Innovating experiences with service design | Smaply podcast

Service design, and specifically journey mapping, has huge potential to change the travel & tourism industry in a positive way. As individual suppliers harness the potential journey mapping offers, they can craft more compelling experiences for their guests. Whether approaches are applied to services in a small hotel, or within a large destination management organization (DMO), journey maps can be created to suit different contexts and use cases within the travel industry.

In this webinar, we talked about how to manage customer experience across online and offline channels. The main question was what the challenge of omnichannel customer experience management is. Furthermore, we looked into the details of how you can research experiences beyond digital analytics. Also we will look into why qualitative data is so important and how you can manage experiences if they happen out of your reach. This series was initiated as a place for you to learn more about service design and journey mapping software. Our co-founder Marc Stickdorn and the Smaply team share their experience on how to embed and scale service design in organizations. The sessions usually kick off with a short introduction to the focus topic to bring everybody to the same page, followed by your questions and deep discussions of best practice examples.

In this webinar, we talked about how to become a human-centered organization: What's the first step that you can take? What are challenges that you are likely to face? What are chances for first success moments? And who do you need to involve in the process?

In this webinar, we talked about presenting customer journey maps: How to approach different audiences, how to tailor journey map details to stakeholder groups, and about types of visualizations and exports for different use cases. After watching this session, you’ll know how to use journey maps as boundary objects to bridge organizational and communicational silos.

Journey mapping and marketing go so much hand in hand that one might think it’s self-explanatory. But just like for any other person, also marketers sometimes have a hard time empathizing with customers. Customer journey mapping can help marketers to ensure they act for the customers’ sake and that it’s really the customer who’s in the focus of what they’re doing – rather than tools and processes. In this episode we discuss: - Customer journey mapping in the context of marketing - Questions to solve in marketing - How to create a journey map for marketing - Typical challenges of introducing journey mapping to marketing Check out the original article, including example journey maps and other details, on https://www.smaply.com/blog/journey-mapping-in-marketing Creat your own journey map on www.smaply.com Learn more about experience innovation on www.smaply.com/blog

Like many other sectors, the world of banking is facing persistent pressure to innovate within a society undergoing rapid technological, environmental and social change. Due to these changes, the way we engage with banks and access money isn't the same as it was five years ago. Short: the customer experience in banking has changed – and it's highly likely it won't be the same five years from now into the future. In this session we discuss: - Customer journey mapping in the context of banking - Customer experience questions to solve in banking - How to create a journey map for banking? - Typical challenges of introducing journey mapping to banking Check out the original article, including example journey maps and other details, on https://www.smaply.com/blog/journey-mapping-in-banking

As a software-as-a-service company that develops SaaS tools for journey mapping, this topic is at the very heart of our culture. Throughout the last few years, journey mapping has grown deeper and deeper into our daily routines, now we are using it along the entire business lifecycle, with the entire team, and not only on an operational level but also on a strategic level too. We have loads to tell about journey mapping in SaaS, however, we will try to balance this out and extract the most crucial points from this approach that we think are most relevant for other companies that provide entirely or partly digital solutions: - The relevance of journey mapping in SaaS - Customer experience questions to solve in SaaS - How to create a journey map for SaaS - Typical challenges of introducing journey mapping to SaaS Check out the original article, including example journey maps and other details, on https://www.smaply.com/blog/journey-mapping-saas Creat your own journey map on www.smaply.com Learn more about experience innovation on www.smaply.com/blog

In this session, we talked about service design workshops: how to run a successful service design workshop? What are the upsides and downsides of in-person workshops and digital workshops? And how to connect the two worlds together?

Please find the video, transcript, screenshots and more resources on this episode on https://www.smaply.com/blog/ask-marc-service-design-workshops

 

Overview

[2:00​] Introduction 

[10:45​] What are the upsides and downsides of in-person and digital workshops? 

[13:25​] What is your advice for the duration of an online workshop? 

[15:35​] Is there an optimal size in terms of people for a workshop? 

[21:50​] Do you think the future will be to be physically in a workshop, but using a digital tool to work together? 

[24:00​] How do you manage more dominant workshop attendees to make sure there is an even amount of interaction? 

[30:10​] Can you talk a little bit about the best ways to co-create with users in a workshop setting? Do they participate just like other participants? How do you best facilitate that co-creation? 

[33:45​] In a journey mapping team, how do you use the breakout rooms? And how do you keep an overview and a shared understanding of the journey?

How do you know if your service design project has been successful? How do you prove if your changes and improvements had impact? How can you use numbers to convince others of the effect of prior service design activities so you get budget for the next ones? In this session, we'll talk about measuring service design, the horrible experiences NPS and driver analysis can cause, and the importance of impact controlling.

Please find the video, transcript, screenshots and more resources on this episode on https://www.smaply.com/blog/ask-marc-measuring-service-design

 

Overview

[2:35​] Introduction 

[10:40​] How can emotional impact be measured the best? 

[16:40​] What is a reasonable expectation is for a company in their first year of their journey mapping journey? 

[21:15​] How frequently is it okay to ask customers to take a survey? 

[25:50​] Do you have any tips on what kind of approach one should follow for conducting research in an environment of involuntary consumers? 

[28:00​] How can you best share qualitative data to people with a quantitative background in a way that is compelling for them? 

[30:10​] Would you measure the service design impact on employees in the same way that you would do for customers? 

[31:10​] How do you measure the value of service designer contribution when there are multiple projects with overlapping KPIs running? 

[33:00​] In the pre-service phase what are some practical ways that companies can manage customer expectations? 

[35:10​] Would you say that service design must always have some measurable impact or are there moments when it can be justified by knowing that a redesign is important?