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A presentation by Arne van Oosterom held at the Aegon Marketing Conference 2011
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TRUSTTHE NEXT BIG THING
Arne van OosteromMarketing Conference
The Hague April 15th 2011
Twitter @DesignThinkersEmail arne@designthinkers.nl
www.designthinkers.nlwww.designthinkingnetwork.com
The people at DesignThinkers believe in the importance
of creative thinking, facilitating ongoing conversations
and learning by doing.
We are a New Marketing Agency for a New Era. We
develop Marketing Strategy and Campaigns, build
Communities and Design and Implement innovative
products and services.
SERVICE DESIGN, WHAT IS IT?!
SERVICE DESIGN, WHAT IS IT?!
PRAC
TICA
L! HOLISTIC!SERVICE DESIGN, WHAT IS IT?!
* courtesy of Erik Roscam Abbing
PRAC
TICA
L! HOLISTIC!DE
SIGN
ING
TOUC
HPOI
NTS
FOR
A
SERV
ICE O
RGAN
ISAT
ION!
SERVICE DESIGN, WHAT IS IT?!
* courtesy of Erik Roscam Abbing
DESIGNING FOR SERVICES. E.G, A WEBSITE FOR A SERVICE PROVIDER. THIS OFTEN REQUIRES A MORE INTEGRATED APPROACH THAN SEEN IN REALITY.
* courtesy of Erik Roscam Abbing
* courtesy of Erik Roscam Abbing
PRAC
TICA
L! HOLISTIC!DE
SIGN
ING
TOUC
HPOI
NTS
FOR
A
SERV
ICE O
RGAN
ISAT
ION!
DESI
GNIN
G TH
E SER
VICE
AROU
ND A
PRO
DUCT!
SERVICE DESIGN, WHAT IS IT?!
* courtesy of Erik Roscam Abbing * courtesy of Erik Roscam Abbing
OFTEN FOCUSSED ON AFTER SALES SERVICE. BUT THERE IS MUCH MORE! THE ENTIRE CUSTOMER JOURNEY OFFERS OPPORTUNITIES FOR SERVICE!
* courtesy of Erik Roscam Abbing
DESI
GNIN
G
TOUC
HPOI
NTS
FOR
A
SERV
ICE O
RGAN
ISAT
ION!
DESI
GNIN
G TH
E SER
VICE
AROU
ND A
PRO
DUCT!
DESI
GNIN
G PR
ODUC
T
SERV
ICE S
YSTE
MS!
PRAC
TICA
L! HOLISTIC!SERVICE DESIGN, WHAT IS IT?!
* courtesy of Erik Roscam Abbing
HOT TOPIC: THE INTERNET OF THINGS. PRODUCTS AND SERVICES ARE INTERTWINED, OFTEN VIA IT TECHNOLOGY, DATA IS BEING HARVESTED AND DATA IS THE NEW GOLD
PRAC
TICA
L! HOLISTIC!SERVICE DESIGN, WHAT IS IT?!
DESI
GNIN
G
TOUC
HPOI
NTS
FOR
A
SERV
ICE O
RGAN
ISAT
ION!
DESI
GNIN
G TH
E SER
VICE
AROU
ND A
PRO
DUCT!
DESI
GNIN
G PR
ODUC
T
SERV
ICE S
YSTE
MS!DE
SIGN
ING
THE
TOUC
HPOI
NTS T
HAT
CONS
TITUT
E A S
ERVI
CE!
* courtesy of Erik Roscam Abbing
THIS REQUIRES A TRULY MULTIDISCIPLINARY INTEGRATED RESEARCH, DESIGN AND IMPLEMENTATION APPROACH. DESIGN SUPPORTS HUMAN INTERACTION
* courtesy of Erik Roscam Abbing
PRAC
TICA
L! HOLISTIC!DE
SIGN
ING
TOUC
HPOI
NTS
FOR
A
SERV
ICE O
RGAN
ISAT
ION!
DESI
GNIN
G TH
E SER
VICE
AROU
ND A
PRO
DUCT!
DESI
GNIN
G PR
ODUC
T
SERV
ICE S
YSTE
MS!DE
SIGN
ING
THE
TOUC
HPOI
NTS T
HAT
CONS
TITUT
E A S
ERVI
CE!
DESI
GNIN
G SE
RVIC
E
ECO-
SYST
EMS!
SERVICE DESIGN, WHAT IS IT?!
* courtesy of Erik Roscam Abbing
CONNECTING VARIOUS STAKEHOLDERS, SERVICES, PARTNERS, LOCATIONS, TOUCHPOINTS INTO AN ECO-SYSTEM WHERE VALUE IS CREATED
* courtesy of Erik Roscam Abbing
* courtesy of Erik Roscam Abbing
PRAC
TICA
L! HOLISTIC!DE
SIGN
ING
TOUC
HPOI
NTS
FOR
A
SERV
ICE O
RGAN
ISAT
ION!
DESI
GNIN
G TH
E SER
VICE
AROU
ND A
PRO
DUCT!
DESI
GNIN
G PR
ODUC
T
SERV
ICE S
YSTE
MS!DE
SIGN
ING
THE
TOUC
HPOI
NTS T
HAT
CONS
TITUT
E A S
ERVI
CE!
DESI
GNIN
G SE
RVIC
E
ECO-
SYST
EMS!
DESI
GNIN
G AC
CORD
ING
TO S
ERVI
CE D
OMIN
ANT
LOGI
C!
SERVICE DESIGN, WHAT IS IT?!
