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Forrester: Get Creative with Your Personas, Customer Maps

Forrester: Get Creative with Your Personas, Customer Maps | servicedesign | Scoop.it
The customer is the center of attention these days, like a child at his birthday party — so many options!


Via Fred Zimny
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Ali Anani's curator insight, October 26, 2013 2:56 AM

Wonderful insights

servicedesign
design and innovation of services to be more valuable (satisfying and profitable)
Curated by Stefan moritz
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Rescooped by Stefan moritz from Designing design thinking driven operations
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Is Service Design the new Marketing?

Is Service Design the new Marketing? | servicedesign | Scoop.it
To create and sell good products is not enough. The task today is much more complex. (Is Service Design the new Marketing? http://t.co/EytZZYp25J)

Via Fred Zimny
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Rescooped by Stefan moritz from The Marketing Technology Alert
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8 Reasons To Master Customer Experience Ecosystem Mapping - Forrester | #TheMarketingAutomationAlert

8 Reasons To Master Customer Experience Ecosystem Mapping - Forrester | #TheMarketingAutomationAlert | servicedesign | Scoop.it

Digest...

 

A customer experience ecosystem map is a visual technique that connects end-to-end customer processes to the ecosystem of employees, partners, capabilities, processes, technology, information and interfaces involved in delivering the experiences. Without these maps, companies regularly perform “blind-man-and-the elephant” exercises in which different silos of an organization see only parts of the customer’s experience related to their own jobs. A customer experience ecosystem map breaks down this tunnel vision to help systematically improve or re-design experiences to deliver value.

 

Customer experience ecosystem maps are evolved from service blueprints, which experience designers have used since at least the mid-80s. They essentially start with a customer journey map that depicts the experience a customer has in a scenario that describes the context and the outcome the customer seeks to achieve. But it doesn’t stop there. It continues to map the value stream responsible for delivering the experience.

 

Why bother with this exercise? Here are 8 reasons:

Create empathy and a shared understanding of the customer experience.Improve communications and processes between front and back office. Focus employees and partners on strategic activities.Identify duplicated capabilities that create inconsistency and waste.Identify low-cost fixes.  Make the business case for projects single departments couldn’t make.Prioritize funding for projects. Reframe metrics.

 

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iNeoMarketing's curator insight, October 21, 2013 8:13 PM

Click through for greater details on the 8 reasons. If you're not familiar with the whole Customer Experience movement, this is an excellent start.

Victoria NAIBO's curator insight, November 3, 4:07 PM

ajouter votre point de vue ...

Rescooped by Stefan moritz from A design journey
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Beyond Usable | Mapping Emotion to Experience


Via Hannes
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Business Value Coach's curator insight, October 17, 2013 9:58 AM

In klantbeleving draait alles om emoties!

Armony Hren's curator insight, October 30, 2013 9:59 AM

Yet another post reinforcing the importance of Emotional Design in the holistic Experience!

RDV Weekly's curator insight, February 7, 4:26 PM

One accepted principle of UX is how emotion is quintessentially mapped to most if not all we do.

Rescooped by Stefan moritz from Science, Technology, and Current Futurism
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The joker effect: Cooperation driven by destructive agents

The joker effect: Cooperation driven by destructive agents | servicedesign | Scoop.it

Abstract

Understanding the emergence of cooperation is a central issue in evolutionary game theory. The hardest setup for the attainment of cooperation in a population of individuals is the Public Goods game in which cooperative agents generate a common good at their own expenses, while defectors “free-ride” this good. Eventually this causes the exhaustion of the good, a situation which is bad for everybody. Previous results have shown that introducing reputation, allowing for volunteer participation, punishing defectors, rewarding cooperators or structuring agents, can enhance cooperation. Here we present a model which shows how the introduction of rare, malicious agents – that we term jokers – performing just destructive actions on the other agents induce bursts of cooperation. The appearance of jokers promotes a rock-paper-scissors dynamics, where jokers outbeat defectors and cooperators outperform jokers, which are subsequently invaded by defectors. Thus, paradoxically, the existence of destructive agents acting indiscriminately promotes cooperation.


Via Sharrock
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Sharrock's curator insight, September 23, 2013 12:37 PM

This is interesting and scary.

