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Nuremberg Service Design Drinks #1

The document discusses the concept of service design and its importance for companies competing on customer experience. It highlights statistics indicating that customer experience is increasingly a competitive factor, with significant financial implications for firms neglecting it. The narrative emphasizes the necessity of understanding the customer journey through research and the value of service ecosystems in enhancing customer satisfaction.

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Design Research Themes•Service Design Insights•
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The event held in Nuremberg on January 21, 2016, featuring discussions led by Marc Stickdorn.

Highlights the increasing importance of customer experience; key stats include 89% of companies competing on experience and $83 billion lost due to poor experiences.

Explores the customer journey from a persona perspective with specific examples (Jake) and details on touchpoints and interactions before, during, and after service.

Presents a swimlane diagram for understanding customer channels with examples of positive social media experiences.

Quotes example of 'United breaks guitars' highlighting the impact of negative experiences on social media.

Discusses the relationship between customer satisfaction, expectations, and experiences across the service journey.

Emphasizes the emotional journey and timing of measuring customer satisfaction with data indicating 89.7% rating as ‘very good’.

Encourages challenging assumptions through various qualitative and quantitative research methods for a better understanding of customers.

Introduction to service design concepts stressing the significance of viewing products as services within an extensive service ecosystem.

Clarifying that service design is not new, touches on inter-disciplinary aspects, and presents iterative processes like the Double Diamond.

Thanks from Marc Stickdorn and further resources for learning about service design, including recommended books and websites.

Stresses the need to visualize and research customer experience comprehensively.

