1. SERVICE DESIGN AT SCALE:
WHAT’S NEXT?
November 3, 2017
@kerrybodine
HAPPY CUSTOMERS LEAD TO HAPPY SHAREHOLDERS.
LET’S MAKE HAPPY HAPPEN.

2. @kerrybodine

3. @kerrybodine

5. TECH

6. @kerrybodine

7. @kerrybodine

8. @kerrybodine

10. Service building blocks
@kerrybodine

11. Service building blocks
@kerrybodine

12. @kerrybodine Source: The Glasgow School of Art & The Royal Bank of Scotland

13. UBIQUITY

14. @kerrybodine

17. COACHING

18. @kerrybodine

19. @kerrybodine

20. @kerrybodine

21. @kerrybodine

22. @kerrybodine

23. @kerrybodine

24. @kerrybodine

25. @kerrybodine

26. DELIVERY

27. The envisioning of
people’s journeys—
and the ecosystems that are
required to support them.
@kerrybodine

28. Source: From touchpoints to journeys: Seeing the world as customers do, March 2016

29. Source: From touchpoints to journeys: Seeing the world as customers do, March 2016

30. @kerrybodine

31. @kerrybodine

32. @kerrybodine

33. @kerrybodine

34. Signing up
for insurance
Installing a
product
Cancelling
a subscription

35. Signing up
for insurance
Installing a
product
Cancelling
a subscription
Marketing IT Finance Web LOBStore

36. @kerrybodine

37. @kerrybodine

38. Journey manager role:
@kerrybodine

39. Journey manager role:
• Understand customer needs—and identify gaps
@kerrybodine

40. Journey manager role:
• Understand customer needs—and identify gaps
• Create a long-term vision
@kerrybodine

41. Journey manager role:
• Understand customer needs—and identify gaps
• Create a long-term vision
• Make the business case
@kerrybodine

42. Journey manager role:
• Understand customer needs—and identify gaps
• Create a long-term vision
• Make the business case
• Herd cross-functional stakeholders to execute
on the vision
@kerrybodine

43. Journey manager role:
• Understand customer needs—and identify gaps
• Create a long-term vision
• Make the business case
• Herd cross-functional stakeholders to execute
on the vision
• Measure the ongoing impact
@kerrybodine

