service design: closing the delivery gap
TRANSCRIPT
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WE MAKE THEM TALK ABOUT YOU
Competitive advantage: Closing the delivery gap
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thebrandmanual.com
We close the delivery gap between business and customer perspective.
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€ 42,275.-
3.0L 6cyl
6 automatic
Rear-wheel drive
0-100 km/h 7,2 sec
4-door sedan
€ 42,036.-
3.2L 6cyl CVT
6 automatic
Front-wheel drive
0-100 km/h 6,9 sec
4-door sedan
€ 45,198.-
3.5L 6cyl
7 automatic
Rear-wheel drive
0-100 km/h 7,4 sec
4-door sedan
€ 42,347.-
3.5L 6cyl
6 automatic
Rear-wheel drive
0-100 km/h 7,3 sec
4-door sedan
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€ 42,275.-
3.0L 6cyl
6 automatic
Rear-wheel drive
0-100 km/h 7,2 sec
4-door sedan
€ 42,036.-
3.2L 6cyl CVT
6 automatic
Front-wheel drive
0-100 km/h 6,9 sec
4-door sedan
€ 45,198.-
3.5L 6cyl
7 automatic
Rear-wheel drive
0-100 km/h 7,4 sec
4-door sedan
€ 42,347.-
3.5L 6cyl
6 automatic
Rear-wheel drive
0-100 km/h 7,3 sec
4-door sedan
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thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2013 thebrandmanual.com
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thebrandmanual.com
We get their attention when we do something that matters to them (not just us)
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thebrandmanual.com
UNDERLYINGPROBLEM
OR A NEED
BUSI
NES
S ID
EAS
Design Process & Roles
DISCOVER DEFINE
P R O B L E M C O N T E X T
I HAVE A
PROCESS
ASKS QUESTIONS AND DELIVERS INSIGHT
PROVIDES INFORMATION WITHOUT JUDGEMENT
I HAVE AN
EXPERIENCE
PRODUCTOR
SERVICE
DESIGN DEVELOP
D E S I G N C O N T E X T
EXPLAINS AND DECIDES
ASKS QUESTIONSAND DELIVERS
I HAVE
SKILLS
I HAVE A
VISION
CO
OPE
RATI
ON
CO
NFU
SIO
N
AGRE
EMEN
T
© brand manual 2014
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thebrandmanual.com
Harbour captain's point of view
marina restaurant concertslipway
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thebrandmanual.com
Mark your entry
FL R 3s 2M 59º27.309 N 24º44.216 E
FL G 3s 2M 59º27.343 N 24º44.115 E
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thebrandmanual.com
MUSEUM
MUSEUM
ART CENTRE
20 MIN
PORT
OLD TOWN
port is not the destination
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thebrandmanual.com
HYGIENEWATERFUELAC/DCWC / SHOWER
PREINFO
RACEFAME
PORTCHAIN
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thebrandmanual.com
HYGIENEWATERFUELAC/DCWC / SHOWER
PEOPLE
EASYENTRY
EXTRASERVICES
THECOST
PREINFO
RACEFAME
PORTCHAIN
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thebrandmanual.com
PREINFO
RACEFAME
PORTCHAIN
SAFETY
SAFETY
HYGIENEWATERFUELAC/DCWC / SHOWER
PEOPLE
EASYENTRY WINTER
STORAGETECHSUPPORT
EXTRASERVICES
THECOST
PREINFO
WIFI
RESTO
SHOP
ATM
KIDS
RACEFAME
PORTCHAIN
WAVEBREAKERS
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thebrandmanual.com
PREINFO
RACEFAME
PORTCHAIN
NIGHTLIGHT &QUIET
PORTHISTORY
RACERS
SAFETY
SAFETY
NICEENVIRON-
MENT
HYGIENEWATERFUELAC/DCWC / SHOWER
PEOPLE
EASYENTRY WINTER
STORAGETECHSUPPORT
EXTRASERVICES
THECOST
PREINFO
WIFI
RESTO
SHOP
ATM
KIDS
RACEFAME
PORTCHAIN
WAVEBREAKERS
LOCALLIFE365
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thebrandmanual.com
PREINFO
RACEFAME
PORTCHAIN
NIGHTLIGHT &QUIET
NOT ADESTINATION
PORTHISTORY
WHERETO
GO?