Scooped by Stefan moritz
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Why Companies Should Invest in the Customer Experience | Visual.ly

Why Companies Should Invest in the Customer Experience | Visual.ly | servicedesign | Scoop.it
Companies spend millions on advertising every year, but is it worth it?
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Alexis Brantes's comment, October 26, 2012 9:29 AM
Merci bcp!
Alexis Brantes's comment, October 26, 2012 9:29 AM
Merci bcp!
Fred Zimny's curator insight, December 14, 2012 12:56 PM

Indeed, but to reduce you need what can be skipped,. And that was and is the problem

Rescooped by Stefan moritz from UX Design : user experience and design thinking
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10 Benchmarks for User Experience Metrics: Measuring Usability

10 Benchmarks for User Experience Metrics: Measuring Usability | servicedesign | Scoop.it

Would be interesting to think about how this could be applied to service or customer experience across the journey?


Via yannick grenzinger
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Hannes's comment, October 21, 2012 12:19 PM
Useful aspects to consider :) My research and testing usually tend to become a bit more qualitative than quantitative - now I think it's time to make my results more measurable.
yannick grenzinger's comment, October 21, 2012 12:34 PM
It is a useful way to convince more analytical minds like manager :)
Rescooped by Stefan moritz from Designing design thinking driven operations
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Service Design: Why Does It Matter? | NEXT Berlin

Service Design: Why Does It Matter? | NEXT Berlin | servicedesign | Scoop.it
Curating NEXT Service Design, I've concerned myself a lot with service design in the last weeks. Today, I'd like to share my thoughts on the subject with you.

Via Fred Zimny
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Customer Experience Should Be Part of Your Business

Customer Experience Should Be Part of Your Business | servicedesign | Scoop.it
Make it a business discipline.(RT @HarvardBiz: Customer Experience Should Be Part of Your Business http://t.co/ANPZFUzJ...)...
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Rescooped by Stefan moritz from Designing design thinking driven operations
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On Service Design « Kshitiz Anand

On Service Design « Kshitiz Anand | servicedesign | Scoop.it
On Service Design. If you ask a lot of people in India on what is one thing that they would really like the companies to offer better, the answer you would get is Service. I have often faced situations that are so bad that often one ...

 

Photocredit: via serve4impact


Via Fred Zimny
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Rescooped by Stefan moritz from Designing design thinking driven operations
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Visual Meetings – Review « Design Thinking @ Haas

Visual Meetings – Review « Design Thinking @ Haas | servicedesign | Scoop.it
Design Thinking, Systems, The Berkeley Difference. Home · Express ... It captures this process in four sections divided as IMAGINING, ENGAGING, THINKING and ENACTING which is also visualized on the cover.

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Rescooped by Stefan moritz from Designing design thinking driven operations
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Embedding design thinking in business - and making money… | Analysis | Design Week

Embedding design thinking in business - and making money… | Analysis | Design Week | servicedesign | Scoop.it
We investigate a new wave of service design proponants who are helping to embed design in big brands.

Via Fred Zimny
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Rescooped by Stefan moritz from Designing design thinking driven operations
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Forrester: Get Creative with Your Personas, Customer Maps

Forrester: Get Creative with Your Personas, Customer Maps | servicedesign | Scoop.it
The customer is the center of attention these days, like a child at his birthday party — so many options!


Via Fred Zimny
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Ali Anani's curator insight, October 26, 2013 2:56 AM

Wonderful insights

Rescooped by Stefan moritz from Science, Technology, and Current Futurism
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Google Glass in the OR: There’s an app for that, but would you trust it with your spleen?

Google Glass in the OR: There’s an app for that, but would you trust it with your spleen? | servicedesign | Scoop.it
Pristine.io



Dec. 4 - 5, 2013
Redwood City, CA


Early Bird Tickets on Sale
SANTA CLARA, Calif.

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Rescooped by Stefan moritz from UXploration
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5 Things I Wish I Knew – A Service Design Journey

Keynote presentation delivered October 3, 2013 at Adaptive Path's Service Experience Conference.

Via Mario K. Sakata
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Leveraging the Kano Model for Optimal Results | UX Magazine

Leveraging the Kano Model for Optimal Results | UX Magazine | servicedesign | Scoop.it

Try what many agile teams and UX professionals are doing: applying a method that first emerged in Japan during the 1980’s called the ‘Kano Model’ used to measures customer emotional reaction to individual features.