44. THE OFFICE MANAGER
RACHEL’S SNAPSHOT
Behind the Scenes
Getting the Job Done
Quick Learner
Maximize My Time
LOREM IPSUMLOREM IPSUMLOREM IPSUMLOREM IPSUMRECEIVE ORDER
LOREM IPSUM
Reactive Proactive
LOREM IPSUM
Low High
LOREM IPSUM
Lorem Ipsum
Shipping is a task I try to get through as quickly as
possible, and once the package is sent, my role in it
should be finished. It’s frustrating that I sometimes
have to stay involved to ensure delivery.
I’m responding to so many requests that
multitasking is everything. It’s tricky to juggle
incoming orders with all of my other responsi-
bilities—shipping isn’t
my priority.
It’s difficult to get the basic information I need
about carriers without the hassle of inputting
a lot of information. Getting quotes is a
multi-step process.
I wish I had more guidance when completing
shipping paperwork! My motto is ‘when in
doubt, fill it out!’ But I’m still using a lot of
intuition and guesswork for what information
is required and how to format it properly.
Package preparation and handoff is often
stressful for me. I’m worried about getting
everything done in time and coordinating
pickups with multiple carriers.
Receives Orders
The orders Rachel
receives often lack
detail, necessitating that
she follow up multiple
times to understand the
shipping requirements.
Some orders may be
aggregated.
Lorum Ipsum
Rachel may have a
go-to carrier, but she
re-evaluates for each
unusual shipment. She
feels she has to provide
a lot of details in order
to get basic estimates.
Lorum Ipsum
Rachel often uses low-tech, multi-touch-
point solutions like sending screen shots of
carrier quotes to her accounting depart-
ment for approval.
Lorum Ipsum
She’ll sometimes manage pickup for
packages pre-labeled and packed
by coworkers, but Rachel does most
of the packaging herself. She may
turn to temporary office staff when
times are especially busy.
Lorum Ipsum
Worried about keeping the driver
waiting, Rachel often doesn’t
request pickup until she completes
packaging and paperwork,
meaning she occasionally has to
Lorum Ipsum
Rachel wants to provide a professional,
on-brand experience to her customers,
so she spends time personalizing
customer communications.
Opportunity
Help Rachel understand an easier way
to provide relevant, targeted informa-
tion to customers.
Lorum Ipsum
Rachel would rather affix a bar code
if she had the option. She thinks the
label-printing process is tedious, but
it’s not a big roadblock for her.
Opportunity
Provide digital solutions that
maximize label efficiency, such as
bar codes and mobile integration.
Reports to Supervisor
After tracking numbers are
generated, Rachel creates a
“cheat sheet” of outgoing
packages and shares it with her
manager.
Lorum Ipsum
Rachel doesn’t check every tracking
number, but if she hears there’s a problem,
she finds the tracking number in her email
and copies it into her mobile browser.
Opportunity
Educate Rachel about how the mobile app
could streamline her tracking flow.
Lorum Ipsum
Unable to determine which form fields are required
Lorum Ipsum
Rachel calls the customs
clearance department to
address the holdup.
Lorum Ipsum
Rachel needs to optimize her carrier choice by
geographical reliability and rates. Which carriers ship
where, and with what duties? She needs a one-stop
shop with this information and doesn’t feel she gets
adequate support from carriers.
“I need to keep this crew moving in
unison. We need to work together so
we can win today’s race. It won’t get
done without me!”SEGMENTATION
Lorem Ipsum
Lorum Ipsum
Rachel uses a combination of carrier and
company forms. She feels that carrier
websites require too many steps.
Opportunity
Educate Rachel on shipping profiles
as a way to prepopulate forms,
saving her time.
RACHEL’S SNAPSHOT
Behind the Scenes
Getting the Job Done
Quick Learner
Maximize My Time
LOREM IPSUM
Reactive Proactive
LOREM IPSUM
Low High
LOREM IPSUM
Time Money
“I need to keep this crew moving in
unison. We need to work together so
we can win today’s race. It won’t get
done without me!”
Rachel
@kerrybodine

