How to use Service Design UX for Second Hand Improvement of External Customers

SERVICEDESIGNUX2ND Hand Improvement of External Customers
Brooke Dunagan and Dave Ade

2
Definition: ”Service design is the activity of planning and
organizing a business’s resources (people, props, and
processes) in order to (1) directly improve the employee’s
experience, and (2) indirectly, the customer’s experience.”
- Nielsen Norman Group
Key Examples:
• Call Centers – regardless of industry
• HR and Internal Management
o Onboarding new employees
o Performance Reviews
• In person interactions with customers
o Airlines and transportation
o Retail
Service Design
What is Service Design?

3
www.usabledesignsinc.com
.
Employees need to
complete tasks as
quickly as they can
and be efficient
Time
Employees have a
specific set of
tasks associated
with their job
Tasks
Employees need
live,
comprehensive
data to service the
customer and
complete their
tasks
Information
Employees need to
resolve tasks and
remove tasks from
their work load
Resolution
Needs of Employees
”To the customer, YOU are the company” – Shep Hyken

4
.
Customers want to
spend as little time
as possible dealing
with tasks
Time
Customers have
specific tasks they
want to complete
Tasks
Customers want to
feel that they are
individuals, that
the company
knows them and
are happy to
handle their tasks
Personalization
Customers want a
positive resolution
to their tasks and
for tasks to be
COMPLETE
1st Call Resolution
Resolution
Desires of Customers
“If you’re not taking care of your customers, your competitors will.” – Bob Hooey

Call Center
“I didn’t get verbally abused, today was a good day” – Customer Service Representative
Systems aren’t designed to reduce user error and don’t take into
consideration statistical error margins, setting up CSRs for failure and
dissatisfied customers
Systems aren’t connected and don’t pass off pertinent information,
causing frustration to both the call center representative and the
customer
Data is old and inaccurate; thus employees can’t complete customer’s
tasks or provide incorrect information to customers
Companies expect a heavy cognitive load of their CSR’s in opposition to
their responsibilities and disproportionate compensation, creating an
atmosphere of animosity and affecting their interactions with customers
Call handle times and productivity goals set by leadership, place
emphasis on metrics over quality of interactions

Human Resources
“You don’t build a business – you build people – and then people build a business” – Zig Ziglar
Systems aren’t designed to reduce user error and don’t take into
consideration statistical error margins, setting up CSRs for failure and
dissatisfied customers
Multiple systems and vendors that don’t share information across
divisions
Some tasks can occur simultaneously while others require a specific
sequence of events, making timelines and completions arbitrary
HR staff have to impersonalize fellow employees to effectively complete their
tasks within required timelines (screen potential employees, health care
enrollment, complaints, performance reviews, exit interviews, etc.)
Call handle times and productivity goals set by leadership, place
emphasis on metrics over quality of interactions

In Person Interactions
“There is only one BOSS, the CUSTOMER and they can fire everybody in the company from the
Chairman on down, simply by spending their money somewhere else” – Sam Walton
Outdated systems make tasks time consuming, outside of what customers
feel is a reasonable time limit based on their prior knowledge and
conditioning
Outdate legacy systems don’t meet the needs of modern users nor the
expectations of customers
Data is inaccurate and less detailed for the employee than what is
accessible to the customer on websites and mobile applications
Legacy systems require heavy cognitive loads from their employees,
requiring difficult and extensive training and affecting employee job
satisfaction
Goals, objectives and laws defined by others impact the quality of user
iteration in favor of employee performance over customer satisfaction

GOOD USER EXPERIENCEWhat good UX can do

9
.
Internal Customer Benefits of Good SD
Well thought-out and streamlined employee experiences enable
efficient servicing of customers.
RetentionUX Emotions PerformanceTime

10
.
Employees spend less time handling customer tasks, reducing
overhead costs, and providing instant ROI.

11
.
Customer are less likely to take out frustration on an employee
when the internal UX provides timely and accurate data, rather
than long pauses or holds due to system lag or navigating
multiple screens.

12
.
A good user experience enables the employee to meet metrics
requirements, satisfactorily serve the customer, and leave the
customer feeling positive about the brand.

13
.
Providing the tools necessary to provide excellent customer
service reduces employee frustration, reduces potential abuse
from the customer, making your company a place they want to
work and are engaged.

