Service Design and the Omnichannel Experience - SpeechTEK 2015

Service Design and the Omnichannel Experience:

SpeechTEK Sunrise Discussion

August 2015Crispin Reedy

Agenda• What is Omnichannel?• What is Service Design?• Group Discussion• Optional Extras

2© 2015 Versay Solutions LLC

What is Omnichannel?


Outbound IVR

SMS

Mobile Inbound IVR

WebEmail

Social Media

Physical Store

Call Center Agents

Customer-Facing Staff

Omnichannel Is:

My Customer

SMS

Mobile

Email

IVR

People

Web

Outbound IVR

Store


Coordinating and organizing different

technologies, people, and processes in

order to achieve a seamless customer

experience.


Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its

quality and the interaction between service provider and

customers. (SDN)


The “product” idea is baked into the language used in

organizations.


Unless you’re selling something like this…

You’re really selling a service.


Even if you’re selling something like this…

You’re also selling a service.


The entire experience of product X is made up of

the interactions you have with the company selling

product X.


HR Marketing

IT Operations

FacilitiesManagement

Change Management

Organization Design

We Already Do This… Don’t We?

Continuous Improvement

QA

Sort OfService Design Touches Everything


My Customer

Continuous Improvement

Organization Design

Management

QA

IT

Change Management

HR

Marketing

Service Design Discipline• Uses methods and tools derived from different

disciplines– Ethnography– Information and management science– Interaction design

• Introduced as a design discipline at Köln International School of Design (1991)– Dr. Michael Erlhoff

• Service Design Network (SDN) introduced (2004)



User Centered Design• A set of techniques and tools designed to keep

the focus on the user during the design process– Card sorts– Task analysis– Personas– User interviews– Focus groups– Usability tests– Etc.


Website, IVR, mobile site, physical product

User Centered Design Service Design

Designing all interactions between customer and

company

Service Design is UCD “on steroids.”

Service Design


What Does “User Focused” Really Mean?

• Male• Born in 1948• Raised in Great Britain• Married• At least 2 children• Likes dogs• Loves the Alps

Consider these two customers:

• Male• Born in 1948• Raised in Great Britain• Married• At least 2 children• Likes dogs• Loves the Alps


What Does “User Focused” Really Mean?Consider these two customers:


What Does “User Focused” Really Mean?Statistics are important, but how well do you understand:• Habits• Culture• Social Context• Motivation


“User Focused” and Omnichannel• Two “identical” customers use two different

channels. • Why?• They’re not identical.

19

“User Focused” and Omnichannel• Case study: Cisco Consumer Products Support

– Guide customers to the channel it determines will suit them best

• Technology gurus = online support• Less technical expertise = simple step-by-step

instructions• Eliminated e-mail

– In 2006, only 30% of customer contacts were handled through web self-service

– Today: 84%

Source: Harvard Business Review


Website, IVR, mobile site, physical product

User Centered Design Service Design

Designing all interactions between customer and

company

Service Design is UCD “on steroids.”

Service Design

optimalworkshop.com

22Source: JennyCham.co.uk

Usability Testing• TBD Insert Clip Here

24

Source: Heart of the Customer

Source: Indi Young


What’s in the Service Design Toolbox?

Stakeholder Mapping

Customer Journey Maps

Service Safaris

Shadowing

Cultural Probes

The Five Whys

Contextual Interviews

Mobile Ethnography

Expectation MapsScenarios

A Day in the Life

Personas

Ideation

What-If

Storyboarding

Service Prototyping

Resources• Organization: Service Design Network• Book: “This Is Service Design Thinking”• Website: Smaply.com



When you have two coffee shops right next to each other, and each sells the exact same coffee at the exact same price, service design is what makes you walk into one and

not the other. (31 Volts Service Design)

Where To Begin?• Service Design

– Qualitative Research– Find out what you don’t

know– Plug the gaps– Create a strategic

roadmap

• Omnichannel Strategy– Has to start with Project

Zero– Customer data

repository– Specifically around

customer interactions– Access to quantitative

data

Sparks for Discussion• Your experiences with Service Design and/or

Omnichannel?• Is this kind of strategic thinking important?• Best bang for the buck with Omnichannel?• “Service Design” vs. “Experience Design”?• Role of the call center?• What about prototyping?• Ideas for adoption into an organization?


Service Design and the Omnichannel Experience - SpeechTEK 2015

Design

Transcript of Service Design and the Omnichannel Experience - SpeechTEK 2015