service design network uk conference - joel bailey sdn 300616 slides v2
TRANSCRIPT
How to get triple impact in your
next Service Design project
Joel Bailey
Director, Livework Studio London
JOEL BAILEY, LIVEWORK STUDIO
Why do well-meaning projects get stuck here?
Customer
Commercial
Organisation
And how can
we increase
our chance of
success?
JOEL BAILEY, LIVEWORK STUDIO
1. Give corporate therapy
Denial Disbelief; looking for evidence that it isn’t true
Shock Surprise or shock at the event
Frustration Recognition that things are different; sometimes angry
Depression Low mood; lacking in energy
Experiment Initial engagement with the new situation
Decision Learning how to work in the new situation; feeling more positive
Integration Changes integrated; a renewed individual
JOEL BAILEY, LIVEWORK STUDIO
1. Give corporate therapy
• Get people together early on
• Expose them to things they reject
• Accept they will reject it
• Help them see that their emotions are a symptom of their broken system
• Don’t lose your bottle
JOEL BAILEY, LIVEWORK STUDIO
1. Give corporate therapy
“What was great about this project
was how it gave us more than we
expected. We got a blueprint for the
future service. But we also got a
team who were engaged and ready
to deliver on that blueprint.”
JOEL BAILEY, LIVEWORK STUDIO
2. Choose your line
“We will be the most customer oriented company in the Nordic insurance market.”
JOEL BAILEY, LIVEWORK STUDIO
2. Choose your line
We will be the most customer oriented company in the Nordic insurance market
Prepare New customer Customer Damage Claim Incident Change
Collect and prepare necessary data and paperwork to prepare for new contract
Period immediately after signing the contract where the contract is setup internally
In a steady state managing and administering policies and paperwork
Something happens that causes damage that is/can be covered by insurance
Making a claim and the processing of the claim
Occurrence that impacts conditions in the insurance
Change the administration and management of the policy and/or change of provider
Collect information Setup Manage policies Accident/occurrence Contact Issue Decision
Gather information and data to understand situation and options
Enter insurance contract into policy and risk management portfolio and administration
Manage policy, and respond to change in internal/external operating environment
Experience an accident/ occurrence that(might) fall under the insurance contract
Reports the accident and checks process and timeline of claim processing
Notice or experience an unexpected event or situation
Decision is made that requires change of product, service and or administration
Requirements Imbed Adjustments Investigate Submit Assess situation Process
Determine requirements and conditions for the product and the service
Imbed insurance, products and services into business routine and processes
Affect changes such as decrease/increase risk cover, adjust premium plans etc.
Investigate the situation, cause and damage of the accident
Fill out paperwork and other process steps and submit claim to provider
Investigate the incident, its cause and its effect
Make changes in management of the policy and/or objects/people insured, or service provider
Compare Information Admin changes Determine impact Handling Seek assistance Finalise
Compare current products, services and administration with offers
Request/receive information related to products & services, including up- & cross sell
Change in policy, insurance plan, people and handling of insurance account
Determine cost and impact on the business, equipment and staff of damage incurred
Provider investigates the claim, might engage the customer, or request additional input
Reach out to the provider over one or more channels to assist in resolving the incident
Complete the change in systems, processes and administration
Information Resolve Re(solve) situation
Request/receive information related to insurance products & services
Provider passes a decision on the claim, informs the customer and might pay-out damages
The provider tries to resolve the incident by providing information/service/fix
Notification Escalate Investigate
Receive information about a change, issue or, something requiring (legal) notification
The claim is not resolved to satisfaction and leads to escalation
Provider investigates incident to prevent further and future incidents
JOEL BAILEY, LIVEWORK STUDIO
2. Choose your line
Permission + scattergun + measures
= 77th to 11th in customer satisfaction
= sustained uplift in performance
JOEL BAILEY, LIVEWORK STUDIO
2. Choose your line
• The Scattergun
• The Mega Backlog
• The Thin End of the Wedge
• The Massive Agile Co-Location
• The Small, Well-Paced Team
JOEL BAILEY, LIVEWORK STUDIO
3. Look out for legacy
We will be the most customer oriented company in the Nordic insurance market
JOEL BAILEY, LIVEWORK STUDIO
3. Look out for legacy
We will be the most customer oriented company in the Nordic insurance market
JOEL BAILEY, LIVEWORK STUDIO
3. Look out for legacy
We will be the most customer oriented company in the Nordic insurance market
JOEL BAILEY, LIVEWORK STUDIO
3. Look out for legacy
We will be the most customer oriented company in the Nordic insurance market
JOEL BAILEY, LIVEWORK STUDIO
3. Look out for legacy
We will be the most customer oriented company in the Nordic insurance market
JOEL BAILEY, LIVEWORK STUDIO
3. Look out for legacy
We will be the most customer oriented company in the Nordic insurance market
• Find out where the power lies
• Work out how decisions get made
• Ideally engage with that
• If not, help your client subvert it
JOEL BAILEY, LIVEWORK STUDIO
How to get triple impact in your next Service
Design project
Customer
Commercial
Organisation
1. Give corporate therapy: make time to talk it out
2. Choose your line Select your delivery model
3. Look out for legacy: create shadow management
JOEL BAILEY, LIVEWORK STUDIO
Customer
Commercial
Organisation
None of this is new...
Think like a designer,
manoeuvre like a consultant