SERVICEDESIGNTRENDS

Fredrik Marcus, Ali Ivmark and Marcus JohanssonMay 30, 2013

Twenty Thirteen

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Ali IvmarkDesign Director

ali.ivmark@creuna.seTwi!er.com/akababa

Slideshare.net/akababa

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Fredrik “FM” MarcusCD/AD/2D/3D/HD inte VDfm@creuna.seTwi!er.com/fminstagram.com/fmwww.facebook.com/fredrik.marcus

Marcus JohanssonSenior Interaction Designer

marcus.johansson@creuna.seTwi!er.com/je_marcus

Instagram.com/thewildone

Service DesignCompanies like Adobe, Facebook, Google and most recently Accenture have acquired renowned Service Design agencies to help them better prioritize their design and customer experience offering.

Over 40% of the companies that were at the top of the fortune 500 in 2000 were no longer THERE in 2010

http://www.slideshare.net/fullscreen/briansolis/o!!icial-slideshare-for-whats-the-future-of-business/2

http://www.slideshare.net/fullscreen/briansolis/o!!icial-slideshare-for-whats-the-future-of-business/2

BEING SUCCESSFUL TODAY COMES DOWN TO 1 THING:

A company’s will to change.

A fundamentally held belief that it’s not just the features, stu!fed into the products, rolled out into the services that de!ines a brand, but rather their brand values and how their brand values connect to and re!lect their customers’ values.

Was Blockbuster just in!lexible to the idea of Change?

Net!lix knew they weren’t in the business of media & entertainment as much as they were in the business of serving their customers.

The old world was a world of one-o!f solutions.

Today requires a living brand ecosystem, as complex as it may be....

#OPENBrandSummit, May 9, 2013

A LIVING BRAND ECOSYSTEM JUST MEANS

Companies need to evolve their service models based on their customers‘ needs and expectations across ALL touchpoints.

MOST IMPORTANTLY, DON’T JUST USE YOUR ECOSYSTEM AS A DELIVERY MECHANISM

rather think of it as a playground!

Invite your customers to come and not only consume the products, but rather engage, embrace, celebrate, share and simply take pride and joy in the brand.

BECAUSE WE ALL KNOW

A brand is only as good as customer says it is.

A Brand’s set of values should always be inline with the Customer’s own set of values.

THE ONE AND ONLY INSIGHT THAT YOU SHOULD TAKE WITH YOU WHEN YOU LEAVE THIS PRESENTATION

CUSTOMERVALUE

BUSINESSVALUE

TECHVALUE

Brand Values

BRAND VALUES ARE PRIMARILY BASED ON THE CUSTOMER’S PERCEPTION OF THE BRAND’S OFFERING ACROSS 3 KEY PILLARS.

The “Big” Customer Experience across the entire ecosystem

The Technical adaption for each and every context or touchpoint The business models (such as o!fering everything from Trial to Pro to satisfy new and existing customers)

YOU CAN USE THIS TOOL TO

better identify and evaluate services as well as service trends respective to each pillar

We’ll demonstrate with a few examples here how you might do that!

Customer TrendsCustomer service trends can be examples where customers are in the driver’s seat – influencing the future or nature of a given service.

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Good Customer Experience design is the di!ference between a generic run-of-the-mill service and that of a symbiotic brand relationship where shared values lead to a deep and meaningful engagement.

6Mobile surpasses Desktop

621Net!lix’ TV By Numbers

Big Data

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NETFLIX IS PLACING A BIG BET ON BIG DATA

Will content be their next big move?

They’ve been collecting massive amounts of customer data to improve recommendations. Now they’re thinking they don’t just want to stream what you want to watch, but rather create the content you want to watch.

“Pick a movement, pick a revolution and join it.”Jack Dorsey, Founder of SquareDisrupt SF 2012, September 21, 2012

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6Buycott

Consumer RevolutionBuycott

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BUYCOTT TAKES TRANSPARENCY TO NEW HEIGHTS

It helps you actively support the causes you care about and oppose the ones you don’t.

Tech TrendsPhygital – not so much of a trend as a transition phase while we get more comfortable to a more digitally augmented world.

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Technology is at its best when it is invisible, behind-the-scenes enabling people to do what they always do, just more productively, delightfully or magically.

6Mobile surpasses Desktop

62813th Lab: Immersive Engagement

Pygital

13TH LAB SAYS THEY ARE

“Hyperlinking the real world with digital”

Their proprietary platform is based on NASA rover technology. They’re simply applying it to real world scenarios to bring you closer to the experience.

630Play in YouTube

6Tesco’sTesco: Virtual Shopping

Pygital

TESCO VIRTUAL STORE AT GATWICK INTERNATIONAL

“70 minutes dead time – now that can be put to really good e!!icient use.”

After trialing Tesco Homeplus virtual shopping in South Korea, they brought the service to the UK where they’ve found new ways to better evolve the customer experience.

633Play in YouTube

Business TrendsRadical transparency (retail), crowdfunding and subscriptions are just a few of the emerging business practices we’re seeing at the moment.

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Business today isn't about benchmarking oneself against the competition, it's about genuinely aligning one’s core values with the Customers’ and serving their needs like no one else can.

6Everlane

Radical Retail

EVERLANE IS ALL ABOUT

“Radical Transparency -Know your factories. Know your costs. Always ask why.”

Everlane wanted to come to Canada, but they wanted to do it right and include their customers’ input. So they used the Kickstarter model and set a goal at $100,000 pledges.

6Kickstarter

Crowdfunding

Crowdfunding platforms raised $2.7 Billion in 2012. The forecast for 2013 is $5.1 Billion.MassolutionCrowdfunding Research Group

“We think subscriptions are the wrong path. We think people want to own their own music.”Steve Jobs, 2003Founder of Apple

The ‘Buy’ button has been replaced by the ‘Subscribe’, ‘Upgrade’, and ‘Renew’ buttons.Zuora.comSubscription Economists

Fredrik Marcus

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ConclusionConclusion

WOULDN’T IT BE GREAT IF ALL OUR FAVORITE SERVICES

had one big playground?

Where we didn’t have to worry about our data speci!ic borders and limitations, we could just experience all that stu!f we like, share, save and play everywhere we wanted to? A trivial case, but for example, if you could listen to your youtube playlists in Spotify or watch your Spotify playlists in youtube?

Ok, maybe that’s a bit far o!f, how about just starting o!f by making the customer number 1 priority?

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CUSTOMERVALUE

BUSINESSVALUE

TECHVALUE

Continual alignment with the Customer’s needs and values makes for an unstoppable brand!

Brand Values

Digital Briefing

QUESTIONSThanks for listening!