CLUBCONCERT
SHOW
RACERS
SAFETY
SAFETY
NICEENVIRON-
MENT
HYGIENEWATERFUELAC/DCWC / SHOWER
PEOPLE
EASYENTRY WINTER
STORAGETECHSUPPORT
EXTRASERVICES
THECOST
PREINFO
WIFI
RESTO
SHOP
ATM
KIDS
RACEFAME
PORTCHAIN
WAVEBREAKERS
LOCALLIFE365
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thebrandmanual.com
PREINFO
RACEFAME
PORTCHAIN
NIGHTLIGHT &QUIET
CITY /VILLAGESIGHTS
NOT ADESTINATION
PORTHISTORY
WHERETO
GO?
CLUBCONCERT
SHOW
RACERS
SAFETY
SAFETY
NICEENVIRON-
MENT
HYGIENEWATERFUELAC/DCWC / SHOWER
PEOPLE
EASYENTRY WINTER
STORAGETECHSUPPORT
EXTRASERVICES
THECOST
PREINFO
WIFI
RESTO
SHOP
ATM
KIDS
RACEFAME
PORTCHAIN
WAVEBREAKERS
LOCALLIFE365
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thebrandmanual.com
NIGHTLIGHT &QUIET
CITY /VILLAGESIGHTS
NOT ADESTINATION
PORTHISTORY
WHERETO
GO?
CLUBCONCERT
SHOW
RACERS
SAFETY
SAFETY
NICEENVIRON-
MENT
HYGIENEWATERFUELAC/DCWC / SHOWER
PEOPLE
EASYENTRY WINTER
STORAGETECHSUPPORT
EXTRASERVICES
THECOST
PEERREFERENCE
PREINFO
WIFI
RESTO
SHOP
ATM
KIDS
RACEFAME
PORTCHAIN
WAVEBREAKERS
LOCALLIFE365
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thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2015
Customer comes in
Sees what she needs
Chooses
Pays
Leaves
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thebrandmanual.com Branding ABC – © Brand Manual, 2009 - 2015
A reason Remembers previous experience Asks around / surfs the net Considers her options Puts it on the backburner because it isn’t urgent Calls and asks for information anonymously Has to find time to visit / call The drive up and parking / walk from the bus stop Customer comes in / calls Says what she needs Chooses and pays Leaves Is in a public place with the product Unpacking Using Developing an opinion of the product or service
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thebrandmanual.com
Packaged meatsCheese, eggs & milk
My favourite beer is warm
Where have they hidden the toothpaste?Long line at the cashierF**k – forgot the butter - run backCashierWhat do you mean my card doesn’t go?
Pack into new bagsNeed one more bag – but I have no cash
Out of the supermarket – it’s pouring!Get to the car – all wetWhy did I take paper bags?Everything into the carI’ll just leave the trolley, too much rain
Drive home
How do I get the stuff into the house?
Finally got everything in and unpackedNow, what’s for dinner?
Fresh meat and fish
No lettuce – I have to change the menuFruit aisle - the bananas are rotten
Damn, the wheel is looseGet a shopping trolleyWhat an interesting choice of music
Why can’t anyone put their trolley away?
Parking lot is full, why?Lousy weather – how can I park close?Get to car, drive to supermarket
Do I take my own bags? How many?
What else – call wifeLonger shopping list (via cook books)
Shopping list – what do I need?
Realisation – fridge is empty
SUPER MARKET
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thebrandmanual.com
“Kõik, mida on võimalik leiutada, on tänaseks leiutatud.”
Charles H. Duell, U.S.A. patendivolinik, aastal 1899.
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thebrandmanual.com
“Kõik, mida on võimalik leiutada, on tänaseks leiutatud.”
Charles H. Duell, U.S.A. patendivolinik, aastal 1899.
![Page 104: Service Design: Closing the Delivery Gap](https://reader037.vdocuments.us/reader037/viewer/2022110219/586ff9321a28ab92198b78f9/html5/thumbnails/104.jpg)
BRANDidea +
positioning
Legal protectionBrand platform
Brand architecture
Visual communication
MarketingPR
ProductQuality management
Patents
PackageRetail environment
Experience
PartnersSuppliersLogistics
TeamCulture
CompetenceAttitude
© brand manual 2014
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PRESS
POSTER
POS
BAR FURNITURE
MERCHANDISE
BOTTLE
VOLUME PACKAGING
VEHICLES
IDENTITY
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thebrandmanual.com
1. When and how does your journey start? 2. What are they selling? 3. What are you buying?
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thebrandmanual.com
www.issuu.com/thebrandmanual/docs
A quick read