is not just another methodology ! Swisscom Facts & Figures CCS - - PowerPoint PPT Presentation

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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

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Service Design is not just another methodology !

Frank Seifert

12. Januar 2017

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Swisscom – Facts & Figures

CCS –Employees

Customer Centricity Score Residential 24 SME 28

NPS – Customers

Net Promoter Score Residential 25.8 SME25.2

Numberof customers Market sharein % Employeesper End 2015

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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.

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What happens inside creates the experience outside!

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If you think in customer journeys Service Design becomes an essential element of the Way you Work ….

Source: dmi, London

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… and it becomes even more difficult to implement the necessary mind-sets and methodologies

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Business Design Underlying Assumptions Rationality, objectivity; Reality as fixed and quantifiable Subjective experience; Reality as socially constructed Method Analysis aimed at proving one «best» answer Experimentation aimed at iterating toward a «better» answer Process Planning Doing Decision Drivers Logic; Numeric models Emotional insight; Experiential models Values Pursuit of control and stability; Discomfort with uncertainty Pursuit of novelty; Dislike of status quo Levels of Focus Abstract or particular Iterative movement between abstract and particular

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See the System – Change the System

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Customer Centricity Score Track customer orientation and take action

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Creative spaces support collaboration and exchange of ideas / know-how

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Empathy and tough decisions? Creativity and structure?

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Team setups are very important for collaboration and successful results.

T-Shaped-Teams To be a generalist and an expert at the same time. Cooperate To work in an environment across organisational silos Network: To connect across company borders and industries.

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Which areas does your research cover?

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«See the system, change the system.»

Frank Seifert Head of HCD works Frank.seifert@swisscom.com +41 79 459 6305