From the video of his MX 2013 presentation, link here.
Services are process and experience based
Optimize processes to reduce waste and focus on activities that directly deliver customer value
Industrial theory has assumed there are three layers to making a product:
- Business strategy / Take the principles
- Business architecture / Design the process
- Tactical execution / Deliver the service
But there is a big difference between industrial production and service delivery:
- Tangible vs intangible
- Tech-focused vs human-centered
- Efficiency vs experience
- Linear vs non-linear
- Standards vs principles
The two also differ in value definitions:
- Industrial production’s definition includes:
- Customer satisfaction
- Revenue growth
- Wallet share
- Cross-sell ratio
- Relationship duration
- Service delivery’s definition includes:
- How is it useful to me?
- Does it provide me with personal satisfaction?
- What benefits does it provide me?
- Does it provide the quality I expect or desire?
- Does it align with my beliefs and worldview?
Design needs to be obsessed with humanizing the business processes, not optimizing them
- Co-create value for the business and the folks with whom they interact
Helps designers engage operations to go from vision to reality
Blueprint building blocks, starting at the top and moving down:
- Customer actions
- Staff actions
- Line of visability
- Back stage staff
- Support processes
- With an arrow of time at the bottom
- Prototypes the future experience for ideation
- Visualizes vision of the service experience
- Helps see where and how existing and future ideas will fit together
- Combines customer experience with an operational tool so design and engineers can speak the same language
- Helps plan the service evolution over time
Service Experience Architecture
We can use it to:
- Formally evaluate current service delivery
- Facilitate service blueprinting
- Prototyping and piloting operational changes
- Creating service roadmaps
- Produce sustainable value for all stakeholders in complex ecosystems of people, products, services and technologies
Patrick Quattlebaum is the Managing Director at adaptive path.