Expressive Service Blueprinting: Charting the Emotive

Transcript Expressive Service Blueprinting: Charting the Emotive

Expressive Service Blueprinting

Charting the Emotive Qualities of a Service Experience

Susan Spraragen

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Outline

 Overview of Expressive Service Blueprinting  Form Groups – consider scenarios  Follow the first steps for constructing a blueprint – using Service Design Workbook  Construct blueprint with your team  Share Results © 2009 IBM Corporation

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What is a designed service?

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SERVICE DESIGN

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If you wanted to design a service what would you do?

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Using design methods to meet your goals:

As you collect ideas and plans for acting on achieving these goals –  consider the client’s perspective Service Blueprinting is a collaborative, thoughtful, and revealing effort that produces a visualization of customer interactions and behaviors as they are linked with provider backstage events. This technique facilitates the examination of how to align your service goals with the client’s expectations and needs. © 2009 IBM Corporation

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Customer Actions Customer Actions Customer Actions Provider actions Provider actions Provider actions

Line of knowledge, awareness

An example of a traditional blueprint

How will my energy meter help me use energy more efficiently?

Evidence Client Steps Energy Provider Steps Energy Provider Steps Backend Applications

Evidence New Energy meter arrives Energy consumption visualized Reduced usage Client Steps Follow meter instructions Energy Provider Steps

Install Meter, give client instruction package

Conduct normal appliance usage Read meter Gee – how would consumption differ if I selected “light” load for my dishwasher?

Run appliance again Read meter Energy Provider Steps Backend Applications

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Introducing human qualities to the service blueprint

Acknowledging client emotions

GOAL: Design for a positive outcome that reinforces the value

of your service.

HOW:

“Emotion as an integral part to preparing action…is a tool for making decisions….”

• • • How do you apply actions to your good intentions? What can you do to bring customer from state of uncertainty to understanding?

What can you do to build trust and loyalty in the relationship?

Introducing Emotive States to the Design Process

Berthoz, Alain, Emotion and Reason: The Cognitive Neuroscience of Decision Making, Oxford University Press, 2006.

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Making it Expressive

Collaborating with a service designer produces unpredicted yet desirable outcomes.

“… A designer looks for the real thing we are trying to accomplish, unvarnished by the residue of years of organizational habit.” Richard Boland Jr. and Fred Collopy, “Design Matters for Management”, Rotman Magazine Spring/Summer 2006.

Evidence Client Steps New Energy meter arrives Client State Skeptical, Uncertain Follow meter instructions Energy Provider Steps Provider State Energy Provider Steps

Install well packaged Meter, give client clear inviting instruction package

Hopeful, driven Conduct normal appliance usage Energy consumption visualized Read meter Gee – how would consumption differ if I selected “light” load for my dishwasher?

Reduced usage Participation Points Enlightened, Enthused Run appliance again Read meter Pro-active, assurance

help consumer set goals; suggest alternative behaviors

Backend Applications

Push feedback of use to meter in home Add readout to community usage table for aggregated compare Push encouraging enticing message to user for changing consumption behavior . Share comparison data. Page 16 © 2009 IBM Corporation

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Motivation

Why are you building this blueprint? How will it be used?

To create a new communications channel – online communities To discover why service is failing To design new service element To monitor the health of the service relationship To train new service team member – manage consistent delivery To predict client responses so you can be better prepared To define the client experience – for a variety of clients © 2009 IBM Corporation

During a single service episode, the client’s emotive state may vary. Expressive service blueprinting helps you find the right moment for proactively preventing downturns in the client’s perception of the service. Page 19 © 2009 IBM Corporation

. Identify relevant emotive states

GOAL: Move Client from Negative to Positive Emotive responses during service Worried, Overwhelmed Confused, Frustrated Resistant Unclear, Skeptical Understanding Clarity, Calm Trust, Acceptance Knowledgeable, Credible Page 20 © 2009 IBM Corporation

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Decompose Related Service Steps

 It is difficult and cumbersome to map out an entire service, so it may be more helpful to focus on a critical, unique, or problematic service segment first.  Then within that service segment, roles, context, setting, branch points can be explored.

Evidence Action Client Steps Emotive State Provider Steps Provider Steps Backend Applications

References

Gilmore, James, Pine II, B. Joseph, Authenticity: What Consumers Really Want, Harvard Business School Press, Boston, 2007.

Shaw, Colin, The DNA of Customer Experience: How Emotions Drive Value, Palgrave Macmillan, 2007.

Shostack, L.G., “Designing Services That Deliver”, Harvard Business Review, January-February 1984.

Zeithaml, V., Bitner, M.J., Gremler, D.D., Services Marketing-Integrating Customer Focus Across the Firm, New York, NY: McGraw-Hill Irwin, 2006.

Expressive Service Blueprinting: Charting the Emotive

Transcript Expressive Service Blueprinting: Charting the Emotive