client service design

Private & confidential@ ryanghall

Client service design.


WTF?


Who am i?

nice agency


What is client service design?


Traditional service design



Focuses on customer development


by improving the customer-facing front-end

experience (ie: UX design)


by improving the customer-facing front-end

experience (ie: UX design)



AND by designing the backend infrastructure

(ie: logistics processes, data management,

continuous improvement processes, etc.)


How is it different?



It’s wider in scope than

traditional Service Design



Just like service design it

focuses on improving the

service experience for

OUR customer



but we also...



improve the service experience

for our customer (the client)



improve the service experience

for our customer (the client)

consciously create a

learning experience for the

internal stakeholders


&


Why use client service design?


Empowerment


We encourage collective problem-solving

and enhance creative confidence by

allowing all stakeholders to have a say in

the final solution

1. Empowerment



Dialogue


By creating an environment that allows

open dialogue, we can explore a wider

array of ideas, and by the process of

natural selection, we get to a stronger

cohesive solution by the end

2. Dialogue



Buy-in


Stakeholders who actively take part in

the creative process, have ownership of

the final solution and therefore they will

become advocates of both our outcome

and our process

3. Buy-in



Partnership


A well designed learning experience

builds strong partnerships with clients

as they not only get the job done, but

also develop new skills in

the process.

4. Partnership



How to do client service design.


Customer facing components



We keep what works in traditional service design to create the customer facing components:



USER TESTING

shadowing, focus groups, user interviews, concept tests, usability test, contextual research etc.



USER TESTING HOLISTIC

DESIGN


of the backend infrastructure and fronted

user experience = service

blueprint, customer journey mapping, flow

analysis, IA design etc.


We still keep what works in traditional service design to create the customer facing components:

USER TESTING HOLISTIC

DESIGN

CONTINUOUS

IMPROVEMENT


of the backend infrastructure and fronted

user experience = service

blueprint, customer journey mapping, flow

analysis, IA design etc.

based on system performance and

customer satisfaction

feedback = benchmarking, usability

analytics, NPS surveys,

A/B testing etc.

and we widen our scope by

designing the client-facing

aspects of the design process



CLIENT = USER



DEFINE

Identify business objectives

and goals

Get to know the clients details -

understand their needs and

expectiations; review the operating

model and existing processes

Map out the ecosystem - explore key

touchpoints and interactions at

project or programme level (eg where

to involve senior project sponsors &

compliance, third parties)

DESIGN

Develop ‘Process priciples’ for how we

will work together to create experiences

Create the vision - sketch high level

programme outline to meet client needs

Validate and iterate with client

Create a roadmap and define what

steps are needed to get there

DE

FIN

E


@ ryanghall

ITERATE

DE

SIG

N

DE

FIN

E

Increase the fidelity of your plan,

change what doesn’t work

Constant communication and

validation with the client to ensure

the process is meeting their needs

Continuous iteration of

process for the best result



What does this look like?


FIRST CONTACT NURTURING LOW

CONTACT

CONTACT TIME

POST PROJECT

HIGH CONTACT

FIRST PROJECT VISITS RETAINER


And all else will follow


So?


Creativity is not just for creatives



There is no such thing as a bad idea



The experience belongs to everyone



The client is your friend



Thank you.


client service design

Marketing