Presentation at Tourism Industry and Education Symposium
March 5-7, 2009 in Jyväskylä, Finland
Innovative and Sustainable Products in the Tourism and Hospitality Business
http://www.jamk.fi/english/research/internationalevents/tie2009/mainpage
1. Service Design in Planning the Products
of the Tourism and Hospitality Business
Stefan Moritz — TIE Symposium March 2009 — Jyväskylä, Finland
2. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland http://www.youtube.com/watch?v=bUPjYWE5Tf4
3. Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland http://www.youtube.com/watch?v=bUPjYWE5Tf4
4. Preaching to the converted
(C) Richard Flynn richardflynn.net Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
5. Lets go on a journey.
Stefan Moritz — TIE Symposium March 2009 — Jyväskylä, Finland
6. Tourism & Hospitality have been delivering great service for some time.
Hoshi Ryokan, founded in 717, is the
world’s oldest hotel still in operation
7. Travel, stay &
come back soon
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
8. New way to travel.
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
11. What is your favourite service?
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
CC Flickr.com LoopZilla
12. ?
Service Design in Planning the Products
of the Tourism and Hospitality Business
Stefan Moritz — TIE Symposium March 2009 — Jyväskylä, Finland
13. SERVICES & EXPERIENCES
PRODUCTS
Produced Performed
Material Immaterial
Tangible Intangible
Can be stored Can’t be stored
Usually without client Interaction with client
Consumption after production Consumption = production
Defects in manufacturing Mistakes in behaviour
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
14. Services & experiences ...
1. Are not tangible
2. Are not separable from consumption
3. Cannot be stored
4. Cannot be owned
5. Are complex
6. Quality is difficult to measure
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
15. Tangibility & perception – Hertz Car Rental
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
16. Offering
BUSINESS HUMAN Return on
Return on
VALUE Interest
GOALS GOALS
Investment
Delivery
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
19. Mapping key touch points & total experience
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
20. n
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SD SD SD SD SD SD
Understanding Thinking Generating Filtering Explaining Realising
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
23. New combination of existing methods.
IA DE S E RVICE D ESIG N WORKSHOP, STEFAN MOR ITZ, HEL SI NKI , 0 8.0 4.200 8
http://flickr.com/photos/nanasupergirl/2302540236/sizes/l/
24. Shadowing
Stakeholder Map Inconvenience Analysis
Experience Prototyping
Open Source Storming Personas
Journals Prioritisation Dots Co-creation
Mood Video
Service Blueprinting Wall Mapping
Service Specification
Customer Journey Map
Relationship mapping Journals
Storyboarding Contextual Interview
25. Visioning
(C) Wired Magazine
Stefan Moritz — Design Management Forum — Cologne 2008
26. Visioning
(C) Wired Magazine
Stefan Moritz — Design Management Forum — Cologne 2008
27. Visioning
(C) Wired Magazine
Stefan Moritz — Design Management Forum — Cologne 2008
28. Customer experience journals – Newcastle Airport
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
http://www.airport-technology.com/projects/newcastle/images/5-newcastle-airport.jpg
32. New travellers.
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
33. “80% of companies believe they
deliver a superior customer experience,
but only 8% of their customers agree.”
Bain & Company
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
34. The people formerly known as consumers
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland CC Lynette Webb
35. Paradigm shift
Accelerating Automati- A new
Asia Abundance
Change sation generation
Based on Daniel Pink
Stefan Moritz — Design Management Forum — Cologne 2008
36. Drivers and enablers
Transparency Networks Access Alternatives Expectations
Ebay Tripadvisor Google Threadless Amazon
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
37. New...
ways to find out the truth
•
ways to join forces
•
ways to make a difference
•
ways to seek advise
•
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
38. “If I asked my customers what
they wanted they would have
asked for a faster horse.”
Henry Ford
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
39. New destinations.
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
40. Go + Stay + Return
Enjoy!
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
71. From materialism to
experialism
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
72. What is the value of great customer experience?
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
73. Value
Entertainment Kudos Utility
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
74. The business model we need to understand better:
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland http://flickr.com/photos/thenidefyyoustars/2168616963/sizes/l/
75. People will pay the equivalent of whatever amount generates an
incremental number of units of personal satisfaction.
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
76. “People don’t really care
how much you know until they know
how much you care.” Mike McNight
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
78. Summary
PAY attention to what customers want (they might not even know it)
Fulfil needs in context and on-demand
Design can be the facilitator for new ways of thinking and fuel innovation
We need to create new forms of organisation, management and collaboration
Go beyond the expected and create ways to add new levels of mutual value
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
79. “Imagination is more important
than knowledge.” Albert Einstein
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland
80. A little service for you
Stefan Moritz — TIE Symosium 2009 — Jyväskylä, Finland