Post on 29-Nov-2014
description
London Oslo Rotterdam São Paulowww.liveworkstudio.com 9. april 2023
of Service Design
A Nordic Model7th October 2014
LAVRANS LØVLIE
Service Design Global Conference
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Photo: Sverre Hjørnevik/Fjord Norway
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The Nordic Model
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GOVERNMENT PEOPLE BUSINESS
Empower citizens UDI – NORWEGIAN DIRECTORATE OF IMMIGRATION
2010-2014
London Oslo Rotterdam São Paulowww.liveworkstudio.com
“The waiting is the worst. You don’t know what happens, and you worry a lot if you have done everything right…”
Service principles at use
"These processes takes time, but having the principles to refer to and to guide us is such a big help. A truly good investment!" --Tone Opdahl, Senior Adviser, The Communication Unit, Norwegian Directorate of Immigration
Deliverables
Empower customersGJENSIDIGE INSURANCE2008-2014
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15
From 56th to 11th place with customers
16
A surgical approach to improvement
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How are you doing?
Evidence that counts
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Service Design is a serious business
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ORGANISATION
CUSTOMERS/CITIZENS
BUSINESS
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Design for customers!
Connect the business to customers
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ORGANISATION
CUSTOMERS/CITIZENS
BUSINESS
Design for business impact
High-impact interventions
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A perfect start
Next journey
Consider Decide Plan Check/receive info Select Purchase Travel from location Enter Check/receive info Select Purchase Time at station/stop Departure platform Validate Travel Check/receive info Arrival platform Change line Change mode Exit/check-out Final destination Reflect Aware Need info/assistance Accept / Resolve Escalate ConsiderConsider if, when, how and with whom to travel
Decide general aspects of the journey i.e. date, time, mode, route
Plan one, or more journeys to one or more destinations
Check and/or receive information related to planned or related journeys
Select/ change the product/ ticket/ card , mode, route, time and stops
Register, renew, purchase, activate the ticket/ card option
Travel from current location to station/stop
Enter the physical space of the station/stop
Check and/or receive information about planned or related journeys
Select/ change the product/ ticket/ card , mode, route, time and stops
Register, renew, purchase, activate the ticket/ card option
Time at station/stop, occupying space, using facilities, waiting
Move to departure platform and enter a mode of transport
Validate ticket / card for the trip, full journey or period, and show when requested
Travel to the (next) stop or destination using one or modes of transport or systems
Check and/or receive information about current, planned, or related journeys
Wait at, or move from arrival platform to next platform, or exit
Change from current line to the next within the same mode or system
Change from one mode of transport or system to another mode and/or system
Exit a station, or stop, and check-out from system for the journey
Travel to, and reach the final destination of the journey
Overall satisfaction 33 114 437 319 313 210 456 406 103 235 362 419 427 431 163 88 343 402 287 278 205 352
STATION FACILITIES 0 47 97 146 38 33 44 282 164 127 119 256 254 73 21 164 249 212 216 78 79 161 206 174 169 167 157
Overall satisfaction with the station 0 0 15 17 0 0 17 18 17 17 17 17 18 17 0 17 17 17 17 15 0 15 17 17 15 15 15
Ticket buying facilities 0 0 14 0 0 14 0 0 0 16 16 0 0 0 0 0 0 14 14 0 0 0 16 14 14 14 0
0 0 18 20 18 18 0 18 20 18 18 20 20 0 0 20 17 20 20 0 0 17 18 18 17 17 0
0 0 0 0 0 0 0 30 0 0 0 27 30 0 0 0 27 0 0 0 0 0 0 0 0 0 0
Cleanliness 0 0 0 0 0 0 0 23 0 0 0 23 21 0 0 0 21 0 0 0 0 0 0 0 0 0 0
The facilities and services 0 0 0 52 0 0 0 56 52 0 0 56 52 0 0 52 56 52 52 0 0 52 56 52 52 52 52
The attitudes and helpfulness of the staff 0 0 0 0 0 0 0 16 17 16 16 16 17 17 0 17 17 17 17 0 16 16 17 17 17 16 0
