ELI Fall Focus Session 10/29/14

1. Eli Fall Focus Session 2014 1
Outside-in, Inside-out
Designing Services within Learning Spaces
ELI Fall Focus Session
October 29, 2014

2. Eli Fall Focus Session 2014 2
agenda
Introduction
Making the case
Tools to get started:
• Understanding Experiences
• Partnership Models
• Defining Service Levels
• Guiding Referrals
Wrap-up

3. Eli Fall Focus Session 2014 3
a learning space…
NC State Hunt Library (Design: Snøhetta and PBC+L)

4. Eli Fall Focus Session 2014 4
services within a learning space…
room reservation
device lending
research assistance
tech support
wayfinding
furniture
setup / reset
cleaning
subject-matter
consultation
NC State Hunt Library (Design: Snøhetta and PBC+L)
community
engagement

5. Eli Fall Focus Session 2014 5
big idea: outside-in, inside-out
Experiences – and the spaces, services and organizational structures that support
them – should be designed from the outside in, as well as from the inside out.
users

6. Eli Fall Focus Session 2014 6
why outside-in?

7. Eli Fall Focus Session 2014 7
80%of firms believe
they’re delivering a
“superior experience”
to customers
Source: “Closing the Delivery Gap: How to achieve true customer-led growth,” October 5, 2005; Bain & Company
today, more organizations than ever are
focusing on user experience…

8. Eli Fall Focus Session 2014 8
80%of firms believe
they’re delivering a
“superior experience”
to customers
8%of customers
say they’re
really delivering
but their users aren’t satisfied.
delivery
gap
Source: “Closing the Delivery Gap: How to achieve true customer-led growth,” October 5, 2005; Bain & Company

9. Eli Fall Focus Session 2014 9
why inside-out?

10. Eli Fall Focus Session 2014 10
72%of highly engaged
employees believe they
can positively affect
customer service
27%of disengaged
employees
engaged employees can provide
improved service…
Source: “The Ten C’s of Employee Engagement,” Dan Crim and Gerard Sejits, The Workplace, Apr 2006
vs.

11. Eli Fall Focus Session 2014 11
29% of staff are engaged or
highly engaged at work
but few employees are truly engaged.
Source: Gallup Management Journal, Employment Engagement Index
55% are NOT engaged
16% are actively disengaged

12. Eli Fall Focus Session 2014 12
some tools to get you started thinking
about users and staff together…
Understanding Experience
Partnership Models
Defining Service Levels
Guiding Referrals

13. Eli Fall Focus Session 2014 13
understanding experiences
Consider the entire experience (all 5 E’s), from the user perspective as well as
the the staff activities and interactions required throughout. Both user and
staff journeys can be mapped using the 5Es to understand and improve them.
ENTICE ENTER ENGAGE EXIT EXTEND
Note: Es Framework developed by Conifer Research

14. Eli Fall Focus Session 2014 14
understanding experiences
brightspot and GT staff conducted observations and shadowing to evaluate
how current services support / do not support users and/or staff and activities.

15. Eli Fall Focus Session 2014 15
experience model outcomes
discovering
focusingshowcasing
creating growing
discovering discovering
focusing focusingshowcasing showcasing
creating creatinggrowing growing
Experience models, created by synthesizing research data, can help to identify
key moments in experiences as well as opportunities to better support them.
DISCOVERING
Finding the right
information, content,
people, and tools
FOCUSING
Filtering information
and identifying
what’s next
GROWING
Mastering new
skills and building
relationships
CREATING
Expressing and
applying ideas
SHOWCASING
Testing and sharing
back with the
community
Outcomes included:
• Identifying an
opportunity to better
showcase and share
work
• Service strategies to
encourage users to
engage with experts
earlier
• Staff sub-groups to
create new services
that support key
moments

16. Eli Fall Focus Session 2014 16
partnership models
As service delivery becomes more complex and collaborative, often
understanding with whom and how to partner is the most critical step.
?
COLLABORATIVE
Campus partners provide
complementary services in an
integrated manner. Could include
library services as well.
STOREFRONT
Key service point is in the
SATELLITE
Dedicated space in the Library for
?
?
?
?
VISITING
Scheduled hours in the Library
in space shared with other
partners or users
?
scale of dedicated space
organizationdistinctintegratedwithlibrary
none high
CO-LOCATED
spaces are located in the
Library, but partners remain
separate organizationally
EMBEDDED
All partner spaces are located
in the library and retain a
distinct identity, but staff are
integrated organizationally
within the library.

17. Eli Fall Focus Session 2014 17
partnership model example

18. Eli Fall Focus Session 2014 18
partnership model outcomes
Defining whom to partner with and how to do so can create a set of shared
expectations, a shared vocabulary, and a framework for estimating future space
needs, future staffing, and further discussions of roles, skills, and training.
Outcomes included:
• Common language about
the different ways to work
together
• Shared expectations for
who will do what
• Forecast future needs for
space and staffing
• Identification of further
organizational development
work (e.g., integration,
culture, skills training)

19. Eli Fall Focus Session 2014 19
service levels
Service levels can be used to group and describe service experiences, helping
to define how, when, where and by whom services are delivered.
Level 3:
Specialized support
Level 2:
Intermediate support
Level 1:
General support

20. Eli Fall Focus Session 2014 20
mapping service levels
Through interviews, workshops, and data analysis we created service levels to
coordinate across providers and inform service delivery & communication.
Transport Reservation
& Booking
Reception
&
Navigation
Room
Set-up
Technology
Support
Catering
Level 1:
"You’re on
your own"
Online tool Online tool None None In-room
guides,
Phone
Support
None
Level 2:
"We'll get
you
started"
Online tool Online tool None None Remote
multi-media
support
Upon
request
Level 3:
”We’ll help
you along
the way"
Phone
Support
Phone
Support
Welcome
and Direct
Advance
Set-up
On-demand
Team, on-
site
Set-up, with
On-demand
Team
Level 4:
"We'll do it
for you"
Door-to-
Door
Service
Dedicated
Line
Guide you
there
Advance
Set-up,
Check-in,
and Adjust
Dedicated
team, on-
site
Set-up, with
dedicated
team
Financial
Services
Company

21. Eli Fall Focus Session 2014 21
service levels outcomes
Clarifying service levels through a participatory and data-driven process can
help manage expectations, provide for more consistent delivery, and uncover
key success metrics.
Financial
Services
Company
Outcomes included:
• Clarity across service levels
and clear rationale of “on
own” > “I’ll get you started”
> “I’ll help you along the
way” > “I’ll do it for you”
• Better management of user
expectations
• Identified questions to
answer through service
blueprinting
• Led to identification of
success metrics like self-
service uptake

22. Eli Fall Focus Session 2014 22
referral models
Consider the experience customers will have when being referred to different
service providers, and create models to guide staff actions behind the scenes.

23. Eli Fall Focus Session 2014 23
Brightspot worked with NYU to to create referral models and best practices for
staff who support faculty teaching with technology at the University
guiding referrals

24. Eli Fall Focus Session 2014 24
referral model outcomes
Referral models helped NYU create best practices for referrals and determined
the resources and awareness needed for staff to successfully refer faculty.
Outcomes included:
• an understanding of what
staff needed to know, versus
the resources they needed
accessible for referrals
• better awareness of other
staff provider groups across
campus
• short, memorable phrases
outlining referral best
practices in all situations
• a guide to describe typical
referral types

25. Eli Fall Focus Session 2014 25
remember… outside-in & inside-out

26. thank you!
elliot@brightspotstrategy.com
@brightspotter
www.brightspotstrategy.com