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How to think when building a great service
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| 42UXSTORIES.DK
FROM SHOP TO SERVICEThanks to Klaus Bundvig of 1508
| 42UXSTORIES.DK
09.00 – 10.00: Lecture – from shop to service
10.00 – 10.10: Break
10.10 – 11.00: Groupwork – 3 examples – and
ideas..
11.00 – 11.10: Break
11.10 – 12.30: Group presentations – 5 min pr.
group!
FROM SHOP TO SERVICE
AGENDA
2
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FROM SHOP TO SERVICE
AMBITION
"CAN WE MAKE SUCH AGOOD SERVICE THATTHE ACTUALTRANSACTION IS NOTA CHALLENGE? "
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FROM SHOP TO SERVICE
OR PUT IN ANOTHER WAY
WHAT ARE YOU GOING TO LIVE OF, IF YOU NO LONGER CAN COMPETE ON PRICE?
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FROM SHOP TO SERVICE
OF COURSE ITS ABOUT SELLING – BUT IN CONNECTION WITH SOMETHING POSITIVE!
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FROM SHOP TO SERVICE
BECAUSE EARNED MEDIA BECOMES STILL MORE IMPORTANT!
ONLY 47% OF CONSUMERS AROUND THE WORLD SAY THEY TRUST PAID MEDIA (TELEVISION, MAGAZINE ANDNEWSPAPER ADS), A DECLINE OF OVER 20% SINCE 2009.
92% OF GLOBAL CONSUMERS SAY THEY TRUST EARNED MEDIA (WORD-OF MOUTH AND RECOMMENDATIONS FROM FRIENDS AND FAMILY) ABOVE ALL OTHER FORMS
OF ADVERTISING, AN INCREASE OF 18% SINCE 2007.
ONLINE CONSUMER REVIEWS ARE THE SECOND MOST TRUSTED FORM OF ADVERTISING WITH 70% OF GLOBAL CONSUMERS TRUSTING THEM, AN INCREASE OF 15% IN FOUR YEARS.
(SOURCE: NIELSEN, APRIL 2012)
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FROM SHOP TO SERVICE
HERE IS AN IDEA – TURN SERVILE“YES, CONSUMERS ARE MOREDEMANDING, TIME-STARVED, INFORMED,AND CHOICE-SATURATED THAN EVERBEFORE(WE KNOW YOU KNOW).
FOR BRANDS TO PROSPER, THE SOLUTION ISSIMPLE THOUGH: TURN SERVILE.
THIS GOES FAR BEYOND OFFERINGGREAT CUSTOMER SERVICE.
SERVILE MEANS TURNING YOUR BRAND INTO ALIFESTYLE SERVANT FOCUSED ON:
CATERING TO THE NEEDS, DESIRES ANDWHIMS OF YOUR CUSTOMERS,WHEREVER AND WHENEVER THEY ARE.”
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FROM SHOP TO SERVICE
THERE ARE MANY EXAMPLES OUT THERE
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FROM SHOP TO SERVICE
QUESTION…
WHAT IS A SERVICE?
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FROM SHOP TO SERVICE
THINK LIKE A WAITER
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FROM SHOP TO SERVICE
THIS IS NOT A PIPE
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FROM SHOP TO SERVICE
AND THIS IS NOT A SERVICE
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FROM SHOP TO SERVICE
BUT THIS IS A SERVICE!
