service experience into a story experience anne kalliomaki tarinakone storification_sdn finland...
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Service experience into a story experience? Anne Kalliomäki
31st of March 2016
Tarinakone´s �clients
@tarinakone
#tarinallistaminen #storification
#palvelukokemus #storyexperience#tarinakokemus
#sdntampere
STORYTREE OF THE SERVICE EXPERIENCE
+ 360 CAMERA BY RAKKA CREATIVE
FRUITS OF THE STORYTREE PROCESS
WHAT STORY ELEMENTS WOULD CUSTOMERS LIKE?
STORY MENU
KUVA: NUKULA OY:N KUUTAMOLLA ILLAT
WHY SHOULD WE TURN CUSTOMER EXPERIENCE INTO
A STORY?
What do you say?
It pays to be different.
Customer experience is the
best kind of marketing.
Easier to lead from the story.
Focus!
We need storification to use new technology
in a wise and productive way!
BOOKSIN FINNISH
Check out also these. For anyone interested in
#storification
”You need a great story, one with much more than just words and pictures.
You need to create immersive worlds.”
-‐ Gaston Legorburu & Darren McColl
”Think of the customer experience storytelling not as the art of brand messaging but as the art of the
engagement.”
-‐Brian Solis
”StorificaQon is not about telling the company story it is about serving the customer by making the
service experience more meaningful and memorable, making it into a story experience.”
-‐ Anne Kalliomäki @Tarinakone
CORE STORY
DESIGNED INTO OUR SERVICES
BEFORE DURING AFTER
STORY IN CUSTOMER´S PATH ”It is important to bind the various elements of the
product into a coherent story to make the experience catching and aTracQve.
At its simplest, the use of a story helps in jusQfying to
the client what is done and in which order.”
-‐ LEO. Sanna Tarssanen ja Mika Kylänen.
-‐Simon Robson. Dingle Digitalist Forum March 2016.
WHAT´S YOUR STYLE AS A STORY DESIGNER?
PROCESS OF STORIFICATION
STORY TREE STORY IDENTITY STORY STAGES CUSTOMER STORY PATHS
����
Service storytree is useful and simple method to find out the right and wild enough story elements to story design your customer path.
Hi my name is Maria.
I am 33 years old and mom to 7 year old Aino.
I work as an english teacher, own a lovely liTle dog, am adventurous at heart, a huge jazz fan and am very afraid of
the denQst.
In my free Qme, I also enjoy travelling and water sports. Zen design and meditaQon are my newest interests.
For me, great experiences maTer more than expensive
things. I like to keep things simple and fun!
Pic.Olli Nurminen/Favex
• denQst • shop selling old records and books
• hair dresser • travel agency
• insurance company • vet (mostly dogs, liTle animals) • cafe for dogs and their owners
• luxurious spa
Maria had a free day on Tuesday
Hello! I am Minna. I am a hair dresser and interested in using new technologies to improve my service. I am looking forward to hear what kind of story elements my service could have.
OPEN MIND&FREE STYLEWORK FAST!
IMAGINATION PLAYFULNESS
STORYTELLING
STORYTREEStory-designed service experience
Story elements
Beginning Middle End
Diamonds of the service experience
#storification
www.tarinakone.fi/en/
Define the
Core of Service
Define the basic service moments and the customer journey from begin to end.
SONGS? SLOGANS?
FILMS? POEMS?
CLOTHES? CHARACTERS?
ITEMS? ALLEGORY?
SERVICE ENVIROMENT?
PICTURES? VIDEOS?
SYMBOLS?
TIME OF THE DAY?
LIGHT?
BEST 3 STORYELEMENTS TO THE APPLES
TEST THESE TO YOUR COLLEAGUES EMPLOYEERS AND CUSTOMERS.
WHAT WORKS THE BEST?
LET THE 5-‐YEAR OLD TELL YOU J
1. Fast cars 2. Someone who is watching in a tree
3. A lot of candy (Really, a loot)
WHAT DO YOU NEED FOR A GOOD STORY ?
Quote from Me Rosvolat, the movie.
Even a little bit of story doing can make a positive memory.
Have a great story ride!
#storification
BÄÄ! Thank you.
facebook.com/StorificationMethod/
More about #storificationTwitter: @tarinakone