trust in digital, a call for service design in digital
Post on 22-Oct-2014
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DESCRIPTION
Service Design offers us new tools and insight into how we can build experiences that built trust and influence behaviour change that is beneficial to brands and organizations. In a world where a growing number of interactions are digital in nature, I hope we can move (as an industry) beyond online advertising, promotions and contests.TRANSCRIPT
PUTTING TRUST IN DIGITALA call for service design.
2ND DRAFT3RD DRAFT
THE INTRO
We are increasingly interacting with brands in digital channels.
THE INTRO
With so many brand touchpoints in digital, our tactics should be accountable for the things that matter to the business.
BUILD RELATIONSHIPS
DRIVE SALES
RETAIN CUSTOMERS
INCREASE SATISFACTION
MOBILIZE FOLLOWERS
THE INTRO
Only most digital programs aren’t measured against these key indicators. Frankly, because we aren’t delivering on them.
BUILD RELATIONSHIPS
DRIVE SALES
RETAIN CUSTOMERS
INCREASE SATISFACTION
MOBILIZE FOLLOWERS
THE INTRO
Because changing consumer behaviour is really, really challenging.
THE INTRO
We seem to have forgotten that we have to earn an individual’s trust before we can positively impact their behaviour.
THE INTRO
And we have to build trust in a channel where customers often can’t touch the product or service we are promoting.
WHAT IS TRUST?
“Trust is high confidence in having a positive interaction with another.” - Douglas Reid, PhD, Strategy Professor at Queen’s University
WHAT IS TRUST?
“Trust is high confidence in having a positive interaction with another.” - Douglas Reid, PhD, Strategy Professor at Queen’s University!
In other words, trust is based on a customer’s expectations and is built experientially by interacting with a brand or organization.
WHAT IS TRUST?
Trust is formed when we demonstrate a reliable connection between commitment and delivery. !
We say something will be there tomorrow at 11 and it is there by 11.We deliver exceptional customer service in every channel we participate in.We provide value where we participate and not just promotional messages.
SERVICEDESIGN
Building trust is about service delivery.Which is one very good reason to explore service design principles and tools.
ACTORS
OFFERING
EXPECTATIO
NS
WANTS AND DESIRES
HABITS AND ANXIETIE
S
EXPERIENCE DESIGN
TOUCHPOINTS
STAKEHOLD
ER MAPS
PERSONAS
SERVICE SAFARIS
SHADOWING
JOURNEY M
APS
CONTEXTU
AL INTE
RVIEWS
SELF-LE
D ETHNOGRAPHY
AND MORE…
SERVICE DESIGN
“Service Design is all about making the service you deliver useful, usable, efficient, effective and desirable.”- UK Design Council, 2010!
!
ACTORS
OFFERING
EXPECTATIO
NS
WANTS AND DESIRES
HABITS AND ANXIETIE
S
EXPERIENCE DESIGN
TOUCHPOINTS
STAKEHOLD
ER MAPS
PERSONAS
SERVICE SAFARIS
SHADOWING
JOURNEY M
APS
CONTEXTU
AL INTE
RVIEWS
SELF-LE
D ETHNOGRAPHY
AND MORE…
SERVICEDESIGN
Step one is to create online experiences that meet or exceed customer’s expectations
Customerexpectations
Brandcredibility
SERVICEDESIGN
And to ensure that the brand experience is credible and consistent with offline activity
Customerexpectations
Brandcredibility
SERVICEDESIGN
Expectations around task-oriented goals are relatively straight forward to understand and assess.!
We just need to know the user’s purpose and whether they can reliably accomplish it.
RESEARCHTOOLS
Evaluate task completion on a website property for FREE. Visitors are asked to rate the experience, specify the purpose for visiting, how they valued the experience and whether they accomplished their task or not.
Simple feedback tab that can be integrated into any web property to allow visitors to get help or submit an idea on how to improve the experience.Feedback drives forum participation, voting on ideas and communication between organization and customers around new features or areas where an experience isn’t meeting expectations.
SOME DIGITAL
SERVICEDESIGN
Step two is to begin mapping the experiences of our audiences against their expectations.
Meets Expectations
Wow Moment
SERVICEDESIGN
Step two is to begin mapping the experiences of our audiences against their expectations.Across every touchpoint.
Meets Expectations
Wow Moment
SERVICEDESIGN
Expectations are not always so straight forward to assess and understand. We have to move past the 1980 frameworks on value (perceived quality and perceived value)
Zeithaml, 1988
SERVICEDESIGN
And explore explore frameworks for how customers value experiences.
Boztepe, 2007
SERVICEDESIGN
This begins when we embrace research methods that uncover the expectations and the value customers place on their experiences across channels.
STAKEHOLDER MAPS
PERSONAS
SERVICE SAFARIS
SHADOWING
JOURNEY MAPS
CONTEXTUAL INTERVIEWS
SELF-LED ETHNOGRAPHY
DIGITAL ASSERVICE
Digital drives customer and brand value when we engineer experiences that build trust by exceeding expectations across touchpoints and actors.
