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Brand Services / Service Design Drinks

How do branding and service design fit together? While one concept manages expectations, the other manages experiences. Combining both approaches allows creating brand experience for the benefit of customers as well as for companies. The concept of ‘Brand Services’ are “give-away services” that address relevant user needs and at the same time convey a brand message. In this talk and hands-on exercise, Christian Vatter shows how creating value for people and promoting business goes hand-in-hand.

Christian Vatter is user psychologist and brand consultant. He founded Rlevance Consulting, a human centered business consultancy with a specialty in creating meaningful brands and value-adding customer experiences. In his work he often combines service design with branding techniques to create sustainable bonds with customers. He wrote various articles on this topic and speaks at international conferences.

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Brand Services / Service Design Drinks

  1. 1. Service Design Berlin T LG G / A U G U ST 2 4 , 2 0 1 6 Brand Services Picture:MelanieDreser
  2. 2. Katrin PhD Candidate, University of Potsdam Who is inviting? Olga Business Consultant, Fuxblau Manuel Service Designer, Fuxblau Mauro CEO & Designer, Boana Martin Service Designer, UK Gov
  3. 3. Formats of Service Design Berlin Service Design Drinks Service Experience Camp Service Design Dinner
  4. 4. Where are we?
  5. 5. How does it work? Input Exercise Mingling
  6. 6. Who is speaking tonight? Christian Vatter User Psychologist and Brand Consultant
  7. 7. Brand Services –  A user centric marketing tool Christian Vatter for Service Design Berlin, August 2016
  8. 8. 3 factors influence consumerism nowadays 2 – Abundance of choices – Marketing distrust – Customer sophistication
  9. 9. Abundance of choices 3
  10. 10. Competing number of „things to do“ 4
  11. 11. So much content to chose from: What happens in an internet minute 5 Source: intel.com/content/www/us/en/communications/internet-minute-infographic.html
  12. 12. 6 So many new products and services every day
  13. 13. 7 As customers we face an abundance of choices available time choices
  14. 14. People are confronted with an abundance of choices. 8 Their attention has become a valuable resource – everybody asks for it, but only few are rewarded with it.
  15. 15. Marketing distrust 9
  16. 16. 10 Source: Nielsen Global Trust in Advertising Recommendations from people I know Consumer opinions posted online Editorial content (e.g. in newspapers) Ads on TV Ads in magazines Billboards / outdoor advertising Ads in radio Ads served in search engine results Online banner ads 0 50 100 67 60 58 53 53 53 42 30 8 33 40 42 47 47 47 58 70 92 Trust completely / somewhat Don’t trust much/at all Communication has lost credibility
  17. 17. 11 Advertising is not always 100% truthful
  18. 18. 12 Interrupting, disguising, tricking
  19. 19. 13
  20. 20. Marketing Communication has lost credibility. 14 Many companies try to outsmart people, ignoring that it is about fostering a valued relationship, not making a quick sale.
  21. 21. Customer sophistication 15
  22. 22. 16 Forrester Research regard customer centricity a necessity Source: Forrester Research, 2012 Age of the customer Buyers empowered by digital and transparency make customer centric companies successful Amazon Zappos Age of information Connected PCs and supply chains makes companies who control information successful Amazon Google Age of manufacturing Industrial manufacturing makes mass-producing companies successful Ford Boing Age of distribution Global connections and transportation makes companies with good distribution successful Toyota Procter & Gamble
  23. 23. 17 Forbes Magazine sees Customer Experience as the new benchmark
  24. 24. 18 Source: Forrester Research; North American Technographics Customer Experience Online Survey, Q4 2011, Base: US Online consumer Positive experiences increase loyalty and recommendation Low 0 0.71 0.65 MediumHigh Low Medium High Willingness to consider the company for another purchase Likelihood to recommend to a friend or colleague Correlation with Customer Experience
  25. 25. 19 US company Zappos reaches the top with customer focus
  26. 26. 20 More communications dm in-store experience
  27. 27. 21 More communications Schlecker in-store experience
  28. 28. 22 vs. While »dm« is Germany‘s most loved drugstore chain, competitor »Schlecker« must close down 5,8 5,1 4,5 4,1 3,8 Revenue 2009 2010 2011 20122008 0 4,44,64,84,7 bankrupt Revenue 2009 2010 2011 20122008 Source: dm, Schlecker dm in-store experience Schlecker in-store experience
