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service experience summit shanghai 2014 stefan moritz

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Customer Experience is the next frontier for differentiation, value creation and growth. Everything is more connected and complex than ever. New customer expectations arise and cross boundaries. Service Design combines customer focus and customer centricity will create competitive advantage, loyal satisfied customers and higher profit margins.


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service experience summit shanghai 2014 stefan moritz

  1. 1. S E R V I C E E X P E R I E N C E S U M M I T 2 0 1 4 / V E R Y D A Y . C O M
  2. 2. Walking in the customers shoes When you have to storyboard something, the more realistic it is, the more decisions you have to make. Brian Chesky “ To shape the future of Airbnb, CEO Brian Chesky used storyboards to map existing and future customer journeys.
  3. 3. Design for Services 3 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  4. 4. Searching for a flight to Shanghai. Not only does the appearance of Click to edit Master title s﬚le 4 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz the online booking feel old fashioned, the way the booking practically works is very limited. Example
  5. 5. The Kayak service on the other hand offers a vastly be﬙er experience. You can choose very simply what your parameters are and get the best options at the best price. 5 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  6. 6. *Theory by Daniel Kahneman Experience Continuum Before Experience/Occasion After Anticipated Self Decisions based on anticipated memories. Inspire, motivate, restrict Experiencing self Emotions in the present. Positive, negative, neutral Reflective Self (The Storyteller) What we take away from the experience. The stories we tell. Changes, significant moments, endings Better experience Worse experience Peak-End Rule* Reflected experience based almost entirely on highs and lows, and how it ended. 6 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  7. 7. The Opportuni﬚ Customer Experience is the next frontier for differentiation, value creation and growth. 7 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  8. 8. Everything is more connected and complex than ever. New customer expectations arise and cross boundaries.
  9. 9. Digital Mobile Social Big data 1. Everything is more connected and complex than ever 2. New expectations across boundaries 3. Easy to loose focus through distraction and disruption An accelerating storm of change 9 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  10. 10. The eye of the storm 1. Everything is more connected and complex than ever 2. New expectations across boundaries 3. Easy to loose focus through distraction and disruption 10 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  11. 11. Your Point of Differentiation The customer 11 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  12. 12. People perspective (Employees, clients, customers, users) Why can´t they remember what I like from time to time? Why is it always so difficult to find my way to what I want! It would be great if I could know more about this before I decide to buy it! I want to know that they have the products I want in store. 12 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  13. 13. CRM Governance Regulations Click to edit Master title s﬚le Supply Chain Database Loyal﬚ Program Portfolio Management Diversi﬚ Forecasting LEAN Investment Planning Business Process Optimization Channels SOX Integrated Marketing Solution Rightshoring Core Competency Alignment Streamline 6Sigma The corporate world is a different world 13 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  14. 14. Click to edit Master title s﬚le Bridging the gap Process Operating Model Technology Leadership & Culture Employees Legislation CSR Strategy Customer Experience Journey Business Operations 14 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  15. 15. 80% of companies believe they deliver outstanding value and a superior customer experience. 8% of their customers agree. Source: Bain & Company 15 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  16. 16. Age of Manufacturing Age of Distribution 1900–1960 1960–1990 1990–2010 2010–? | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz Age of Information Age of The Customer Forrester. Outside In: The Power of Pu﬙ing Customers at the Center of Your Business Mass manufacturing boosts industrial powerhouses. Global connections make distribution key. Connected PCs benefit those who control information. Empowered buyers demand a customer focus. Ford, RCA, GE, Boeing, P&G, Sony, Atlas Copco Walmart, Toyota, UPS, CSX, IKEA Microsoſt, Google, Dell, Capital One, Ericsson Southwest Airlines, Amazon, USAA, ... Source of dominance and differentiation 16
  17. 17. Growing share of the economy | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz 1.2% e.g. JAPAN CIA World Factbook 10.0% AGGRICULTURE 43.9% INDUSTRY 46.1% CHINA 71.4% 27.5% SERVICES 17
  18. 18. 18 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz + Customer Centrici﬚ + Customer Focus = Competitive advantage = Loyal satisfied customers = Higher profit margins
  19. 19. Great experience can reduce costs 19 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz Flickr 4834842581_ec9a451a0c_o Progressive Insurance ‘Immediate Roadside Assistance’ creates a fantastic care and support experience as well as brand awareness. It also reduces possibilities for fraud and legal issues, both significant costs that can be drastically reduced which goes beyond funding the great experience.
