Service Design-Buzz-Waking you up
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SERVICE DESIGN
Assignment 2: Designing service in and around NID
Mentor: Shashank Mehta Team: Akhil Sain Devanshu Dugar Samira Jain
PGDPD IIIrd Semester SDM | NID
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addictions
Peer influence
Hectic Schedules
Entertainment
Individuality
Relationship
Morning Blues
Fast food
Peeping into
Student ‘s Life
Source:imagesbazaar.com
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The Morning
Blues !
Still Sleeping 1
Getting up late 2
Mad Rush 3
Late to Class 5
Miss Breakfast 4
•Disturbance from Pigeons
9.45 a.m.
8.30a.m.
9.15a.m.
9.30a.m.
9.40a.m.
•Repeatedly snoozing
•Cleaner
•Phone Calls / Messages
•Room mate’s activities
•Reluctance to get up
•Hurried morning duties
•Forgetting things
•Unkempt room / things
•Anxiety, Impatience , Frustration
•Every minute counts
•Leave important stuff
•Dirty looks from class
•Bad reputation
•Loose interest
•Disconnected & disoriented
•Lack of energy
•Feel sleepy
•Constantly look at the watch
•Lack of concentration
•Hunger •pangs
•Health •problems
•Miss out on • nutrition
Source:imagesbazaar.com
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Sleep Spoilers- the old
way to get up
Source:imagesbazaar.co , http://spywarepreventionguy.com m
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Working till late For the submission, last night I thought to take a quick nap And reach class on-time I fixed my alarm to sharp 9 But repeatedly hit the snooze button Without thinking twice And finally, I kept the clock aside. I had told my friend to wake me up And he too forgot in no time.. It was already 10 Before I could realize…
Is there anyone on whom I Can RELY?
Scenarios
Source:imagesbazaar.com
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I am a night owl And don’t get sleep at night Friends, party and drinks Make my Sunday night. Monday mornings are heavy And I miss my breakfast most of the times! It would have been awesome If someone could…
make my mornings light?
Scenarios
Source:imagesbazaar.com
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I was too stressed And had a quarrel last night I couldn’t sleep well With problems at the corner of my mind. For me mornings are a beginning And way to settle issues and fights. But trapped in the past I just cant move with time!
Can someone make my mornings bright?
Scenarios
Source:imagesbazaar.com
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Enough for me to handle I tend to forget most of the times. I tried using technology But it takes hell lot of time Impersonal means lack fun And I feel handling alone With no-one beside..
Can someone Plan my day right?
Scenarios
Source:imagesbazaar.com
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Buzz..Buzz..Buzz Time to change the wake up experience….
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Introducing Buzz
Buzz is a wake up service designed for students staying in the campus.
Its host of services aim at making mornings pleasant and help students in making a great start.
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Schedule your Buzz wake up service
Wake up with a
difference
Time for breakfast, workout.
Be on time
High productivity, low Stress
Finish early, Start Early
What’s the Buzz about?
Features of Buzz Services: Humanized alarms and
pleasant wake ups Reliable and on-time wake
ups Personalized Wake Ups –
chose from wide choice of voices and Buzz Services
Simple, fast and easy to Subscribe
Daily, weekly and monthly subscription.
Boost productivity, stay health and stress free
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Buzz Services
Service: Jago Re Calls,
a friendly wake up call
Service Code: S1
Description: Schedule your wake up call and select from wake up options.
Choose from a wide range of male & female voices to wake you u
Snooze Call after every 5 minutes
Record your personalized message
Wake up from your favorite Music
Daily / Weekly Subscription.
Service Charges: Rs. 2 per day
Timing: 6 a.m. onwards
To Subscribe:
Step 1:
Text us <Name>_<Room No.>_<Time>_<Service No.> at 98987 06960
OR
Call us at 98987 06960
Step 2: Enjoy the service.
Step 3: Make Payment..
Source:imagesbazaar.com
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Buzz Services
Service: Freshly Brewed,
Start fresh with choice of beverage.
Service Code: S2
Description: Schedule your wake up and start fresh with choice of beverages delivered at your room.
