Servicedesign
“The Squiggle”
(Damien Newman)
Søren Bechmann
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Søren Bechmann
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Alt kommunikerer
Brand
Søren Bechmann
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TP
M
”
Søren Bechmann
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
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Søren Bechmann
‣
‣
‣
‣
Konsulent, foredragsholder og forfatter
Grundlægger af Service Design Institute
Servicedesign siden ca. 2005
Fortid i reklamebranchen
e , i vmme
v, f h Umf
ø, ei
e nh g Ui i
GØR KUNDEN GOD IGEN
g Uj U, aeos e fj, Uje vfr k d, Ur jvfr
g es l jvm
t, es fe r l i s e,
”… en af de vigtigste
ledelsesbøger på
dansk”
Berlingske
Børsen
Søren Bechmann
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Søren Bechmann
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Advarsel!
Jeg kommer til at sige “kunde” — kunne lige så godt sige bruger, borger,
låner … eller menneske!
Hvorfor fokus på service?
Jeg kommer til at bruge eksempler fra det private erhvervsliv
Jeg kommer muligvis til at påstå, at tingene ikke er så komplicerede
som vi nogen gange gør dem til…
Og jeg kommer nok også til at bruge forskellige engelske udtryk —
selvom der muligvis eksisterer fine danske udtryk for det samme…
Søren Bechmann
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Søren Bechmann
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Fordi ... de tertiære erhverv er blevet de primære
1890
Fordi ... vi flytter mod byerne
2015
Sekundære erhverv
Industri, bygge & anlæg
Tertiære erhverv
Serviceerhverv & offentlig sektor
Primære erhverv
Landbrug & fiskeri
Søren Bechmann
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Fordi ... der ikke er forskel på produkterne
Søren Bechmann
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Fordi ... “alt” er service
Søren Bechmann
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Søren Bechmann
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Fordi ... den offentlige sektor er under pres
Fordi ... der er behov for bedre service
Søren Bechmann
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Servicedesign?
Søren Bechmann
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Service + Design = Servicedesign?
Søren Bechmann
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Søren Bechmann
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
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”
”
Servicedesign er en
praktisk og kreativ
designmetode til at udvikle
attraktive, effektive og
anderledes serviceydelser
At designe en service
er design af en rejse
og det betyder ultimativt
design af øjeblikke i livet
– Tenny Pinheiro, live|work
Søren Bechmann
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Søren Bechmann
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5 centrale Service Design tænkning principper…
1
ﬀ
BRUGER CENTRERET
Serviceydelser skal opleves
gennem brugernes øjne. Udvise
empati.
5
HOLISTISK
Hele “miljøet” omkring
serviceydelsen skal overvejes og
indtænkes
3
BRUGERREJSE
'
Serviceydelsen visualiseres og
designes som en rejse – som
sekvens af forbundne handlinger
& (
) $
7 555
&
!
'
%
!
'
' &!
%
#
!
/
4
'
#
$
-
&
'#
'
+
'
'
#
-
'
! #
%
2
CO-CREATIVE
Sørg for at alle der er involveret
bliver involveret…
4
BEVISFØRELSE
#1
%
)
Uhåndgribelige serviceydelser kan
“visualiseres” og håndgribeliggøres
— Stickdorn
Søren Bechmann
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Design Thinking?
— Roger Martin
Søren Bechmann
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Søren Bechmann
48
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Vi ved ikke hvad vi vil ha’, før vi får det…
Design
thinking
Analytical
thinking
Intuitive
thinking
– Roger Martin
Søren Bechmann
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Søren Bechmann
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Design tænkning fokuserer på mennesket
Design tænkning er optimistisk
Søren Bechmann
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Design tænkning er ‘samarbejdende’
Søren Bechmann
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Design tænkning arbejder med kreativ kontekst
Søren Bechmann
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Søren Bechmann
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Design tænkning er eksperimenterende
Design processen
Søren Bechmann
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”
www.sorenbechmann.com
Søren Bechmann
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?
