This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s):
Denise Belling, Australia
Optimal Experience
Denise Belling, a Senior Consultant at Australian consultancy, Optimal Experience, is an enthusiastic observer and analyst of all things human-behaviour related. She enjoys the challenges that come with integrating real world experience and meaningfulness into user friendly designs for services, products, physical environments, and online experiences. Denise believes that her greatest education and learning has come from travelling and living in different parts of the world, and interacting with a vast variety of people, cultures and environments. “Every experience, interaction and observation is an opportunity to learn through conscious curiosity”
Communicating the impact of customer touch points simply & effectively: A travel insurance customer journey case study for service design
Many organisations still design customer touch points and channels in silos, without recognising the bigger picture impacts from a customer’s perspective, and the organisational opportunities that arise from a more holistic approach to service design. This presentation will share a case study, including a visualisation, of a full cycle travel insurance customer experience, with coverage of a real overseas travel emergency incident, to demonstrate how meaningful the big picture and insight into real world customer reality really is. The visualisation effectively illustrates detailed touch points in a simple way, and demonstrates that each is meaningful the overall customer experience. It provides a mechanism for communicating the variety of customer touch points that have an overall impact. It also reinforces that it isn’t just the organisation owned touch points, but a network of interrelated interactions that also have an overall impact, and provide rich opportunities for service design thinking. This method is effective in practical communication of how the touch points impact throughout the customer experience, and helps to effectively reinforce the point that one or more poor touch point experiences can ruin a customer’s overall perception of their experience, and in turn the associated organisation, even if experiences of all of the other touch points are good.
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SDT2012 (P4.1): Communicating the impact of customer touch points simply & effectively
1. Communicating the
impact of customer
touch points simply &
effectively
A travel insurance
customer journey
case study for To: The Attendees
service design… SDT2012
Innsbruck, A-6020
Austria
Sydney Institute - User experience project From: Denise Belling, Sydney, Australia
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2. I also get excited
about service
design thinking
(& doing)
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Mobile concept exploration 2
3. A bit more about me:
16 years of UCD, mostly consulting - across many industries, several
countries, and a wide variety of projects
Taught UX / UCD to post grad students at The Academy of Art
University, San Francisco
I love contextual & ethnography research. Observing and analysing
human behaviour floats my boat, as does design thinking to solve
meaningful problems.
My most useful trait is hyper-vigilance. It’s also a curse
And I’m into mindfulness, self awareness development, fascinated by
brain elasticity…. & enjoy most outdoor activities
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Mobile concept exploration 3
4. Why am I presenting this?
Service Design is getting a lot of verbal attention (in
Australia anyway)…
….but the ‘doing’ opportunities are still quite slow, and so
we are exploring ways to keep it simple & effective in
communicating holistic customer experience and the value
of service design
(And I got a rare opportunity? to experience a full life cycle
service which can’t otherwise be easily researched in
context)
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Mobile concept exploration 4
5. What I hope you will get out of this:
- Inspiration
- Quick, simple & effective method of mapping customer
touch points:
- demonstrating bigger picture impacts from a customer
perspective across a full customer lifecycle of touch
points
- so impact and opportunities can be communicated
high enough and widely enough within organisation to
increase the likelihood of initiating a service design
approach to solving service problems
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Mobile concept exploration 5
21. No response to my email to request working feedback link Feedback request received before claim finalised
Travel Email link for feedback on emergency assistance didn’t work
No valid auto phone option for feedback query on number provided
Some easy to use quote interfaces
Insurance Twice waited more than 10mins on holdprovide feedback
Invited to
to talk
Helpful customer reviews, esp re claims
to claims Difficult to interpret exactly what is covered
Customer Claim payment process didn’t progress Difficult to compare price for cover
as described
Journey Received a phone call to confirm Confusing relationships between companies
claim approved involved
Received confirmation text when Not easy to match needs to cover options
claim form received
Confusingly large price
Sections on claim form didn’t match differences for apparently similar
directly to policy & cover sections, cover
making it difficult to complete
Some well laid out PDS documents
No claim checklist to help complete
claim documentation
A lot of PDS terminology in
Easy to find claim form on legal terms, not plain English
website
Received nice welcome home
emails from both insurance Printed a lot of paper to make
company& underwriter comparisons
International travel insurance for
Unclear where and when leisure traveler Time consuming process
‘emergency assistance’
services ended
Excellent choice of
-Going to India & Nepal for 2 Clear uncluttered interface
specialist & hospital months
Simple 3 step starting
Very well looked after at
hospital once admitted -Has accident – slips on ice in process
mountains in India, breaks
Unclear ‘travel companion’ Good price for cover
offerings elbow & requires surgery
Unrealistic expectations of
hospital arrival time & Nervous about unclear
subsequent unfair & stressful connections between company
criticisms directed at me selling insurance, and company
providing insurance
Lack of support &
communications for hospital Clear email received after purchase
arrival completed
No contact details or arrival guidelines
Nice email received a few days
given for hospital before departure, including helpful
No company name or contact provided checklist
for or by local agent Clear instructions to take copy of
Local agent didn’t introduce themselves on first contact policy, and note number
Information lost in translations – local agent communicated to Local emergency number for
taxi driver in Hindi, messages not passed on urgent contact didn’t work
Permission not given to communicate via taxi driver but agent Empathetic & helpful first contact
did & messages not passed on to us
Phone nurse consult – kind & professional. Good experience
Breakdown in communications when local agent ‘got involved – became I felt listened to & valued
unclear who was deciding what – was I going to Delhi for review or surgery? First part of next steps process well explained
Medical ‘rescue’ arrangements made & communicated efficiently Fast & appropriate turnaround on initial next actions Not good experience
Clear & effective early communications & check ins
Good responsiveness to investigating option of staying in India for surgery
22. WOW! I there were at least 51
customer service touch points in this travel
insurance service experience….