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2016 Service Design Drinks #1 21 January 2016Nuremberg Marc Stickdorn
Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Adam Lawrence and Markus Hormeß WorkPlayExperience Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
WISELY THE FORCE YOU MUST USE. photo Credit shutterstock / CTR Photos Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
89% of companies expect to compete mostly on the basis of customer experience by 2016 – vs. 36% four years ago. * Gartner Research, 2015 Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year because of defections and abandoned purchases. Forbes, 2013 Customer power has grown, as 73% of firms trust recommendations from friends and family, while only 19% trust direct communication. Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012 86% of consumers will pay more for a better customer experience. RightNow Customer Experience Impact Report, 2011 “CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”* Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
78.4% ARE SATISFIED WITH YOUR PRODUCT. YEAH, NUMBERS. NOW WHAT? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
TALK TO YOUR F***ING CUSTOMER. REALLY. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
A CUSTOMER JOURNEY FROM THE PERSONA PERSPECTIVE … or as some might call it: “slipping into your customer’s shoes.” Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
PERSONA Jake 30 Male German “Don’t believe the hype!” Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
PERSONA “Don’t believe the hype!” User/customer stereotypes based on research Jake 30 Male German Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
The story of Jake and his old TV set … A TV set is a product, right? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
JAKE 1 That old TV set breaks down 1 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
JAKE 2 Reading advertisements in print media 1 2 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
JAKE 3 Looking for offers online 2 31 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
JAKE 4 Reading online reviews 42 31 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
42 3 JAKE 5 Collecting information in store 5 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
43 5 JAKE 6 Comparing prices on mobile device 6 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
4 5 6 JAKE 7 Buying new TV set in store 7 P R E - S E R V I C E P E R I O D S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
5 6 7 JAKE 8 Transportation home 8 P R E - S E R V I C E P E R I O D S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
6 7 8 JAKE 9 Setting up the new TV set 9 P R E - S E R V I C E P E R I O D S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
7 8 9 JAKE 10 Using TV set for the first time 10 S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
8 9 10 JAKE 11 Writing a review online 11 S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
9 10 JAKE 12 Using TV set after a month S E R V I C E 11 12 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
10 11 12 JAKE 13 Using TV set after a year S E R V I C E 13 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
11 12 13 JAKE 14 Recommending friends S E R V I C E 14 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
42 3 5 11 12 13 14 6 7 8 9 10 1 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
And this is just a high-level perspective … Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Each touchpoint can be separated into smaller steps … 9 UNPACKINGARRANGING GETTING RID OF OLD STUFF SETTING UP CHANNELS TIDY UP LIVING ROOM CONNECT TO WIFI SOFTWARE UPDATE SET UP CABLES Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
A SWIMLANE DIAGRAM FOR Understanding channels Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
A SWIMLANE DIAGRAM FOR Understanding channels Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
INTRODUCING KLAUS Cool! Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
A SWIMLANE DIAGRAM FOR & Understanding channels Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
16 17 18 JAKE 21 KLAUS 3 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
16 17 18 JAKE 21 KLAUS 3 social media Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
POSITIVE social media Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
POSITIVE social media Joshie, the giraffe Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
POSITIVE social media Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
NEGATIVE social media Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Dave Carroll – United breaks guitars 14.000.000+ Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Dave Carroll – United breaks guitars 14.000.000+ Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION EXPECTATIONS VS. EXPERIENCES Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E Expectations Experiences Satisfaction Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E Expectations Experiences Satisfaction Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION Expectations Experiences Satisfaction 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION Expectations Experiences Satisfaction 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION Expectations Experiences Satisfaction 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
CUSTOMER SATISFACTION Expectations Experiences Satisfaction 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
EMOTIONAL JOURNEY 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKENuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
EMOTIONAL JOURNEY 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKEKLAUSNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
EMOTIONAL JOURNEY 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKEKLAUSLAURANuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
EMOTIONAL JOURNEY 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKEKLAUSLAURA When do you measure customer satisfaction? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
1 2 3 4 5 6 7 8 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKEKLAUSLAURA EMOTIONAL JOURNEY 89,7% of our customers rate our service:“very good”. 9 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
CHALLENGE YOUR F***ING ASSUMPTIONS! DO RESEARCH! Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
