Featured Guest: Matthew Dixon, managing director of the Corporate Executive Board’s Sales and Service Practice. He is the coauthor of the HBR article Stop Trying to Delight Your Customers.
A couple of years ago we decided that our vision at Optimal Usability was to help transform New Zealand organisations into providers of world-class customer experiences. We quickly came to the conclusion that world-class experience is almost always across channels, and while we had done lots of projects with different channels, very few were about researching and designing the end-to-end experience.
This was about the same time that service design was gaining some currency as an umbrella term for cross-channel customer experience.
We figured that we really needed to bone up on what service design was, and how it applied to what we did. The resulting journey took us 3 years and we discovered a lot about how to “learn service design”. Some innovative approaches included spending 3 months doing service design on ourselves, interviewing CEOs of service design companies and conducting internal knowledge sharing sessions.
In this presentation I’ll share our journey, our lessons and our mistakes; and give you some ideas that you can try.
Presented by Trent Mankelow
This is a real interactive audio prototype, for the full experience please contact Customer Service, available 24 hours a day, 7 days a week:
- USA Domestic: (206) 504-2025
- Skype: +990009369996101162
This presentation shines the light on what’s missing in turning a customer experience vision into tangible business value. How do you use all that is good and useful from typical customer experience approaches? How do you add commercial rigour and the hard core analytics in a way that one competency doesn’t dominate the other? What is the secret in bringing together the skills and perspectives that result in a great customer experience and an equally great commercial outcome?
Presented by Damian Kernahan