14
.
Internal Customer Benefits of a Good SD
Providing the tools
necessary to provide
excellent customer
service reduces
employee
frustration, reduces
potential abuse
from the customer,
making your
company a place
they WANT to work.
Retention
Well thought-out
and streamlined
employee
experiences enable
efficient servicing
of customers.
UX
Customer less likely
to take out
frustration on
employee when the
internal UX provides
timely, accurate
data; rather than
long pauses or holds
due to system lag or
navigating multiple
screens.
Emotions
A good user
experience enables
the employee to
meet metrics
requirements,
satisfactorily serve
the customer, and
leave the customer
feeling positive
about the brand.
Performance
Employees spend
less time handling
customer tasks,
which reduces
overhead costs,
providing instant
ROI.
Time

15
.
External Customer Benefits of a Good SD
Employees should be able to handle multiple tasks, or complex
tasks for the customer, quicker than they could on the website or
mobile app.
LoyaltyUX Emotions BrandTime

16
.
A good UX reduces the time it takes for a representative to
handle the task.

17
.
Employees are happy they’re able to accomplish tasks, as easily
as possible.

18
.
Your brand receives positive emotional sentiment from the
customer, or reinforces existing high-value sentiment.

19
.
Customers are likely to stick with your company when working
with you is easy.

20
.
Customers are likely
to stick with your
company when
working with you is
easy.
Loyalty
Employees should
be able to handle
multiple tasks, or
multiple tasks for
the customer,
quicker than they
could on the
website or mobile
app.
UX
Employees are
happy they’re able
to accomplish tasks,
as easily as possible.
Emotions
Your brand receives
positive emotional
sentiment from the
customer, or
reinforces existing
high-value
sentiment.
Brand
A good UX reduces
the time it takes for
a representative to
handle the task.
Time

21
.
Internal versus(?!?) External
Companies still concentrate their UX on web and mobile.
The best companies also ensure a world-class UX for employees.

DESIGN EXAMPLESUser Experience can take you from GOOD to GREAT

23
.
Start
Clearly define the starting
point. Make it the focus and
make it intuitive.
Search
No two customers will do
things in the same way. No
one can predict how the
user will need to search.
Productivity
Every second counts. Allow
your users to the quickest
and the easiest avenue to
the information they need.
Organic Experiences
Give the user the wheel

24
.
IVR
Pull the IVR information into
the Employees view/interface
– its faster and less frustrating
for everyone
Minimal
Only provide users with
what they need to do their
job – 80% rule. Reduce
clutter and define the focus
Use Your Data
Use the data that you have
to predict what the
customer is calling about.
Knowledge is power and
intelligence
Data Sharing
Knowledge is power

25
.
Dashboard
Give employees ALL of the
information they need and the
ability to do the things that
matter the most
Forecast
Know what your customers
want before they do. Treat
them as individuals not just a
number or an account
Minimal
Don’t show everything, just the
basics of what is needed and
the ability to quickly access
more detailed information. Skip
the overload
Data Availability
KISS

26
.
Ethnography
Learn what your users are
doing and why. Understanding
the motivations will allow you
to create a better experience
Repetition
If a pattern emerges and
users and customers repeat
things, create micro
interactions that save time
Automate
Don’t reinvent the wheel. Use
what you have is correct and
design interactions for the least
amount of errors as possible.
Utilizing APIs to assist your
users.
Patterns
There’s no such thing as a coincidence

27
.
New
Just because its transportation
doesn’t mean you have to treat
it the same way its been done
if there is a better way that you
can approach it.
Actions
Make actions that happen
often accessible and easy to
get to. Make it clear and
simple
Flow
Look at the flow. Create an
experience that supports the
way the customers thinks and
the user needs to work. BUT
consider changing the process
if it means a better experience.
Innovation
Think outside the box

How to use Service Design UX for Second Hand Improvement of External Customers

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Similar a How to use Service Design UX for Second Hand Improvement of External Customers

Similar a How to use Service Design UX for Second Hand Improvement of External Customers (20)

Más de UXPA International

Más de UXPA International (20)

Último

Último (20)

How to use Service Design UX for Second Hand Improvement of External Customers