QUALITATIVEQUANTITATIVE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Big Data Customer segmentation A/B testing Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE QUALITATIVEQUANTITATIVE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes … AND MANY MORE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
methods, data types, researchers 1. TRIANGULATE! 2. TRIANGULATE! 3. TRIANGULATE! Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Mobile EthnographyWELCOME THE NEW CREW MEMBER since 2008 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
BASE YOUR CUSTOMER JOURNEY ON F***ING RESEARCH!Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
#servicedesign Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
#servicedesign Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
PRODUCT OR SERVICE? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
THE SERVICE BEHIND THE PRODUCT Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Value-in-Exchange GOODS-DOMINANT LOGIC Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
A D V E R T I S E M E N T S ADVERTISEMENTS Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
MOMENT OF SALE A D V E R T I S E M E N T S S A L E S moment of sale Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
AFTER SALES A D V E R T I S E M E N T S A F T E R S A L E SS A L E S after sales (service) Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Value-in-Exchange Value-in-Use SERVICE-DOMINANT LOGIC Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY P R E - S E R V I C E A D V E R T I S E M E N T S P O S T - S E R V I C ES E R V I C E S A L E A F T E R Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
HOW SERVICE-DOMINENT LOGIC CHANGES THE CUSTOMER JOURNEY P R E - S E R V I C E A D V E R T I S E M E N T S P O S T - S E R V I C ES E R V I C E S A L E A F T E R moment of sale after sales Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Value co-creation SERVICE-DOMINANT LOGIC Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
“We don’t think of the Kindle Fire as a tablet. We think of it as a service.” — Jeffrey Bezos, September 2011 Founder and CEO of Amazon.com THINK IN SERVICES Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
“The battle of devices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device, but developers, applications, ecommerce, advertising, search, social applications, location-based services, unified communications and many other things. Our competitors aren’t taking our market share with devices; they are taking our market share with an entire ecosystem. This means we’re going to have to decide how we either build, catalyse or join an ecosystem.” — Stephen Elop, February 2011 CEO of Nokia THINK IN SERVICE ECOSYSTEMS Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
CA B A SERVICE ECOSYSTEM Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
CA B A SERVICE ECOSYSTEM JAKE KLAUS Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
CA B REV A SERVICE ECOSYSTEM WIFI TRANS JAKE PAYTV KLAUS POST SHOP PRICE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
KLAUS EMPLOYEES PARKING LOT ONLINE SHOP LOGISTICS MAINTENANCE A SERVICE ECOSYSTEM TRA JAKE SHOP Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
KLAUS EMPLOYEES PARKING LOT ONLINE SHOP SHAREHOLDERS LOGISTICS SUPPLIERS AUTHORITIES COMMUNITY MAINTENANCE MARKETING SALES ETC … A SERVICE ECOSYSTEM TRA JAKE SHOP Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
CA B REV A SERVICE ECOSYSTEM WIFI TRANS JAKE PAYTV KLAUS POST SHOP PRICE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
#servicedesign Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Service Design is not new. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Corporate communications Infrastructure Usability Look and feelTechnical supportCustomer relationship management Customer support Point-of-Sales MARKETING IT DESIGN/UX SALES Service Design is not new. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
IT SALES DESIGN MARKETING Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Service design is inter-disciplinary. IT MARKETER MANAGER SALES DEVELOPER PSYCHOLOGIST DESIGN DESIGNER MARKETING Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Service design is inter-disciplinary. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Every discipline has its language. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Service design thinking is a common language. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Service design thinking is an iterative process. REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
DISCOVER DEFINE DEVELOP DELIVER The Double Diamond as described by the British Design Council Service design thinking is an iterative process. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Service design thinking is an iterative process. The Squiggle by Damien Newman from Central Inc.Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
A JOURNEY MAP IS NOT A F***ING DELIVARABLE! Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
MANY COMPANIES DESIGN AND BUSINESS SCHOOLS MBA PROGRAMS HIGH SCHOOLS WHO TEACHES SERVICE DESIGN? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
THANK YOU! OUT 2016 Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Marc Stickdorn: @MrStickdorn marc@smaply.com Slides designed by Jakob Schneider: @jakoblies jakob@smaply.com Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
FURTHER INTEREST? BOOKS Process & Principles: This is Service Design Thinking by Marc Stickdorn & Jakob Schneider (2010) Service-Dominant Logic: “The Service-Dominant Logic of Marketing” by Robert Lusch & Stephen Vargo (2006) Experience Economy: “The Experience Economy” by Joseph Pine II & James Gilmore (1999) Service Design: “Service Design – From Insight to Implementation” by Andy Polaine, Lavrans Løvlie & Ben Reason (2013) ONLINE RESSOURCES twitter: #servicedesign www.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org www.tisdt.com www.globalservicejam.org www.smaply.com www.mrthinkr.com www.experiencefellow.com www.marcstickdorn.com Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
SERVICE DESIGN START-UPS Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
VISUALIZE CUSTOMER EXPERIENCE RESEARCH CUSTOMER EXPERIENCE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn

