How to create successful service experience

Kimmo Timonen

Head of Consulting

How to create

Successful

Digital

Service

Experience

@ Lääkemarkkinointi 3.0 – Digitaalinen palvelukokemus -seminaari 30.9.2014

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 …

©Tieto Corporation 3

Service

Consumer

Service Experience - Palvelukokemus


What is the starting point

of an excellent service design?

Pragmatic

Desirable

Functional


Pragmatic?


Desirable?


Functional?

Digital technology will improve

service experiences

- For sure!


Pragmatic!


Desirable!


Functional!


The lifetime value

of a loyal pizza

eater can be as

much as $8,000 Heskett et. al.

Good customer

experience means

good business


Service

Consumer

Pragmatic

Desirable

Functional


The Future of Digitalisation and Omnichannel Service Experiences


Digitalisation is not ONLY about designing

the services (or user experience)

New

business

model

Culture

where you

innovate Technology

you utilize


The mobility

is essential in

omnichannel

experience


Omnichannel

The service in

every possible

way


Experience

for kids


Virtual

experience


Virtual

experience

for medical

knowledge


Excellent Digital Service Experience


Meeting core

needs of

people

Dating 2.0 –


Mobile as the

core of the

service


Customer

First - From

shop to

customer in

One click


Continuous

development

- from 10 k to

1000 k


Situation

oriented

design –

where service

is used;


Service in

every channel

- Plussa.com


Mobility driven Meeting human core needs Customer first Continuous development Omnichannel


Revolutionizing

industries


How to design Excellent Digital Service Experience


Ideation Conceptualizing Detailing Execution

Field

study

Demo

Camp

User

tests


There are

tools for this


Pick the

right tools


Designable characteristics of cross-platform systems

Cross-platform user experience

Composition

Consistency

Continuity

Role allocation

Distr ibut ion of functionality

Appropriate system composition:

the layout of the system matches

the users’ act ivity providing

synergist ic suppor t.

Cross-platform transit ions Fluent content and task

migration: interact ions with and

across system components are

fluent.

Perceived system coherence:

the system and its components

are perceived as coherent and

connected.

Perceptual consistency

Task migrat ion

Semantic consistency

Syntactic consistency

Synchronization

Functional modular ity

Relevance of composition


How does each channel

contribute to the activity &

overall experience

How do channels relate to

each other? What is their

role?

…and composing channels around it.


People

Process

Tools

Business

Experience

Services

Research

Insight

Creativity


Kimmo Timonen

[email protected]

@timonenk

Kiitos!

Changing perspectives

How to create successful service experience

Business

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