4Imprint Service Design FNL
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Tools for understanding customer behavior Service design: a disciplined, designed approach Sources Pine, Joseph. "Joseph Pine: What Consumers Want." TED: Ideas worth Spreading. TED Conferences, LLC, Jan. 2009. Web. 25 Mar. 2013. <http://www.ted.com/talks/joseph_pine_on_what_consumers_want.html>. Manning, Harley. "Customer Experience Should Be Part of Your Business." Harvard Business Review. Harvard Business School Publishing, 29 Aug. 2012. Web. 26 Mar. 2013. <http://blogs.hbr.org/cs/2012/08/customer_experience_should_be.html>. Mulder, Steve, and Ziv Yaar. The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web. Berkeley, CA: New Riders, 2007. Print. Shostack, G. Lynn. "Designing Services That Deliver." Harvard Business Review. Harvard Business School Publishing, Jan. 1984. Web. 26 Mar. 2013. <http://hbr.org/1984/01/designing-services-that-deliver/ar/1>. www.4imprint.com Infographic created by www.4imprint.com, based on the Service Design Blue Paper ® . Download Blue Paper at: http://info.4imprint.com/bluepapers/service-design/ You may reproduce and distribute this infographic in its entirety. You may not create derivative works. (Licensed under the Creative Commons: http://creativecommons.org/licenses/by-nd/3.0/) Service Design Service design is key to creating economic value in today’s economy. The evolution of economic value Extracting COMMODITIES Value = 2¢ to 3¢ per bean Customizing Goods SERVICES Value = 50¢ to 1$ as a cup of brewed coffee Customizing Services EXPERIENCES Value = $2 to $5 as a hand-crafted drink enjoyed in a unique atmosphere Making GOODS Value = 10¢ to 15¢ per bean Customer Journey Mapping Customer journey maps take a holistic view of how your customers interact with your company across all touch points. Use them to identify opportunities to make their experience better. The Service Blueprint Service blueprints help companies deliver exceptional customer experiences on a consistent basis. Use them to design your services just like you’d design a product. Design Personas Design personas are specific portraits of each type of customer who buys your products. Use them to understand who you’re designing for and what they want. Name: John Smith Age: 34 Gender: Male Profession: Teacher Interests: Soccer, hiking, video games. Use service design to learn about customers and develop consistent, exceptional customer experiences. X $ Analyze profitability If you provide the service, will you be profitable? Establish the time frame How long will it take to provide the service? Identify processes What will constitute a service? ? Isolate fail points Where could things go wrong? CUSTOMER DELIVERABLES CUSTOMER INTERACTION TOUCH POINTS BACKSTAGE OPERATIONS SUPPORT PROCESS
Transcript of 4Imprint Service Design FNL
Tools for understandingcustomer behavior
Service design: a disciplined, designed approach
SourcesPine, Joseph. "Joseph Pine: What Consumers Want." TED: Ideas worth Spreading. TED Conferences, LLC, Jan. 2009. Web. 25 Mar. 2013. <http://www.ted.com/talks/joseph_pine_on_what_consumers_want.html>.
Manning, Harley. "Customer Experience Should Be Part of Your Business." Harvard Business Review. Harvard Business School Publishing, 29 Aug. 2012. Web. 26 Mar. 2013. <http://blogs.hbr.org/cs/2012/08/customer_experience_should_be.html>.
Mulder, Steve, and Ziv Yaar. The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web. Berkeley, CA: New Riders, 2007. Print.
Shostack, G. Lynn. "Designing Services That Deliver." Harvard Business Review. Harvard Business School Publishing, Jan. 1984. Web. 26 Mar. 2013. <http://hbr.org/1984/01/designing-services-that-deliver/ar/1>.
www.4imprint.com
Infographic created by www.4imprint.com, based on the Service Design Blue Paper®. Download Blue Paper at:http://info.4imprint.com/bluepapers/service-design/
You may reproduce and distribute this infographic in its entirety. You may not create derivative works. (Licensed under the Creative Commons: http://creativecommons.org/licenses/by-nd/3.0/)
Service DesignService design is key to creating
economic value in today’s economy.
The evolution of economic value
ExtractingCOMMODITIESValue = 2¢ to 3¢ per bean
CustomizingGoods
SERVICESValue = 50¢ to 1$ as a cup of brewed coffee
CustomizingServices
EXPERIENCESValue = $2 to $5 as a hand-crafted drinkenjoyed in a unique atmosphere
MakingGOODSValue = 10¢ to 15¢ per bean
Customer Journey MappingCustomer journey maps take a holistic view of how your customers interact with your company across all touch points. Use them to identify opportunities to make their experience better.
The Service BlueprintService blueprints help companies deliver exceptional customer experiences on a consistent basis. Use them to design your services just like you’d design a product.
Design PersonasDesign personas are specific portraits of each type of customer who buys your products. Use them to understand who you’re designing for and what they want.
Name: John SmithAge: 34Gender: MaleProfession: Teacher
Interests: Soccer, hiking,
video games.
Use service design to learn about customers and develop consistent, exceptional customer experiences.
X $Analyze profitabilityIf you provide the service, will you be profitable?
Establish the time frameHow long will it take to provide the service?
Identify processesWhat will constitute a service?
?Isolate fail pointsWhere could things go wrong?
CUSTOMER DELIVERABLES
CUSTOMER INTERACTIONTOUCH POINTS
BACKSTAGE OPERATIONS
SUPPORT PROCESS