Say yes
to the mess
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Giver definitionen mening
og hvad adskiller
servicedesign fra andre
tilgange til “god service”?
— Roger Martin
Søren Bechmann
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www.sorenbechmann.com
Søren Bechmann
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
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”
Servicedesign er en
praktisk og kreativ
designmetode til at udvikle
attraktive, effektive og
anderledes serviceydelser
Service?
Søren Bechmann
www.sorenbechmann.com
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
Søren Bechmann
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
www.sorenbechmann.com
Servicedesign adresserer serviceydelsens natur
”
“
“
j
R
R
“
s
Service
er et brand
”in action”
j
“
R
“
“
R
.
P
“
/e
““
e
/
s
“
“.
e
rs
Søren Bechmann
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
www.sorenbechmann.com
Søren Bechmann
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”
Service er et produkt
man ikke får
med hjem i hånden
– men i kroppen…
Både ydelse og oplevelse…?
Søren Bechmann
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Service = Ydelse + Oplevelse
Søren Bechmann
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Hvilke læger bliver sagsøgt? (US)
Søren Bechmann
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Søren Bechmann
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dét du fik
÷ dét du håbede på
Definere kvalitet...?
oplevet kvalitet
Søren Bechmann
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© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
Søren Bechmann
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Kvalitet og forventningsdannelse
Kommunikation
Erfaring
WOM
Sælgere
Pris
Mindset
Pligtegenskaber
”Brand” / Afsender
Forventet service
Oplevet service
”Dét du håbede på”
”Dét du fik”
“Rejse” med mange kontaktpunkter…?
Balance
Negativt
kvalitets gap
Oplevet service
”Dét du fik”
Positivt
kvalitets gap
Forventet service
”Dét du håbede på”
Søren Bechmann
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
www.sorenbechmann.com
Søren Bechmann
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
www.sorenbechmann.com
Søren Bechmann
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
”
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Service
udviklet i siloer
opleves ofte
i brudstykker
T T
N T
TT gp N
TT Nk?iiia
T o TT gp
T TT NomTT a
N o NgmT
lN
t No g
NN
g st
so
iii g i
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Financial
IT
Søren Bechmann
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Søren Bechmann
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Service
HR
Support
Sales
Marketing
Product development
Management
g go o
g g N
g N ga
T ga
g gT o
N
iii g i
a
a
a
a
t No T
t N
t N
a
N t Na
N mT
a
No
To Na
iii g i
Søren Bechmann
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
www.sorenbechmann.com
Touchpoints…
Mapping og design af brugerrejsen
Hvem
Hvilken
“Discover”
“Design”
“Deploy”
Personas/Segment
Brugerrejse
Identifikation & Analyse
Ide & Tilrettelæggelse
Implementering & Evaluering
Udvælgelse
Identifikation
Design
Implementering
Effekt
Betydning
Ressourcetræk
Mystery Shopping
Shadowing
Kval / kvan metode
Peak End
Servicebevis
Kano / Delights
Forenkling
“Hjerteslag”
Selvbetjening
“3 meter regel”
TP Ambassadør
Serviceskole
Analyse
Touchpoint ejer
Emotional Journey
Touchpoint IQ
IDE
Effekt
Quick Wins
80/20?
❓
✅
Høj
Must have?
🚫
✅
Lavt-hængende
frugter
Spild af tid
Lav
Let
Undgå at ende i
akademiske
segmenteringsøvelser
Vælg få rejser — til
at begynde med.
Undgå forsøg på at
“redde verden”…
Implementering
Søren Bechmann
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
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Discover: Interviews
Kreativitet er ofte en
forudsætning for
udvikling — brug f.eks.
Ide Sudoku… Og tænk i
prototype.
Nogle gange har vi
brug for helt enkle
og konkrete
værktøjer til at
skabe forandring.
Søren Bechmann
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Discover: Mystery Shopping
Søren Bechmann
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Svært
Hurtige effekter
kan skabe
entusiasme og få
organisationen med
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Søren Bechmann
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
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Discover: Shadowing
Den følelsesmæssige rejse
TP
TP
TP
TP
TP
TP
TP
Søren Bechmann
www.sorenbechmann.com
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
TP
TP
Søren Bechmann
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Observationsfasen er ofte ide-genererende
?