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Mobile concept exploration 22
23.
24. Outcome:
Met with Managing Director, Customer Services
Director, User Experience Manager
Talked through the experience & the journey mapping
process.
Agreed to partner on robust service research and
design activities….
Challenge:
Getting good quality contextual information
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Mobile concept exploration 24
25. The design thinking balancing act….
Organisation objectives Cost v Benefit User problems & context
Service design thinking principles tools & activities
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Mobile concept exploration 25
26. The challenge….
CEO/ Managing Director /
Executive Director
S S S S S S
I I I I I I
L L L L L L
O O O O O O
Budget, reporting, accountabilities, KPIs, rewards
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Mobile concept exploration 26
27. From a customers perspective , it’s all interconnected…
boundaries are arbitrary & create problems
In person
Online
Phone
Mail
Form
Any one touch point can impact the customers overall
perception of their experience of the organisation
Stick figure image credit: Dargoth
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Mobile concept exploration 27
30. For more information
Optimal Experience
Suite 408, 50 Holt Street
Surry Hills, NSW, Australia
+61 2 9699 2765
www.optimalexperience.com
Email: denise.belling@optimalexperience.com
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Editor's Notes
This lady, in her 90s, who lives in a small rural village in Rajasthan dropped her walking stick in shock when she saw me. She has never in her life seen someone with blonde hair and pale skin! People like this lead their lives from a natural design thinking perspective – they haven’t been educated by a western education system which teaches us to start thinking in silos and behaving within arbitrary boundaries from a very young age. The turbans that these men wear are not merely for fashion – they are designed and creatively twisted so as create a cooling effect through the centre to protect them from the harsh Rajasthan desert heat. Hi! I’m Denise, and I LOVE to travel in unique & interesting places, and meeting people who live very different lives from me.
I am about to break one of the first rules of user-centred design “I am not the user”, but I hope that you will humour me, because my bad luck seemed liked too good an opportunity to ignore in my quest for communicating about holistic customer experience and service design. And in this case I was the user. Oh, and as I mentioned before, I do practice mindfulness, and so I’m ok (but of course not perfect) at being aware of what is ‘mine’ in my experience, and being open and curious to others
And then bammm – one single small little step onto a patch of invisible ice. A trip to the mountain clinic (no electricity). A trip down the icy mountain side to a very basic hospital. An 80 cent xray… and confirmation of a broken elbow. Trip to another hospital, confirmation of requirement for surgery… but not there, oh no thank you…
And then THIS. I was high up in the mountains in the north of India, in McLeod Ganj, Dharmasala – the village where His Highness the Dalai Lama lives in exile from Tibet. A truly beautiful part of the world. It had snowed for 3 days before we arrived. The electricity was down, and most of the village shops were closed. We arrived in the late afternoon. We got a candle to light our room. The next morning I awoke to a gorgeous crisp blue sky morning. Feeling energised, I marched myself out the door for a walk – by myself, without telling anyone I’ve walked in snow & ice before. OK, I’m an Aussie, so it certainly doesn’t come naturally to me, but still, I have some experience of it. I was being careful and aware. And then bammm. One foot onto some invisible ice. Flat on my back with my left elbow hitting with full force. It was that easy.
Fortunately inside the hospital was much cleaner than outside. Surgery & 5 days in hospital in Delhi… and suddenly my tune has changed. NOW I think travel insurance is meaningful and important, and not only that I think that the service design has a lot of value to add…. BUT…. how do I communicate this to the travel insurance company, and most importantly to the right people in the company?