SERVICE =
CONVINIENCE
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FROM SHOP TO SERVICE
SERVICE IS ABOUT GIVING A GIFT
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FROM SHOP TO SERVICE
UPSALE IS NOT A SERVICE IN IT SELF
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FROM SHOP TO SERVICE
SERVICE MAKES YOUR COSTUMERS LOOK GOOD
SERVICE =
IMPOWERMENT
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FROM SHOP TO SERVICE
AS WHEN MAILCHIMP SUPPORTS YOU IN BEING A GOOD WEBMASTER
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FROM SHOP TO SERVICE
SERVICE IS ABOUT RECOGNIZING AND CATERING FOR UNKNOWN NEEDS
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FROM SHOP TO SERVICE
THIS IS RELATED SERVICES
SERVICE =
CATERING TO UNKOWN NEEDS
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OR WHEN YOU ARE OFFRED BATTERIES A YEAR AFTER YOU BOUGHT YOU DRILLING MACHINE
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WHAT SERVICES COULD BE APPLIED TO THEESE BRANCHES?• HOUSING AND KITCHEN• BUILDING AND GARDEN• CHILDREN, BABYS AND TOYS• CLOTHING, SHOES AND ACCESSORIES• ELECTRONICS AND IT• FINANCIAL PRODUCTS• OFFICE AND HOBBY ARTICLES• PERSONAL CARE• FOOD AND BEVERAGES• MEDIA, CULTURAL EXPERIENCES AND INTERTAINMENT• SPORT AND LEISURE ACTIVITIES• TRANSPORT AND TRAVELS
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FROM SHOP TO SERVICE
SO WHAT COULD RELATED SERVICES TO THE FOLLOWING BE?
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LOOK AT THE OVERALL USER JOURNEY – WHAT SERVICES ARE POSSIBLE BEFORE UNDER AND AFTER THE SALE?
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RETURN ENVELOPES IS A SERVICE THAT CATERES TO THE OVERALL USER JOURNEY
SERVICE =
CATERING THE USER JOURNEY
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FROM SHOP TO SERVICE
WHO COULD GØR DET SELV TEAM UP WITH IN ORDER TO PROVIDE A GREAT SERVICE JOURNEY?
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FROM SHOP TO SERVICE
HERE IS A TRANSPARENT SERVICE
SERVICE =
CONTROL & VISUALIZATION
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FROM SHOP TO SERVICE
HERE IS A IN TRANSPARENT SERVICE – I DON’T KNOW ANYTHING ABOUT MY PENSION…
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FROM SHOP TO SERVICE
BABOLAT CONECTS TO THEIR CORE PRODUCT
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FROM SHOP TO SERVICE
AND MARKS & SPENCER MAKES IT POSSIBLE FOR YOU TO TRY BEFORE YOU BUY
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FROM SHOP TO SERVICE
UD OG SE(RVICE) MED DSB
DSB – DANISH RAILROADS
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FROM SHOP TO SERVICE
DSB KNOWS EXCATLY WHERE YOU ARE AT WHAT TIME…
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FROM SHOP TO SERVICE
TRAVELING ACCORDING TO DSB
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FROM SHOP TO SERVICE
TRAVELING IN REALITY
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FROM SHOP TO SERVICE
IT SHOULD RAIN WITH RELEVANT DIGITAL SERVICES
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FROM SHOP TO SERVICE
SOMEBODY ARE BECOMMING REDUNDANT
GOODBYE WHOLESALER
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FROM SHOP TO SERVICE
WHOLESALERS LIVE OF PROFITMARGIN
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FROM SHOP TO SERVICE
WHEN THE ENDUSER CAN BUY WITHOUT INTERMEDIARY TRADE, THE WHOLESALERS ROLE MUST CHANGE
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FROM SHOP TO SERVICE
HERE IS A DIGITAL SERVICE BASED ON DATA
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FROM SHOP TO SERVICE
WHEN WE KNOW THE COSTUMER, WE ARE ABLE TO GIVE A BETTER SERVICE
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FROM SHOP TO SERVICE
AND THE SERVICE EMPOWERS THE COSTUMER, AND BUILDS THEIR BUSINESS
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FROM SHOP TO SERVICE
PROFIT AND MEANING
COMPANIES AREDRIVEN BY PROFIT.
PEOPLE ARE DRIVENBY MEANING.
SO WHAT MAKES SENSEFOR YOUR CUSTOMERS?
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Groupwork – 3 examples – and ideas..
SCENARIO: Your Boss has asked you to have a look through the market in a search for 3 possible business ideas..
Find 3 examples on shops (physical or webshops) that would benefit from going from shop to service – discuss and write down the ideas – make a drawing or a screendump..
PLEASE MAKE A PPT. WITH 3 EXAMPLES – GET IT READY TO PRESENT AFTER LUNCH.. 5 MIN PR. GROUP
The presentations will be video filmed in order to provide feedback on presentations
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FROM SHOP TO SERVICE
GROUP WORK
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