Enhancing Industrial Heritage Through Customer-Centric Service Design
Project: Industrial Heritage
Service design
of industrial
heritage object
Sille Roomets
4.10.2017
Saaremaa
Service design
•
The key is to
look through customers eyes
.
•
The only rule is
user centered approach
–
both service provider, customer, other
interested groups.
•
Service design and marketing are connected
and
constant processes
. With no end.
•
Service design and m
arketing is an
art, not
science
. An art to make eyes sparkling. Both
customers and yours. Trust your intuition.
Value proposition
Customer
jobs
describe
what
customers
are trying to
get done in
their work or
life
(expressed in
their own
words).
Gains
describe the outcomes
that customers want to
achieve or concrete benefits
they are seeking.
Pains
decribe bad
outcomes, risks and
obstacles related to
customer jobs.
List of all
your
products
and
services.
Pain killers
describe
how your products
and services alleviate
customer pains.
Gain creators
describe
how your products and
services create
customer gains.
You have to know your visitor
You may need information about:
•
Demographic
(generation, age, stage, sex,
income)
•
Behavior
(context, usage, loyalty
, habits,
channels they use
)
•
Geographic
(nationality, country, town, area)
•
Psychographic
(lifestyle, personality, values)
Customer profile
Be careful. Do they look all in same segment –
the seniors from Germany?
https://www.lightpetal.com/vouchercodes-persona-decals-and-cards/
Values
connected to
your project
Name of the
stereotype
Photo
describin
g the
stereotyp
e
Data connected
with your
project
Status in
personal life
What is
common to
her
Goal
connecte
d to your
project
Personas
From goods to experiences
Creating experiences
•
Visiting product is what they buy. Visiting
experience is
what they will remember
.
•
In case of experiences –
emotions
count
the most
.
•
Components of experience:
5 senses
Involving visitors
Creating the surprise
Them
atisation
Souvenirs
Creating experiences
•
NB! Prepare the visitor before. Necessary info for
„survival“.
•
NB! Telling stories. Stories will catch attention, are
super-cool, will be remembered.
•
NB! Be different. Do differently.
Customer physical journey
Customer physical journey
Customer journey
•
The goal is to map the customer journey, his actions-thoughts-
emotions in every contact point BEFORE, DURING, AFTER
the
service.
SEEKING FOR
INFORMATION
ORDERING
SERVICE
ARRIVAL
USING
SERVICE
PAY AND
DEPARTURE
ENTERING,
CHECK IN
EXTRA
SERVICES
AFTER
SERVICE
Late night. Hungry Sille. Apartement hotel.
In the realm of industrial heritage, the design of objects like the one by Sille Roomets brings a unique blend of art and intuition. Connecting service design with marketing is emphasized, focusing on a user-centered approach that aims to make eyes sparkle, both for customers and providers. Understanding visitor demographics, behaviors, and profiles is crucial, as is creating value propositions that address customer gains and pains. The shift from goods to experiences highlights the significance of creating memorable experiences for visitors, where emotions play a key role. Emphasizing the importance of knowing your audience and aligning project values with customer expectations, the narrative underscores the essence of customer-centric service design in industrial heritage preservation.
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Presentation Transcript
Project: Industrial Heritage Service design of industrial heritage object Sille Roomets 4.10.2017 Saaremaa
Service design The key is to look through customers eyes. The only rule is user centered approach both service provider, customer, other interested groups. Service design and marketing are connected and constant processes. With no end. Service design and marketing is an art, not science. An art to make eyes sparkling. Both customers and yours. Trust your intuition.
Value proposition Gain creators describe how your products and services create customer gains. Gains describe the outcomes that customers want to achieve or concrete benefits they are seeking. Customer jobs describe what customers are trying to get done in their work or life (expressed in their own words). List of all your products and services. Pain killers describe how your products and services alleviate customer pains. Pains decribe bad outcomes, risks and obstacles related to customer jobs.
You have to know your visitor You may need information about: Demographic (generation, age, stage, sex, income) Behavior (context, usage, loyalty, habits, channels they use) Geographic (nationality, country, town, area) Psychographic (lifestyle, personality, values)
Customer profile Be careful. Do they look all in same segment the seniors from Germany?
Values connected to your project Goal connecte d to your project Personas Name of the stereotype Photo describin g the stereotyp e What is common to her Data connected with your project Status in personal life https://www.lightpetal.com/vouchercodes-persona-decals-and-cards/
Creating experiences Visiting product is what they buy. Visiting experience is what they will remember. In case of experiences emotions count the most. Components of experience: 5 senses Involving visitors Creating the surprise Thematisation Souvenirs
Creating experiences NB! Prepare the visitor before. Necessary info for survival . NB! Telling stories. Stories will catch attention, are super-cool, will be remembered. NB! Be different. Do differently.
Customer journey The goal is to map the customer journey, his actions-thoughts- emotions in every contact point BEFORE, DURING, AFTER the service. AFTER SERVICE ORDERING SERVICE ENTERING, CHECK IN EXTRA SERVICES SEEKING FOR INFORMATION ARRIVAL PAY AND DEPARTURE USING SERVICE
Late night. Hungry Sille. Apartementhotel. SEEKING INFORMATION IN APARTMENT CHOOSING THE PROVIDER AND FOOD WAITING FOR DELIVERY RECEIVING, PAYING PROCESS DURING EATING PROCESS AFTER THE SERVICE So late. Where to get food and quickly? What to choose (more than 37 places with 30 dishes= 1 000 choices)? How long does it take? When can I eat? Will all tools be included? Will they call or should I wait downstairs? Imagining the food. Why so ugly package? Why duck-tapes? How will I open the bottle? How and whom to give feedback? Will they care and improve the service? No place to give feedback Hungry Tired Hungry Tired Nervous Very hungry Tired and angry Easy payment Disappointing in package Cannot open boxes Food is cold Cannot open the bottle Tellitoit.ee booklet in apartement. System in web- page, less is more Following the process on web- page. Proper package, quality check. Easy and thermal package. Bottle with screw-cap. Feedback platform