Tea (Rs. 7) ,
Coffee (Rs.10) and
Hot Honey Lemon (Rs.10)
Service Charges: As applicable
Timing: 8.30 am-9.00 a.m.
To Subscribe:
Step 1:
Text us <Name>_<Room No.>_<Time>_<Service No.> at 98987 06960
OR
Call us at 98987 06960
Step 2: Enjoy the service.
Step 3: Make Payment..
Source:http://abcnews.go.com
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Buzz Services
Service: Gift a morning: Pamper your loved ones your way!
Service Code: S3
Description: Gift your loved ones a beverage along with your personalised message (packed and sealed by you) and delivered by us at their doorstep. Choose from:
Tea
Coffee
Hot Honey Lemon
Service Charges: Rs. 15 per message
Service Timing: 8.30 am-9.15 a.m.
To Subscribe:
Step 1:
Text us <Name>_<Room No.>_<Time>_<Service No.> at 98987 06960
OR
Call us at 98987 06960
Step 2: Enjoy the service.
Step 3: Make Payment..
Source:http://abcnews.go.com
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Buzz Work Process
Previous Night 10.30 pm Order Collection & Assessment
Data Entry
Identifying person & room No.
Identifying purchase orders- quantity
Work Allocation: Boys / Girls hostel
Planning and Strategising for the coming week
11.00 pm Order Placement with Partner Supplier over phone
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Buzz Work Process
Morning
7.30 – 8.15 a.m. 7.30 a.m.: Team Wakes up
8.00-8.15 a.m.: Collection of beverages from Partner Supplier
Walking to mess Partner Supplier providing beverages Tasting before Collection
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Buzz Work Process
Morning
8.20 – 9.00 a.m. 8.20 a.m.: Delivering & Collecting beverages from Girls Hosel
8.30-9.00 a.m.: Wake up Service to Subscribers.
Walking back to hostel Delivering & Collection at Girl’s Hostel Wake up Service
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Buzz Work Process
Evening
10.00 pm Collection of payment and orders from students at Mess
Payment to Vendor
Updating Data
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1. Why to Communicate? Create Awareness Reach Target Brand Building Promote Service Bring Clarity 2. What to communicate? Started by understanding what really makes a “good morning” for Students Most common answers were like: Motherly warmth, pampered, hot beverages, music, newspaper, That 5 minutes of extra sleep, a pigeon free morning! Clearly communicate about: The Message The Brand BUZZ The Service Offerings The Contact Details
3. When to communicate? New Service launch Promotions Redefining service Response to Feedbacks 4. How to Communicate? Channels: Posters, Newsletter, Emails, SMS , Direct face to face, Pamphlets Criteria for choosing the channels Simple, Fast, Economical, Stronger control over distribution, Faster feedback. Strong recall
Strategy- Communications
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Strategy- Communications
Logo: Buzz Tagline: Waking you up
WAKING YOU UP WAKING YOU UP
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Strategy- Communications
Poster 1
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Strategy- Communications
Poster 2
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Strategy- Communications
Poster 3
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Strategy- Communications
Poster4
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Strategy- Communications
Poster 5
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Strategy- Place
Criteria for choice of Strategic Location
Places where people spend more time
Relax
Hangout
High Footfalls
Faster Reach\ 1. Academic Block
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Strategy- Place
2. Mess Wall 3. Hostel Room 4. Reception
4
2. Mess
3. Hostel Rooms
4. Reception
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Strategy- Promotion
Create the BUZ Z! Date: 21/9/12, Friday
Waking up students in the campus in between 9.00 to 9.30 am and offering free bed tea.
80 of 196 students in campus
Were Woken up.
66 students
Accepted tea
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Strategy- Promotion
Gift a Morning Date: 23/9/12, Sunday
Need to change Buzz image from just morning beverage providers. Increases subscribers and revenue through value added services Create the BUZZ for the new service.
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Strategy- Promotion
Gift a Morning Date: 23/9/12, Sunday
All from waste Use of all waste materials from the campus.
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Strategy- Promotion
65 subscribers.
On the day of Launch itself!
