Delivering Sales Success in Hi-Tech Distribution

Cloud technologies. Expertly delivered.

Delivering Sales Success in Hi-Tech Distribution

Cloud technologies. Expertly delivered. Agenda

• What are the challenges around time / cost and quality in distribution businesses and how they can be addressed?

• How to set realistic goals for improvement, understand the benefits, and assess readiness for change?

• How to use Continuous Service Design for improvement in sales process?

• How an applied approach from leading frameworks such as design thinking, lean, six sigma and agile can be used to create a sustainable customer-driven enterprise?

• How to quantify your gains / measuring results and benefits?

Cloud technologies. Expertly delivered. Agenda

• What are the challenges around time / cost and quality in distribution businesses and how they can be addressed?

• How to set realistic goals for improvement, understand the benefits, and assess readiness for change?

• How to use Continuous Service Design for improvement in sales process?

• How an applied approach from leading frameworks such as design thinking, lean, six sigma and agile can be used to create a sustainable customer-driven enterprise?

• How to quantify your gains / measuring results and benefits?

Cloud technologies. Expertly delivered. Macro Trends




Case: A Human Service

Why Service Design?

Map the Experience

Change the Machine

Essential Skills & Useful Tips

Some Effective Frameworks

Today’s Journey Map

Cloud technologies. Expertly delivered. Case: A Human Service


Why Service Design?

Map the Experience

Change the Machine




Going on a Date



…at a nice Restaurant…


Not Clean Unreliable 10% Card Surcharge Not Special

Option 1: Get a Cab


Expensive Book in Advance

Book in Blocks of Time

2 Payment Steps

Option 2: Order Limo

Cloud technologies. Expertly delivered. Option 3: Uber Service



Open App1 2 View Availability 3 Book


Get AlertsWatch Progress


Arrive in style, without the weather dampening the

mood


Immediate Payment

Realtime Feedback


Immediate Payment

Realtime Feedback


Tax Receipt

Fare Breakdown

Trip Statistics


More Human


Nice Cars

Just in Time

Friendly Service

Reasonable Price

Easy Payment

Constant Feedback

More Flexibility

Bigger Market

More Control

Fill Gaps in Schedule

Streamlined Process

Feedback Loop

Passenger (Customer)

Driver (Supplier)

This is Service Design


Experience

Systems

Human

Cust

omer Supplier

Service Design is Human-Centred

Cloud technologies. Expertly delivered. Why Service Design?


Why Service Design?

Map the Experience

Change the Machine




Doing Design: beauty, ease of use, value, connections,

UI etc.

Thinking Design: Beating the status

quo, market opportunities etc.

Design as an Implementation

Activity Design as a Strategic

Activity

Being a Designer: what’s next? design culture, innovation

Design as your Identity


SalesService

Supply Chain

Cloud technologies. Expertly delivered. Some challenges you may face

• Relying on manual steps, disparate excel spreadsheets and localised knowledge in hi-tech quoting and ordering process.

• Have a drawn out selling process that is constrained by the need for product experts

• Struggling with how to offer “self service” quoting and configuration for resellers or their end-customers.

Cloud technologies. Expertly delivered. Macro Trend: Shift to Services

Source: Government Accountability Office; Bureau of Labor Statistics; S&P Capital IQ


The service sector now generates ~64% of the world’s GDP.

Cloud technologies. Expertly delivered. Service Design: Market Sizing

$2 BillionEstimated size of total dollars spent in US on planning and design services.

Cloud technologies. Expertly delivered. Service Design: Market Sizing

$2 BillionEstimated size of total dollars spent in US on planning and design services.


$40 BillionAd Spend

$2 BillionPlanning & Design of Services

Macro SAG

Service Anticipation Gap


$40 BillionAd Spend

$2 BillionPlanning & Design of Services

Macro SAG



$500kAd Spend

$25kPlanning & Design of Services

Micro SAG


Cloud technologies. Expertly delivered. Service Anticipation Gap

The loss of future potential revenues and the wasted ad spend when a service doesn’t meet or exceed the expectations set with the customer.

$25k Service Planning and Design

$500k Ad Spend

Cloud technologies. Expertly delivered. Identifying your SAG

• Time, cost and quality SAG• SAG Opportunities for improvement• Waste SAG• Understand benefits• Improvement in sales process

Cloud technologies. Expertly delivered. Overcoming SAG

Increased customer acquisition and adoption rates

Increased customer loyalty and advocacy

by planning and designing for service propositions, sequencing and flow

through human-centred planning of customer journeys across touchpoints and evidencing of customer value.

Cloud technologies. Expertly delivered.How services are being designed

How’s this work getting done?

Cloud technologies. Expertly delivered.Service Design (in two

sentences)

Service design applies design methods and craft to the definition and orchestration of service experiences.

Examines the operations, culture and structure of an organisation for impact on service experience.


Sales Experience

Sales Process & Systems

Human

Cust

omer Supplier

Sales Service is Human-Centred


Services are process and experience based.

Sales Process

Shipping


Map The Experience


Why Service Design?