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Nuremberg Service Design Drinks #1

  • 1.
    2016 Service DesignDrinks #1 21 January 2016Nuremberg Marc Stickdorn
  • 2.
    Nuremberg Service Design Drinks#1 21 January 2016 Marc Stickdorn
  • 3.
    Nuremberg & ServiceDesign? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 4.
    Nuremberg & ServiceDesign? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 5.
    Adam Lawrence andMarkus Hormeß WorkPlayExperience Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 6.
    Nuremberg & ServiceDesign? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 7.
    Nuremberg & ServiceDesign? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 8.
    Nuremberg & ServiceDesign? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 9.
    Nuremberg & ServiceDesign? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 10.
    Nuremberg & ServiceDesign? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 11.
    WISELY THE FORCE YOU MUSTUSE. photo Credit shutterstock / CTR Photos Nuremberg & Service Design? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 12.
    89% of companiesexpect to compete mostly on the basis of customer experience by 2016 – vs. 36% four years ago. * Gartner Research, 2015 Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year because of defections and abandoned purchases. Forbes, 2013 Customer power has grown, as 73% of firms trust recommendations from friends and family, while only 19% trust direct communication. Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012 86% of consumers will pay more for a better customer experience. RightNow Customer Experience Impact Report, 2011 “CUSTOMER EXPERIENCE IS THE NEW BATTLEFIELD”* Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 13.
    78.4% ARE SATISFIED WITHYOUR PRODUCT. YEAH, NUMBERS. NOW WHAT? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 14.
    TALK TO YOUR F***INGCUSTOMER. REALLY. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 15.
    A CUSTOMER JOURNEY FROMTHE PERSONA PERSPECTIVE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 16.
    A CUSTOMER JOURNEY FROMTHE PERSONA PERSPECTIVE … or as some might call it: “slipping into your customer’s shoes.” Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 17.
    PERSONA Jake 30 Male German “Don’t believe thehype!” Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 18.
    PERSONA “Don’t believe thehype!” User/customer stereotypes based on research Jake 30 Male German Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 19.
    The story ofJake and his old TV set … A TV set is a product, right? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 20.
    JAKE 1 That oldTV set breaks down 1 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 21.
    JAKE 2 Reading advertisements inprint media 1 2 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 22.
    JAKE 3 Looking foroffers online 2 31 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 23.
    JAKE 4 Reading online reviews 4231 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 24.
    42 3 JAKE 5 Collectinginformation in store 5 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 25.
    43 5 JAKE 6 Comparingprices on mobile device 6 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 26.
    4 5 6 JAKE 7Buying new TV set in store 7 P R E - S E R V I C E P E R I O D S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 27.
    5 6 7 JAKE 8Transportation home 8 P R E - S E R V I C E P E R I O D S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 28.
    6 7 8 JAKE 9Setting up the new TV set 9 P R E - S E R V I C E P E R I O D S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 29.
    7 8 9 JAKE 10Using TV set for the first time 10 S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 30.
    8 9 10 JAKE 11Writing a review online 11 S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 31.
    9 10 JAKE 12 UsingTV set after a month S E R V I C E 11 12 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 32.
    10 11 12 JAKE 13Using TV set after a year S E R V I C E 13 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 33.
    11 12 13 JAKE 14Recommending friends S E R V I C E 14 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 34.
    42 3 5 1112 13 14 6 7 8 9 10 1 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 35.
    And this isjust a high-level perspective … Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 36.
    Each touchpoint canbe separated into smaller steps … 9 UNPACKINGARRANGING GETTING RID OF OLD STUFF SETTING UP CHANNELS TIDY UP LIVING ROOM CONNECT TO WIFI SOFTWARE UPDATE SET UP CABLES Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 37.
    A SWIMLANE DIAGRAMFOR Understanding channels Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 38.
