Service Design Workshop Summer Academy 2009 (Service System Design)

CMU Summer AcademyCMU Summer Academy

Embodied Futures and Service DesignDesign

June 23-25

[email protected]

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ServiceService System Design for value coSystem Design for value co--y gy gcreation creation (Patrício, Fisk, Cunha, Constantine 2008)(Patrício, Fisk, Cunha, Constantine 2008)

A i t di i li f k th t i t t th• An interdisciplinary framework that integrates the design of various levels of the multi-interface service systemservice system.

• SSD stages1 C t i i1. Customer experience mapping2. Positioning the service system in the customer value

constellation of offeringsconstellation of offerings3. Designing the service system

• Service system architecture• Service system architecture• Service system navigation

4 Designing the service interaction experience2

4. Designing the service interaction experience

Lia Patrício© 2009

Service design methods and Service design methods and frameworksframeworks• Service frameworks

– Service Theater (Grove and Fisk 2001); Servuction (Eiglier and Langeard 1977); Service Marketing System (Lovelock 2001)Langeard 1977); Service Marketing System (Lovelock 2001)

• Service design frameworks– Service Blueprint (Shostack 1984, 1985): Integrative design of Se ce uep t (S ostac 98 , 985) teg at e des g o

service experiences (Stuart and Tax 1997, 2004)

• Interaction design– Usage-centered Design and Activity Modeling (Constantine

2006, Constantine and Lockwood 2002)

• Service Experience Blueprint• Service Experience Blueprint– (Patrício, Fisk and Cunha 2008)

© Lia Patrício, Raymond P. Fisk, João Falcão e Cunha

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The different levels of Sevice system design

Overall customer experience Value constellation

Overall service experience

Multi-interfaceService system

Service interactionE i

Service Experience Bl i tExperience Blueprint

4Lia Patrício© 2009

Customer value constellation

Multi-Channel Service System

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Service System Architecture

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Service System Navigation

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Service Experience BlueprintLia Patrício© 2009

Positioning the service system in the customer value constellation• the firm must position its service offering within

the value-creating system, by positioning the service system in the constellation of serviceofferings.

• The core of a bank’s services is financial services, but many banks have made partnerships with other companies to enhance their ability to add value to the overall customer experience for a given activity, such as buying a house.


Customer value constellation for buying a car

Car

car information

i Car dealer

servicesPersonal

recommendations

Registration office

Buying a car

Car manufac

turer

dations

office

Insurance

BankInsurance company


Design of the service systemDesign of the service system

• Having defined its value proposition in the value constellation, the bank must design its multi-interface service system to offer a valuable mortgage experience across all stages of service consumption and usage.

• These service systems are complex, involving multiple interaction channels, which customers can choose for different tasks along the overall service experience.


Service system architectureService system architecture

• The Service System Architecture defines, for the different tasks along the service gexperience, which channels and support processes are responsible for the overallprocesses are responsible for the overall service offering.

Thi hit t th f d i t th– This architecture therefore depicts the structure of the service system, providing an i t t d i f th lti h l iintegrated view of the multi-channel service offering.


Service System NavigationService System Navigation

• The Service System Navigation maps the alternative paths customers may take across the different channels along the tasks of the service experience. • This view allows for better identification and design of

service interface links that enable customers to thl f h l t th l thsmoothly move from one channel to another along the

service experience. The service system navigation therefore offers a• The service system navigation therefore offers a dynamic view of the service system.


Service Experience Blueprint p p(Patrício, Fisk, Cunha 2008)

• After the multi-interface level view of the service system, the design can drill down y , gto each concrete channel, using the Service Experience Blueprint (SEB)Service Experience Blueprint (SEB) diagram.

S• The SEB maps the interaction experience for a given task in a concrete interface, gbased on customer experience requirements.requirements.


Service Experience Blueprint for loan information at Internet service

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[telephone advice]

[schedule meeting]

[no schedule]

Select telephone

Login to service Select loan info Choose

advice option

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Line of interaction

Select schedule meeting

[schedule meeting] telephone advice

Internet banking

Send logininformation

Present service options

Present loan info

and advicebled

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Line of interaction

Inform customer he/she will be Retrieve

loan infobanking interface

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information service options and advice options

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Line of customer visibility

contactedloan info

Backend system

F

Validate login info

Send loan info

Tes

Retrieve additional

customer info

Select appropriate

advisor

Send schedule request with

customer info

F

Backend system

activity Beginning of processW Waiting pointS i i t f li k

14End of processFCustomer

decision

Service interface link

Fail point

Service Experience Blueprint for schedule a meeting at branch banking

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avaliabilityC

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Line of interactionEmployee

visible actions

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Call customer to schedule meeting


Employee invisible actions

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Analyze customer and loan info Prepare meeting

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Intranet interface en

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Show meeting request and

loan info

Line of internal interaction

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Send schedule request with loan

Line of employee visibilityF

15Backend system

qinformation

Service Experience Blueprint for loan telephone advice while using Internet banking

customer Line of interactionntst

age

Service Experience Blueprint for Internet banking

Internet banking interface


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Backend systemba

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acustomer Service Experience Blueprint for telephone banking advice

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customerLine of interaction

Line of customer visibilityTelephone banking

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Internet banking interface

Telephone banking interface

interface

Intranet

Line of internal interaction

Line of employee visibility

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Backend system

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Lia Patrício© 2009

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Value co-creation in complex service systems• Service value propositions become increasingly

complex, involving multiple offerings and multi-channel service systems.

• Customers co-create their services through multiple patterns of interaction with the differentmultiple patterns of interaction with the different elements of the service system.

• Service system design must accommodate and enhance value co creationenhance value co-creation.


Conclusion and future work for Conclusion and future work for service system designservice system design

M lti h l i t t b d i d i• Multi-channel service systems must be designed in a way that fosters modularity and flexibility to accommodate multiple usage patterns of value co-p g pcreation.

• Holistic perspectives on system architecture and navigation are needed in service system design.

• Such perspectives are needed to design the service system value proposition, from positioning the servicesystem value proposition, from positioning the service offering into the value constellation, to designing the service system and each interaction experience.


Service Design Workshop Summer Academy 2009 (Service System Design)

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