Tjenestedesign skaper bedre kommunikasjon -...
Transcript of Tjenestedesign skaper bedre kommunikasjon -...
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TED MATTHEWS
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Value chain
Production Point of purchase
consumer
Value network Individual
From P.O.S. to Customer Relationship
Adapted from LiveWork AS
Relationships Relationships
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What is Service Design?
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Tailorit.de
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Customer Need and Customer Experience
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Understood from the users perspective
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But Ted!What is Service Design?
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Designed offerings to provide experiences that happen over time and across different touch-points
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Designed offerings to provide experiences that happen over time and across different touch-points
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Whole DetailExperiential Need
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Trygg fra A til Å,
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Zoot / Making Waves
User Insight
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Involving stakeholders in the service development
Zoot/Making Waves
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Zoot/Making Waves
Resulting in improved service experience
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Clarity and Effectivity
Zoot/Making Waves
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Understanding the whole experience
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Designed offerings to provide experiences that happen over time and across different touch-points
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‘The Experience Economy’Pine & Gilmour
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Competitive advantage investing in Experience
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‘We are not in the business of filling bellies. We are in the business of filling souls’
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‘customer experience’ without brand input runs the serious risk of lacking strategy,
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Most companies have brand handbooks
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Simon Clatworthy - 2013
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Alt for Norge
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Simon Clatworthy - 2013
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Simon Clatworthy - 2013
Grand Narrative
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Illustration: Syver Lauritzsen
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When we add a touchpoint we ask:
• Is it on Brand?• Does it relates to the grand narrative?• How will it contribute to the service experience ?• What kind of emotional response from the fan or
player do we want it will have?
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