Communicating the Value of Service Design
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Communicating the value of service design - Masterclass by Erik Roscam Abbing during the Service Design Days, Barcelona 7th Oct 2016
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Communicating the Value of Service Design
- 1. London Oslo Rotterdam São Paulowww.liveworkstudio.comLivework © 2016 20-09-2016 ERIK ROSCAM ABBING | @ROSCAMABBING | WWW.LIVEWORKSTUDIO.COM Service Design Days, Barcelona, Oct 7th 2016 WORKSHOP communicating the value of service design
- 3. 3 ABOUT US we’re a service design & customer experience consultancy hello! we’re livework!
- 4. service design ABOUT US co-creative iterativehuman centered hands-oninnovative
- 5. OUR CLIENTS
- 6. London Oslo Rotterdam São Paulowww.liveworkstudio.comLivework © 2016 20-09-2016 ERIK ROSCAM ABBING | @ROSCAMABBING | WWW.LIVEWORKSTUDIO.COM Service Design Days, Barcelona, Oct 7th 2016 WORKSHOP communicating the value of service design
- 7. WORKSHOP so.. what is the value of service design?
- 8. OUR CLIENTS building a CX strategy and architecture while prototyping new services with station staff
- 9. OUR CLIENTS customer insights and service co-creation to explore the future of insurances in b2b value networks
- 10. WORKSHOP the value of service design depends on who you want to convince…
- 11. WORKSHOP
- 12. WORKSHOP Higher turnover/margin 1 Customer loyalty 2 Business development 3 Inceased brand value 4 Goodwill 5
- 13. WORKSHOP Higher turnover/margin 1 Customer loyalty 2 Business development 3 Inceased brand value 4 Goodwill 5 Employee satisfaction 1 Collaboration 2 Strategic alignment 3 Innovation culture 4 Pride 5
- 14. WORKSHOP Higher turnover/margin 1 Customer loyalty 2 Business development 3 Inceased brand value 4 Goodwill 5 Employee satisfaction 1 Collaboration 2 Strategic alignment 3 Innovation culture 4 Pride 5 Value for money 1 Usability 2 Experience 3 Belonging 4 Trust 5
- 15. WORKSHOP Higher turnover/margin 1 Customer loyalty 2 Business development 3 Inceased brand value 4 Goodwill 5 Employee satisfaction 1 Collaboration 2 Strategic alignment 3 Innovation culture 4 Pride 5 Value for money 1 Usability 2 Experience 3 Belonging 4 Trust 5 Economic prosperity 1 Employability 2 Sustainability 3 Social responsibility 4 Well being 5
- 16. WORKSHOP Inceased brand value 4 Goodwill 5 Pride 5 Social responsibility 4 Well being 5 CEO
- 17. WORKSHOP Employee satisfaction 1 Collaboration 2 Strategic alignment 3 Economic prosperity 1 Employability 2 HR
- 18. OUR CLIENTS building a CX strategy and architecture while prototyping new services with station staff
- 19. WORKSHOP Inceased brand value 4 Goodwill 5 Pride 5 Social responsibility 4 Well being 5 CEO Experience 3 Belonging 4 ine nagers CXLocation managers Employee satisfaction 1 Collaboration 2 CXation nagers Higher turnover/margin 1 Customer loyalty 2
- 20. WORKSHOP but be aware of these situations!
- 21. WORKSHOP Employee satisfaction 1 Collaboration 2 Trust 5 Economic prosperity 1 different abstraction levels
- 22. WORKSHOP Higher turnover/margin 1 Customer loyalty 2 Business development 3 Employee satisfaction 1 Collaboration 2 Strategic alignment 3 Usability 2 Experience 3 Belonging 4 Sustainability 3 Social responsibility 4 Well being 5 scattered focus
- 23. WORKSHOP Customer loyalty 2 Business development 3 Inceased brand value 4 Goodwill 5 too narrow focus
- 25. WORKSHOP Customer loyalty 2 Value for money 1 Economic prosperity 1 too concrete?
- 26. WORKSHOP Higher turnover/margin 1 Customer loyalty 2 Business development 3 Inceased brand value 4 Goodwill 5 Employee satisfaction 1 Collaboration 2 Strategic alignment 3 Innovation culture 4 Pride 5 Value for money 1 Usability 2 Experience 3 Belonging 4 Trust 5 Economic prosperity 1 Employability 2 Sustainability 3 Social responsibility 4 Well being 5 choose your battles!
- 27. WORKSHOP determine the right way of communicating
- 28. WORKSHOP Present what experts say Present theory and process Present cases Present results and numbers Present movies of customers Bring stakeholder to conferences Have stakeholder read books / articles / webinars Have stakeholder meet peers from other businesses Take stakeholder to customer interviews Do a guerilla project Bring service design into an existing project ….etc
- 29. WORKSHOP compose the appropriate project characteristics
- 30. WORKSHOP Use exisiting knowledge Learn and mean Create a vision Internal focus Department focus Incremental changes Qualitative Quick wins Create new knowledge Co-create Prototype concepts External focus Across silos Innovative Quantitative Abstract outcomes
- 31. WORKSHOP Use exisiting knowledge Learn and mean Create a vision Internal focus Department focus Incremental changes Qualitative Quick wins Create new knowledge Co-create Prototype concepts External focus Across silos Innovative Quantitative Abstract outcomes
- 32. WORKSHOP now it’s your turn!
- 33. WORKSHOP Suppliers Customers CEO Peers Employees Frontline staff HR Finance Innovation Line managersMarketing CXChannel managers Location managers come up with a stakeholder to convince
- 34. WORKSHOP 1 2 3 4 5 Cu stom erSocie ty Org anization Busin ess choose most important segments for your stakeholder
- 35. WORKSHOP 1 2 3 4 5 Cu stom erSocie ty Org anization Busin ess Higher turnover/margin 1 Customer loyalty 2 Business development 3 Inceased brand value 4 Goodwill 5 Employee satisfaction 1 Collaboration 2 Strategic alignment 3 Innovation culture 4 Pride 5 Value for money 1 Usability 2 Experience 3 Belonging 4 Trust 5 Economic prosperity 1 Employability 2 Sustainability 3 Social responsibility 4 Well being 5 choose most important values for your stakeholder
- 36. WORKSHOP Higher turnover/margin 1 Customer loyalty 2 Value for money 1 what do these values actually mean in your context?
- 37. WORKSHOP Present what experts say Present theory and process Present cases Present movies of customers Bring stakeholder to conferences Have stakeholder read books / articles / webinars Invite stakeholder to creative session Present results and numbers Invite stakeholder to play a business game Have stakeholder meet peers from other businesses Take stakeholder to customer interviews Do a guerilla project Bring service design into an existing project Make a probe or ‘concept car’ Do an internship at another company Types of communication Determine which forms of communication will have the most impact on your situation. Check the 3 most important ways to convey your stakeholder. My stakeholder is: ........................................................................................................ how do you communicate the values?
- 38. Project characteristics Use exisiting knowledge Learn and mean Create a vision Internal focus Department focus Incremental changes Qualitative Quick wins Create new knowledge Co-create Prototype concepts External focus Across silos Innovative Quantitative Abstract outcomes Rate all the project characteristics on fit with your situation. When you’re done, determine the top 3 most important characteristics for your situation. Based on these three project characteristics I am going build my project proposal: 1. 2. 3. ........................................................................................................ ........................................................................................................ ........................................................................................................ WORKSHOP what does such a project look like?
- 40. WORKSHOP ✤ Be aware of who you need to convince ✤ Think value & focus ✤ Tell the right story ✤ build evidence into the project ✤ …. Learnings