strategic service design

Do you offer a service just like everyone else?

There is a better way to do business.

We call it humanising services

Turns out it is more profitable too!

www.strategicservicedesign.com.au

Do you assume what your customers want?

We get up close and personal

They will show you


We close the gap between what your customer dreams will be their experience, and

what you deliver.


We call this approachStrategic Service Design

We humanise services

By defining the experience you want customers to have you can Create great points of difference

• Save time• Effort• Make things a little easier• Don’t frustrate and alienate them• Anticipate and delight them• Surprise them, Amaze them


We use strategy insight,

empathy, and action

We work with service based

companies who wish to create a

purposeful delightful customer journey as

their point of difference


Can you tell a story from your customers

point of view?

Speak to your customers in a way

they understand


You can change how customers feel about you

It does require a customer mindset,

we call this customer centricity


Could be implemented on a tiny scale or across

an entire corporation

We believe the little things can make a big

difference


Marketing has changed.Customers are in the

driver seat.We need to give your

customers and employees a reason to

talk about you!


Your customers and employees are part of the

process

We can feel if we are all on the same team


only 40% of employees are fully committed to helping their companies succeed, 54% will do something good for the company even if it’s not expected, and 26% are likely to look for a new job within six monthsJan 2012 Employee Benchmark Study.

How will you know it is working?

You can either exceed customer expectations or fall short. Meeting them is means you are invisible.

89% if customers are lost after a negative customer

experience

86% said they would pay more for a better

customer experience58% said they would

recommend companies that delivery customer

experiences that are superior to others

Gartner

• Happy customers are loyal customers• Earn the right to upsell and cross sell• Word of mouth marketing • Increase marketing effectiveness • Lead the market• High value customers (CLV)• Increase the value you create• Nurturing campaigns cost less and

generate 50% more leads (Forrester)• Less staff churn• More productivity


Our Process

We follow a service design approach to creating a remarkable customer experience. This starts with understanding your current strategy and moves into understanding your customers. We move from insight to empathy as we step into your customer and employee shoes to design pragmatic steps in the customer journey

• Brand Strategy – delivering on what you stand for

• Customer Experience strategy – your plan based on clear values

• Digital Strategy – touch points to deliver

Understand

• Audit of current journey• Research customer journey

and feedback Mechanisms• Staff Customer centricity and

insight – connectedness and insight shared across the whole team

Insight/ Empathy

• Clear Mission• Design the experience in

pragmatic steps – best practices

• Focus on target segments and these buyer personas

• Start with low hanging fruit• Priorities ambitious initiatives• Tools and training for staff

alignment

Action

Strategic Design Process


What will happen if you don’t do it?

Nothing. Absolutely nothing.

It is not all about you. It is all about them


More than 60% who had a bad experience with a fast food chain, credit card issuer, rental car agency, or hotel cut back on their spending, and many stopped completely.

But service recovery helps. For every level of improvement in how they responded to a bad experience, companies were rewarded with more sales. Unfortunately, firms aren’t very good at service recovery.

Temkingroup Research Dec 2012

About Dan MacInnis

I am a customer centric marketer and assist organisations improve their marketing by creating a purposeful customer journey that delights customers and employees.Strategic Service Design involves strategy, insight, empathy and action. My goal is to help service organisations become more customer centric and humanise services. I have worked for large corporates for over 10 years and in marketing for over 20. I have always had a passion for the “why” of marketing and being customer centric now matters more than ever.