    A SWIMLANE DIAGRAMFOR Understanding channels Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 39.
  • 40.
    A SWIMLANE DIAGRAMFOR & Understanding channels Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 41.
    16 17 18 JAKE 21 KLAUS 3 Nuremberg ServiceDesign Drinks #1 21 January 2016 Marc Stickdorn
  • 42.
    16 17 18 JAKE 21 KLAUS 3 socialmedia Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 43.
    POSITIVE social media Nuremberg ServiceDesign Drinks #1 21 January 2016 Marc Stickdorn
  • 44.
    POSITIVE social media Joshie,the giraffe Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 45.
    POSITIVE social media Joshie,the giraffe Images: www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 46.
    POSITIVE social media Images:www.huffingtonpost.com/chris-hurn/ stuffed-giraffe-shows-wha_b_1524038.htmlNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 47.
    NEGATIVE social media Nuremberg ServiceDesign Drinks #1 21 January 2016 Marc Stickdorn
  • 48.
    Dave Carroll –United breaks guitars 14.000.000+ Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 49.
    Dave Carroll –United breaks guitars 14.000.000+ Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 50.
    CUSTOMER SATISFACTION EXPECTATIONS VS.EXPERIENCES Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 51.
    CUSTOMER SATISFACTION 1 23 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E Expectations Experiences Satisfaction Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 52.
    CUSTOMER SATISFACTION 1 23 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E Expectations Experiences Satisfaction Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 53.
    CUSTOMER SATISFACTION Expectations ExperiencesSatisfaction 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 54.
    CUSTOMER SATISFACTION Expectations ExperiencesSatisfaction 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 55.
    CUSTOMER SATISFACTION Expectations ExperiencesSatisfaction 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 56.
    CUSTOMER SATISFACTION Expectations ExperiencesSatisfaction 1 2 3 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 57.
    EMOTIONAL JOURNEY 1 23 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKENuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 58.
    EMOTIONAL JOURNEY 1 23 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKEKLAUSNuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 59.
    EMOTIONAL JOURNEY 1 23 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKEKLAUSLAURANuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 60.
    EMOTIONAL JOURNEY 1 23 4 5 6 7 8 9 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKEKLAUSLAURA When do you measure customer satisfaction? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 61.
    1 2 34 5 6 7 8 10 P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E JAKEKLAUSLAURA EMOTIONAL JOURNEY 89,7% of our customers rate our service:“very good”. 9 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 62.
    CHALLENGE YOUR F***ING ASSUMPTIONS! DO RESEARCH! Nuremberg ServiceDesign Drinks #1 21 January 2016 Marc Stickdorn
  • 63.
  • 64.
    Big Data Customer segmentation A/Btesting Heatmaps Conversion analysis Surveys Tracking … AND MANY MORE QUALITATIVEQUANTITATIVE Contextual interviews Participant observation Non-participant observation Self-documentation WorkalongCultural probes … AND MANY MORE Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 65.
    methods, data types,researchers 1. TRIANGULATE! 2. TRIANGULATE! 3. TRIANGULATE! Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 66.
    Mobile EthnographyWELCOME THE NEWCREW MEMBER since 2008 Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 67.
    BASE YOUR CUSTOMER JOURNEY ON F***ING RESEARCH!Nuremberg ServiceDesign Drinks #1 21 January 2016 Marc Stickdorn
  • 68.
    #servicedesign Nuremberg Service Design Drinks#1 21 January 2016 Marc Stickdorn
  • 69.
    #servicedesign Nuremberg Service Design Drinks#1 21 January 2016 Marc Stickdorn
  • 70.
    PRODUCT OR SERVICE? Nuremberg ServiceDesign Drinks #1 21 January 2016 Marc Stickdorn
  • 71.
    THE SERVICE BEHIND THEPRODUCT Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 72.
  • 73.
    A D VE R T I S E M E N T S ADVERTISEMENTS Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 74.
    MOMENT OF SALE AD V E R T I S E M E N T S S A L E S moment of sale Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 75.
    AFTER SALES A DV E R T I S E M E N T S A F T E R S A L E SS A L E S after sales (service) Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 76.
    Value-in-Exchange Value-in-Use SERVICE-DOMINANT LOGIC Nuremberg ServiceDesign Drinks #1 21 January 2016 Marc Stickdorn
  • 77.