* courtesy of Erik Roscam Abbing
THE SERVITISATION OF VALUE: FROM OWNERSHIP TO GETTING JOBS DONE. TOUCHPOINTS ENABLE VALUE CO-CREATIONCO-CREATION. PRODUCTS ARE A PART OF SERVICES
VALUE CO-CREATION
WHAT IS VALUE?
VALUE IS ALWAYS CO-CREATED
BUT USING A SERVICE OR OWNING A PRODUCT IS NEVER THE FINAL GOAL
SERVICES AND PRODUCTS ARE A MEANS TO AN END
YOU DON’T WANT TO TAKE A TRAINYOU WANT TO BE HOME
YOU DON’T WANT TO TAKE A TRAINYOU WANT TO BE HOME
“People don’t want to buy a quarter inch drill.They want a quarter-inch hole!”
Ted Levitt
WE ‘HIRE’ TOOLS TO DO A JOB
WE ‘HIRE’ TOOLS TO DO A JOB
VALUE IS CREATED WITHIN A CERTAIN CONTEXT
WE’RE MOVING AWAY FROM THE FOCUS ON VALUE IN EXCHANGE TOWARDS VALUE IN CONTEXT
CONTEXT IS KING
A NEW LOGIC FOR A NEW ERA
SERVICE DOMINANT LOGIC
OLD PARADIGM: ‘SERVICES ARE WHAT’S LEFT OVER IF YOU REMOVE ALL PRODUCTS’
THIS IS PRODUCT DOMINANT LOGIC
NEW PARADIGM: ‘PRODUCTS AND SERVICES ARE ENABLERS FOR THE CO-CREATION OF VALUE’
THIS IS SERVICE DOMINANT LOGIC
Vargo & Lusch 2004, http://www.sdlogic.net/publications.html
“The battle of devices has now become a war of ecosystems (...) Our competitors aren’t taking our market share with devices; they are taking our market share with an entire ecosystem. This means we’re going to have to decide how we either build, catalyze or join an ecosystem”
from Nokia CEO Stephen Elop’s ‘Burning Platform’ Memo
SERVICE DESIGN, WHAT IS IT?!
SERVICE DESIGN ACCORDING TO SERVICE DOMINANT LOGIC =DESIGNING ECO-SYSTEMS OF CONNECTED PRODUCTS, SERVICES, COMMUNICATIONS AND ENVIRONMENTS, WITH PEOPLE AND FOR PEOPLE, THAT ENABLE THE CO-CREATION OF VALUE.
TOOLS & METHODS
1 MINDSET1 METHOD1 TOOL
DESIGN THINKINGCONTEXT MAPPINGCUSTOMER JOURNEY MAPPING
DESIGN THINKING
DESIGN THINKINGTHERE IS NO FIXED DESIGN THINKING PROCESS.
DESIGN THINKING IS ABOUT COGNITIVE FLEXIBILITY: THE ABILITY TO ADAPT THE PROCESS TO THE ISSUE.
CONTEXT MAPPING Questioning everything!
Mapping the Stakeholders/ the Value Network
Looking into insights into user’s lives, to get a grip on their furure behavior
MAPPING JOBS & OUTCOMES
BUILDING A MIRROR
TRULY UNDERSTAND WHAT YOU ARE OFFERING... TOUCHPOINT BY TOUCHPOINT
DISCOVERING NEW OPPORTUNITIES
CUSTOMER JOURNEY MAPPINGWILL HELP YOU DEVELOP A STRONG EMPATHIC ABILITY WITHIN YOUR ORGANIZATION
WHY IS ALL THIS IMPORTANT?
TO BUILD STRONGER AND MORE SUSTAINABLE RELATIONSHIPSWITH YOUR CUSTOMER
TO STAY AHEAD OF THE COMPETITION
TO CLOSE THE ‘TRUST GAP’ THAT HAS GROWN TOO WIDE
A GOOD RELATIONSHIP STARTS WITH TRUST
“Companies will become more transparent as a necessity – customers now see that as an essential part of the trust equation.”
Guy Laurence, CEO of Vodafone UK
AND A RELATIONSHIP BASED ON TRUST STARTS WITH INTENTIONS
WHAT ARE THE INTENTIONS OF YOUR ORGANIZATION?
WHAT ARE THE INTENTIONS OF YOUR ORGANIZATION?... DO YOU KNOW?
NOW WHAT DO YOU DO?
START SMALL
GIVE YOURSELF TIME TO LEARN
YOU NEED TO KNOW WHAT YOUR CUSTOMER IS TRYING TO DO
THEN HELP THEM DO IT
OR DEVELOP TOOLS TO EMPOWER THEM
DEVELOP THEM TOGETHER
STOP SENDING,START INTERACTING
FACILITATE CONVERSATIONS
OPEN THE DOORS
LOOK FOR NEW COLLABORATIONS
INSIDE AND OUTSIDE OF YOUR COMPANY
EXPERIMENT
DON’T BE AFRAID TO FAIL,THAT’S THE ONLY WAY WE CAN LEARN ANYTHING NEW
PRACTICE WHAT YOU PREACH SO YOU CAN PREACH WHAT YOU PRACTICE
AND SLOWLY START BUILDING A CULTURE OF TRUST
TO CO-CREATE REAL VALUE WITH ALL STAKEHOLDERS
THAT’S ALL
QUESTIONS?
TRUSTArne van OosteromAEGON SEMINAR The Hague April 15th 2011
THE NEXT BIG THING
Arne van Oosterom
Twitter @DesignThinkersEmail arne@designthinkers.nl
www.designthinkers.nlwww.designthinkingnetwork.com
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