Service is product is service. This document discusses how services overlap with products and experiences. It emphasizes that customers want outcomes, not specific goods, and discusses how to understand customer touchpoints and deliver a good service experience. Key aspects of service discussed include first and lasting impressions, reliable and empathetic delivery, and turning customers into advocates by celebrating success.
20. People “pay” more for service
Different
and unique Speci c
€4.00
€1.70
Customer Need
Differentiation
22c
8c
Undifferentiated Generic
Low Market Value High
31. Stage Audience Actors Script Backstage
Centre for
Design Innovation
32. Stage The physical evidence of your service, your “stuff”
Audience Your customers and their actions
Actors Your employees and their actions
Script Your plan for what should happen, where and when
Backstage What you need to make everything “work”
Centre for
Design Innovation
33. Touch Touch Touch Touch Touch
Point Point Point Point Point
Stage
Audience
Actors
Script
Backstage
34.
35. The measures of a good service experience
(are largely qualitative)
36. R.A.T.E.R
Reliable The ability to deliver your service
dependably and accurately
Assured How you convey, con dence, trust,
credibility and security to your customers
Tangible All your service’s “stuff”: brochures, website,
products, people and environments
Empathic Your ability to understand and re ect your
customers’ individual needs
Responsive Willingness to help customers and provide
prompt service
37. Touch Touch Touch Touch Touch
Point Point Point Point Point
Reliable
Assured
Tangible
Empathic
Responsive
38. Look at your service through your customers’ eyes
43. Setting the right
expectations
Centre for
Design Innovation • Use • Support • End & Extend
Entice • Decide
44. Make it simple. Make it memorable. Make it inviting to look at. Make it fun.
Leo Burnett
45. You only get one chance to make a rst impression
46.
47. Communication is the key
Between you and your customers
Between you and yourselves
48. In a poll of 23,000 employees drawn from a number
of companies and sectors:
Only 37% said they had a clear understanding of
what their organisation is trying to achieve
Only 1 in 5 was enthusiastic about their team’s and
their organisation’s goals
Only 1 in 5 said they had a clear line of sight
between their personal tasks and their team’s goals
Only 15% felt that their organisation fully enables
them to execute key goals
Only 20% fully trust the organisation they work for
Source: Steve Covey, in “The 8th Habit”
49. If a football team had these same statistics:
Only 4 of the 11 players on the eld would know
which goal is theirs
Only 2 of the 11 would even care
Only 2 of the 11 would know what position they
play and know exactly what they are supposed to
do
All but 2 players would, in some way, be competing
against their own team members, rather than the
opponent
Source: Steve Covey, in “The 8th Habit”
52. Entice
Set the right expectations with your customers,
but make sure you do the same with your
organisation
Entice • Decide • Use • Support • End & Extend
53. A decision in your
favour is the rst
moment of truth
Centre for
Design Innovation • Use • Support • End & Extend
Entice • Decide
54.
55.
56. All touch points are
not created equal
Centre for
Design Innovation • Use • Support • End & Extend
Entice • Decide
57.
58.
59.
60.
61.
62.
63. Something goes
wrong: the ultimate
moment of truth
Centre for
Design Innovation • Use • Support • End & Extend
Entice • Decide
64. No plan survives contact with the enemy.
Colonel Tom Kolditz, head of behavioural sciences, West Point Military Academy
65. What happens when something goes wrong?
Entice • Decide • Use • Support • End & Extend
66. Who said sleeping in a moldy apartment was bad
for you? Horizon realty thinks it's okay.
Entice • Decide • Use • Support • End & Extend