strategic service design workshop

48
Designing for Growth •Empathy •Insight •Action Danielle MacInnis Customer Centric Marketer [email protected]

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A copy of the slides I did for Glen Eira City Council on Designing the customer Journey

TRANSCRIPT

Page 1: Strategic service design workshop

Designing for Growth

•Empathy

•Insight

•Action

Danielle MacInnisCustomer Centric [email protected]

Page 2: Strategic service design workshop

Insights

Feelings

Actions

Page 3: Strategic service design workshop

Agenda

1. Why Customer Experience Mapping2. Persona’s3. Insight4. Date Night5. Application to your business

Page 4: Strategic service design workshop

Why invest in Customer Experience?

It takes 12 positive

experiences to make up for an

unresolved negative

experienceUnderstanding Customers, Ruby Newell-Legner

Page 5: Strategic service design workshop

Rewards

Page 6: Strategic service design workshop

Sally WhiteReal Quotes:

Key Questions:

Goals:

Challenges Problem/Pain points:

Influencers

Considerations or factors:

Timing

Persona’s

Page 7: Strategic service design workshop

Our new personas

They live a digital lifestyle

They live and breathe social networks and

mobile devices

Page 8: Strategic service design workshop

Personas

75% if the workforce will be Gen Y in 2025

Page 9: Strategic service design workshop

Before Scenario After Scenario

Sub-task

Scenario

Consideration/Influencers

Pain Points

Functionality

* inspired by Todd Warfel's task analysis grid

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Customer ExperienceMapping

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The Journey has changed

Page 12: Strategic service design workshop

Designing the journey

Page 13: Strategic service design workshop

Our Journey

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Stage of Journey

Stage of Journey

Personna 1“girl”

Personna 2“guy”

Poor Experience Great Experience Opportuntities

Where Research and Planning

How Booking

What Experience

Communication Post Experience

Good Bye Feeling/ Actions

A first date with “the one” – Gen X.

Page 15: Strategic service design workshop

Our JourneyThe date

ActionsWhat people are

doing

EmotionsFeelings and Perceptions

NeedsWhat people are trying to satisfy

PeopleWho is involved

ContentPlace and

Environment

Products and Services

Page 16: Strategic service design workshop

What is the Customer Journey?

+

-

Research Try Buy

Evaluate

Buying a TVBooking a HolidayTrying a restaurant

Actions

Emotions

Questions or Needs

Touchpoints

journey

Page 17: Strategic service design workshop

Reviewing the journey

Touchpoints

Page 18: Strategic service design workshop

Reviewing the journey

Page 19: Strategic service design workshop

Designing for Growth

Research and Planning

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Designing for Growth

Booking

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Designing for Growth

Touch point

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Designing for Growth

Moments of Wow

Page 23: Strategic service design workshop

Designing for Growth

Fun

Page 24: Strategic service design workshop

Designing for Growth

Atmosphere

Page 25: Strategic service design workshop

Designing for Growth

Suitability

Page 26: Strategic service design workshop

Designing for Growth

Adventure

Page 27: Strategic service design workshop

Designing for Growth

Energy

Page 28: Strategic service design workshop

Designing for Growth

Attention to Detail

Page 29: Strategic service design workshop

Designing for Growth

Behaviours

Page 30: Strategic service design workshop

Designing for Growth

Reactions

Page 31: Strategic service design workshop

Designing for Growth

Memorable

Page 32: Strategic service design workshop

Designing for Growth

Outcomes

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Designing for Growth

Disappointments

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Designing for Growth

Wow Moments

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Designing for Growth

Wow Moments

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Distance between two expectations

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Designing for Growth

Different

Customer Journey Models

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Customer Experience Mapping

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Humanising Services

My system

Identify the current Journey

Discover

Collect InsightIdentify

Patterns and Evaluate

Build profileAnticipate

Vision

Set goals and Align the

Experience

Technology

ProcessPeople

Page 40: Strategic service design workshop

Tools to Audit

• Customer Empathy Audit

• Customer Service Aptitude

• Test your customer Centricity

• Humanize online Asssessment

• Customer Culture tools

• Buyer Persona Institute – Persona Template

• Mltcreative -Up-close and-persona tool

Page 41: Strategic service design workshop

Next Steps:Ready to learn how to grow your business withEmpathy, Insights and Actions?

•Take the customer service test

•Book in a Customer Experience Mapping Workshop

More info at:

www.strategicservicedesign.com.au

Danielle MacInnisCustomer Centric Marketer

[email protected]

Connect on LinkedInDanmacinnis

Page 42: Strategic service design workshop

Reviewing the journey

Touchpoints

Back Up Slides

Customer Journey Models

Page 43: Strategic service design workshop

Reviewing the journey

Touchpoints

B2B Example

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Reviewing the journey

Touchpoints

Example

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Reviewing the journey

Touchpoints

Customer Experience Model • by Jagan Neman

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Reviewing the journey

Touchpoints

Levels of Customers Experience (MARS) Forrester

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The Customer Experience Pyramid

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Thought Leader Books