Map the Experience

Change the Machine





Experience

Process

Experience

Change the Machine

Map Experience


When you think about Experience

Mapping


The Holiday is not The Destination

Think about a holiday


It starts with a map


Then the journey begins

Cloud technologies. Expertly delivered.And every journey has a

story


Tell your story with depth and richness around the human experience.


Your organisation should feel what it’s like to experience every touchpoint.


Your organisation should feel what it’s like to experience every touchpoint.

Cloud technologies. Expertly delivered.En

joym

ent

+

-

Customer

Supplier

Cloud technologies. Expertly delivered.En

joym

ent

+

-


Experience

Systems and Process

Human

Cust

omer Supplier

Remember: Service is Human-Centred


What are your Points of Opportunity?

What are your Experience Triggers?


Cloud technologies. Expertly delivered. Bernie Brooks from Myer

Ad Statement: Myer is My Store


Service Statement:On competing in the internet era: ...create an "omni-channel". It's essential to "fish where the fish are". If the customers want online sales you better provide it.


Service Statement: On supply chain: they have a specific objective to "make supply chain sexy". Deliver products faster and at lower cost.


Service Statement: Bad news travels fast: so, Bernie insists he gets all the negative business performance news before the positive reports.



What are your Experience Triggers?



You need to tell an engaging story.

But make sure you are telling a true story.


Interactions

Capabilities

Systems

Experiences


Sales Interactions

Sales Capabilities

Sales Systems

Sales Experiences


Sales Interactions

Sales Capabilities

Sales Systems

Sales Experiences

Magic Happens


The Postcards are not possible Without the Systems, Capabilities and Interactions


The Systems, Capabilities and Interactions are not valuable

Without the structures and attractions


Systems, Capabilities, Interactions

Experience

Line of Sight


Feeling, thinking, doing

Motivations Framing Behaviours

Making $ales CountThrough Service Design

Cloud technologies. Expertly delivered.Building Blocks of Service Design

ActionsWhat your customers

are doing

EmotionsFeelings and

perceptions of your customers

NeedsWhat your customers

are trying to satisfy

PeopleWho is involved in

your customer base

ContextPlace and

environment

ProductsWhat you are selling


Change the Machine

Map the Experience


Change The Machine


Why Service Design?

Map the Experience

Change the Machine




a journey[pros-es] verb:

Procès (13c.)


Ç√

a continuous series of actions meant to accomplish a result.

Process (17c.)


A sequence of interdependent and linked procedures which, at every stage, consume one or more resources to convert inputs into outputs. These outputs then serve as inputs for the next stage until a known outcome is reached.

Process (17c.)


A sequence of interdependent and linked procedures which, at every stage, consume one or more resources to convert inputs into outputs. These outputs then serve as inputs for the next stage until a known outcome is reached.

Process (17c.)Employees

Time

Energy

Capital

MaterialParts

Data



What have we built?


Line of Visibility


Service blueprinting helps designers engage operations to go from vision to reality.



Cloud technologies. Expertly delivered. Blueprint Building Blocks

Customer Actions

Touchpoints

Staff Actions

Line of Visibility

Back Stage Staff

Support Processes


Remember This?

How’s this work getting done?


Customer

Pre-Sales

Sales

Shipping

Ordering

Warehousing


Process (21c.)Orchestrated series of interrelated actions that produce sustainable value for all stakeholders in complex ecosystems of people, products, services and technologies


Process (21c.)Orchestrated series of interrelated actions that produce sustainable value for all stakeholders in complex ecosystems of people, products, services and technologies


Humanise processes to co-create value for businesses and people with whom they interact.


Humanise processes to co-create value for businesses and people with whom they interact.


More Human




Why Service Design?

Map the Experience

Change the Machine




Map the Experience

Change the Machine

Line of Visibility


Empathising Guiding Story Telling

Active Listening Visualisation Tell and Re-tell

Line of Visibility

Essential Skills

Useful Tips

Sustaining a Customer-Driven Enterprise


Take the Improv Let’s do Coffee Roughcutting

Useful Tips

Line of Visibility

Facilitation Translation Orchestration

Essential Skills

Sustaining a Customer-Driven Enterprise


Effective Frameworks for Sales


Why Service Design?

Map the Experience

Change the Machine



Cloud technologies. Expertly delivered.The dimensions of a

customer-driven enterprise

Waste

Progress

ProblemsQuality

Agile Design Thinking

LeanSix Sigma

Customer

Cloud technologies. Expertly delivered. Where Left Brain Meets Right

ExperienceChange the Machine

Cloud technologies. Expertly delivered. Conventional Implementation

Time

Analyse

Design

Build

Integrate

Test

Release

$?

Cloud technologies. Expertly delivered. Remember this?

Cloud technologies. Expertly delivered. Continuous Service Design

? ? ? ?

$ $ $ $

Increase Market ShareGrow RevenueIncreased ProductivityAdd Product Category

2-4 weeks 2-4 weeks 2-4 weeks


Cloud technologies. Expertly delivered. Further Reading

This is Service Design Thinking Designing for Growthdesigningforgrowthbook.comthisisservicedesignthinking.com


Thank You

Technology

Delivering Sales Success in Hi-Tech Distribution