    HOW SERVICE-DOMINENT LOGIC CHANGESTHE CUSTOMER JOURNEY P R E - S E R V I C E A D V E R T I S E M E N T S P O S T - S E R V I C ES E R V I C E S A L E A F T E R Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 78.
    HOW SERVICE-DOMINENT LOGIC CHANGESTHE CUSTOMER JOURNEY P R E - S E R V I C E A D V E R T I S E M E N T S P O S T - S E R V I C ES E R V I C E S A L E A F T E R moment of sale after sales Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 79.
    Value co-creation SERVICE-DOMINANT LOGIC Nuremberg ServiceDesign Drinks #1 21 January 2016 Marc Stickdorn
  • 80.
    “We don’t thinkof the Kindle Fire as a tablet. We think of it as a service.” — Jeffrey Bezos, September 2011 Founder and CEO of Amazon.com THINK IN SERVICES Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 81.
    “The battle ofdevices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device, but developers, applications, ecommerce, advertising, search, social applications, location-based services, unified communications and many other things. Our competitors aren’t taking our market share with devices; they are taking our market share with an entire ecosystem. This means we’re going to have to decide how we either build, catalyse or join an ecosystem.” — Stephen Elop, February 2011 CEO of Nokia THINK IN SERVICE ECOSYSTEMS Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 82.
    CA B A SERVICE ECOSYSTEM Nuremberg ServiceDesign Drinks #1 21 January 2016 Marc Stickdorn
  • 83.
    CA B A SERVICE ECOSYSTEM JAKE KLAUS Nuremberg ServiceDesign Drinks #1 21 January 2016 Marc Stickdorn
  • 84.
  • 85.
    KLAUS EMPLOYEES PARKING LOT ONLINE SHOP LOGISTICS MAINTENANCE ASERVICE ECOSYSTEM TRA JAKE SHOP Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 86.
    KLAUS EMPLOYEES PARKING LOT ONLINE SHOP SHAREHOLDERS LOGISTICS SUPPLIERS AUTHORITIES COMMUNITY MAINTENANCE MARKETING SALESETC … A SERVICE ECOSYSTEM TRA JAKE SHOP Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 87.
  • 88.
    #servicedesign Nuremberg Service Design Drinks#1 21 January 2016 Marc Stickdorn
  • 89.
    Service Design isnot new. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 90.
    Corporate communications Infrastructure Usability Lookand feelTechnical supportCustomer relationship management Customer support Point-of-Sales MARKETING IT DESIGN/UX SALES Service Design is not new. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 91.
  • 92.
    Service design isinter-disciplinary. IT MARKETER MANAGER SALES DEVELOPER PSYCHOLOGIST DESIGN DESIGNER MARKETING Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 93.
    Service design isinter-disciplinary. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 94.
    Every discipline hasits language. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 95.
    Service design thinkingis a common language. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 96.
    Service design thinkingis an iterative process. REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 97.
    DISCOVER DEFINE DEVELOPDELIVER The Double Diamond as described by the British Design Council Service design thinking is an iterative process. Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 98.
    Service design thinkingis an iterative process. The Squiggle by Damien Newman from Central Inc.Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 99.
    A JOURNEY MAP ISNOT A F***ING DELIVARABLE! Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 100.
    MANY COMPANIES DESIGN ANDBUSINESS SCHOOLS MBA PROGRAMS HIGH SCHOOLS WHO TEACHES SERVICE DESIGN? Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 101.
    Nuremberg Service Design Drinks#1 21 January 2016 Marc Stickdorn
  • 102.
    THANK YOU! OUT 2016 MarcStickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Marc Stickdorn Markus Edgar Hormeß Adam Lawrence Jakob Schneider Marc Stickdorn: @MrStickdorn marc@smaply.com Slides designed by Jakob Schneider: @jakoblies jakob@smaply.com Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 103.
    FURTHER INTEREST? BOOKS Process &Principles: This is Service Design Thinking by Marc Stickdorn & Jakob Schneider (2010) Service-Dominant Logic: “The Service-Dominant Logic of Marketing” by Robert Lusch & Stephen Vargo (2006) Experience Economy: “The Experience Economy” by Joseph Pine II & James Gilmore (1999) Service Design: “Service Design – From Insight to Implementation” by Andy Polaine, Lavrans Løvlie & Ben Reason (2013) ONLINE RESSOURCES twitter: #servicedesign www.designthinkingnetwork.com www.servicedesignbooks.org www.service-design-network.org www.servicedesigntools.org www.tisdt.com www.globalservicejam.org www.smaply.com www.mrthinkr.com www.experiencefellow.com www.marcstickdorn.com Nuremberg Service Design Drinks #1 21 January 2016 Marc Stickdorn
  • 104.
    SERVICE DESIGN START-UPS Nuremberg Service DesignDrinks #1 21 January 2016 Marc Stickdorn
  • 105.