  20. 20. Service Design Methodology to help improve or innovate service experiences that result in more satisfied customers and more profitable enterprises. 20 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz Service Design – Practical access to an evolving field, 2005
  21. 21. SERVICE DESIGN 01. Curiosi﬚ what people need and want 02. Imagine and dream up a be﬙er future 03. Find ways to do something about it 21 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  22. 22. SERVICE DESIGN 01. You have to be there 02. It happens over time 03. You don’t own it but use it 22 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  23. 23. SERVICE DESIGN 01. Human Empathy 02. Holistic Thinking 03. Experience Proto﬚ping 23 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  24. 24. What is the difference? Click to edit Master title s﬚le I N D U ST R I A L S E R V I C E Produced Performed Material Immaterial Tangible Intangible No involvement Client participation Ownership Experience M E T H O D O LOGY Journey System design For All Senses Co-creation Service blueprint 24 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  25. 25. Click to edit Master title s﬚le HOLISTIC THINKING HUMAN EMPATHY EXPERIENCE PROTOTYPES 25 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  26. 26. HUMAN EMPATHY 26 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  27. 27. 27 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz HOLISTIC THINKING
  28. 28. EXPERIENCE PROTOTYPES 28 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  29. 29. Team Collaboration “Open Door Analysis” participatory format to engage stakeholders at all levels. Using emotional design research methodology, we expose people to real consumer needs and deliver key insights about consumer’s drivers and aspirations. Share learnings and unite teams around global insights. Translate findings into new customer propositions. OBSERVATIONS STORIES & INSIGHTS EMOTIONAL EXPERIENCE MAP 29 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  30. 30. Click to edit Master title s﬚le Framing the problem together 30 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  31. 31. Opportuni﬚ Mapping and Vision Building Effective customer and stakeholder engagement 31 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  32. 32. Re-imagine the customer experience 32 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  33. 33. Total Experience Proto﬚ping Co-creation with users drove the design of solutions with stronger emotional resonance. Proto﬚ping new total experience concept offerings (‘protocepts’). Working across 6 markets, sharing insights in real time. 33 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  34. 34. Click to edit Master title s﬚le Source: Forrester Customer Experience 34 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz How customers perceive their interactions with your company.
  35. 35. Click to edit Master title s﬚le Based on McKinsey research, 2009 Customer Experience INTER ACTION LOYALTY DECISION 35 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  36. 36. Customer Decision Journey INTER ACTION LOYALTY DECISION Click to edit Master title s﬚le Drop out Based on McKinsey research, 2009 Consideration Trigger Experience Satisfaction Evaluation 36 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  37. 37. Click to edit Master title s﬚le 37 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz Feel: Emotional Is this desirable and trustworthy? Think: Behavioural Will this help me achieve my goals? Do: Functional Is this useful and easy to use?
  38. 38. Click to edit Master title s﬚le Uncovering deep insights 38 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  39. 39. Emotional Experience Mapping Experience in context over time 39 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  40. 40. Click to edit Master title s﬚le Emotional Experience Mapping Experience in context over time Before During Aſter 40 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  41. 41. The really big missed opportuni﬚… Click to edit Master title s﬚le 41 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz Get closer to people and create be﬙er experiences Outside In Truly understanding what’s actually going on in people’s lives.
