23. Mobile services
Receive &
Consider Buy Early use Use Change in use Incident Contemplate
setup
24. Receives the product, starts the Early stages of being a customer and Familiar with the company, its product Change in personal situation or
service dealing with the transition to service and service, establishing regular energy circumstance that impacts the contract
provider consumption
Setup: Personalise: Seduce:
Educate:
Make sure the customer is Make offers and Offer incentives to use new
About the product and
familiar with the phone and recommendation on how to services and introduce
other features
core services use additional services others
Receive & Setup New customer Customer Change in use
25.
26. Manage global marketing
campaigns
Project Clarity on progress Management
Team Manager Tasks
Sponsor
Member Local assigned
Programme
market leader
SME
Coordinator
Status
Loads approved Receives update
version approval request
Team member contributions….. structured to support meetings….. ensuring clear decisions and approvals
Receives
actions
External
partner
27. Management
Sponsor
Programme
leader
Status update: K Holistic
Update: Brazil has adopted best in
class
Status
update
Receives
approval
request
ensuring clear decisions and approvals
Before I introduce myself, or Livework, let me show you some low tech services
Making payments and transferring money to family & friends via SMS in Bangladesh
Paying your mobile phonebills with cash using kiosks in Rumania and Russia
Toilet facilities in London Underground “the tube”
Your fridge has something to say, or someone left you a message.
Waiting in Line - Thailand Style
Reading the energy meter in Amsterdam
Train delays and cancelations announced at a station in the UK
My name is Melvin Brand FluI am a partner in Livework as service design company with studios in London, Oslo, Rotterdam and Sao Paulo
We seek to understand the service from a human and customer perspective and balance that with the capabilities of an organisation
Most of the services and service improvements have technology component that enables this to happen
All the services mentioned her have a low tech approach and are used/consumed by 100 of millions
Quick tap is a mobile service launched in the UK in 2010, enabling people to pay with their mobile phone by taping the terminal. This requires an ecosystem of smart phones, cards and chips.Meanwhile over 300 million people without a bank account are using their dump phones to make payments.
BarclaysPingit service enables you to send money directly to friends, who have a Barclays account…From the terminals in Russia millions of cash payments are made friends family and businesses. One of the biggest users of the service: mobile companies
The advanced app gives your energy consumption, enables you to send a picture of your meter reading and offers other useful services. The only thing it does not do is tell your bill in money instead of kWh. What is a kilo watt anyway?
This app tells you about delays. Pretty useless when you are IN the tube in London.The driver can tell you real time AND relevant information
Yes, your fridge can talk. It can talk to your supermarket, your TV, give you diet tips… Will you listen, or do you care??
A perfectly designed system was supposed to eliminate queues in a hospital by giving the wait time on a mobile device. People optimised their time, wandered around and came late.I Thailand you would not leave your shoes behind.
Having worked with hundreds of clients over the world we have come to believe a couple of things
Most of the services shown before failed because of HIM.
Design services for the human, not the caricatures
The customer experience lifecycle for mobile services. Most of the negative experiences (irritations) are preventable and show up as incidents. For most companies there is a business case for early to improve receive & setup and early use phases of the lifecycle.
Noorganisation can tackle all the irritations and service improvements in one go. There are multiple intervention points that can be addressed, some of them fairly easily.
The impact of a change in service (journey) can have a significant impact on the organisation. Understanding this impact is key in engaging and mobilising the organisation around the internal change required to make the service a success.
This example shows a workspace for a project organisation. Usually these systems are designed at an input level: people who use this tool frequently
By designing the tool for the decision makers and stakeholders, the whole process can be cut down significantly saving a significant amount of time and money.