Service design: Differentiate or die

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Service design: Differentiate or die

Erlend T. Hovgaard Consultant, Creuna Norge

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It’s time to advance from service design focused on sheer customer orientation and simplification. Only unique brand experiences can build enduring competitive advantages.

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Service design must differentiate, not only improve and patch up across the board

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Only

60% have a clearly defined target group

Source: Forrester, 2010, survey of US CX leaders

Only

45% let brand strategy steer design and development of services

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Services are often developed to improve across the board...

More customized 3

More innovative 2

Cheaper and simpler 1

Benchmark

(operational excellence) (product/service leadership) (client intimacy)

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...but should first and foremost be built on what makes you unique

Benchmark

More customized 3

More innovative 2

Cheaper and simpler 1

(operational excellence) (product/service leadership) (client intimacy)

To view drawing guides 1.  Right-click on slide and select ’Grid and Guides...’ 2.  Check ’Display drawing

guides on screen’ 3.  Select ’OK’

Darker colours You’re basically free to use the different

saturations of the colours, but we still recommend these second to darkest ones

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

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3. Select Fill and choose your colour 4. Click OK

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It’s better to be loved by a few than being liked by many

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Define the ideal total brand experience

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Customer needs

Current customer experience

Brand’s position

Ideal brand experience

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“It’s not the consumers’ job to know what they want” - Steve Jobs

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The Michelin Guide: Extra service to provide ”Better Mobility” in line with the brand

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”the story of Lego is a modern international example of the art of understanding your own core business. you find out what you do better then others, and build your business around that. - Niels Lunde, Author of The Miracle at Lego

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”inspire and develop the builders of tomorrow”

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Insert image in background 1. Click on image placeholder

2. Choose Insert/Click Picture-button 3. Select image and click OK

Size of image=1500x844 px (2000x1126 px for even better quality)

One last tip

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Jot down ideas of extra services that can add value to a customer’s experience of a car repair shop – before, during and after

Before

During

After

Left side of the audience:

Cheaper and simpler

1

Value proposition: The simplest, fastest and most affordable way to fix most defects on common cars.

Right side of the audience:

More customized 2

Value proposition: You can be assured that we’ll take full care of all your automotive needs.

Workshop exercise:

Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour and click OK

Make a new slide to add or change the icons by using graphics from www.iconmonstr.com

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different saturations

of the colours, but we still recommend these second to darkest ones

Takk for meg! Erlend T. Hovgaard

hovgaards.com erlend.hovgaard@creuna.no

/erlendhovgaard +47 99 35 39 89 @erlendhov

© Creuna

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