0 19 21 19 19 0 0 19 19 21 0 19 19 0 21 19 19 18 21 0 0 19 19 19 18 18 19
Facilities for car parking 0 28 28 0 0 0 28 28 0 0 0 0 0 0 0 0 0 0 0 28 28 28 0 0 0 0 28
Overall environment 0 0 0 0 0 0 0 26 0 0 0 26 26 0 0 0 23 23 23 0 0 0 23 0 0 0 0
Your personal security whilst using 0 0 0 0 0 0 0 12 0 0 13 13 12 0 0 0 12 12 12 0 0 11 0 0 0 0 11
The availability of staff 0 0 0 35 0 0 0 32 35 35 35 35 35 35 0 35 35 35 35 32 32 0 35 32 32 32 32
How request to station staff was handled 0 0 0 4 0 0 0 4 4 4 4 4 4 4 0 4 4 4 4 4 4 4 4 4 4 4 0
TRAIN FACILITIES 29 154 167 155 168 0 69 155 155 186 91 200 152 30 214 198 170 215 216 84 9 182 196 113 109 38 195
The frequency of the trains on that route 29 32 34 32 34 0 34 32 32 34 0 32 0 0 32 32 0 32 32 0 0 29 34 32 32 29 32
0 24 26 26 26 0 26 26 26 28 0 28 28 0 28 26 24 28 28 0 0 26 28 26 26 0 28
0 14 14 13 15 0 0 13 13 15 0 15 0 0 15 14 14 14 14 0 0 13 14 14 13 0 13
Connections with other train services 0 10 10 10 10 0 10 10 10 10 9 9 10 10 0 10 10 9 10 9 0 9 10 10 9 0 10
0 76 83 76 83 0 0 76 76 90 83 83 83 0 90 83 76 83 83 76 0 76 76 0 0 0 83
Upkeep and repair of the train 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 24 22 21 24 24 22 24 24 0 0 21 24 22 21 0 21
The helpfulness and attitude of staff on train 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Consider Prepare journey Station/stop Journey Post journey
Considering travel to one or more frequent, or infrequent destinations Plan, make preparations and arrangements for a journey Station/stop where the journey starts/ continues/ ends and offering travel related services Move through one or more (public) transport systems, using one or more modes Reflecting back on the journey after reaching the final destination
Unaware Aware Consider BuyReceive & setup
Early use UseChange in use
Incident Reconsider Leave
Business impact
Deliver an outstandingservice experience
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ORGANISATION
CUSTOMERS/CITIZENS
BUSINESS
Connect customers to the organisation
Customer Journey
Channels
Departments
Organisation
OnlineCall centre
Branch office
Sales & MarketingOperations
ITDistribution
Support
PolicyPeople
PracticeProcessSystems
Customer Journey
Channels
Channels
Departments
Organisation
OnlineCall centre
Branch office
Sales & MarketingOperations
ITDistribution
Support
PolicyPeople
PracticeProcessSystems
Customer Journey
Channels
Departments
Organisation
Channels
Departments
Organisation
OnlineCall centre
Branch office
Sales & MarketingOperations
ITDistribution
Support
PolicyPeople
PracticeProcessSystems
Design for the organisation
Retail
Online@home
CallCentre
Mobile
Prospect New Customer Customer/UserCustomer Lifecycle
Orientation Aware Interested Decision Buy Admin Receive Setup Learn & Explore Use ReconsiderSettle In
Inform Offer Contract
Excite Information Incentives Reward & Montitor Facilitate Logistics Tools &
TrainingTools &
InstructionsInform & Support NurtureAttract Promote &
Support
Marketing
Sales
Finance/Legal
Operations
Technology
Back Stage
Policy
People
Procedure
Process
Practice
Systems
Admin Deliver Setup Educate & Assist
Interaction View:New experience offered in a specific stage of the
customer lifecycle
Organisation view: Impact of the new
experience on departments and
functions
Transformation view: Type and level of
implementation and transformation effort
Design Experience:By extending the
scenario additional benefits are Exposed
Prepare the transformation:Heavily impacted
departments must get involved early
Execute the transformation
Red flag issues must be resolved to ensure
succes
On Stage
organisational Resolve
challenges
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Engage the organisationon scale
33
A new station model
34
Design the new stations
with 2,775 staff
35
New station operating model
Seriously powerful Service Design
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ORGANISATION
HUMANS
BUSINESS
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lavrans@liveworkstudio.com
+47 918 06 139
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you,
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Lavrans Løvlie
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