45. THE OFFICE MANAGER
RACHEL’S SNAPSHOT
Behind the Scenes
Getting the Job Done
Quick Learner
Maximize My Time
LOREM IPSUMLOREM IPSUMLOREM IPSUMLOREM IPSUMRECEIVE ORDER
LOREM IPSUM
Reactive Proactive
LOREM IPSUM
Low High
LOREM IPSUM
Lorem Ipsum
Shipping is a task I try to get through as quickly as
possible, and once the package is sent, my role in it
should be finished. It’s frustrating that I sometimes
have to stay involved to ensure delivery.
I’m responding to so many requests that
multitasking is everything. It’s tricky to juggle
incoming orders with all of my other responsi-
bilities—shipping isn’t
my priority.
It’s difficult to get the basic information I need
about carriers without the hassle of inputting
a lot of information. Getting quotes is a
multi-step process.
I wish I had more guidance when completing
shipping paperwork! My motto is ‘when in
doubt, fill it out!’ But I’m still using a lot of
intuition and guesswork for what information
is required and how to format it properly.
Package preparation and handoff is often
stressful for me. I’m worried about getting
everything done in time and coordinating
pickups with multiple carriers.
Receives Orders
The orders Rachel
receives often lack
detail, necessitating that
she follow up multiple
times to understand the
shipping requirements.
Some orders may be
aggregated.
Lorum Ipsum
Rachel may have a
go-to carrier, but she
re-evaluates for each
unusual shipment. She
feels she has to provide
a lot of details in order
to get basic estimates.
Lorum Ipsum
Rachel often uses low-tech, multi-touch-
point solutions like sending screen shots of
carrier quotes to her accounting depart-
ment for approval.
Lorum Ipsum
She’ll sometimes manage pickup for
packages pre-labeled and packed
by coworkers, but Rachel does most
of the packaging herself. She may
turn to temporary office staff when
times are especially busy.
Lorum Ipsum
Worried about keeping the driver
waiting, Rachel often doesn’t
request pickup until she completes
packaging and paperwork,
meaning she occasionally has to
Lorum Ipsum
Rachel wants to provide a professional,
on-brand experience to her customers,
so she spends time personalizing
customer communications.
Opportunity
Help Rachel understand an easier way
to provide relevant, targeted informa-
tion to customers.
Lorum Ipsum
Rachel would rather affix a bar code
if she had the option. She thinks the
label-printing process is tedious, but
it’s not a big roadblock for her.
Opportunity
Provide digital solutions that
maximize label efficiency, such as
bar codes and mobile integration.
Reports to Supervisor
After tracking numbers are
generated, Rachel creates a
“cheat sheet” of outgoing
packages and shares it with her
manager.
Lorum Ipsum
Rachel doesn’t check every tracking
number, but if she hears there’s a problem,
she finds the tracking number in her email
and copies it into her mobile browser.
Opportunity
Educate Rachel about how the mobile app
could streamline her tracking flow.
Lorum Ipsum
Unable to determine which form fields are required
Lorum Ipsum
Rachel calls the customs
clearance department to
address the holdup.
Lorum Ipsum
Rachel needs to optimize her carrier choice by
geographical reliability and rates. Which carriers ship
where, and with what duties? She needs a one-stop
shop with this information and doesn’t feel she gets
adequate support from carriers.
“I need to keep this crew moving in
unison. We need to work together so
we can win today’s race. It won’t get
done without me!”SEGMENTATION
Lorem Ipsum
Lorum Ipsum
Rachel uses a combination of carrier and
company forms. She feels that carrier
websites require too many steps.
Opportunity
Educate Rachel on shipping profiles
as a way to prepopulate forms,
saving her time.
RACHEL’S SNAPSHOT
Behind the Scenes
Getting the Job Done
Quick Learner
Maximize My Time
LOREM IPSUM
Reactive Proactive
LOREM IPSUM
Low High
LOREM IPSUM
Time Money
“I need to keep this crew moving in
unison. We need to work together so
we can win today’s race. It won’t get
done without me!”
Rachel
@kerrybodine

