3. “The future is already here –
it’s just unevenly distributed.”
William Gibson
Stefan Moritz — Design Management Forum — Cologne 2008
4. IMAGINE THE FUTURE
Stefan Moritz — Design Management Forum — Cologne 2008 CC – all images from Farfar Academy 2008 – farfaracademy.com
5. Paradigm shift
Accelerating Automati- A new
Asia Abundance
Change sation generation
Stefan Moritz — Design Management Forum — Cologne 2008 Based on Daniel Pink
6. Drivers and enablers
Transparency Networks Access Alternatives Expectations
Ebay Tripadvisor Google Threadless Amazon
Stefan Moritz — Design Management Forum — Cologne 2008
7. “Without change there would be
no need for design.”
Jenny Winhall
Stefan Moritz — Design Management Forum — Cologne 2008
8. Preaching to the converted
(C) Richard Flynn richardflynn.net Stefan Moritz — Design Management Forum — Cologne 2008
9. Service Design
Stefan Moritz — Design Management Forum — Cologne 2008
10. What is your favourite service?
Stefan Moritz — Design Management Forum — Cologne 2008
CC Flickr.com LoopZilla
13. Offering
Return on BUSINESS HUMAN Return on
VALUE Interest
Investment GOALS GOALS
Delivery
Stefan Moritz — Design Management Forum — Cologne 2008
14. “The great gift of human beings is
that we have the power of empathy.”
Anon
Stefan Moritz — Design Management Forum — Cologne 2008
15. DESIGN
the CUSTOMER EXPERIENCE
MANAGE
Stefan Moritz — Design Management Forum — Cologne 2008
16. DESIGN
the CUSTOMER EXPERIENCE
MANAGE
Stefan Moritz — Design Management Forum — Cologne 2008
17. PRODUCT BRAND SERVICE EXPERIENCE ?
Stefan Moritz — Design Management Forum — Cologne 2008
18. ?
EXPERIENCE
SERVICE
BRANDING
PACKAGING
FEATURES BENEFITS
COMMODITIES
Stefan Moritz — Design Management Forum — Cologne 2008
19. SERVICES / EXPERIENCES
PRODUCTS
Produced Performed
Material Immaterial
Tangible Intangible
Can be stored Can’t be stored
Usually without client Interaction with client
Consumption after production Consumption = production
Defects in manufacturing Mistakes in behaviour
Stefan Moritz — Design Management Forum — Cologne 2008
20. Services / experiences ...
1. Are not tangible
2. Are not separable from consumption
3. Cannot be stored
4. Cannot be owned
5. Are complex
6. Quality is difficult to measure
Stefan Moritz — Design Management Forum — Cologne 2008
21. What is the customer experience?
Stefan Moritz — Design Management Forum — Cologne 2008
22. “80% of companies believe they
deliver a superior customer experience,
but only 8% of their customers agree.”
Bain & Company
Stefan Moritz — Design Management Forum — Cologne 2008
23. Mostly we notice when things are not working
Stefan Moritz — Design Management Forum — Cologne 2008
24. “You can’t experience an experience
until you experience it.”
Bill Mogridge, IDEO
Stefan Moritz — Design Management Forum — Cologne 2008
25. Bending the rules of time and space
Stefan Moritz — Design Management Forum — Cologne 2008 CC Lynette Webb
26. DESIGN
the CUSTOMER EXPERIENCE
MANAGE
Stefan Moritz — Design Management Forum — Cologne 2008
27. The people formerly known as consumers
Stefan Moritz — Design Management Forum — Cologne 2008 CC Lynette Webb
28. New...
•ways to find out the truth
•ways to join forces
•ways to make a difference
•ways to seek advise
Stefan Moritz — Design Management Forum — Cologne 2008
36. SomeRightsReserved is a marketplace selling digital blueprints to a range of
different products and objects. We connect designer straight to consumer,
empowering all parties.
Stefan Moritz — Design Management Forum — Cologne 2008
37. DESIGN
the CUSTOMER EXPERIENCE
MANAGE
Stefan Moritz — Design Management Forum — Cologne 2008
38. Can experiences be designed?
Stefan Moritz — Design Management Forum — Cologne 2008
44. “Everyone is a designer now.” JOHN THACKARA, IN THE BUBBLE
Stefan Moritz — Design Management Forum — Cologne 2008
45. BRAND
CUSTOMER NEW
Stefan Moritz — Design Management Forum — Cologne 2008
46. n
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io
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in
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ire
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es
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ak
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Fin
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SD SD SD SD SD SD
Understanding Thinking Generating Filtering Explaining Realising
Stefan Moritz — Design Management Forum — Cologne 2008
54. “Any competent designer can
come up with a good solution.
The challenge is how to get that
solution out into the world.
And that is primarily an
organisational problem.”
Peter Mehrholz, AdaptivePath
Stefan Moritz — Design Management Forum — Cologne 2008
55. DESIGN
the CUSTOMER EXPERIENCE
MANAGE
Stefan Moritz — Design Management Forum — Cologne 2008
57. From materialism to
experialism
Stefan Moritz — Design Management Forum — Cologne 2008
58. What if everything could be customised truly individually?
Stefan Moritz — Design Management Forum — Cologne 2008
59. “If I asked my customers what
they wanted they would have
asked for a faster horse.”
Henry Ford
Stefan Moritz — Design Management Forum — Cologne 2008
60. What is the value of great customer experience?
Stefan Moritz — Design Management Forum — Cologne 2008
61. Value
Entertainment Kudos Utility
Stefan Moritz — Design Management Forum — Cologne 2008
62. The business model we need to understand better:
Stefan Moritz — Design Management Forum — Cologne 2008 http://flickr.com/photos/thenidefyyoustars/2168616963/sizes/l/
63. TIME
RISK CASH
Stefan Moritz — Design Management Forum — Cologne 2008
64. People will pay the equivalent of whatever amount generates
an incremental number of units of personal satisfaction.
Stefan Moritz — Design Management Forum — Cologne 2008
65. Hug the future
Stefan Moritz — Design Management Forum — Cologne 2008
66. Improving life.
Stefan Moritz — Design Management Forum — Cologne 2008
67. “People don’t really care
how much you know until they know
how much you care.” Mike McNight
Stefan Moritz — Design Management Forum — Cologne 2008
69. Summary
PAY attention to what customers want (they might not even know it)
Fulfil needs in context and on-demand
Find new ways to manage and design
We need to understand new forms of organisation, management and cu
Go beyond the expected and create ways to add new levels of mutual value
Stefan Moritz — Design Management Forum — Cologne 2008
70. “Imagination is more important
than knowledge.” Albert Einstein
Stefan Moritz — Design Management Forum — Cologne 2008
71. A little service for you
Stefan Moritz — Design Management Forum — Cologne 2008