Making in-house service design the new standard 7 Learnings to get there! Abstract: How to become the most customer centric bank in the Netherlands? To meet that challenge Rabobank has moved to service design in-house, underlining our vision that customer experience is vital to achieve competitive advantage. The journey has been both challenging and rewarding. We’ve learned a lot along the way: such as the fruitfulness of structural collaboration between service designers and customer journey managers to drive the change towards customer centricity. In this session, Paul Mutsaers (Customer Journey Manager) and Anna-Louisa Peeters (Service Designer) will share Rabobank’s 7 key learnings in their journey towards a successful service design practice that is embedded in this major financial institution. Innovation: One aspect that really sets us apart in how we work is that we link every service designer to a customer journey manager, who is the project sponsor. They operate as a mutually reinforcing duo in improving customer experience, ranging from small adjustments to large innovations. The designer provides research, creative facilitation and design expertise, and the customer journey manager ensures that all relevant stakeholders are involved from start to finish. This unique collaboration has proven to be very successful, for example to create support for the service design project results within our large organization and ensuring the designs get realized. This is certainly interesting for other companies to experiment with.

1. vMaking in-house service design the new standard
7 learnings to get there!
Paul Mutsaers and Anna-Louisa Peeters | Rabobank

2. usus

5. Our 7 key learnings

6. 6
1.1. Pair a service designer with a
customer journey manager

7. 1.1. Pair a service designer with a customer journey manager
• Customer journey manager:
lead + stakeholder management
• Service designer:
creative facilitation + design
How
• Service design needs explaining
• Overcome barriers
Why

8. 8
2.2. Make sure service design is at
the core of your business

9. 2.2. Make sure service design is at the core of your business
• Influence on strategy
• Bargaining power
Why
• High level overview
• Partners / sponsors
How
• Service design accounting

10. 10
3.3. Connect with existing
ways of working

11. • Acceptance of ideas
• Acceleration of results
Why
• Service design way of working
• Align with others
How
• In-house training
3.3. Connect with existing ways of working

12. 4.4. Set up a balanced team

13. • Different perspectives
• Right energy
Why
• Begin with the end in mind
• Select by role/character
How
• Split up the team
4.4. Set up a balanced team
• Future buy-in

14. 1414
5.5. Show your work

15. Foto de deliverablesFoto de deliverables
15
• Foto van de library (mag ook een afbeelding gephotoshoped zijn in een
computer scherm)
• Foto van uitgedraaide scenario’s – CJ-mappings aan een muur
• Foto van `CJ-boekje van wonen
• …
5.5. Show your work
Recognizability
Shareability
Why
Create overviews
Use templates
How
ShareControl

16. 6.6. Be the customer’s advocate

17. Foto UX centerFoto UX center
1717
6.6. Be the customer’s advocate
Why
Demand budget for research
Be the voice at decisions
How
Involvement during entire project
Validate assumptions
Discover new opportunities
Stay on right track

18. 181818
7.7. Stay inspired

19. 7.7. Stay inspired
Improved quality
Stronger market position
Why
Conferences, books, blogs
External service design colleagues
How
MasterclassesBoost internal reputation

21. Thank you! Paul Mutsaers
Customer Experience Manager
Rabobank
Anna-Louisa Peeters
Service Designer
Rabobank