service design days 2017 - keynote erik roscam abbing (livework)

London Oslo Rotterdam São Paulowww.liveworkstudio.com

Fit for purpose: the service design growth curve.

SERVICE DESIGN DAYS

Erik Roscam Abbing | @roscamabbing | @liveworkstudio | #ssdBCN

Service Design Days Barcelona

Oktober 2017

www.liveworkstudio.com

clip by alexandr kravtsov

Services have many

different faces

So designing services is pretty #$%€^&* versatile :)

Services have many

different faces

And he’ll say: “it depends on the job”

Ask a carpenter

what tools he uses

“For me service is just common sense. People

can buy an apple anywhere. With me they get a

smile as well. I ask them how they are first.

Then I ask them how I may help them.”

“Most of my customers are regulars. I know

what they like to eat and how much they want

to spend. And very often I know quite a bit

about them privately as well.”

“When I hire someone to assist me in the store

it has to be the right type of person. I can teach

them about fruit and vegetables, but I can’t

teach them to be witty, curious and nice”.

“I make the most money when I drive around all

day delivering to restaurants. But I love being in

the store. It’s hardly profitable but it is what I do

best and what I’ve done all my life”.

“I care for this neighborhood. I want people to

talk to each other more. This place is also a

meeting place. I see that as my role as well”.

Validation

volkswagen

tools thanks to Board of Innovation

“service for us is partly about customer

experience and NPS, and partly about unlocking

new value. Innovating in the customer journey

through new value propositions”

“We have a lot of data about our customers.

And of course we send out many questionnaires

and we have a customer panel. Lately we’re

doing more and more qual research as well.”

“One of our biggest challenges is how to make

our organisation more service minded. It’s a

different way of working, a different mind-set.

We have to develop those capabilities with HR”.

“When we raise NPS, we lower churn and raise

customer lifetime value. That’s relatively clear.

What we are still uncertain about is whether

service innovation is worth the investment”.

“We have programs for corporate social

responsibility and ccoperative banking. And we

have the EU rules to meet. As such we’re very

much part of society and play a role in it”.

So designing services is pretty #$%€^&* versatile :)

Services have many

different faces

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adaptability! that implies that you have to be very adaptable to your environment, like a chameleon. You have to merge with the context in which you’re designing services”

“

Danish Design Center 2001

Design Management Europe / BRD 2009

Not: where do you

want to go?But: what floor are you on?

Livework © 2017

Livework © 2017

fit for purpose!

Each context has their own challenges. Not bigger or smaller, just different. “

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four dimensions

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the customer

perspective

1

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the organisation perspective

2

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the business

perspective

3

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the society

perspective

4

customer organisation

society business

designing services

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sometimes the context is small

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sometimes the context is small

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sometimes the context is smallsuper big

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integration of the four perspectives is key

Maturity in designing services is not about how ‘far’ companies are or how ‘much’ they do but about how well they manage to integrate perspectives”

“

SME Online retail B2C / C2C

Customer: contextual research, life-cycles, validated personas Organisation: brand values to guiding principles, journey based scrum teams Business: metric dashboard to include principles Society: market position in collaborative economy

NGO SME Environmental cause B2G / B2C

Customer: contextual research, journeys and life-cycles, validated personas Organisation: co-creation with stakeholders, volunteer training Business: acquisition and conversion strategy Society: charity / movement role

Customer: rolling out patient experience vision Organisation: roles, capabilities, responsibilities, collaboration, supplier management Business: out of scope Society: community role and brand history

large corporate healthcare B2C

large corporate financial sector B2B & B2C

Customer: contextual insight research, qualitative&quantitative, validated personas Organisation: co-creation with +150 employees & stakeholders, capability building Business: new funnel strategy based on customer decision journey Society: legislation, reputation, social responsibility

The service design growth

curve

Is an upward spiral where every level is just perfect! :)

www.liveworkstudio.com

www.designthenewbusiness.com

erik@liveworkstudio.com

@liveworkstudio

@roscamabbing

#sddBCN

Thank you!