❓
✅
Høj
Hurtig gevinst
Effekt
Nødvendig?
🚫
✅
Lavthængende frugt
Hvilke brugerrejser
er umiddelbart de vigtigste
(mest presserende)
hos jer?
Spild af tid
Lav
Let
Implementering
Svært
Søren Bechmann
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Søren Bechmann
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Sammenholde med de rejser der var
mest fokus på i uddannelsen
En forstyrrelse om uddannelse…
Søren Bechmann
www.sorenbechmann.com
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
d
Nt
o
omgeg I r kn
Bibliotekscases – blandt andre
‣
‣
‣
‣
‣
God oplevelse i ubemandet bibliotek
Hvordan får vi flere til at afhente reserveret materiale?
Hvordan service når man ikke kan/må servicere?
Navigation
Særlige målgrupper
Søren Bechmann
d
Nt
o
o mgeg I r kn
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Kunderejse Design
Søren Bechmann
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Søren Bechmann
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Kvalitet
Touchpoints / Tid
Søren Bechmann
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Søren Bechmann
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”
dét du fik
÷ dét du håbede på
oplevet kvalitet
Vi vil overgå
brugernes
forventninger!
Søren Bechmann
www.sorenbechmann.com
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
Søren Bechmann
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Behov og tilfredsstillelse
Kundetilfredshed
Overraskelsen
“Delights”
Behovsopfyldelse
Konkurrenceparametre
“Performance”
Pligtegenskaber
“Basics”
Søren Bechmann
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Søren Bechmann
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?
Skal I overgå brugernes
forventninger?
Uhåndgribelig…?
Søren Bechmann
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Søren Bechmann
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
”
Et servicebevis medvirker
til synlig- og
håndgribeliggørelse
af en serviceydelse
Søren Bechmann
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Søren Bechmann
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
www.sorenbechmann.com
Søren Bechmann
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
www.sorenbechmann.com
Søren Bechmann
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?
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Hvad kunne være et nyt
biblioteks-servicebevis
være?
Krav:
Skal være konkret, tilføre værdi, nemt
(billigt) at implementere, høj effekt…
Brug Ide-Sudoku…
Søren Bechmann
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Søren Bechmann
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Prototyping
Implementering (“Deploy”)
Søren Bechmann
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Prototyping
Søren Bechmann
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Morgensang og implementering…?
Søren Bechmann
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Søren Bechmann
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Zeiss Nyt Syn og touchpoint ambassadører…
n
P
e
e
n
n P
l
a e
e
e
nn
n
P
n
e
n
n
nn
Søren Bechmann
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
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Søren Bechmann
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Nespresso og rollespil…
Jevgenij Trefilov
“Gi’ den mere gas!”
Pep Guardiola
“Hellere en sikker
aflevering på tværs end
en risikabel i dybden.”
“Vær’ mere agressive!”
“Pres dem hårdere!”
— Morten Münster
Søren Bechmann
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“Hvis du er i tvivl, så spil
Messi.”
Tivolis 3-meter regel
Jeg sikrer en god
stemning ved at
smile og have
øjenkontakt
Helsingør Bibliotekerne
Jeg samler skrald op
og sikrer at der er
pænt til gæsterne
Jeg tager ansvar når
gæster har brug for
hjælp eller er
utilfredse
Søren Bechmann
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© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivateive works from without permission.
Søren Bechmann
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
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”Kan man ikke sige,
at god service gør
verden til et bedre
sted at være?”
– Victoria, 12 år
Søren Bechmann
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Søren Bechmann
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Tak fordi I lyttede…!
Søren Bechmann
www.sorenbechmann.com
[email protected]
@sorenbechmann
T: 4044 7828
Søren Bechmann
© 2010 – current. All rights reserved. Service Design Institute. Do not duplicate, distribute, train from or create derivative works from without permission.
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