Service Excellence and Digital Experiences BML207: Purple Goldfish and the Art of Service Excellence
“ If human interaction is
Dr Andy Clegg a.clegg@chi.ac.uk
what drives emotionally meaningful customer experiences, how do we compete in a digital future?’
Service Excellence & Digital Experiences
Aims
• To identify the key elements of different digital experiences • To consider how customers are now interacting with digital touchpoints and the implications for service excellence • To strategise the digital experience process to support service excellence • Apply key principles to your own experience concept
Service Excellence & Digital Experiences
1 Activity
Digital Experiences • Identify three digital experiences you have had • For each experience identify the principal elements that underpinned service excellence/the service encounter
Service Excellence & Digital Experiences of the Evolution perience Digital Ex
Service Excellence & Digital Experiences of the Evolution perience Digital Ex
Service Excellence & Digital Experiences
2 Activity
Developing a Digital Experience Strategy • What are the key questions to ask when developing a digital experience strategy?
Service Excellence & Digital Experiences
ing Strategis
Key Questions: •
How do digital experiences differ?
•
What are the technology drivers?
•
How do customers use e-service?
•
How do you design for emotion?
•
What are the challenges and opportunities of digital experiences?
•
What are the underpinning pillars of digital experiences?
•
How to measure the performance of digital experiences?
•
What is the future for digital experiences?
Service Excellence & Digital Experiences
Question: How do digital experiences differ?
xpe Digital E riences
The Role of the Frontline
The Absence of Traditional Tangible elements
Interactivity and Engagement
24/7
Customer Self-Service
Expectations ‘Wow Factor’
Service Excellence & Digital Experiences
Question: What are the technology drivers?
rive Digital D rs
Mobility
Virtualisation/ Visualisation
Social Media Integration
Cloud Solutions
Creative Design Drives User Experience
Technology Delivers crosschannel experiences
Immersion
Service Excellence & Digital Experiences
Question: How do customers use e-service?
3 Activity
How do customers use the web? • Go to Kahoot.it – for a quick quiz!
Service Excellence & Digital Experiences
Question: How do customers use e-service?
rs Custome and the Internet
Service Excellence & Digital Experiences
Question: How do customers use e-service?
rs Custome and the Internet
Service Excellence & Digital Experiences
Question: How do customers use e-service?
rs Custome
• Window shopping’/‘just looking thank you’ – Visit the site, glance at the contents and then move onto another site
and the
– Browse through the site as if they were looking at goods in a shop/product research
Internet
Service Excellence & Digital Experiences
Question: How do customers use e-service?
rs Custome
• On the Move / Mobile Technologies • ‘Wisely’
and the Internet
Service Excellence & Digital Experiences
Question: How do customers use e-service?
rs Custome and the Internet
Service Excellence & Digital Experiences
Question: How do customers use e-service?
rs Custome and the Internet
Service Excellence & Digital Experiences
Question: How do customers use e-service?
rs Custome and the Internet
Question: How do you design for emotion?
“ Technology should bring
more to our lives than improved performance of tasks: it should bring richness and enjoyment’ Don Norman Author and Director of The Design Lab
Service Excellence & Digital Experiences
Question: How do you design for emotion?
ures of The Pleas gy Technolo
Service Excellence & Digital Experiences
Question: How do you design for emotion?
l De Emotiona sign
Service Excellence & Digital Experiences
Question: How do you design for emotion?
l De Emotiona
When the customer is emotional
When the customer can be made emotional
sign
Where the customer requires transactional excellence and rapidity
Service Excellence & Digital Experiences
Question: How do you design for emotion?
ttom Jet Glass Bo
Service Excellence & Digital Experiences
Question: What are the challenges and opportunities of digital experiences
nef Cost-Be
• Operational implications • Understanding data and marking insights • Speed and agility in collecting information
it Analys
• Service enhancement - immediacy • Improved efficiencies • Narratives and story-telling
is
• Links to the experience economy • Employee experience
Service Excellence & Digital Experiences
Question: What are the challenges and opportunities of digital experiences
nef Cost-Be
• Personalisation & customer relationship management • Identification of digital journeys and starting points
it Analys
• Investment in digital platforms and solutions • Multi-device engagement / omni-channels • Interoperability
is
• Geo-location services
Service Excellence & Digital Experiences
Question: What are underpinning pillars of digital experiences?
xpe Digital E
Deliver the Promise
illars rience P
Go the Extra Mile
Service Excellence
Provide the Personal Touch
Resolve Problems Well
Service Excellence & Digital Experiences
Question: What are underpinning pillars of digital experiences?
xpe Digital E illars rience P
Service Excellence & Digital Experiences
Question: What are underpinning pillars of digital experiences?
xpe Digital E
Absorption
Entertainment
Educational
illars rience P
Passive Participant
Active Participant Esthetic
Escapist
Immersion
Service Excellence & Digital Experiences
Question: What are underpinning pillars of digital experiences?
xpe Digital E illars rience P
Service Excellence & Digital Experiences
Question: How to measure the performance of digital experiences?
g Measurin
Zeithamal (1990): Elements of Servqual • Tangibles: The appearance of physical facilities; equipment and personnel
ance Perform
• Reliability: Ability to perform the promised service dependably and accurately • Responsiveness: Willingness to help customers and provide prompt service • Assurance: Knowledge and courtesy of employees and their ability to convey trust and confidence • Empathy: Caring, individualised attention the provides its customers
Service Excellence & Digital Experiences
Question: How to measure the performance of digital experiences?
ng Pe Monitori rformanc e
Website Design
Reliability
Responsiveness
Security
Fulfilment
Personalisation
Information
Empathy
[Suomi (2009) E-Service Quality Scale]
Service Excellence & Digital Experiences ng Pe Monitori rformanc e Webqual
Question: How to measure the performance of digital experiences?
Service Excellence & Digital Experiences
Question: How to measure the performance of digital experiences?
ng Pe Monitori rformanc e [Sohna & Tadisinab (2008) E-Service Quality Measures]
Service Excellence & Digital Experiences
Question: How to measure the performance of digital experiences?
ng Pe Monitori rformanc e
Gommans (2001) - E-Loyalty Conceptual Framework
Service Excellence & Digital Experiences
Question: What is the future for digital experiences?
VR utures Digital F
Service Excellence & Digital Experiences
Question: What is the future for digital experiences?
VR utures Digital F
Service Excellence & Digital Experiences
Question: What is the future for digital experiences?
AR utures Digital F
Service Excellence & Digital Experiences
Question: What is the future for digital experiences?
utures Digital F
Service Excellence & Digital Experiences
4 Activity
You have been commissioned by the University of Chichester to redesign the University’s website. - What would you include in your build specification to enhance the quality of the digital experience for prospective students, current students and staff?
Service Excellence & Digital Experiences
5 Activity
For your own experience concept map out the key elements of your digital experience in relation to: - Your website - The attraction experience
Service Excellence & Digital Experiences
Summar
What are the critical success factors that underpin excellence in digital experiences? 1.
y
2. 3. 4. 5.
Service Excellence & Digital Experiences
Learning
By the end of the session, you should be able to: • Identify the key elements of different digital experiences
Outcome
• Consider how customers are now interacting with digital touchpoints and the implications for service excellence • Strategise the digital experience process to support service excellence
s
• Apply key principles to your own experience concept