How do branding and service design fit together? While one concept manages expectations, the other manages experiences. Combining both approaches allows creating brand experience for the benefit of customers as well as for companies. The concept of ‘Brand Services’ are “give-away services” that address relevant user needs and at the same time convey a brand message. In this talk and hands-on exercise, Christian Vatter shows how creating value for people and promoting business goes hand-in-hand. Christian Vatter is user psychologist and brand consultant. He founded Rlevance Consulting, a human centered business consultancy with a specialty in creating meaningful brands and value-adding customer experiences. In his work he often combines service design with branding techniques to create sustainable bonds with customers. He wrote various articles on this topic and speaks at international conferences.

1. Service
Design
Berlin
T LG G / A U G U ST 2 4 , 2 0 1 6
Brand Services
Picture:MelanieDreser

2. Katrin
PhD Candidate,
University of
Potsdam
Who is inviting?
Olga
Business
Consultant,
Fuxblau
Manuel
Service
Designer,
Fuxblau
Mauro
CEO &
Designer,
Boana
Martin
Service
Designer,
UK Gov

3. Formats of Service Design Berlin
Service
Design
Drinks
Service
Experience
Camp
Service
Design
Dinner

4. Where are we?

5. How does it work?
Input Exercise Mingling

6. Who is speaking tonight?
Christian Vatter
User Psychologist and
Brand Consultant

7. Brand Services –
A user centric marketing tool
Christian Vatter for Service Design Berlin, August 2016

8. 3 factors influence consumerism nowadays
2
– Abundance of choices
– Marketing distrust
– Customer sophistication

9. Abundance of choices
3

10. Competing number of „things to do“
4

11. So much content to chose from:
What happens in an internet minute
5
Source: intel.com/content/www/us/en/communications/internet-minute-infographic.html

12. 6
So many new products and services every day

13. 7
As customers we face an abundance of choices
available time
choices

14. People are confronted with an abundance of
choices.
8
Their attention has become a valuable
resource – everybody asks for it, but only few
are rewarded with it.

15. Marketing distrust
9

16. 10
Source: Nielsen Global Trust in Advertising
Recommendations from people I know
Consumer opinions posted online
Editorial content (e.g. in newspapers)
Ads on TV
Ads in magazines
Billboards / outdoor advertising
Ads in radio
Ads served in search engine results
Online banner ads
0 50 100
67
60
58
53
53
53
42
30
8
33
40
42
47
47
47
58
70
92
Trust completely / somewhat Don’t trust much/at all
Communication has lost credibility

17. 11
Advertising is not always 100% truthful

18. 12
Interrupting, disguising, tricking

19. 13

20. Marketing Communication has lost
credibility.
14
Many companies try to outsmart people,
ignoring that it is about fostering a valued
relationship, not making a quick sale.

21. Customer sophistication
15

22. 16
Forrester Research regard customer centricity a necessity
Source: Forrester Research, 2012
Age of the customer
Buyers empowered by
digital and transparency
make customer centric
companies successful
Amazon
Zappos
Age of information
Connected PCs and
supply chains makes
companies who control
information successful
Amazon
Google
Age of manufacturing
Industrial manufacturing
makes mass-producing
companies successful
Ford
Boing
Age of distribution
Global connections and
transportation makes
companies with good
distribution successful
Toyota
Procter & Gamble

23. 17
Forbes Magazine sees Customer Experience as the new
benchmark

24. 18
Source: Forrester Research;
North American Technographics Customer Experience Online Survey, Q4 2011, Base: US Online consumer
Positive experiences increase loyalty and recommendation
Low 0
0.71
0.65
MediumHigh Low Medium High
Willingness to consider the
company for another purchase
Likelihood to recommend
to a friend or colleague
Correlation with Customer Experience

25. 19
US company Zappos reaches the top with customer focus

26. 20
More communications
dm in-store experience

27. 21
More communications
Schlecker in-store experience

28. 22
vs.
While »dm« is Germany‘s most loved drugstore chain,
competitor »Schlecker« must close down
5,8
5,1
4,5
4,1
3,8
Revenue 2009 2010 2011 20122008
0
4,44,64,84,7
bankrupt
Revenue 2009 2010 2011 20122008
Source: dm, Schlecker
dm in-store experience Schlecker in-store experience

29. Customers know the rules of the game.
23
They seek out those companies that
appreciate them and add value to their lives.