  42. 42. Mutual Value The creation of systemic solutions that increase value for several stakeholders. Building win-win solutions for brands and people. 42 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  43. 43. Why do your customers choose you? What do they truly value? Click to edit Master title s﬚le 43 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz SMALL EXERCISE
  44. 44. What you could you do to enhance, add or reinvent to create mutual value? Click to edit Master title s﬚le 44 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz SMALL EXERCISE
  45. 45. Value for the organization Product Value for customers Commodi﬚ Service Experience Creating Mutual Value 45 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  46. 46. DELIVERING VALUE OPTIMIZE RE-IMAGINE Reduce cost with improved customer experience Click to edit Master title s﬚le Reduce churn and increase life-time value Innovation of new business models and offerings Reduce risk, time to market and cost 46 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz EXPAND New or be﬙er services for todays customers New customers through improving todays service
  47. 47. Click to edit Master title s﬚le Source: Forrester Great experience at a great price Forrester Cxi 2012 / 2013 1. How enjoyable were they to do business with? 2. How easy were they to do business with? 3. How effective were they at meeting your needs? | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz 47
  48. 48. 48 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  49. 49. A stock portfolio of Forrester’s Customer Experience Index (CXi) leaders had a cumulative 43% gain in performance over a six-year period (2007 to 2012), compared with a 14.5% increase for the S&P 500 Index and a 33.9% decrease for a portfolio of customer experience laggards. Source: Forrester Research 49 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  50. 50. Behavioral metrics Eg Sharing frequency, שּׂme spent Business metrics Increase revenue, Market share What people pay for What people do/use CX Click to edit Master title s﬚le What people say/think Subjective metrics NPS, SUS, Subjective satisfaction Experience Index Drive service development around robust & meaningful metrics 50 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  51. 51. The Challenges The pursuit of implementing the service design approach successfully in the organization requires the right leadership and culture change – however outputs as well as outcomes are worth the effort. 51 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  52. 52. KEY CHALLENGES 01. Collaboration across departments 02. Ge﬙ing out of old ways of working and thinking 03. Uncertain﬚ of specific outcomes 52 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  53. 53. UNCERTAINTY Image Credit: Sayaka Ganz Yatzer
  54. 54. People Driven Digital Transformation Click to edit Master title s﬚le PEOPLE INSIGHTS Deep insights into needs and wants DIGITAL TECHNOLOGY BUSINESS TRANSFORMATION PROCESS OPERATING MODEL Leveraging data and connectivi﬚ Creating new business value TALENT Agile 54 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  55. 55. 6 Practical שּׂps Creating mutual value by providing great customer experiences requires focus, passion and teamwork. Here are six tips to help you lead the way forward. 55 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  56. 56. Leading to great experiences 1. Empathy – Spend time with customers to get a feeling for their latent needs Click to edit Master title s﬚le 56 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  57. 57. Leading to great experiences 1. Empathy – Spend time with customers to get a feeling for their latent needs 2. Envision – Create a shared sense of purpose and future vision Click to edit Master title s﬚le 57 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  58. 58. Leading to great experiences 1. Empathy – Spend time with customers to get a feeling for their latent needs 2. Envision – Create a shared sense of purpose and future vision 3. Engage – Involve people, work agile and adapt to the environment Click to edit Master title s﬚le 58 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  59. 59. Leading to great experiences 1. Empathy – Spend time with customers to get a feeling for their latent needs 2. Envision – Create a shared sense of purpose and future vision 3. Engage – Involve people, work agile and adapt to the environment 4. Empower – Support the organization to deliver and exceed expectations Click to edit Master title s﬚le 59 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  60. 60. Leading to great experiences 1. Empathy – Spend time with customers to get a feeling for their latent needs 2. Envision – Create a shared sense of purpose and future vision 3. Engage – Involve people, work agile and adapt to the environment 4. Empower – Support the organization to deliver and exceed expectations 5. Experience – Build, share and leverage knowledge Click to edit Master title s﬚le 60 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  61. 61. Leading to great experiences 1. Empathy – Spend time with customers to get a feeling for their latent needs 2. Envision – Create a shared sense of purpose and future vision 3. Engage – Involve people, work agile and adapt to the environment 4. Empower – Support the organization to deliver and exceed expectations 5. Experience – Build, share and leverage knowledge Click to edit Master title s﬚le 6. Evaluate – Measure what ma﬙ers and make the tough choices 61 | 09 August 2014 | Service Experience Summit | Shanghai | @st_moritz
  62. 62. S T O C K H O L M / N E W Y O R K / L O N D O N / S H A N G H A I / V E R Y D A Y . C O M

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