  29. 29. Customers know the rules of the game. 23 They seek out those companies that appreciate them and add value to their lives.
  30. 30. 24 The Marketing dilemma need for attention and preference Abundance of Choice Marketing Distrust Consumer Sophistication
  31. 31. 25 I want you to listen and understand. What‘s in it for me?
  32. 32. 26 A simple solution Marketing needs User needs
  33. 33. 27 It is not an »either or«, it‘s an »and«
  34. 34. 28 Service design is great at delivering on user needs …
  35. 35. 29 … but usually doesn‘t take the brand into account
  36. 36. 30 Marketing communication knows how to give a brand promise …
  37. 37. 31 … but is extremely bad at creating value for people
  38. 38. 32 Why not combine the approaches? Marketing Communication Service Design
  39. 39. 33 We researched and analyzed 90+ examples http://www.christianvatter.com/great-examples-of-brand-services/
  40. 40. 34 Enter: Brand Services a service that helps promoting the offer/brand a service that is an add-on to the core offer a service with little or no costs for users by Christian Vatter & Martin Jordan
  41. 41. Example: Guide Michelin 35 One of the oldest brand services offers a list of worthwhile restaurants for travelers
  42. 42. Example: Kodak Picture Spot 36 Recommends best spots from which to take a photograph
  43. 43. Example: KLM Meet & Seat 37 Provides passengers the option to sit next to interesting people, based on Facebook & LinkedIn profiles
  44. 44. Example: Adidas Runbase 38 A concept store in Tokyo next to a popular running site offering free running gear, showers & lockers
  45. 45. Relevant aspects of a brand service 39 Brand-fit Services that deliver on the brand Novelty Services that have news value Usefulness Services that are highly useful
  46. 46. Usefulness: Hornbach Projekt-Buch 40 A comprehensive book that teaches you everything from laying parquet flooring to building a pond
  47. 47. Brand Fit: Sit or Squat by Charmin 41 Provides an app called “sit or squat” that helps to locate clean public toilets
  48. 48. Novelty: Ikea Catalogue 42 Augmented reality mode lets you to place furniture into your home via your phone before going to store
  49. 49. Relevant aspects of a brand service 43 Brand-fit Services that deliver on the brand Novelty Services that have news value Usefulness Services that are highly useful The Ideal
  50. 50. Ideal Example: KLM Must See Maps 44 A digital city plan of KLM destinations, where your can invite your friends to mark their favorite places
  51. 51. Benefits of Brand Services Service as an add-on to core- offer at little or no cost for users Service based on user needs Service with brand message „baked in“ value for user („what‘s in it for me?“) positive/favorable experience with the brand experience of the brand promise delivered value for brand („I want you to listen & understand“)
  52. 52. Building a Brand Service – schematic approach Brand Promise: What is the brand‘s benefit/ contribution to the world? Customer need, pain point: Where can the brand help? (assessed through persona & typical user situation) Useful service that helps to convey the brand promise
  53. 53. Make people want things Make things people want
  54. 54. 48 About Rlevance
  55. 55. Rlevance is a human centered business consultancy focussed on brand and customer experience. 49 Mission: Making companies relevant for people.
  56. 56. Services: Exploring, inspiring and maintaining bonds with customers 50 Customer insight studies Brand creation & development Customer Experience & Service Design concepts Brand communication, customer engagement & activation
  57. 57. – User psychologist and brand expert – in the past 15 years consulted companies from 24 different industries, in 9 different countries, from startup to bluechip – founded Rlevance Consulting – a strategic brand and customer experience consultancy – inspired by environmental design/ architectural psychology 51 Behind Rlevance: Christian Vatter, Brand Expert
  58. 58. Clients: Experience from a wide range of industries and customer segments 52
  59. 59. 53 making companies relevant for people making companies relevant for people Rlevance Consulting GmbH Christian Vatter, Managing Director cv@rlevance.com, +49 151 2520 5043 Berlin, Germany www.rlevance.com all intellectual property rights reserved Get in contact: Icons: Olivier Guin, Vivian Lai, Stephen West, Creatorid’immagine, Nikhil Dev, John Caserta, Simon Child / The Noun Project Jakob Schneider / This is Service Design Thinking, Marty Neumeier
  60. 60. What’s happening next?
  61. 61. What’s happening next?
  62. 62. What’s happening next?
  63. 63. Returning from 18–19 November
  64. 64. Thank you! servicedesignberlin.de @SD_Berlin @Rlevance fb.com/servicedesignberlin