2. A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
Service Design Thinking
Marc Stickdorn Paris / July 2014
3. A CUSTOMER JOURNEY
FROM THE PERSONA PERSPECTIVE
… or as some might call it:
“slipping into your customer’s shoes.”
Service Design Thinking
Marc Stickdorn Paris / July 2014
4. 4 51 2 3
9 106 7 8
14 1511 12 13
16 17 18
Service Design Thinking
Marc Stickdorn Paris / July 2014
5. P R E - S E R V I C E P E R I O D S E R V I C E P E R I O D
post-service period
THE CUSTOMER JOURNEY OF
Service Design Thinking
Marc Stickdorn Paris / July 2014
7. 16 17 18
JAKE
P R E - S E R V I C E P E R I O D
S E R V I C E P E R I O D P O S T - S E R V I C E
21
KLAUS
3
Service Design Thinking
Marc Stickdorn Paris / July 2014
8. 16 17 18
JAKE
P R E - S E R V I C E P E R I O D
S E R V I C E P E R I O D P O S T - S E R V I C E
21
KLAUS
3
social mediaService Design Thinking
Marc Stickdorn Paris / July 2014
10. POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
Service Design Thinking
Marc Stickdorn Paris / July 2014
11. POSITIVE social media
Joshie, the giraffe
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
Service Design Thinking
Marc Stickdorn Paris / July 2014
12. POSITIVE social media
Images: www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html
Service Design Thinking
Marc Stickdorn Paris / July 2014
17. 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
Service Design Thinking
Marc Stickdorn Paris / July 2014
18. 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
Service Design Thinking
Marc Stickdorn Paris / July 2014
19. 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
Service Design Thinking
Marc Stickdorn Paris / July 2014
20. 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
Service Design Thinking
Marc Stickdorn Paris / July 2014
21. 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
Service Design Thinking
Marc Stickdorn Paris / July 2014
22. 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
Service Design Thinking
Marc Stickdorn Paris / July 2014
23. 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
JAKE
Service Design Thinking
Marc Stickdorn Paris / July 2014
24. 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
Service Design Thinking
Marc Stickdorn Paris / July 2014
29. SERVICE DOMINANT LOGIC
Der Service hinter dem Produkt Anrufbeantworter
THE SERVICE BEHIND
THE PRODUCT
Service Design Thinking
Marc Stickdorn Paris / July 2014
31. A D V E R T I S E M E N T S
ADVERTISEMENTS
Service Design Thinking
Marc Stickdorn Paris / July 2014
32. 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
Service Design Thinking
Marc Stickdorn Paris / July 2014
33. 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)
Service Design Thinking
Marc Stickdorn Paris / July 2014
36. 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
HOW SERVICE-DOMINANT LOGIC
CHANGES THE CUSTOMER JOURNEY
Service Design Thinking
Marc Stickdorn Paris / July 2014
37. 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
HOW SERVICE-DOMINANT LOGIC
CHANGES THE CUSTOMER JOURNEY
Service Design Thinking
Marc Stickdorn Paris / July 2014
39. “We don’t think of the Kindle Fire as a tablet.
We think of it as a service.”
— Jeffrey Bezos
Founder and CEO of Amazon.com
THINK IN SERVICES
Service Design Thinking
Marc Stickdorn Paris / July 2014
40. “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, Former CEO of Nokia
THINK IN SERVICE ECOSYSTEMS
Service Design Thinking
Marc Stickdorn Paris / July 2014
43. Service Design is not new.
Service Design Thinking
Marc Stickdorn Paris / July 2014
44. Corporate
communications Infrastructure Usability
Look and feelTechnical supportCustomer relationship
management
Customer support
Point-of-Sales
MARKETING IT DESIGN SALES
Service Design is not new.
Service Design Thinking
Marc Stickdorn Paris / July 2014
46. Service design is inter-disciplinary.
IT MARKETER
MANAGER
SALES DEVELOPER
PSYCHOLOGIST
DESIGN
DESIGNER
MARKETING
Service Design Thinking
Marc Stickdorn Paris / July 2014
47. Service design is inter-disciplinary.
Service Design Thinking
Marc Stickdorn Paris / July 2014
48. Every discipline has its language.
Service Design Thinking
Marc Stickdorn Paris / July 2014
49. Service design thinking is a common language.
Service Design Thinking
Marc Stickdorn Paris / July 2014
50. Service design thinking is an iterative process.
REFLECTION IMPLEMENTATIONEXPLORATION CREATIONEXPLORATION CREATION REFLECTION IMPLEMENTATIONREFLECTION IMPLEMENTATIONEXPLORATION CREATION
Service Design Thinking
Marc Stickdorn Paris / July 2014
51. Service design thinking is an iterative process.
The Squiggle
by Damien Newman
from Central Inc.
Service Design Thinking
Marc Stickdorn Paris / July 2014
52. DISCOVER DEFINE DEVELOP DELIVER
The Double diamond
as described by the
British Design Council
Service design thinking is an iterative process.
Service Design Thinking
Marc Stickdorn Paris / July 2014
53. Managing the iterative process...
Service Design Thinking
Marc Stickdorn Paris / July 2014
54. #servicedesign (or whatever you call what we’re doing) management
THE CONTINUOUS IMPROVEMENT
OF CUSTOMER EXPERIENCE
Service Design Thinking
Marc Stickdorn Paris / July 2014
55. SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
CREATIONREFLECTION
Service Design Thinking
Marc Stickdorn Paris / July 2014
62. Understanding the impact of new or modified touchpoints
on customer experience, on employee experience,
on the organisation, and on the service ecosystem …
PROTOTYPING
CREATIONREFLECTION
Service Design Thinking
Marc Stickdorn Paris / July 2014
63. SERVICE DESIGN MANAGEMENT
CX ANALYSIS
IMPLEMENTATION
IDENTIFICATION
OF CRITICAL
TOUCHPOINTS
CREATIONREFLECTION
Service Design Thinking
Marc Stickdorn Paris / July 2014
65. 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.globalservicejam.org
www.thisisservicedesignthinking.com
www.thisisservicedesigndoing.com
www.smaply.com
www.myservicefellow.com
www.designthinkingnetwork.com
www.servicedesignbooks.org
www.service-design-network.org
www.servicedesigntools.org
Service Design Thinking
Marc Stickdorn Paris / July 2014