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Identify · Look · Ask · Try · Plan
WhyService?We are ALL service providers
Service Design
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Service Design
Customers don’t want a 1/4" drill, they want to hang
a picture on the wall.
FMCGproducts
(Fast moving
consumer
goods)
Cars
Housing
ComputerHardware
Business-to-business
Airlines
Medical
servicesEducation
Webapplications
Entertainment
Theme parks
Travel agencies
High physical content,
low service emphasis
High service emphasis,
low physical content
The Product/Service Spectrum
Mining
Fishing
Primary industry
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UserExperienceFrom first impressions to lasting impressions
Entice · Decide · Use · Support · End & Extend
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Entice · Decide · Use · Support · End & Extend
You cannot NOT have a user experience.
Lou Carbone
User
Experience
Entice
Decide
UseSupport
End &
Extend
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Identify · Look · Ask · Try · Plan
ServiceBlueprint The building blocks to a great service experience
Entice · Decide · Use · Support · End & Extend
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Entice · Decide · Use · Support · End & Extend
Your audience gives you everything you need.
They tell you. There is no director who can direct
you like an audience.
Fanny Brice
Service Blueprint
Entice
Stage
Actors
Audience
Script
Backstage
Decide Use Support End & Extend
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Identify · Look · Ask · Try · Plan
EnticeSetting the right expectations
Entice · Decide · Use · Support · End & Extend
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Entice · Decide · Use · Support · End & Extend
Make it simple. Make it memorable.
Make it inviting to look at. Make it fun.
Leo Burnett
Simple Strip the idea down to its core
Unexpected Generate interest and curiosity
Concrete Explain ideas in terms of human actions
Credible Use a few vivid details to make your point
Emotive People care about relationships, not statistics
Story Craft a beginning, a middle and an end
From “Made to Stick” by Chip and Dan Heath
S.U.C.C.E.S
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DecideA decision in your favour is the firstmoment of truth
Entice · Decide · Use · Support · End & Extend
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Entice · Decide · Use · Support · End & Extend
It’s our choices that show what we truly are...
J.K. Rowling
Hierarchy of needs and choices:
Cost
Lowest cost
Function
Does the job
Status
Tells others
about me
Meaning
Tells me
about me
C o m m o d i t y
E x p er i en c e
As cost increases in importance,
meaning decreases in importance
As meaning increases in importance,
cost decreases in importance
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UseAll touch points are not created equal
Entice · Decide · Use · Support · End & Extend
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Understanding the customer touch points
m m
m
m
m
m
touch point
moment of delight/disappointment
disproportionate impact
m
m
Entice · Decide · Use · Support · End & Extend
If the user can’t use it, it doesn’t work.
Susan Dray
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SupportSomething goes wrong: the ultimatemoment of truth
Entice · Decide · Use · Support · End & Extend
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Entice · Decide · Use · Support · End & Extend
No plan survives contact with the enemy.
Colonel Tom Kolditz, West Point Military Academy
Accountability Take responsibility for fixing the problem
Communication Clearly communicate the process and
set expectations
Empathy Acknowledge the impact that the situationhas on the customer
Solution At the end of the day, make sure to solve
the problem
A.C.E.S
From Bruce Temkin
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Entice · Decide · Use · Support · End & Extend
Turn your customers into advocates
End &Extend
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Entice · Decide · Use · Support · End & Extend
Do what you do so well that they will want to see it again
and bring their friends.
Walt Disney
• Likely to speak well of you and tell their friends
• Less concerned about price
• More likely to purchase high margin products (up-sell)
• More likely to purchase ancillary products (cross-sell)
• Less likely to switch to a competitor
• More familiar with your service and less in need of “education”
• Simply easier to deal with, making for happier employees
It is vital (and profitable!) to retain your customers,
because over the long term they will be:
Happiness isn’t something you experience;
it’s something you remember.Oscar Levant
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EvaluatingServiceWhat are the measures of a good service?
Service Design
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Evaluating Service
Just because nobody complains doesn’t
mean all parachutes are perfect.
Benny Hill
Reliable The ability to deliver your service
dependably and accurately
Assured How to convey confidence, trust, credibility
and security with your customers
Tangible All your service’s “stuff”:brochures, website, products, environments
Empathic Your ability to understand and reflect your
customers’ individual needs
Responsive Willingness and autonomy to help
customers and provide prompt service
R.A.T.E.R