46. THE OFFICE MANAGER
RACHEL’S SNAPSHOT
Behind the Scenes
Getting the Job Done
Quick Learner
Maximize My Time
LOREM IPSUMLOREM IPSUMLOREM IPSUMLOREM IPSUMRECEIVE ORDER
LOREM IPSUM
Reactive Proactive
LOREM IPSUM
Low High
LOREM IPSUM
Lorem Ipsum
Shipping is a task I try to get through as quickly as
possible, and once the package is sent, my role in it
should be finished. It’s frustrating that I sometimes
have to stay involved to ensure delivery.
I’m responding to so many requests that
multitasking is everything. It’s tricky to juggle
incoming orders with all of my other responsi-
bilities—shipping isn’t
my priority.
It’s difficult to get the basic information I need
about carriers without the hassle of inputting
a lot of information. Getting quotes is a
multi-step process.
I wish I had more guidance when completing
shipping paperwork! My motto is ‘when in
doubt, fill it out!’ But I’m still using a lot of
intuition and guesswork for what information
is required and how to format it properly.
Package preparation and handoff is often
stressful for me. I’m worried about getting
everything done in time and coordinating
pickups with multiple carriers.
Receives Orders
The orders Rachel
receives often lack
detail, necessitating that
she follow up multiple
times to understand the
shipping requirements.
Some orders may be
aggregated.
Lorum Ipsum
Rachel may have a
go-to carrier, but she
re-evaluates for each
unusual shipment. She
feels she has to provide
a lot of details in order
to get basic estimates.
Lorum Ipsum
Rachel often uses low-tech, multi-touch-
point solutions like sending screen shots of
carrier quotes to her accounting depart-
ment for approval.
Lorum Ipsum
She’ll sometimes manage pickup for
packages pre-labeled and packed
by coworkers, but Rachel does most
of the packaging herself. She may
turn to temporary office staff when
times are especially busy.
Lorum Ipsum
Worried about keeping the driver
waiting, Rachel often doesn’t
request pickup until she completes
packaging and paperwork,
meaning she occasionally has to
Lorum Ipsum
Rachel wants to provide a professional,
on-brand experience to her customers,
so she spends time personalizing
customer communications.
Opportunity
Help Rachel understand an easier way
to provide relevant, targeted informa-
tion to customers.
Lorum Ipsum
Rachel would rather affix a bar code
if she had the option. She thinks the
label-printing process is tedious, but
it’s not a big roadblock for her.
Opportunity
Provide digital solutions that
maximize label efficiency, such as
bar codes and mobile integration.
Reports to Supervisor
After tracking numbers are
generated, Rachel creates a
“cheat sheet” of outgoing
packages and shares it with her
manager.
Lorum Ipsum
Rachel doesn’t check every tracking
number, but if she hears there’s a problem,
she finds the tracking number in her email
and copies it into her mobile browser.
Opportunity
Educate Rachel about how the mobile app
could streamline her tracking flow.
Lorum Ipsum
Unable to determine which form fields are required
Lorum Ipsum
Rachel calls the customs
clearance department to
address the holdup.
Lorum Ipsum
Rachel needs to optimize her carrier choice by
geographical reliability and rates. Which carriers ship
where, and with what duties? She needs a one-stop
shop with this information and doesn’t feel she gets
adequate support from carriers.
“I need to keep this crew moving in
unison. We need to work together so
we can win today’s race. It won’t get
done without me!”SEGMENTATION
Lorem Ipsum
Lorum Ipsum
Rachel uses a combination of carrier and
company forms. She feels that carrier
websites require too many steps.
Opportunity
Educate Rachel on shipping profiles
as a way to prepopulate forms,
saving her time.
RACHEL’S SNAPSHOT
Behind the Scenes
Getting the Job Done
Quick Learner
Maximize My Time
LOREM IPSUM
Reactive Proactive
LOREM IPSUM
Low High
LOREM IPSUM
Time Money
“I need to keep this crew moving in
unison. We need to work together so
we can win today’s race. It won’t get
done without me!”
Rachel
@kerrybodine

47. How to approach journey analytics:
• Prioritize top journeys.
@kerrybodine

48. How to approach journey analytics:
• Prioritize top journeys.
• Identify key moments of truth in those journeys.
@kerrybodine

49. How to approach journey analytics:
• Prioritize top journeys.
• Identify key moments of truth in those journeys.
• Collect all current listening and measurement posts.
@kerrybodine

50. How to approach journey analytics:
• Prioritize top journeys.
• Identify key moments of truth in those journeys.
• Collect all current listening and measurement posts.
• Conduct a gap analysis.
@kerrybodine

51. How to approach journey analytics:
• Prioritize top journeys.
• Identify key moments of truth in those journeys.
• Collect all current listening and measurement posts.
• Conduct a gap analysis.
• Define required metrics and listening posts.
• Stop
• Start
• Continue
@kerrybodine

52. @kerrybodine

53. @kerrybodine

54. THANK YOU!
@kerrybodine
kerry@kerrybodine.com
Slides: kerrybodine.com/SDGC17
HAPPY CUSTOMERS LEAD TO HAPPY SHAREHOLDERS.
LET’S MAKE HAPPY HAPPEN.