Expressive Service Blueprinting Charting the Emotive Qualities of a Service Experience Susan Spraragen Page 1TJ Watson Research Center | Hawthorne New York IBM © 2009 IBM Corporation Outline Overview of Expressive Service Blueprinting Form Groups – consider scenarios Follow the first steps for constructing a blueprint – using Service Design Workbook Construct blueprint with your team Share Results Page 2 © 2009 IBM Corporation What is a designed service? Page 3 © 2009 IBM Corporation Page 4 © 2009 IBM Corporation Page 5 © 2009 IBM Corporation SERVICE DESIGN is about creating and taking decisive and deliberate actions that will promote, support, and sustain positive service experiences. Page 6 © 2009 IBM Corporation If you wanted to design a service what would you do? Page 7 © 2009 IBM Corporation Using design methods to meet your goals: As you collect ideas and plans for acting on achieving these goals – consider the client’s perspective Service Blueprinting is a collaborative, thoughtful, and revealing effort that produces a visualization of customer interactions and behaviors as they are linked with provider backstage events. This technique facilitates the examination of how to align your service goals with the client’s expectations and needs. Page 8 © 2009 IBM Corporation Customer Actions Customer Actions Customer Actions Provider actions Line of knowledge, awareness Provider actions Page 9 Provider actions © 2009 IBM Corporation An example of a traditional blueprint How will my energy meter help me use energy more efficiently? Receiving a home metering device to measure personal energy consumption Basic customer steps and backstage activities are mapped out Page 10 © 2009 IBM Corporation Back Stage Processes On Stage Journey Evidence Client Steps Energy Provider Steps Energy Provider Steps Backend Applications Page 11 © 2009 IBM Corporation Back Stage Processes On Stage Journey Evidence New Energy meter arrives Client Steps Energy Provider Steps Follow meter instructions Energy consumption visualized Conduct normal appliance usage Read meter Gee – how would consumption differ if I selected “light” load for my dishwasher? Reduced usage Run appliance again Read meter Install Meter, give client instruction package Energy Provider Steps Backend Applications Page 12 Push feedback of use to meter in home Push feedback of use to meter in home Add readout to data base for future analytics © 2009 IBM Corporation Introducing human qualities to the service blueprint Page 13 © 2009 IBM Corporation Acknowledging client emotions GOAL: Design for a positive outcome that reinforces the value of your service. HOW: “Emotion as an integral part to preparing action…is a tool for making decisions….” • How do you apply actions to your good intentions? What can you do to bring customer from state of uncertainty to understanding? • What can you do to build trust and loyalty in the relationship? • Introducing Emotive States to the Design Process Berthoz, Alain, Emotion and Reason: The Cognitive Neuroscience of Decision Making, Oxford University Press, 2006. Page 14 © 2009 IBM Corporation Making it Expressive Collaborating with a service designer produces unpredicted yet desirable outcomes. “… A designer looks for the real thing we are trying to accomplish, unvarnished by the residue of years of organizational habit.” Richard Boland Jr. and Fred Collopy, “Design Matters for Management”, Rotman Magazine Spring/Summer 2006. Page 15 © 2009 IBM Corporation Back Stage Processes On Stage Journey Evidence New Energy meter arrives Energy consumption visualized Reduced usage Participation Points Client State Skeptical, Uncertain Enlightened, Enthused Conduct normal appliance usage Client Steps Follow meter instructions Energy Provider Steps Install well packaged Meter, give client clear inviting instruction package Provider State Read meter Hopeful, driven Page 16 Run appliance again Read meter Pro-active, assurance Energy Provider Steps Backend Applications Gee – how would consumption differ if I selected “light” load for my dishwasher? help consumer set goals; suggest alternative behaviors Push feedback of use to meter in home Add readout to community usage table for aggregated compare Push encouraging enticing message to user for changing consumption behavior . Share comparison data. © 2009 IBM Corporation Form Groups Identify possible scenarios Take out the workbooks Let’s begin on page: 4 Page 17 © 2009 IBM Corporation 1. Motivation Why are you building this blueprint? How will it be used? To create a new communications channel – online communities To discover why service is failing To design new service element To monitor the health of the service relationship To train new service team member – manage consistent delivery To predict client responses so you can be better prepared To define the client experience – for a variety of clients Page 18 © 2009 IBM Corporation During a single service episode, the client’s emotive state may vary. Expressive service blueprinting helps you find the right moment for proactively preventing downturns in the client’s perception of the service. Page 19 © 2009 IBM Corporation 2. Identify relevant emotive states GOAL: Move Client from Negative to Positive Emotive responses during service Worried, Overwhelmed Understanding Page 20 Confused, Frustrated Clarity, Calm Resistant Trust, Acceptance Unclear, Skeptical Knowledgeable, Credible © 2009 IBM Corporation 3. Decompose Related Service Steps It is difficult and cumbersome to map out an entire service, so it may be more helpful to focus on a critical, unique, or problematic service segment first. Then within that service segment, roles, context, setting, branch points can be explored. This foundation better sets the stage for producing a blueprint in a timely and useful manner Page 21 © 2009 IBM Corporation On Stage Journey Back Stage Processes Evidence Action Client Steps Emotive State Provider Steps Provider Steps Backend Applications Page 22 © 2009 IBM Corporation References Gilmore, James, Pine II, B. Joseph, Authenticity: What Consumers Really Want, Harvard Business School Press, Boston, 2007. Shaw, Colin, The DNA of Customer Experience: How Emotions Drive Value, Palgrave Macmillan, 2007. Shostack, L.G., “Designing Services That Deliver”, Harvard Business Review, January-February 1984. Zeithaml, V., Bitner, M.J., Gremler, D.D., Services Marketing-Integrating Customer Focus Across the Firm, New York, NY: McGraw-Hill Irwin, 2006. Page 23 © 2009 IBM Corporation