Transformation by Design: The Three Ideas Driving Organisational Change by James Samperi - Engine Service design has captured imaginations beyond the design sector because it neatly packages a set of ideas and an approach to management that’s well suited to organisations looking to change. Three major transformations are underway: the shift from business to customer-centricity; from product to services development; and a change in mindset from solely analytical to imaginative approaches to improvement and innovation. Even with solid management practices in place to focus organisations on quality and efficiency, organisations still work hard to win and keep customers. Their challenges span business activities from leadership and culture to the design of experiences. The need to transform is very real and organisations are again looking to the market for ideas. This presentation will introduce Engine’s perspective on the three transformations, expand on the challenges and importantly, set out the role of design in helping organisations transform.

2. www.enginegroup.co.uk
Three!
Transformations!
The ideas driving organisational change
James Samperi | Director

3. Service design
has captured !
the imagination
beyond design !

4. BUSINESS!
CUSTOMER!
PRODUCT!
SERVICE!
ANALYTICAL!
IMAGINATIVE!
CENTRIC!
DEVELOPMENT!
APPROACHES!!
CENTRIC!
!
DEVELOPMENT!
APPROACHES!

5. BUSINESS!
CENTRIC!
CUSTOMER!
CENTRIC!

6. !"#$%&'()"!*!+,%(),%!"#$%!-.(/"%!$%0)12)%
2+%0)12%23("#$%2140!)5%(),%23("%!$)#"6%
CX!
Measurement!

7. CHALLENGE:
Trying to
understand
the current
service & what
of it customers
actually value!

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!)%23("%2(8%,1%2+%/3()5+%(),%23("%,1+$%"3("%/3()5+%9110%(),%*++9%9!0+:%
CX!
Strategy + Design !

9. CHALLENGE:
Navigating the
tension between
the business
model and the
customer
experience!

10. DESIGN TO DRIVE VALUE!
1.! Retention!
2.! Life-time value!
3.! Advocacy !
!

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2+%'),+4$"(),%312%"1%,+9!;+4%(%&'(9!"8%+7.+4!+)/+%(),%-+($'4+%"3+%4+$'9"$%
CX!
Strategy + Design + Delivery !

12. DEPTH & DIMENSIONS!
Quality!
Impact!
Build of service elements.!
Customer!
Experience!
Performance!
Capabilities of system!
The outcomes
•!
Usability, utility, brand
expression!
•!
User errors,
satisfaction, service
recovery!
•!
Retention, advocacy,
take-up!
•!
Benchmarking teams,
coaching and
management!
•!
Utilisation of resources
against targets!
•!
Take-up of training.
Level of commitment
to new projects. Skills
acquired by
individuals. !
Service!
Architecture!
Propositions!
Service!
Organisation!

13. SATISFACTION
R AT I N G S U P!
5 0 %!
+;!,+)/+%!$%5("3+4+,%
2+#4+%-(0!)5%()%!-.(/"%
AVERAGE RETAIL
SPEND UP! HOURS UP!
£18!
SECTOR
16.5%!
AWARDS!
RETAIL
SALES UP! VISITS UP! BEST
DIGITAL
INITIATIVE!
4.5%! 8.1%!

14. PRODUCT!
DEVELOPMENT!
SERVICE!
DEVELOPMENT!

15. CHALLENGE:
Changing the
relationship with
customers and
building service
capabilities!
Develop new
businesses
not just
products"
Not just the"
experience
but delivery"
New service
capabilities"
Shift to
longer-term"
relationships"

16. The 9 !
elements!
of service !
design!
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17. D E S I G N
P R O G R A M M E!
2yrs!
300k!
PRODUCTION!
STAFF! LOCATIONS!
1000+!100!

18. ANALYTICAL!
APPROACHES!
IMAGINATIVE!
APPROACHES!

19. CHALLENGE:
Once is cool,
doing it again is
even cooler. So
embedding the
approach is
critical.!

20. CX CAN’T BE A ‘MAGIC WAND’!
THE ‘TO BE’ SERVICE AND EXPERIENCE
TARGET OPERATING MODEL (TOM)
How the organisation believes the service
should work
CUSTOMER
CUSTOMER
EXPERIENCE
EXPERIENCE
EXPERIENCE%

21. INTEGRATED DEVELOPMENT!
THE ‘TO BE’ SERVICE AND EXPERIENCE
EXPERIENCE REQUIREMENTS
Target customer experience (TCE)
CHANGE REQUIREMENTS
Target operating model (TOM)

22. SATISFACTION
R AT I N G S U P!
1 4 %!
PASSENGER
NUMBERS!
^13%!
ASQ RATING 2012!
BEST IMPROVED!

23. www.enginegroup.co.uk
Service design is…!
!
The application of
empathic design
thinking and practices
to business change. !

24. www.enginegroup.co.uk
Service design will become…!
!
An integrated
management practice
within best-in-class
organisations. !