30. 24
The Marketing dilemma
need for attention
and preference
Abundance of
Choice
Marketing
Distrust
Consumer
Sophistication

31. 25
I want you to listen
and understand.
What‘s in it for
me?

32. 26
A simple solution
Marketing
needs
User
needs

33. 27
It is not an »either or«,
it‘s an »and«

34. 28
Service design is great at delivering on user needs …

35. 29
… but usually doesn‘t take the brand into account

36. 30
Marketing communication knows how to give a brand
promise …

37. 31
… but is extremely bad at creating value for people

38. 32
Why not combine the approaches?
Marketing
Communication
Service
Design

39. 33
We researched and analyzed 90+ examples
http://www.christianvatter.com/great-examples-of-brand-services/

40. 34
Enter: Brand Services
a service that helps promoting the offer/brand
a service that is an add-on to the core offer
a service with little or no costs for users
by Christian Vatter & Martin Jordan

41. Example: Guide Michelin
35
One of the oldest brand services offers a list of worthwhile restaurants for travelers

42. Example: Kodak Picture Spot
36
Recommends best spots from which to take a photograph

43. Example: KLM Meet & Seat
37
Provides passengers the option to sit next to interesting people, based on Facebook &
LinkedIn profiles

44. Example: Adidas Runbase
38
A concept store in Tokyo next to a popular running site offering free running gear,
showers & lockers

45. Relevant aspects of a brand service
39
Brand-fit
Services that deliver
on the brand
Novelty
Services that have
news value
Usefulness
Services that are
highly useful

46. Usefulness: Hornbach Projekt-Buch
40
A comprehensive book that teaches you everything from laying parquet flooring to
building a pond

47. Brand Fit: Sit or Squat by Charmin
41
Provides an app called “sit or squat” that helps to locate clean public toilets

48. Novelty: Ikea Catalogue
42
Augmented reality mode lets you to place furniture into your home via your phone
before going to store

49. Relevant aspects of a brand service
43
Brand-fit
Services that deliver
on the brand
Novelty
Services that have
news value
Usefulness
Services that are
highly useful
The Ideal

50. Ideal Example: KLM Must See Maps
44
A digital city plan of KLM destinations, where your can invite your friends to mark
their favorite places

51. Benefits of Brand Services
Service as an add-on to core-
offer at little or no cost for
users
Service based on user needs
Service with brand message
„baked in“
value for user
(„what‘s in it for
me?“)
positive/favorable
experience with
the brand
experience of the
brand promise
delivered
value for brand
(„I want you to
listen &
understand“)

52. Building a Brand Service – schematic approach
Brand Promise: What is the
brand‘s benefit/
contribution to the world?
Customer need, pain point:
Where can the brand help?
(assessed through persona
& typical user situation)
Useful service that helps to
convey the brand promise

53. Make people want things
Make things people want

54. 48
About Rlevance

55. Rlevance is a human centered business
consultancy focussed on brand and customer
experience.
49
Mission: Making companies relevant for people.

56. Services: Exploring, inspiring and maintaining bonds with
customers
50
Customer
insight studies
Brand creation &
development
Customer
Experience
& Service Design
concepts
Brand
communication,
customer
engagement &
activation

57. – User psychologist and brand expert
– in the past 15 years consulted companies
from 24 different industries, in 9 different
countries, from startup to bluechip
– founded Rlevance Consulting – a
strategic brand and customer experience
consultancy
– inspired by environmental design/
architectural psychology
51
Behind Rlevance: Christian Vatter, Brand Expert

58. Clients: Experience from a wide range of industries and
customer segments
52

59. 53
making companies relevant for people
making companies relevant for people
Rlevance Consulting GmbH
Christian Vatter, Managing Director
cv@rlevance.com, +49 151 2520 5043
Berlin, Germany
www.rlevance.com
all intellectual property rights reserved
Get in contact:
Icons: Olivier Guin, Vivian Lai, Stephen West, Creatorid’immagine, Nikhil Dev, John Caserta, Simon Child / The Noun Project
Jakob Schneider / This is Service Design Thinking, Marty Neumeier

60. What’s happening next?

61. What’s happening next?

62. What’s happening next?

63. Returning from 18–19 November

64. Thank you!
servicedesignberlin.de
@SD_Berlin
@Rlevance
fb.com/servicedesignberlin