Via Michael Allenberg, yannick grenzinger, Stefan moritz
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Hannes's comment, October 11, 2012 3:19 PM
Interesting article :)
Rescooped by Stefan moritz from UX Design : user experience and design thinking
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Leveraging the Kano Model for Optimal Results | UX Magazine

Leveraging the Kano Model for Optimal Results | UX Magazine | servicedesign | Scoop.it

Try what many agile teams and UX professionals are doing: applying a method that first emerged in Japan during the 1980’s called the ‘Kano Model’ used to measures customer emotional reaction to individual features.


Via Michael Allenberg, yannick grenzinger
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Hannes's comment, October 11, 2012 3:19 PM
Interesting article :)
Rescooped by Stefan moritz from Curation, Social Business and Beyond
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Here's How to Listen to Your Customers & Go From Good to Great

Here's How to Listen to Your Customers & Go From Good to Great | servicedesign | Scoop.it

 

 

"Years of research have revealed that the single most important factor that separates the good companies from the great companies Adidas from Nike is the ability to listen to their customers. That's the starting poing".
 

 

Excerpt:

 

"Dominant organizations, are those that can discern meaning from the information given. In other words, they're doing more than listening. They're hearing. And they're deriving their direction from what they hear".

 

How, exactly, does such effective listening work?

 

Here is what caught my attention:

 

Understand the unconscious

 

**A vast majority of human experience, communication and thought take place on an unconscious level - this is the first step to listening to the customer.

 

**We're continually taking note of the enviornment around us - how people interact within that enviornment and what role we play as individuals

 

**That information has a profound role in guiding customer behavior

 

**Truly effective communication means being able to listen on

multiple levels to what is said and what is left unsaid

 

 

Access Archetypal Images: A single image is worth a thousand words for a simple reason:

 

**The unconscious mind does not bother with language. Symbols, pictures, and iconography speak directly to your customer's psyche,

 

**bypassing and transcending all other forms of communication to take on the leading role in influencing your customer.

 

Listening, then, also means understanding which archetypal images resonate most with your customers and are the most relevant to them.

 

Selected by Jan Gordon covering "Content Curation, Social Business and Beyond"

 

Read full article here: [http://bit.ly/PA0xBk]


Via janlgordon
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janlgordon's comment, September 17, 2012 12:49 PM
Thanks Karen, love your feedback, made my day!!
Sean Goldie's curator insight, October 17, 2013 2:33 PM

We live in a world made of stories


Rescooped by Stefan moritz from Collaborative Consumption Resources
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Shareable: Can I Trust You Really?: The Reputation Currency

Shareable: Can I Trust You Really?: The Reputation Currency | servicedesign | Scoop.it

During the Age of Separation we shielded ourselves from strangers by reducing all access to goods and services to money. No personal economic relationships are important because we can always "pay someone else to do it" wrote Charles Eisenstein in the book Sacred Economics.

 

In contrast, the Age of Reunion that we are entering is all about sharing: sharing with friends, sharing with coworkers, sharing with neighbors, sharing with complete strangers, sharing for free, sharing with a payment, etc. but sharing is not without its risks as the Airbnb incidents exposed. Can I trust you?


Via Sharon Schneider
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The Future of Digital Customer Experience Is More Than Mobile | Forrester Blogs

The Future of Digital Customer Experience Is More Than Mobile | Forrester Blogs | servicedesign | Scoop.it

Future of Digital Customer Experience Is More Than Mobile. http://t.co/KTn2bDCX

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Rescooped by Stefan moritz from CX: Customer Experience
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Experience Is The Next Frontier In Marketing - Fast Company

Experience Is The Next Frontier In Marketing - Fast Company | servicedesign | Scoop.it

As antithetical as it may seem in a hyper-digital word, experience--how we interact in the physical world--is the biggest buzzword in marketing today.

 

When I say "experience," what I mean is interactions with the physical world. Moving to pick up a hot mug of coffee, the smooth, hot ceramic in your hands, smiling--these concrete happenings are experience. They seem mundane to you, because they are so common ... but because of the way these experiences work on your brain, they can be immensely powerful.


What we have learned over the last two decades is that these everyday interactions with the physical world are a kind of source code for your brain.


Via Pauline de Robert, Katherine Stevens
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Delivering a passenger-centred service strategy for the Portuguese Airport Group

Delivering a passenger-centred service strategy for the Portuguese Airport Group | servicedesign | Scoop.it
Engine is a service design consultancy helping organisations to evolve and innovate services that attract and keep customers, increase revenue and build brand equity.
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