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Eli Fall Focus Session 2014 1

Outside-in, Inside-outDesigning Services within Learning Spaces

ELI Fall Focus Session

October 29, 2014

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Eli Fall Focus Session 2014 2

agendaIntroduction

Making the case

Tools to get started:•  Understanding Experiences

• 

Partnership Models

• 

Defining Service Levels

•  Guiding Referrals

Wrap-up

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Eli Fall Focus Session 2014 3

a learning space… 

NC State Hunt Library (Design: Snøhetta and PBC+L)

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Eli Fall Focus Session 2014 4

services within a learning space… 

room reservation

device lending

research assistance

tech support

wayfinding

furnituresetup / reset

cleaning

subject-matterconsultation

NC State Hunt Library (Design: Snøhetta and PBC+L)

communityengagement

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Eli Fall Focus Session 2014 5

big idea: outside-in, inside-out Experiences – and the spaces, services and organizational structures that support

them – should be designed from the outside in, as well as from the inside out.

users

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Eli Fall Focus Session 2014 6

why outside-in?

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Eli Fall Focus Session 2014 7

80% of firms believethey’re delivering a “superior experience”to customers

Source: “Closing the Delivery Gap: How to achieve true customer-led growth,” October 5, 2005; Bain & Company

today, more organizations than ever arefocusing on user experience… 

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Eli Fall Focus Session 2014 8

80% of firms believethey’re delivering a “superior experience”to customers

8% of customerssay they’rereally delivering

but their users aren’t satisfied.

deliverygap

Source: “Closing the Delivery Gap: How to achieve true customer-led growth,” October 5, 2005; Bain & Company

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Eli Fall Focus Session 2014 9

why inside-out?

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Eli Fall Focus Session 2014 10

72% of highly engagedemployees believe theycan positively affectcustomer service

27% of disengagedemployees

engaged employees can provideimproved service… 

Source: “The Ten C’s of Employee Engagement,” Dan Crim and Gerard Sejits, The Workplace, Apr 2006

vs. 

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Eli Fall Focus Session 2014 11

29% of staff are engaged orhighly engaged at work

but few employees are truly engaged. 

Source: Gallup Management Journal, Employment Engagement Index

55% are NOT engaged

16% are actively disengaged

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Eli Fall Focus Session 2014 12

some tools to get you started thinkingabout users and staff together…

Understanding Experience

Partnership Models

Defining Service Levels

Guiding Referrals

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Eli Fall Focus Session 2014 13

understanding experiencesConsider the entire experience (all 5 E’s), from the user perspective as well as

the the staff activities and interactions required throughout. Both user andstaff journeys can be mapped using the 5Es to understand and improve them.

ENTICE ENTER ENGAGE EXIT EXTEND

Note: Es Framework developed by Conifer Research

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Eli Fall Focus Session 2014 14

understanding experiencesbrightspot and GT staff conducted observations and shadowing to evaluate

how current services support / do not support users and/or staff and activities.

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Eli Fall Focus Session 2014 15

experience model outcomes

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Experience models, created by synthesizing research data, can help to identify

key moments in experiences as well as opportunities to better support them. 

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Outcomes included:

• 

Identifying anopportunity to bettershowcase and sharework

•  Service strategies toencourage users toengage with expertsearlier

• 

Staff sub-groups tocreate new services

that support keymoments

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Eli Fall Focus Session 2014 16

partnership models As service delivery becomes more complex and collaborative, often

understanding with whom and how to partner is the most critical step.

!

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Eli Fall Focus Session 2014 17

partnership model example

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Eli Fall Focus Session 2014 18

partnership model outcomesDefining whom to partner with and how to do so can create a set of shared

expectations, a shared vocabulary, and a framework for estimating future spaceneeds, future staffing, and further discussions of roles, skills, and training.

Outcomes included:

• 

Common language aboutthe different ways to worktogether

• 

Shared expectations for

who will do what

•  Forecast future needs forspace and staffing

•

 

Identification of furtherorganizational developmentwork (e.g., integration,

culture, skills training)

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Eli Fall Focus Session 2014 19

service levelsService levels can be used to group and describe service experiences, helping

to define how, when, where and by whom services are delivered.

Level 3:Specialized support

Level 2:Intermediate support

Level 1:General support

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Eli Fall Focus Session 2014 20

mapping service levelsThrough interviews, workshops, and data analysis we created service levels to

coordinate across providers and inform service delivery & communication.

Transport Reservation& Booking

Reception&

Navigation

RoomSet-up

TechnologySupport

Catering

Level 1:"You’re onyour own"

Online tool Online tool None None In-roomguides,Phone

Support

None

Level 2:"We'll getyou

started"

Online tool Online tool None None Remotemulti-media

support

Uponrequest

Level 3:”We’ll help

you alongthe way"

PhoneSupport

PhoneSupport

Welcomeand Direct

AdvanceSet-up

On-demandTeam, on-

site

Set-up, withOn-demand

Team

Level 4:"We'll do itfor you"

Door-to-Door

Service

DedicatedLine

Guide youthere

AdvanceSet-up,

Check-in,

and Adjust

Dedicatedteam, on-

site

Set-up, withdedicated

team

FinancialServices

Company

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Eli Fall Focus Session 2014 21

service levels outcomesClarifying service levels through a participatory and data-driven process can

help manage expectations, provide for more consistent delivery, and uncoverkey success metrics.

FinancialServices

Company

Outcomes included:

• 

Clarity across service levelsand clear rationale of “onown” > “I’ll get you started”> “I’ll help you along the

way” > “I’ll do it for you”

•  Better management of userexpectations

•  Identified questions to

answer through serviceblueprinting

•  Led to identification ofsuccess metrics like self-service uptake

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Eli Fall Focus Session 2014 22

referral modelsConsider the experience customers will have when being referred to different

service providers, and create models to guide staff actions behind the scenes.

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Eli Fall Focus Session 2014 23

Brightspot worked with NYU to to create referral models and best practices for

staff who support faculty teaching with technology at the University

guiding referrals

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Eli Fall Focus Session 2014 24

referral model outcomesReferral models helped NYU create best practices for referrals and determined

the resources and awareness needed for staff to successfully refer faculty.

Outcomes included:

•  an understanding of whatstaff needed to know, versusthe resources they needed

accessible for referrals

•  better awareness of otherstaff provider groups acrosscampus

• 

short, memorable phrasesoutlining referral bestpractices in all situations

•  a guide to describe typicalreferral types

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Eli Fall Focus Session 2014 25

remember… outside-in & inside-out 

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thank you!

elliot@brightspotstrategy.com

@brightspotter

www.brightspotstrategy.com