Published on March 17, 2014
DIGITAL A call for service design. 2ND DRAFT
THE INTRO We are increasingly interacting with brands in digital channels.
THE INTRO With so many touchpoints shifting to digital, our tactics should be accountable for the things that matter to our clients. BUILD RELATIONSHIPS DRIVE SALES RETAIN CUSTOMERS INCREASE SATISFACTION MOBILIZE FOLLOWERS
THE INTRO Only most digital programs aren’t measured against these key indicators. Frankly, because we aren’t delivering on them. BUILD RELATIONSHIPS DRIVE SALES RETAIN CUSTOMERS INCREASE SATISFACTION MOBILIZE FOLLOWERS
THE INTRO Because changing consumer behaviour is really, really challenging.
THE INTRO We seem to have forgotten that we have to earn an individual’s trust before we can positively impact their behaviour.
THE INTRO And we have to build trust in a channel where customers often can’t touch the product or service we are promoting.
WHAT IS TRUST? “Trust is high conﬁdence in having a positive interaction with another.” - Douglas Reid, PhD, Strategy Professor at Queen’s University
WHAT IS TRUST? “Trust is high conﬁdence in having a positive interaction with another.” - Douglas Reid, PhD, Strategy Professor at Queen’s University ! In other words, trust is based on a customer’s expectations and is built experientially by interacting with a brand or organization.
WHAT IS TRUST? Trust is formed when we demonstrate a reliable connection between commitment and delivery. ! We say something will be there tomorrow at 11 and it is there by 11. We deliver exceptional customer service in every channel we participate in. We provide value where we participate and not just promotional messages.
SERVICE DESIGN Building trust is about service delivery. Which is one very good reason to explore service design principles and tools. AC TO RS O FFERIN G EXPEC TATIO N S W AN TS AN D DESIRES H ABITS AN D AN XIETIES EXPERIEN C E DESIG N TO U C H PO IN TS STAKEH O LDER M APS PERSO N AS SERVIC E SAFARIS SH ADO W IN G JO U RN EY M APS C O N TEXTU AL IN TERVIEW S SELF-LED ETH N O G RAPH Y AN D M O RE…
SERVICE DESIGN “Service Design is all about making the service you deliver useful, usable, eﬃcient, eﬀective and desirable.” - UK Design Council, 2010 ! ! AC TO RS O FFERIN G EXPEC TATIO N S W AN TS AN D DESIRES H ABITS AN D AN XIETIES EXPERIEN C E DESIG N TO U C H PO IN TS STAKEH O LDER M APS PERSO N AS SERVIC E SAFARIS SH ADO W IN G JO U RN EY M APS C O N TEXTU AL IN TERVIEW S SELF-LED ETH N O G RAPH Y AN D M O RE…
SERVICE DESIGN Step one is to create online experiences that meet or exceed customer’s expectations. Customer expectations Brand credibility
SERVICE DESIGN Expectations around task-oriented goals are relatively straight forward to understand and assess. ! We just need to know the user’s purpose and whether they can reliably accomplish it.
RESEARCH TOOLS Evaluate task completion on a website property for FREE. Visitors are asked to rate the experience, specify the purpose for visiting, how they valued the experience and whether they accomplished their task or not. Simple feedback tab that can be integrated into any web property to allow visitors to get help or submit an idea on how to improve the experience. Feedback drives forum participation, voting on ideas and communication between organization and customers around new features or areas where an experience isn’t meeting expectations. SOME DIGITAL
SERVICE DESIGN Step two is to begin mapping the experiences of our audiences against their expectations. Meets Expectations Wow Moment
SERVICE DESIGN Step two is to begin mapping the experiences of our audiences against their expectations. Across every touchpoint. Meets Expectations Wow Moment
SERVICE DESIGN And experimenting with research methods that uncover expectations and the value of the experiences we are delivering across channels. STAKEHOLDER MAPS PERSONAS SERVICE SAFARIS SHADOWING JOURNEY MAPS CONTEXTUAL INTERVIEWS SELF-LED ETHNOGRAPHY
DIGITAL AS SERVICE Digital should be about engineering experiences that build trust by exceeding expectations for key segments across touchpoints and actors. ! And then leveraging this trust to inﬂuence and measure behaviour change.
