATISFACTION 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

53. CUSTOMER SATISFACTION Expectations Experiences Satisfaction 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

57. EMOTIONAL JOURNEY 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 JAKENuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

58. EMOTIONAL JOURNEY 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 JAKEKLAUSNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

59. EMOTIONAL JOURNEY 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 JAKEKLAUSLAURANuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

60. EMOTIONAL JOURNEY 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 JAKEKLAUSLAURA When do you measure customer satisfaction? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

61. 1 2 3 4 5 6 7 8 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 JAKEKLAUSLAURA EMOTIONAL JOURNEY 89,7% of our customers rate our service:“very good”. 9 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

62. CHALLENGE YOUR F***ING ASSUMPTIONS! DO RESEARCH! Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

63. QUALITATIVEQUANTITATIVE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

64. Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE QUALITATIVEQUANTITATIVE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes … AND MANY MORE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

65. methods, data types, researchers 1. TRIANGULATE! 2. TRIANGULATE! 3. TRIANGULATE! Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

66. Mobile EthnographyWELCOME THE NEW CREW MEMBER since 2008 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

67. BASE YOUR CUSTOMER JOURNEY ON F***ING RESEARCH!Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

68. #servicedesign Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

70. PRODUCT OR SERVICE? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

71. THE SERVICE BEHIND THE PRODUCT Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

72. Value-in-Exchange GOODS-DOMINANT LOGIC Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

73. A D V E R T I S E M E N T S ADVERTISEMENTS Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

74. 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

75. 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) Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

76. Value-in-Exchange Value-in-Use SERVICE-DOMINANT LOGIC Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

77. HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY P R E - S E R V I C E A D V E R T I S E M E N T S 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

78. HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY P R E - S E R V I C E A D V E R T I S E M E N T S 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 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

79. Value co-creation SERVICE-DOMINANT LOGIC Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

80. “We don’t think of the Kindle Fire as a tablet. We think of it as a service.” — Jeffrey Bezos, September 2011 Founder and CEO of Amazon.com THINK IN SERVICES Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

81. “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, February 2011 CEO of Nokia THINK IN SERVICE ECOSYSTEMS Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

82. CA B A SERVICE ECOSYSTEM Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

83. CA B A SERVICE ECOSYSTEM JAKE KLAUS Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

84. CA B REV A SERVICE ECOSYSTEM WIFI TRANS JAKE PAYTV KLAUS POST SHOP PRICE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

85. KLAUS EMPLOYEES PARKING LOT ONLINE SHOP LOGISTICS MAINTENANCE A SERVICE ECOSYSTEM TRA JAKE SHOP Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

86. KLAUS EMPLOYEES PARKING LOT ONLINE SHOP SHAREHOLDERS LOGISTICS SUPPLIERS AUTHORITIES COMMUNITY MAINTENANCE MARKETING SALES ETC … A SERVICE ECOSYSTEM TRA JAKE SHOP Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

87. CA B REV A SERVICE ECOSYSTEM WIFI TRANS JAKE PAYTV KLAUS POST SHOP PRICE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

89. Service Design is not new. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

90. Corporate communications Infrastructure Usability Look and feelTechnical supportCustomer relationship management Customer support Point-of-Sales MARKETING IT DESIGN/UX SALES Service Design is not new. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

91. IT SALES DESIGN MARKETING Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

92. Service design is inter-disciplinary. IT MARKETER MANAGER SALES DEVELOPER PSYCHOLOGIST DESIGN DESIGNER MARKETING Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

93. Service design is inter-disciplinary. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

94. Every discipline has its language. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

95. Service design thinking is a common language. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

96. Service design thinking is an iterative process. REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

97. DISCOVER DEFINE DEVELOP DELIVER The Double Diamond as described by the British Design Council Service design thinking is an iterative process. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

98. Service design thinking is an iterative process. The Squiggle by Damien Newman from Central Inc.Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

99. A JOURNEY MAP IS NOT A F***ING DELIVARABLE! Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

100. MANY COMPANIES DESIGN AND BUSINESS SCHOOLS MBA PROGRAMS HIGH SCHOOLS WHO TEACHES SERVICE DESIGN? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

101. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

102. THANK YOU! OUT 2016 Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Marc Stickdorn: @MrStickdorn marc@smaply.com Slides designed by Jakob Schneider: @jakoblies jakob@smaply.com Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

103. 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.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org www.tisdt.com www.globalservicejam.org www.smaply.com www.mrthinkr.com www.experiencefellow.com www.marcstickdorn.com Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

104. SERVICE DESIGN START-UPS Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

105. VISUALIZE CUSTOMER EXPERIENCE RESEARCH CUSTOMER EXPERIENCE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

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