MY PROPOSAL
DIGITAL ASSERVICE
Experiences that meet or surpass expectations
Create value for your customer
Create value for the organization
UTILITY DIFFERENTIATION
REVENUE
WORD OF MOUTH
RETENTION
SOCIAL SIGNIFICANCE
EMOTIONAL
SPIRITUAL
DIGITAL ASSERVICE
Experiences that meet or surpass expectations
Create value for your customer
Create value for the organization
Trust is a measure of your organization’s ability to create interactions of value to your customers
UTILITY DIFFERENTIATION
REVENUE
WORD OF MOUTH
RETENTION
SOCIAL SIGNIFICANCE
EMOTIONAL
SPIRITUAL
DIGITAL ASSERVICE
Experiences that meet or surpass expectations
Create value for your customer
Create value for the organization
Intrinsic and extrinsic forces by which your customers set their expectations
UTILITY DIFFERENTIATION
REVENUE
WORD OF MOUTH
RETENTION
SOCIAL SIGNIFICANCE
EMOTIONAL
SPIRITUAL
DIGITAL ASSERVICE
Experiences that meet or surpass expectations
Create value for your customer
Create value for the organization
Benefits of putting the customer first and using service design as the business model
UTILITY DIFFERENTIATION
REVENUE
WORD OF MOUTH
RETENTION
SOCIAL SIGNIFICANCE
EMOTIONAL
SPIRITUAL
ONESTORY
Here is a personal story of an organization doing this remarkably well.!
!
!
I was looking for a new website to promote my photography.
ONESTORY
Meets Expectations
Wow Moment
Squarespace was a sponsor of three of my favourite podcasts. The hosts spoke personally about how much they liked Squarespace.
SPONSORSHIP
ONESTORY
Meets Expectations
Wow Moment
I spoke to two developers with 15+ years of experience. Both were impressed with Squarespace and what someone could do with no programming.
WOM
ONESTORY
Meets Expectations
Wow Moment
So I stopped by the site for a feature tour. It was impressive, but then the site REALLY impressed me.
INTEREST
ONESTORY
Meets Expectations
Wow Moment
The site encouraged me to start building my site immediately with a “free trial” that did not require a credit card. I moved immediately into trial.
INTERESTTRIAL!
ONESTORY
Meets Expectations
Wow Moment
Any questions I had were answered within minutes via email or twitter.
INTERESTTRIAL!
ONESTORY
Meets Expectations
Wow Moment
I purchased two weeks later with a 10% off code. I expected the discount would only apply to the first month. Nope. Every month. Brilliant.
PURCHASE
ONESTORY
Meets Expectations
Wow Moment
I launched another site on Squarespace for a friend less than a month later. Just as easy and painless.
ADD-ON PURCHASE
ONESTORY
Meets Expectations
Wow Moment
Squarespace struggles with enabling advanced customization without upsetting the drag and drop interface. Not an easy task.
CUSTOMIZE
ONESTORY
Meets Expectations
Wow Moment
I stumbled on the suite of amazing apps that Squarespace offers to all their clients for free: Stats, Portfolio (for photographers), Notes and Blog.
VALUE ADD
SERVICEVALUE
A growing number of successful organizations are creating value through exceptional and trusted experiences across touchpoints.
SERVICEVALUE
Sephora brings a strong focus on the customer experience across tradi5onal and digital touchpoints. Strong and vibrant presence on Facebook, Instagram, Twi8er and more. Site integrated with Pinterest. Employees encouraged to build Pinterest beauty boards. iPads in store. Mobile opAmized eCommerce as well as a mobile app. Apple Passbook users spend two Ames the annual avg. !
SERVICEVALUE
Zappos brings a focus on customer service that is close to unrivalled in the online retail space. Focus on building a culture of service. Policies that create key “wow” moments for customers. Went from gross sales of 1.6 million in 1999 to $1 billion in 2008 Focus on service not gizmos. !
!
SERVICEVALUE
Square brings a focus on the merchant experience to a space that has always been about frac5ons of a percentage for the merchant and horrific service. Pioneer in the smart phone credit card swipe technology. Built an online experience that remains unmatched by compeAtors. Focus on the “wow” factor by Dorsey. In 3 years, they had over 3 million users and $15 billion in transacAons annually. In 2012, Starbucks announced their partnership with Square. !
LET’S TALKS
Are you looking to build trust and value in your digital channels?!
If so, we should talk!
LEARN MORE
Interested in learning more about Service Design? Where to start:
h8p://amzn.to/1iV8FA8
Other Reading:
Service Innovation Through Touch-points: Development of an Innovation Toolkit for the First Stages of New Service Development, Clatworthy, 2011User Value: Competing Theories and Models, Boztepe, 2007
SMART PEEPS
Thanks to the following for their input to this deck:!
Douglas ReidEli McIlveenPaul TedescoWillem SimonisJasmin ChengGavin Heaton
ABOUT MOI
I have built strategy teams, launched digital agencies and worked with some of the largest accounts in Canada. I am looking to join a sharp and dedicated team of people who have fun creating online experiences that drive real business value for their clients.
I am currently looking for my next Director of Strategy or similar position in the Toronto area.ca.linkedin.com/in/seanhoward/
[email protected] credit: Rannie Turingan
SEAN HOWARDDigital Strategist
BUILDINGTRUST
INDIGITAL