ONE STORY Here is a personal story of an organization doing this remarkably well. ! ! ! I was looking for a new website to promote my photography.
ONE STORY Meets Expectations Wow Moment Squarespace was a sponsor of three of my favourite podcasts. The hosts spoke personally about how much they liked Squarespace. SPONSORSHIP
ONE STORY Meets Expectations Wow Moment I spoke to two developers with 15+ years of experience. Both were impressed with Squarespace and what someone could do with no programming. WOM
ONE STORY Meets Expectations Wow Moment So I stopped by the site for a feature tour. It was impressive, but then the site REALLY impressed me. INTEREST
ONE STORY Meets Expectations Wow Moment The site encouraged me to start building my site immediately with a “free trial” that did not require a credit card. I moved immediately into trial. INTERESTTRIAL!
ONE STORY Meets Expectations Wow Moment Any questions I had were answered within minutes via email or twitter. INTERESTTRIAL!
ONE STORY Meets Expectations Wow Moment I purchased two weeks later with a 10% oﬀ code. I expected the discount would only apply to the ﬁrst month. Nope. Every month. Brilliant. PURCHASE
ONE STORY Meets Expectations Wow Moment I launched another site on Squarespace for a friend less than a month later. Just as easy and painless. ADD-ON PURCHASE
ONE STORY Meets Expectations Wow Moment Squarespace struggles with enabling advanced customization without upsetting the drag and drop interface. Not an easy task. CUSTOMIZE
ONE STORY Meets Expectations Wow Moment I stumbled on the suite of amazing apps that Squarespace oﬀers to all their clients for free: Stats, Portfolio (for photographers), Notes and Blog. VALUE ADD
SERVICE VALUE A growing number of organizations are working to improve the experience and build trust across touchpoints with signiﬁcant results.
SERVICE VALUE Sephora brings a strong focus on the customer experience across tradi5onal and digital touchpoints. Strong and vibrant presence on Facebook, Instagram, Twi8er and more. Site integrated with Pinterest. Employees encouraged to build Pinterest beauty boards. iPads in store. Mobile opAmized eCommerce as well as a mobile app. Apple Passbook users spend two Ames the annual avg. !
SERVICE VALUE Zappos brings a focus on customer service that is close to unrivalled in the online retail space. Focus on building a culture of service. Policies that create key “wow” moments for customers. Went from gross sales of 1.6 million in 1999 to $1 billion in 2008 Focus on service not gizmos. ! !
SERVICE VALUE Square brings a focus on the merchant experience to a space that has always been about frac5ons of a percentage for the merchant and horriﬁc service. Pioneer in the smart phone credit card swipe technology. Built an online experience that remains unmatched by compeAtors. Focus on the “wow” factor by Dorsey. In 3 years, they had over 3 million users and $15 billion in transacAons annually. In 2012, Starbucks announced their partnership with Square. !
LEARN MORE There is much more to Service Design. Interested in learning more? h8p://amzn.to/1iV8FA8 Other Reading: Service Innovation Through Touch-points: Development of an Innovation Toolkit for the First Stages of New Service Development, Clatworthy, 2011 User Value: Competing Theories and Models, Boztepe, 2007
SMART PEEPS Thanks to the following for their input: ! Douglas Reid Eli McIlveen Paul Tedesco
ABOUT MOI I have built strategy teams, launched digital agencies and worked with some of the largest accounts in Canada. I am looking to join a sharp and dedicated team of people who have fun creating online experiences that drive real business value for their clients. I am currently looking for my next Director of Strategy or similar position in the Toronto area. ca.linkedin.com/in/seanhoward/ email@example.com photo credit: Rannie Turingan SEAN HOWARD Digital Strategist
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