1. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 1 Expressive Service Blueprinting Charting the Emotive Qualities of a Service Experience Susan Spraragen IBM TJ Watson Research Center | Hawthorne New York

2. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 2 Outline  Overview of Expressive Service Blueprinting  Form Groups – consider scenarios  Follow the first steps for constructing a blueprint – using Service Design Workbook  Construct blueprint with your team  Share Results

3. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 3 What is a designed service?

4. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 4

5. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 5

6. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 6 SERVICE DESIGN is about creating and taking decisive and deliberate actions that will promote, support, and sustain positive service experiences.

7. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 7 If you wanted to design a service - what would you do?

8. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 8 Using design methods to meet your goals: As you collect ideas and plans for acting on achieving these goals –  consider the client’s perspective Service Blueprinting is a collaborative, thoughtful, and revealing effort that produces a visualization of customer interactions and behaviors as they are linked with provider backstage events. This technique facilitates the examination of how to align your service goals with the client’s expectations and needs.

9. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 9 Line of knowledge, awareness Provider actions Customer Actions

10. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 10 An example of a traditional blueprint  Receiving a home metering device to measure personal energy consumption  Basic customer steps and backstage activities are mapped out How will my energy meter help me use energy more efficiently?

11. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 11 Back Stage Processes On Stage Journey Evidence Client Steps Energy Provider Steps Backend Applications Energy Provider Steps

12. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 12 Back Stage Processes On Stage Journey New Energy meter arrives Conduct normal appliance usage Read meter Gee – how would consumption differ if I selected “light” load for my dishwasher? Run appliance again Reduced usage Read meter Evidence Client Steps Energy Provider Steps Backend Applications Energy Provider Steps Install Meter, give client instruction package Add readout to data base for future analytics Push feedback of use to meter in home Energy consumption visualized Follow meter instructions

13. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 13 Introducing human qualities to the service blueprint

14. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 14 Acknowledging client emotions GOAL: Design for a positive outcome that reinforces the value of your service. HOW: “Emotion as an integral part to preparing action…is a tool for making decisions….” How do you apply actions to your good intentions? What can you do to bring customer from state of uncertainty to understanding? What can you do to build trust and loyalty in the relationship? Introducing Emotive States to the Design Process Berthoz, Alain, Emotion and Reason: The Cognitive Neuroscience of Decision Making, Oxford University Press, 2006.

15. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 15 Making it Expressive Collaborating with a service designer produces unpredicted yet desirable outcomes. “… A designer looks for the real thing we are trying to accomplish, unvarnished by the residue of years of organizational habit.” Richard Boland Jr. and Fred Collopy, “Design Matters for Management”, Rotman Magazine Spring/Summer 2006.

16. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 16 Back Stage Processes On Stage Journey Conduct normal appliance usage Read meter Gee – how would consumption differ if I selected “light” load for my dishwasher? Run appliance again Follow meter instructions Read meter Evidence Client Steps Energy Provider Steps Backend Applications Energy Provider Steps Install well packaged Meter, give client clear inviting instruction package Push encouraging enticing message to user for changing consumption behavior. Share comparison data. Push feedback of use to meter in home Skeptical, Uncertain Hopeful, driven Client State Add readout to community usage table for aggregated compare help consumer set goals; suggest alternative behaviors Pro-active, assurance Enlightened, Enthused Provider State New Energy meter arrives Reduced usage Participation Points Energy consumption visualized

17. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 17  Form Groups  Identify possible scenarios  Take out the workbooks  Let’s begin on page: 4

18. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 18 1. Motivation Why are you building this blueprint? How will it be used? To create a new communications channel – online communities To discover why service is failing To design new service element To monitor the health of the service relationship To train new service team member – manage consistent delivery To predict client responses so you can be better prepared To define the client experience – for a variety of clients

19. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 19 During a single service episode, the client’s emotive state may vary. Expressive service blueprinting helps you find the right moment for proactively preventing downturns in the client’s perception of the service.

20. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 20 Worried, Overwhelmed Confused, Frustrated ResistantUnclear, Skeptical 2. Identify relevant emotive states UnderstandingClarity, Calm Trust, Acceptance Knowledgeable, Credible GOAL: Move Client from Negative to Positive Emotive responses during service

21. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 21  It is difficult and cumbersome to map out an entire service, so it may be more helpful to focus on a critical, unique, or problematic service segment first.  Then within that service segment, roles, context, setting, branch points can be explored.  This foundation better sets the stage for producing a blueprint in a timely and useful manner 3. Decompose Related Service Steps

22. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 22 Back Stage Processes On Stage Journey Evidence Client Steps Emotive State Provider Steps Backend Applications Provider Steps Action

23. © 2009 IBM Corporation IBM logo must not be moved, added to, or altered in any way. Background should not be modified. Page 23 References Gilmore, James, Pine II, B. Joseph, Authenticity: What Consumers Really Want, Harvard Business School Press, Boston, 2007. Shaw, Colin, The DNA of Customer Experience: How Emotions Drive Value, Palgrave Macmillan, 2007. Shostack, L.G., “Designing Services That Deliver”, Harvard Business Review, January-February 1984. Zeithaml, V., Bitner, M.J., Gremler, D.D., Services Marketing-Integrating Customer Focus Across the Firm, New York, NY: McGraw-Hill Irwin, 2006.