The way to differentiate your product or service is to ensure you are designing an exceptional end-to-end customer experience. In this competitive landscape, every product and every service has an experience. The question is, are you designing those experiences deliberately or leaving them to chance? In this session, Janna will walk you through the fundamentals of how you can design, develop and deliver exceptional experiences to your customers and enable your organisations to deliver. For further information, visit our website at ma2017.mymagic.my. Facebook - Facebook.com/magic.cyberjaya Twitter - Twitter.com/MagicCyberjaya Instagram - Instagram.com/magic_cyberjaya/ LinkedIn - my.linkedin.com/in/magiccyberjaya YouTube - https://www.youtube.com/channel/UCIT_ihmWh5f3MCobvEwWMaA

1. Creating Exceptional
Services &
Experiences
Janna DeVylder
Meld Studios
@jdevylder

2. Every business
delivers products and services
to other businesses or to customers.
Every product and every service
has an experience.

3. ?
Are you designing those
experiences deliberately
or are you leaving them
to chance?

4. From Business Insider: http://static1.businessinsider.com/image/5835c7f3e02ba730208b5d3c-2048/234235051232d57e58f12k.jpg

5. ?
How might we…
…make it easier for healthcare
workers to take children through
this process?
…make having an MRI a pleasant
experience rather than a
terrifying experience?

6. https://upload.wikimedia.org/wikipedia/commons/2/20/ASYMCA_to_launch_new_preschool_classes_in_2014_131106-D-RT812-014.jpg

7. https://media.defense.gov/2011/Nov/14/2000200032/-1/-1/0/111103-F-VI177-004.JPG

8. https://wehearyou.acecqa.gov.au/2017/02/14/how-will-the-approved-learning-frameworks-guide-your-journey-in-2017/ http://thespoke.earlychildhoodaustralia.org.au/wp-content/uploads/2014/10/Ecological-model-of-child-development.jpg

9. http://media.jrn.com/images/b99647870z.1_20160121234932_000_guse5m8c.1-0.jpg
“You don’t even really think about the
fact that you’re doing a procedure…
very, very welcoming, very whimsical
and fun.”
Quote from a parent

10. This is good for customers, full stop
For children
A scary, unfamiliar procedure
is made into an adventure
that sparks imagination.
Decrease in stress
Increase in trust
Increase in experience
expectations met
For parents
A calmer, child-friendly
experience replaces a cold,
unfamiliar and stressful
procedure.
Decrease in need to force children
to participate
Decrease in stress
Increase in trust in the process

11. This is good business, on many levels
For GE
A product & service package
that immediately
differentiates itself from the
other companies that create
MRIs and scanners in this
space.
Increase in sales.
Increase in brand standing.
Decrease in technical
excellence missing the
human mark.
For the hospital
An MRI service that differentiates
their hospital from other hospitals
in a competitive marketplace.
Decrease in time per procedure
due to easier adherence.
Increase in the number of children
that can be scanned.
Increase in employee satisfaction
delivering MRI services.
For the hospital
employees
An easier and enjoyable
experience in delivering MRI
services to children and their
caregivers.
Decrease in sedation of children.
Decrease in the stress created by
supporting scared children and
their patients.
Increase in employee satisfaction
delivering MRI services.

12. So, imagine, if from the beginning…
They had better understood the
people and situations in which
the MRI would be used?
They had designed the MRI with
the full end-to-end service and
experience in mind?

13. How can YOU create
exceptional services &
experiences?
Be deliberate.
Choose to do so.
1.
Understand & engage.
Work with the people
you’re designing for.
2.
Use a service framework.
Design the right things
for experience.
3.

14. that your customer
& delivery experience
is at the heart
of your product or service
DECIDE AS AN
ORGANISATION
1Be
deliberate

15. Where are you on the customer
experience maturity ladder?
Step 1:Interested
CX happens, but is poorly funded and happens at the
edges. Not formal.
Step 2:Invested
CX is important and formal processes exist within project
teams.
Step 3:Committed
CX is critical and executives are actively involved and
supporting project teams.
Step 4:Engaged
CX is used as a strategic tool by execs to inform
organisational strategy.
Step 5:Embedded
CX is core to the fabric of the company.You are a
customer centred organisation.

16. ways of
working
ways of
framing
ways of
positioning
human -centred
problem solving
solving human
needs drives
business value
market facing
expression of
authenticity

17. your product or service
with the people
you’re designing for.
BUILD,
RE-DESIGN,
or IMPROVE2Understand
& engage

19. designing at designing for designing with
Spectrum of co-creation

20. gather with generate with evaluate with confirm with
Minimum required engagement

21. then you will design for
both customer and
organisational
experience.
DESIGN A
SERVICE
3Use a
service
framework

24. Flip Fashion by Lucille Clerc

26. Know
How do I know that a
service exists?
Position
How do we position the
service so people know
it exists?
Evaluate
How do I evaluate if this
service is right for me?
Proposition
How do we support
people in making the
decision to go with this
service?
Acquire
How do I acquire this
service?
Provision
How do we provision the
service?
Use
How do I use or get use
out of this service?
Deliver
How is the service
delivered?
Ask
What do I do when I
need help or things
aren’t going as they are
supposed to?
Support
How do we provide
appropriate and
impactful support for
those engaging with our
service?
Change
How do I get the
benefits of a changed
service, either a portion
of it or in its entirety?
How might I adjust the
service I’m receiving?
Improve
How will we learn,
evaluate, and adjust a
service?
End
How do I stop engaging
with or having the
service?
Offboard
How do we offboard
recipients from the
delivery of our service?

28. Journey maps help articulate the detail, in action

29. You can do this!
Be deliberate now.
Create with customers and your employees to decrease
risk and increase confidence in direction.
Design services, design experiences.