Presentation given at Intranets 2011 in Sydney by Iain Barker of Meld Studios on the topic of how customer experience and intranets converge within the context of service design.

1. Customer experience and
intranets in the context of
service design
Iain Barker
Principal, Meld Studios
@iain_barker

4. Technical writer, user interface
designer, information designer,
information architect, usability
tester, user centred designer,
user experience architect,
interaction designer, service designer

5. Meld Studios’ clients include...
BT Financial Group
NSW Dept. of Education and Training
Mission Australia
Youth Hostels Australia
Hotfrog
No Spuds
and numerous others we can’t mention...

6. Research and design of...
services communications strategies
business models marketing materials
websites interactions
conversations workflow
intranets content management systems
follow-up processes processes
call centres business cases
applications ...

7. customer experience
service design
intranets

8. customer experience
“...the sum of all experiences a customer has with a
supplier of goods or services, over the duration of their
relationship with that supplier. From awareness,
discovery, attraction, interaction, purchase, use,
cultivation and advocacy.”
http://en.wikipedia.org/wiki/Customer_experience

9. experiences touchpoints
What the customer takes away Key moments in the interaction
from the interaction(s) between organisation and customer
Product
Store/branch
Call centre, brochure,
etc
interactions
How and where the organisation
and the customer meet
external internal

13. Shares in design-led businesses
outperform key stock market indices by
200%
Where design is integral, less than half of
businesses compete mainly on price,
compared to two thirds of those who don’t
use design
On average, design alert businesses
increase their market share by 6.3%
through using design

14. Organisations
understand the
business value of
creating great
customer experiences

15. This sounds vaguely interesting Iain,
but what the heck has all this got to
do with intranets?

16. Great customer
experience is only
sustainable if you
create a great
staff experience

17. the customer experience is only
the tip of the iceberg

18. staff experiences are often very
messy

19. duct tape
experiences

20. J
o
-I- v
Y
I
[.a
t
,
+ {
,z
o
a2
t-
@
E
q
E
5
L
ts
5 iil ttttt
@ , tll t
*
Z
gr l ,
@
h
s {
I
in
g d"
3
@ s
@

21. experiences touchpoints
What the customer takes away Key moments in the interaction
from the interaction(s) between organisation and customer
Customer experience
can be shallow in
execution
Only treating customer
channels not the staff experience
interactions
How and where the organisation
and the customer meet
external

22. experiences touchpoints channels process systems
What the customer takes away Key moments in the interaction Medium with which the organisation Ways of working. The policies that Technology and infrastructure
from the interaction(s) between organisation and customer communicates with their customers guide how the business is run that a company relies upon to operate
interactions
How and where the organisation
and the customer meet
external internal

23. service design
experiences touchpoints channels process systems
What the customer takes away Key moments in the interaction Medium with which the organisation Ways of working. The policies that Technology and infrastructure
from the interaction(s) between organisation and customer communicates with their customers guide how the business is run that a company relies upon to operate
interactions
How and where the organisation
and the customer meet
external internal

24. service design...
is holistic, not about channels
is people-centred, not just customer centred
is about the tangibles and intangibles
is about things that occur over time
is about solving complex and political problems

25. External
Intangible Tangible
Internal

26. External
Menu
Brochure
Queues
Website
Packaging
iPhone App
Ticket stub
Store layout
Application form
Intangible Tangible
Internal

27. External
Space
Menu
Temperature Brochure
Queues
Website
Intent Emotion Packaging
iPhone App
Time Ticket stub
Waiting Store layout
Ambiance Application form
Brand
Intangible Tangible
Internal

28. Tangible

29. Intangible

30. External
Space
Menu
Temperature Brochure
Queues
Website
Intent Emotion Packaging
iPhone App
Time Ticket stub
Waiting Store layout
Ambiance Application form
Brand
Intangible Tangible
Goals Processes
Principles Role
CRMs
Strategy
Intranet
Internal

31. The best way to get started...
Service mapping

32. Customer experience
Physical artefacts Line of interaction
Onstage actions Line of visibility
Backstage actions Line of internal interaction
Systems

33. Andy Polaine, Service Blueprint +

39. Implications of
service design for
intranet teams

40. Service design...
changes the silo-ed way in
which things are designed

41. Service design...
reframes projects in terms
of organisational objectives

42. Service design...
connects internal things
with the “more valued”
external things

43. Service design...
makes fuller use of what
you know and learn

44. Service design...
involves collaboration and
facilitation

45. Start a conversation about service
design within your organisation by
mapping a service
Have a read of some service design
literature
Talk to me or my colleagues at Meld
Studios

46. Thoughts or questions?
Iain Barker
Principal, Meld Studios
iain@meldstudios.com.au
@iain_barker