Gaining competitive advantage through Service Design

Transcription

1 OUTLINE EXECUTIVE PROPOSAL TRAINING Gaining competitive advantage through Service Design Luxinnovation November 2014 Livework

2 Livework has helped build Service Design capacity across industries Since 2001, Livework has been a thought leader in the development of the field of customer experience and service design. Since day one we trained organisations across sectors, and built capacity with our clients through active project work. Organisations we have trained JPMorgan BBC Telefonica Orange National Health Service UK Thai Government Skills Development Scotland Scottish enterprise Warner Music group BHP Billiton NRK Norwegian Broadcasting Company Danske Bank Hong Kong Design Council Irish innovation (Galway) Danish Ministry of Enterprise Volkswagen R&D

3 Academic depth, practical application in organisations Livework experts have taught service design at leading universities across Europe since 2001, and published extensively in both academic and general interest journals. Our book Service Design From Insight to Implementation was published in the US in 2013 and in Japan in Universities we have trained with Royal College of Art (UK) Goldsmiths University (UK) Oxford University, Said School of Management (UK) Köln Internationsl School of Design (DE) Oslo School of Architecture and Design (NO) Interaction Institute Ivrea/Domus (IT) Aalto University (FI) Copenhagen Institute of Interaction Design (DK) In Holland college(nl) Service Design - From Insight to implementation

4 A customer-oriented approach to innovation and design of services that impact business During this course, participants will be introduced to a broad set of tools and techniques that can be used to innovate and design services that make a difference to customers and the business. The training will be supported by case studies from a range of industries and a live case to develop a new service concept. At the end of the training each participant will be able to propose and implement a service design approach in their own organisation. Learning objectives You will be able to Use service design tools and techniques to understand customers experience and identify issues and opportunities to improve your business. Learn how to apply service design tools in and across multiple part of your business. Insert the customer perspective into the decision-making process and champion customer centricity in your organisation. Plan and manage projects and processes that incorporate service design in your organisation.

5 5-day executive training in Service Design Five simple steps: A day process that will create customer insight and service concepts, deliver proof of success and create a business model for a new service. Day 5 will be dedicated to supporting participants implementing a service design approach for their own organisation. Day 1: Understand Day 2: Imagine Day 3: Prove Day 4: Design Day 5: Consulting day Understand the Imagine new service Test and prove that Design the service Create an approach customer experience scenarios that add services can work in experience, describe and a proposal on how through observation value to customer the real world and business requirements to implement service and analysis. relationships. deliver value. and ensure viability in design in your own Create customer Create scenarios and Map business value the organisation. organisation. insights. materials for testing and impact on the Create a business The trainers will consult with customers. organisation. model for the service. participants on a group and individual level. 5

6 Training case During the fist 4 days of training, we will develop a new service concept from scratch. We will engage with potential customers, create a new service concept, test and detail the customer experience and validate business viability. The case will be on the topic on smart mobility solutions, and detailed in collaboration with Luxinnovation to ensure relevance for participants from different sectors.

7 Day 1: Understand customers & their experience

8 Understand Key Topics A brief history of Service Design Core concepts and definition of the field of Service Design, supported by examples. Customer lifecycles Frameworks to analyse and understand customers needs at key stages from first awareness to retention. Customer research Customer experience is best understood through observation. Stepping outside into the customers world to see how they experience services and how they fit into their lives and work is critical to understanding how to improve services. Activity AM 1. Introduction to Service Design 2. Understanding customer behaviour and experience 3. Use lifecycle to analyse service hotspots 4. Define key customer research questions PM 1. Overview of research tools pros & cons 2. Plan customer insight work 3. Go outside meet and observe customers 4. Document, analyse and map customer insights End of day reflection: How could you apply this in your own organisation

9 Day 2: Imagine new service scenarios

10 Imagine Key Topics Service concepts Service concepts are high-level value propositions that are developed quickly to provide options for service innovation. We define the concept clearly and visually and identify the need, benefit & value. Customer journeys Journeys describe how customers interact with the organisation step-by-step as they engage with the new service concept. Service experience scenarios Service experiences are customer stories. An experience scenario adds detail to a service concept and makes in tangible. Activity AM 1. Introduction to creative concept development 2. Overview of tools pros & cons 3. Creation of service concepts 4. Review and evaluation of concepts PM 1. Creation of customer journeys 2. Creation of experience scenarios 3. Review potential business models for the concept 4. Creation of materials for testing with customers End of day reflection: How could you apply this in your own organisation. Assignment for next sessions: Validate concepts by selfassessment and with potential customers.

