I found a great video about
service design by Joost Holthuis. I am sure that this one could help us in the project with Aktia.
Holthuis (2011) talks about the importance of customer
insight in service design. According to research 80 % of companies don’t have
any idea what the customers actually value. To be able to add value to the
customer, you need to get customer insight.
Holhuis (2011) gives great example of a failure in service
design due to this reason, i.e. chipcards in Holland that were used to make the
collective transportation easy. The idea was to check in when getting on and
checking out when getting off. The problem was that checking out brought a lot
of problems with it; people forgot to check out and then got a penalty for it.
The penalty money was again hard to get back so people started complaining online,
changing experience and so on.
This is something that of course harmed the brand (“a brand is a collective perception in the
mind of the customer”). If the company had thought about customer insight
before, they had avoided the problem.
According to Holthuis (2011), in service design thinking we
have three different perspectives that establish a successful service: People-,
business- and technical/organizational perspective.
The people perspective is often the difficult one but we
need to get out from our comfort zone and get
context to be able to deliver and design a successful service.
What we need to think about:
·
Connect with the people and get into
their life
·
Ask
questions about what the customers really want
·
What
do they expect from you
·
Get involved with professional research
because they see things that you don’t.
By doing this you can beat the expectations of the customer.
An example of a company that knows exactly what their customers want is Nike,
offering their customers a successful service that is part of their§ everyday
life, Nike +.
Some conclusions could be made on the research that Hothuis
(2011) presented in the video. By doing some research by observing, listening
etc. to the customers we find out what they actually want and can see a pattern
in their behaviour. This is how one can get a customer insight that can help
one find new customer segmentation, find relevant behaviour etc. There is a need to make conclusions and
prioritize on what actually is important which can result in a lot of
possibilities on how to design the service in a company.
A great way to end the presentation could be the statement
given by Holthuis (2011):
“These
gathered customer insights are a compass to design successful services”
Joost Holhuis (2011) Service
design, TedXHamburg. Available on:
/Bella
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