Presentation at Lääkemarkkinointi 3.0 – Digitaalinen palvelukokemus -seminaari 30.9.2014

1. How to create
Successful
Digital
Service
Experience
@ Lääkemarkkinointi 3.0 – Digitaalinen
palvelukokemus -seminaari 30.9.2014
Kimmo Timonen
Head of Consulting

2. Kimmo Timonen
Short bio
Digital marketing and
services since 1998
Background
M.Sc. Econ. Marketing
and Information
Systems Science
Sales
Marketing
Business Development
Concepting
Innovation
User Experience
Technology
Mobility
Customer Experience
Management (CEM)
Services involved
. TV+internet; among first paid
SMS based TV-formats
. Global eLearning service
. Mobile advertising platform
. Self service channel
. Online customer service
. MMS based services
. First Java applications
. Camera applications
. Cross media service on live-TV
. Global marketing service
concept
. eCommerce service
. Mobile banking …

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Service
Consumer

4. Service
Experience
- Palvelukokemus

5. What is the starting point
of an excellent service design?
Pragmatic
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Desirable
Functional

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Pragmatic?

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Desirable?

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Functional?

9. Digital technology will improve
service experiences
- For sure!

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Pragmatic!

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Desirable!

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Functional!

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The lifetime value
of a loyal pizza
eater can be as
much as $8,000
Heskett et. al.
Good customer
experience means
good business

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Service
Consumer
Pragmatic
Desirable
Functional

16. The Future of
Digitalisation and Omnichannel
Service Experiences
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17. Digitalisation is not ONLY about designing
the services (or user experience)
New
business
model
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Culture
where you
innovate
Technology
you utilize

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The mobility
is essential in
omnichannel
experience

19. Omnichannel
The service in
every possible
way
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20. Experience
for kids
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Virtual
experience

22. Virtual
experience
for medical
knowledge
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23. Excellent Digital
Service Experience
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Meeting core
needs of
people
Dating 2.0 –

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Mobile as the
core of the
service

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Customer
First - From
shop to
customer in
One click

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Continuous
development
- from 10 k to
1000 k

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Situation
oriented
design –
where service
is used;

29. Service in
every channel
- Plussa.com
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30. Mobility driven
Meeting human core needs
Customer first
Continuous development
Omnichannel
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Revolutionizing
industries

32. How to design
Excellent Digital
Service Experience
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33. Ideation Conceptualizing Detailing Execution
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Field
study
Demo
Camp
User
tests

34. There are
tools for this
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Pick the
right tools

36. Relevance of composition
Designable characteristics of cross-platform systems
Cross-platform user experience
Composition
Continuity
Consistency
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Role allocation
Dist r ibution of functionality
Appropriate system composition:
the layout of the system matches
the users’ act ivity providing
synergist ic suppor t .
Functional modular ity
Cross-plat form t ransitions Fluent content and task
migration: interactions with and
across system components are
fluent .
Perceived system coherence:
the system and its components
are perceived as coherent and
connected.
Task migration
Synchronization
Perceptual consistency
Semantic consistency
Syntact ic consistency

37. How does each channel
contribute to the activity &
overall experience
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How do channels relate to
each other? What is their
role?
…and composing channels around it.

38. People
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Process
Tools
Business
Experience
Services
Research
Insight
Creativity

39. Kiitos!
Kimmo Timonen
Kimmo.timonen@tieto.com
@timonenk
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40. Changing perspectives