This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s): Geke van Dijk, United Kingdom STBY Dr. Geke van Dijk is co-founder and Strategy Director of STBY in London and Amsterdam. She is also the initiator and chair of the Service Design Network Netherlands, and co-founder of the Reach Network for Global Design Research. Geke has a background in ethnographic research, user-centered design, and services marketing & innovation. She is passionate about exploring the ways people co-produce their customer journeys by picking and mixing from multi-channel service touch points. She holds a PhD in Computer Sciences from the Open University in the UK. Her PhD research was co-supervised by the Business School of the OU. email: geke@stby.eu twitter: hellogeke Bas Raijmakers, United Kingdom STBY Dr. Bas Raijmakers is co-founder and Creative Director of STBY in London and Amsterdam, and co-founder of the Reach Network for Global Design Research. STBY is specialised in design research for service innovation, and works for clients in industry and the public sector. Bas has a background in cultural studies, the internet industry, and interaction design. His main passion is to bring people we design for into design and innovation processes, using visual storytelling. He holds a PhD in Interaction Design from the Royal College of Art in London. He is also Reader in Strategic Creativity at Design Academy Eindhoven. email: bas@stby.eu twitter: hellobas Understanding drivers of customer journeys Contemporary travel is fragmented, even if you look at the customer journeys of one individual. Why is people’s behaviour not more consistent and predictable? The answer lies in the differences in the circumstances of each of these customer journeys, PhD research of one of the authors has found, based on UK field work on peoples travelling and holidays. This principle has recently been applied in a study in The Netherlands, where the behaviour of train travellers was studied to understand how railway stations can create better services. In particular, the design of these services focuses on stations undergoing extensive upgrading works whilst fully functioning. Distinguishing between routine journeys such as commutes and incidental journeys such as holidays and day trips helped greatly to find opportunities for Service Design, design concepts and create prototypes.

 This presentation will demonstrate the influence of peoples temporary circumstances on their customer journeys in general, illustrated through the train travellers study, and the opportunities this offers to Service Design.

1. Understanding drivers of
customer journeys
Embracing multi-channel and fragmented consumer behaviour
Dr. Geke van Dijk Dr. Bas Raijmakers
Strategy Director STBY Creative Director STBY
geke@stby.eu bas@stby.eu
@hellogeke @hellobas
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2. ..STBY... London / Amsterdam
Design Research for Service Innovation

3. Consumer-driven innovation
Throughout the service innovation
process, design and strategy teams
need to engage with the people they
are creating services for.
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4. STBY facilitates empathic
conversations
By producing engaging materials with
consumers or citizens
By exploring insights with multi-
disciplinary teams
By creating new service concepts with
designers and strategists
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5. In-depth qualitative
ethnographic research
Examples of methods:
• Observations
• Interviews
• User Labs
• Design documentaries
• Persona creation
• Diary studies
• Probe studies
• Co-creation workshops
• Lead User Research
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6. Service Innovation for Tourism and Travel
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7. Service Innovation for Tourism and Travel
Consumer behaviour while preparing trips is highly fragmented
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8. Service innovation for Tourism and Travel
Consumer behaviour while preparing trips is highly fragmented
People use multiple channels in parallel, and their migration
between channels may seem erratic
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9. Service innovation for Tourism and Travel
Consumer behaviour while preparing trips is highly fragmented
People use multiple channels in parallel, and their migrating
between channels may seem erratic
As consumer behaviour is difficult to predict, it is hard to provide
one-stop service offering
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10. Service innovation for Tourism and Travel
Consumer behaviour while preparing trips is highly fragmented
People use multiple channels in parallel, and their migrating
between channels may seem erratic
As consumer behaviour is difficult to predict, it is hard to provide
one-stop service offering
Try to understand what the drivers for this behaviour are, and
provide open and flexible service elements to cater for this
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11. WHY?
Contemporary consumption & service economy
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12. Information society
Consumers are media literate, well
informed and pro-active. They expect
control over the consumption process.
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13. Self-service technology
Information and communication
technology offer opportunities for
customers to do extensive research
and engage in direct negotiations.
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14. Multi-channel use
Consumers use more than one channel
to get in contact and do business with
service providers.
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15. Service economy
Product related transactions are no
longer key to customer relationships.
Support, updates, and advice are
integrated in Product-Service Systems.
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16. In each stage of the consumption process consumers can choose
which service elements they want to use.
Organisations need to offer optimal and flexible services
through multiple channels
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17. HOW?
Service Design approach
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18. The consumer is in control
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19. Customer
Social environment
Multi-channel service offering
Work from perspective of customers. Pay attention to
social and multi-channel context of the service encounter.
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20. Customer
Social environment
Multi-channel service offering
Consider overall path from first trigger to final completion
---> 'Customer Journey'
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21. Customer
Social environment
Multi-channel service offering
Consider all contacts between customer and organisation
---> 'Touchpoints'
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22. EXAMPLE 1
Multi-channel use for leisure travel
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23. Pick & Mix
Research into multi-
channel use for
consumer leisure
travel .
Qualitative research
among 28 participants
throughout UK.
Staged data collection
(serial interviews &
diary study).
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24. Look beyond ‘snapshots’ of internet usage and
transactions
Breder kijken dan ‘snapshots’ van internetgebruik en
transacties
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25. ‘Travel Stories’ about recent trips
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27. Example from travel research
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30. Insights on multi-channel use
Many consumers voluntarily use more than one channel, and
actively migrate between them.
Contemporary consumers expect ample choice and control over
transactions.
Succesful services:
• Support parallel use of channels
• Support migration between channels
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31. EXAMPLE 2
Service innovation for train travellers
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32. What drives the behaviour of train travellers?

33. Observations & initial interviews

34. 3 Key moments and 10 patterns of movements
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35. Client workshop:
Opportunities & priorities for improvement

36. Further investigation into distinction between
incidental vs frequent trips