Managing a customer’s journey across time and touchpoint is a labor of love. Attempting to manage different journeys for different customer types can be, well, a labor of lunacy. The baseline journey is a means for making a service for many types of customers a manageable feat for you and much more lovely for them.
When Technology is Commoditized, Technology Must Become a Service
By Erik Flowers | January 11, 2016 The notion of great service has been around since the first caveperson offered to pick you up on their own dinosaur and take you somewhere in exchange for a sabertooth tusk, rather than you having to own a dinosaur yourself.
Designing for service is not new, and people who are exceedingly adept at designing for fantastic services aren’t new either. Entire industries are built upon service experience. The question is, why does there seem to be an explosion of interest service design as a field now, when great service is nothing new? New conferences are popping up by major organizers; Adaptive Path is on its 3rd service experience conference, Service Experience Chicago just had it’s 2nd year, and the O’Reilly Design Conference is new this year with only one speaker showcasing service design. If you look for books on service design, there are a few recent publications that are relevant to the landscape today, but these are very recent and just starting to tackle this idea of integrating service design into what we do outside of service industries.
Great Service Has Always Existed It’s not hard to find examples of great service from long before service design was a discipline or something that had a proper name. Looking at the 20th century, many industries strived to deliver customer experiences that were well planned and filled with deliberate moments of delight; early commercial air travel, ocean cruises, full service resort hotels, fine dining, spas. Or, look at an elaborate and well planned wedding that is a choreographed event – people have long had the mind, knowhow, and ability to create these top rate “end-to-end” experience.
In the past few decades, design has become increasingly recognised as a driver of economic growth. Communication, interaction, product, gaming and fashion are just a few examples of well-known design disciplines where designers have successfully used their specific expertise and approaches to create innovation.
JOIN US ON A SERVICE EXPEDITION: Exploring Services from the Customer’s Point of View on January 15th, 2016!
We invite you to experience a set of integrated service design frameworks that, when used together, are a powerful tool for creating and sustaining customer experience that is aligned with your organization’s brand and customer experience strategy
1. Service Blueprinting
Your day begins with step-by-step instructions on how to create service blueprints. You will learn the blueprinting approach and process – five components that, when drawn up together, can help you make your customer-company relationship and the customer experience crystal-clear.
2. Customer Journey Mapping
Next we go deeper into your customers’ service experience by creating a customer journey map. The customer journey map is a visual representation of the different touchpoints that characterize their interactions with the service. We will work step-by-step as when service blueprinting, except now we also consider critical intangible elements such as affinity, pride, and satisfaction.
3. Customer Brand Encounters
Here we introduce a process designed to guide you in determining how closely aligned your customers’ actual experiences and perceptions are to what they expect from your brand. We will demonstrate how to pull insights from your service blueprint and your customer journey map to uncover new ways to strengthen brand preference and loyalty.
4. Making it Real
Now it is your turn! We will work with you as you complete a service expedition for your company. This is your opportunity to design your services according to your customers’ needs and eliminate potential failure points in your delivery efforts. You will finish the day with outlining an action plan to take back to your organization.
At Coca-Cola Global Business Services, GBS for short, we provide Finance, procurement, HR and IT services to the more than 700,000 Coca-Cola employees around the world. And just like any other service provider, we see delivering a great service experience as a vital aspect of what we do.
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