Cognition and Wealth: The Importance of Probabilistic Thinking
The Importance of Story(thinking) in the Age of Service Ecosystems
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Transcript of The Importance of Story(thinking) in the Age of Service Ecosystems
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The Importance of Story(thinking) in the Age of Service Ecosystems CINDY CHASTAIN@cchastainIDEA 2010
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what a service ecosystem looks like
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information, tools, and guidance for every aspect of healthy weight loss
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surrounds your reading with new resources, products, and services
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stokes customer passions at every level
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different types of content for different occasions, locations, media
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Two types of service ecosystems
A single product or servicein multiple places…
A variety of product or services in different places…
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Business Benefits
Creates more opportunities for engaging customers
Make it easier for customers to engage repeatedly and in ways that suit their needs
Helps grow and retain a loyal customer base
Introduces new revenue opportunities
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Challenges
Identifying the thematic center of an experience.
Orchestrating a wide range of customer touch points.
Choosing what service tools, features and content to offer and where.
Managing the architecture, flow and consistency of data across multiple channels, platforms and services.
Aligning the efforts of large, multi-disciplinary teams.
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story (thinking) = building narrative
strands as a framework for mapping customer experiences within an
ecosystem
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mapping the existing ecosystem
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Verizon’s service ecosystem
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bringing you the best technology in all the right places?
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finding existing storylines
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three primary storylines
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storylines and subplots
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define themes and events
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Five Personas for the Shopping StorylineThe Collaborator
The Get It DoneDecision Maker The Wheeler/Dealer
The Methodical Shopper The Opinion Seeker
It’s difficult enough to meet everyone’s needs in the house – why does the process have to be so complex?
Too much detail slows me down. I just want to check this off my to-do list as quickly as possible.
I love the feeling of gaming the system and getting a great deal.
The more I know, the less likely I am to be ripped off.
I’d hate to make the wrong choice so I check with people who might know more than I do.
• Considers the needs and preferences of other members of the household
• Gathers research and questions to discuss offline with a collaborator
• Knows what they want and needs to take care of business efficiently
• Sets time limits for decision making process
• Willing to spend the time and effort to negotiate and find deals, coupons, offers
• Believes they need to talk to a person in order to get the best possible deal
• Has a thorough system for gathering and evaluating information from a lot of sources (blogs, reviews, articles, reports, etc.)
• Creates personal lists and charts to compare findings
• Insecurity about their own knowledge and expertise drives them to validate decisions with other people
• Considers opinions from friends, family, colleagues and online peers
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set up the main story line
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define experience themes
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develop subplots
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use as the foundation for experience strategy
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foundation for experience strategy
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mapping subplots to the ecosystem
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storyline mapped to locations
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existing learn events mapped to locations
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new opportunities in the ecosystem
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Existing sign-up events
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creating stories for design
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collaborator learn journey
A.
B.
C.
D.
E.
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final thoughts
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The Benefits of Story
Helps define a collection of experiences around a common theme
Keeps customers needs at the center of business decisions
Informs the value and quality of the customer interaction at various touch points
Help us define where to put the right features and service interactions
Informs the data model that will support those interactions
Make marketing efforts more relevant
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Story lines and plots are the bridge between our collective thinking about what customers need to do and how and where they need to do it.
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http://www.boxesandarrows.com/view/experience-themes
THANKS!