11 Day 3: Test and prove services in the real world

12 Prove Key Topics Prove the experience Service concepts should be tested quickly and often to prove their relevance to customers. We will do this with quick prototyping activities to test critical factors. Service blueprinting Blueprints map customer interactions with business functions across the customer journey. Prove the value We also need to prove the business value of our concepts. Using the service blueprint we will map the business value of an experience in relation to marketing, sales, operations and customer service. Activity AM 1. Introduction to testing and validation 2. Testing of concepts with customers 3. Review and evaluation of test activity PM 1. Design a service blueprint for the concept 2. Mapping of concepts to business functions and value 3. Evaluation of concepts End of day reflection: How could you apply this in your own organisation.

13 Systems Prospect New Customer Customer/User Customer Lifecycle Learn & Orientation Aware Interested Decision Buy Admin Receive Setup Settle In Use Explore Reconsider Retail Day 4: Call Centre Mobile Interaction View: New experience offered in a specific stage of the customer lifecycle Design Experience: By extending the scenario additional benefits are Exposed Design service and business requirements On Stage Inform Offer Contract Admin Deliver Setup Educate & Assist Sales Marketing Operations Finance/Legal Technology Organisation view: Impact of the new experience on departments and functions Prepare the transformation: Heavily impacted departments must get involved early Back Stage Excite Attract Information Incentives Reward & Montitor Facilitate Logistics Tools & Training Tools & Instructions Promote & Support Inform & Support Nurture People Policy Process Procedure Practice Transformation view: Type and level of implementation and transformation effort Execute the transformation Red flag issues must be resolved to ensure succes

14 Design Key Topics Design the experience Once a concept has been proven we can increase the detail of the service design. Here we focus on the employment and integration of service channels from web to staff to environments. Design the business We also need to design changes or requirements of the business. Mapping the concept and experience to the people, processes, policies, practices and systems. Business model Develop a customer-centric business model for the new service Activity AM 1. Introduction to detail design of the service 2. Mapping experience to channels 3. Creating cross-channel customer journeys PM 1. Mapping of concepts to business abilities & capabilities 2. Business modeling the service 3. Wrap up and presentations End of day reflection: How would you propose a service design approach for your own organisation. Assignment for Day 5: Propose a case to introduce service design to your organisation.

15 Day 5: Create a proposal for your organisation.

16 Consulting day Key Topics Participants will develop a case for their own business. This will be a consultative day, where trainers and participants work together to develop a concrete proposal that participants can take to their business. Introducing Service Design to the organisation Describe background, objectives, approach and value to the organisation. Develop a high-level plan and presentation for top management. Sourcing skills and capabilities Activity AM 1. Present ideas for proposals to each business 2. Work in groups to develop proposal 3. Get support from trainers to develop proposal formats PM 1. One-on-one consulting with trainers 2. Training evaluation and feedback Understand skills and capabilities needed to achieve success, what can be sourced and trained internally and what external expertise may be needed.

17 Melvin Brand Flu Alex Nisbett Marta Sá Mark Nijland Partner business design Stanford University Lead service design trainer Previously Creative Director with IDEO Service designer MIT Mobile Experience Lab Service designer Academy of Media and User Experience, Avans (NL) Senior and strategic advisor to clients and the Livework teams. Has extensive knowledge and experience on customer and business related themes and topics. He ensures that business related topics are covered at a level that will be useful for participants, Understands the customers' experience, develops customer journeys, service experiences, creates blueprints and detailed service designs. Alex will lead specific training sessions and ensure that tools and skills are useful for participants. Understands the customers' experience, runs collaborative workshops, develops scenarios, and customer journeys. She works closely with the participants and ensures that training and tools are usable for participants. Mark focuses on the concepts and prototype methodology. Designs and develop materials for co-creation as well as develops service solutions. Co-creating with viewers and their team a set of principles, which were then tested with users. Clients include: Mars, P&G, Vodafone, Sony, BBC, General Motors, ING, Warner Music, Telefonica, Gjensidige, EON. Clients include: BBC, London Olympics, Vodafone, T-Mobile, BAA, Virgin Atlantic and the Portuguese Airports Authority. Clients include: London Underground, JP Morgan and Jisc. Clients include: BBC, Weve, Samsung. 17

18 Fees Time schedule Day 1-2 and 3-4 will be trained by two Liveworkers with niche expertise for the topics covered each day. The final consulting day will be run by one Livework trainer. 25/26 november: Alex Nisbett / Mark Nijland 09/10 december: Alex Nisbett / Marta Sà 16 december: Melvin Brand Flu Training fees : 2500 Catering included

19 Lionel Cammarata Senior Project Manager LUXINNOVATION GIE T (+352) lionel.cammarata@luxinnovation.lu Frédéric Girs Training Officer CRP Henri Tudor T (+352) frederic.girs@tudor.lu Nadine Thill Chargée de projet LSC - Luxembourg School for Commerce T (+352) nadine.thill@lsc.lu Livework