Gift a Morning Date: 23/9/12, Sunday
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Business Model
Students
Professionals
Staff and Faculty members staying in the campus
Customer Segment
Value Proposition
Channels
Direct Mailers Word of mouth Posters at Strategic
Location Pamphlets SMS
Humanized alarms and pleasant wake ups
Reliable and on-time wake ups
Personalized Wake Ups – chose from wide choice of voices and Buzz Services
Simple, fast and easy to Subscribe
Daily, weekly and monthly subscription.
Affordable Subscription plans
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Business Model
Studio Space
Motor Bike
Mobile phone Connection
Flask and Utensils
Stationery
Laptop
Internet connection
Buzz Team Skill set
Student Customer Database
Planning and Strategy Building
Communications, Marketing and Promotions
Receiving Orders
Record Keeping
Data Entry
Payment collection and disbursement
Order Placement & Collection
Quality checks
Distribution
Feedback Assessment
Key Resources
Key Activities
Key Partnerships
Madan Bhai and his team (Supplier- Ready Beverages)
Kavya Stores, infocity (Supplier- Raw Material)
V S Stationaries (Supplier- Stationery and Promotional material)
NID,Gandhinagar Students (Support)
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Business Model
Easy Accessability
Responsiveness to Feedback
After Sale Services
Mainintaing record of customer preference
Value addition services
Ensure quality
Service Charges from Buzz Service deliveries
Stationery
Materials ( Honey, Lemon, Cups etc.)
Beverages
Travelling
Communication
Marketing & Promotion
Customer Relationship
Revenue Streams
Cost Structure
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Scalability
Users Institution (large and
small) in an area having similar student needs
Service Providers Varied Service Providers
catering to the given area satisfying student needs.
Facilitator
> >
> >
Information Needs + feedback
>
Service Charge
>
Delivery of Services
Interface: Website + Email
Interface: Website + Email
Promotions, Receiving and
placement of orders, Provide database,
Generate analytical data Feedback
Consultancy Services
Information about Vendors Reliable and Timely Services
Right Prices Free Service
Brokerages per usage / Membership fee /
Advertising / Consultancy fees
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Retrospection
1. Total Service : 3
2. Duration of Service: 8 days. [21 Sept- 28 Sept, 2012]
3. Reach: 196 + students and staff at NID, Gandhinagar
4. Total Subscription: 120
o Jago Re: 3
o Freshly Brewed : 38
o Gift a Morning: 79
5. Mark-up: 40-47%
6. Critical Success Factor:
o Strong Customer Interaction
o Superior Customer Service
o Creative Deliveries
o On-time Services
o Credit Term
o Worked as a team
7. Challenges
o Defining Service, offerings and boundaries
o Lack of manpower
o Being on time
o Demands of Multiple customers at the same time
o Negotiation with Supplier
o Considerable efforts on implementation
o Redefine Plan of Action
Retrospection
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The BUZZ service has an interesting concept of sending wake-up calls to people with a message and a beverage. As a client, I found the service efficient and quick. In fact, I used the service twice - it was quick, flawless and I never faced the issue of a bad delivery. I do have few suggestion(s) though: There could be an online portal where people can place their orders - they could feed in their message, select a template, beverage, payment options (similar to any online delivery service). For those who want hand-written notes delivered, the option of a note "pick-up" can also be kept on the portal. Overall rating: 4/5 :) Overall feeback: Positive, Nice Job! - Siddharth Mankad , Researcher , Buzz Subscriber
Feedback
The service provided by BUZZ was comforting to have as there are times when I work late here at NID and I'm not sure if I'll be able to wake up in time the next morning. With BUZZ I was able to be assured of an on time wake up call as well as a hot cup of coffee to get me motivated to start my day. The on request service gift a morning was a fun addition. Gifting and receiving anonmymous mornings was exciting as well as had the value of creating mystery and anticipation within the community. People were observed making connections (and reaching out to others) that they may not have ventured to had anonymity not been offered. This was a pleasant surprise and definitely one reason why BUZZ should be continued.
-Shiraz Iqbal, Student, BUZZ Subscriber
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Buzz Team Akhil Sain
Samira Jain
Devanshu Dugar
Thank you