PUTTING TRUST IN DIGITALA call for service design.

2ND DRAFT3RD DRAFT

THE INTRO

We are increasingly interacting with brands in digital channels.

THE INTRO

With so many brand touchpoints in digital, our tactics should be accountable for the things that matter to the business.

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.

SERVICEDESIGN

Building trust is about service delivery.Which is one very good reason to explore service design principles and tools.

ACTORS

OFFERING

EXPECTATIO

NS

WANTS AND DESIRES

HABITS AND ANXIETIE

S

EXPERIENCE DESIGN

TOUCHPOINTS

STAKEHOLD

ER MAPS

PERSONAS

SERVICE SAFARIS

SHADOWING

JOURNEY M

APS

CONTEXTU

AL INTE

RVIEWS

SELF-LE

D ETHNOGRAPHY

AND MORE…

SERVICE DESIGN

“Service Design is all about making the service you deliver useful, usable, efficient, effective and desirable.”- UK Design Council, 2010!

!

ACTORS

OFFERING

EXPECTATIO

NS

WANTS AND DESIRES

HABITS AND ANXIETIE

S

EXPERIENCE DESIGN

TOUCHPOINTS

STAKEHOLD

ER MAPS

PERSONAS

SERVICE SAFARIS

SHADOWING

JOURNEY M

APS

CONTEXTU

AL INTE

RVIEWS

SELF-LE

D ETHNOGRAPHY

AND MORE…

SERVICEDESIGN

Step one is to create online experiences that meet or exceed customer’s expectations

Customerexpectations

Brandcredibility

SERVICEDESIGN

And to ensure that the brand experience is credible and consistent with offline activity

Customerexpectations

Brandcredibility

SERVICEDESIGN

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.

RESEARCHTOOLS

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

SERVICEDESIGN

Step two is to begin mapping the experiences of our audiences against their expectations.

Meets Expectations

Wow Moment

SERVICEDESIGN

Step two is to begin mapping the experiences of our audiences against their expectations.Across every touchpoint.

Meets Expectations

Wow Moment

SERVICEDESIGN

Expectations are not always so straight forward to assess and understand. We have to move past the 1980 frameworks on value (perceived quality and perceived value)

Zeithaml, 1988

SERVICEDESIGN

And explore explore frameworks for how customers value experiences.

Boztepe, 2007

SERVICEDESIGN

This begins when we embrace research methods that uncover the expectations and the value customers place on their experiences across channels.

STAKEHOLDER MAPS

PERSONAS

SERVICE SAFARIS

SHADOWING

JOURNEY MAPS

CONTEXTUAL INTERVIEWS

SELF-LED ETHNOGRAPHY

DIGITAL ASSERVICE

Digital drives customer and brand value when we engineer experiences that build trust by exceeding expectations across touchpoints and actors.

MY PROPOSAL

DIGITAL ASSERVICE

Experiences that meet or surpass expectations

Create value for your customer

Create value for the organization

UTILITY DIFFERENTIATION

REVENUE

WORD OF MOUTH

RETENTION

SOCIAL SIGNIFICANCE

EMOTIONAL

SPIRITUAL

DIGITAL ASSERVICE

Experiences that meet or surpass expectations

Create value for your customer

Create value for the organization

Trust is a measure of your organization’s ability to create interactions of value to your customers

UTILITY DIFFERENTIATION

REVENUE

WORD OF MOUTH

RETENTION

SOCIAL SIGNIFICANCE

EMOTIONAL

SPIRITUAL

DIGITAL ASSERVICE

Experiences that meet or surpass expectations

Create value for your customer

Create value for the organization

Intrinsic and extrinsic forces by which your customers set their expectations

UTILITY DIFFERENTIATION

REVENUE

WORD OF MOUTH

RETENTION

SOCIAL SIGNIFICANCE

EMOTIONAL

SPIRITUAL

DIGITAL ASSERVICE

Experiences that meet or surpass expectations

Create value for your customer

Create value for the organization

Benefits of putting the customer first and using service design as the business model

UTILITY DIFFERENTIATION

REVENUE

WORD OF MOUTH

RETENTION

SOCIAL SIGNIFICANCE

EMOTIONAL

SPIRITUAL

ONESTORY

Here is a personal story of an organization doing this remarkably well.!

!

!

I was looking for a new website to promote my photography.

ONESTORY

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

ONESTORY

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

ONESTORY

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

ONESTORY

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!

ONESTORY

Meets Expectations

Wow Moment

Any questions I had were answered within minutes via email or twitter.

INTERESTTRIAL!

ONESTORY

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

ONESTORY

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

ONESTORY

Meets Expectations

Wow Moment

Squarespace struggles with enabling advanced customization without upsetting the drag and drop interface. Not an easy task.

CUSTOMIZE

ONESTORY

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

SERVICEVALUE

A growing number of successful organizations are creating value through exceptional and trusted experiences across touchpoints.

SERVICEVALUE

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.  !

SERVICEVALUE

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.  !

!

SERVICEVALUE

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.  !

LET’S TALKS

Are you looking to build trust and value in your digital channels?!

If so, we should talk!

LEARN MORE

Interested in learning more about Service Design? Where to start:

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, 2011User Value: Competing Theories and Models, Boztepe, 2007

SMART PEEPS

Thanks to the following for their input to this deck:!

Douglas ReidEli McIlveenPaul TedescoWillem SimonisJasmin ChengGavin Heaton

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/

me@seanhoward.caphoto credit: Rannie Turingan

SEAN HOWARDDigital Strategist

BUILDINGTRUST

INDIGITAL