Frank Seifert 12. Januar 2017 Service Design is not just another methodology !
Swisscom – Facts & Figures CCS – Employees Customer Centricity Score NPS – Customers Residential 24 Net Promoter Score SME 28 Residential 25.8 SME25.2 Numberof Market sharein % customers Employeesper End 2015
Customer first is an imperative! In times, where computing power and social networks have put more and more power into consumer hands and screens become the dominant distribution channel, big marketing budgets and control over distribution channels are no longer the dominant factor to secure success. It is innovation and positive customer experience so customers will use your product and recommend it to other customers.
What happens inside creates the experience outside!
If you think in customer journeys Service Design becomes an essential element of the Way you Work …. Source: dmi, London
… and it becomes even more difficult to implement the necessary mind-sets and methodologies 6 Business Design Underlying Assumptions Rationality, objectivity; Reality Subjective experience; Reality as as fixed and quantifiable socially constructed Method Analysis aimed at proving one Experimentation aimed at «best» answer iterating toward a «better» answer Process Planning Doing Decision Drivers Logic; Numeric models Emotional insight; Experiential models Values Pursuit of control and Pursuit of novelty; Dislike of stability; Discomfort with status quo uncertainty Levels of Focus Abstract or particular Iterative movement between abstract and particular
See the System – Change the System
Customer Centricity Score Track customer orientation and take action
Creative spaces support collaboration and exchange of ideas / know-how
Empathy Creativity and structure? and tough decisions?
Team setups are very important for collaboration and successful results. Network: T-Shaped-Teams To be a generalist and an To connect across company expert at the same time. borders and industries. Cooperate To work in an environment across organisational silos
Which areas does your research cover?
«See the system, change the system.» Frank Seifert Head of HCD works Frank.seifert@swisscom.com +41 79 459 6305 www.hcdworks.com https://ch.linkedin.com/in/fhseifert
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