The 360 degree service journey

Frontline staff and managers are people too. So why do we so often overlook the employee experience when designing for customers? We do lengthy research and create elaborate customer journeys that pinpoint the pain points and moments of truth that businesses need to get right, but there are two sides to every story. What about the poor frontline staff who have to provide this magical new service experience? Even bigger question – what about their managers who need to give direction and make decisions behind the scenes?

In this talk I’d like to share a technique to help get everyone from client stakeholders to system architects onto the same page, in a way that is equitable to every human involved in a service. I think of them as ‘user journey swim lanes’, but you can call them whatever tickles your fancy. Effectively it’s an alternative to a service blueprint, in that it aims to capture every element that comprises a service, except the whole thing is person-oriented. The art is in finding the sweet-spot of what to capture, and how to do so in a way that tells the story visually.

Presented by Tal Bloom at Service Design (Cbr) 2016

Transcript

1. Tal Bloom 360o Service Journeys
2. Staff are people too, right?
3. To map existing services And new services Not only capture every element of a service We need a technique that can… Get everyone on same page: • Executives • Designers • Analysts • Techs • HC/HR… Enable analysis and design to: • Focus improvement efforts • Address inconsistencies • Alleviate bottlenecks • Identify needs for more research • Target customer feedback Understand what’s required to: • Make business decisions • Design individual touchpoints • Design and build systems • Design and roll-out processes • Set targets and measures So that we can… But is holistically person-focussed!
4. Design the service by telling everyone’s story
5. Identify the people involved Customer Frontline Team Leader Decision Maker
6. Stages Step Step Groupings of customer and staff tasks / interactions / transactions Finish The customer’s need is fulfilled Start A customer need arises Outline the need-based storyline
7. Describe the service by fusing their journeys Customer Frontline Team Leader Decision Maker Touchpoints
8. It’s a little more complex, but manageable Parallel steps Offshoots to other journeys Multiple starts or finishes Triggers of other steps
9. Example Marketing Services Image has been blurred to protect client confidentiality
10. Find the sweet spot for the unique business context
11. Channels Associate with interactions Artefacts Inputs / outputs from a step Systems Associate with a step Iconify the service world
12. Example Government Department Image has been blurred to protect client confidentiality
13. Operational • Business rules • Technical considerations • Process decision points • Changes from current Timing • Durations • Intervals • Dependencies Experiences • Needs • Pain points • Moments of truth • Survey triggers Annotate the service themes up to 5 days later Only for priority cases ! Status: Closed Takes 24 hours
14. Example Professional Services Image has been blurred to protect client confidentiality
15. Users Customers for concept validation SMEs for concept refinement Stakeholders for concept endorsement Decision makers for concept approval Staff at all levels for day-to-day reference Project managers for guiding implementation Ministers for transformation planning… Lastly, but really first, user experience Either way, primarily visual to bridge worlds Options Small page to include in a document Large sheet to hand out to people Posters to put up on the wall Digital to project or upload to intranet
16. Example Infrastructure Operator Image has been blurred to protect client confidentiality
17. It isn’t much more effort
18. Be creative and enjoy your own journey :-)
19. Thank you Tal Bloom Tal@ToBe.org