Anton's presentation focuses on the problems of creating a consistent service experience across a customer journey when companies operate in deep silos and contract different companies to implement pieces of the customer journey not well aligned with the other pieces. The role of the designer then becomes one of breaking up the silos and setting up a dialogue between the customer and the company.
4. Companies simply don’t understand their
customers!
We should I need to
do this! do that.
company people
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5. That’s good news for designers
dialogue
company people
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6. I used to do stuff like this
I tried my hardest to design stuff like this...
358 TaiK New Practise 09.11.11 4
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7. Now I do stuff more like this
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8. Ultimetely our job as designers is to help
people and companies to like each other
Service designers, Interaction designers, Product
designers, Communication designers, Graphic
designers, Interior designers, Architects, Brand
strategists, Copywriters, Whatever designers
company people
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10. The customer journey
Advocate
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Purchase
company people
Engagement
Awareness
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11. Three steps - first find a partner
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Purchase
company people
Engagement
Awareness
FIND
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12. Secondly get to know and like each other
Advocate
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Use
Purchase LIKE
company people
Engagement
Awareness
FIND
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13. And last, if you are lucky, you might fall in
love
Advocate
LOVE
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Use
Purchase LIKE
company people
Engagement
Awareness
FIND
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16. Marketing departments work with AD
agencies
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Purchase
ies
enc
Engagement
ag
Ad
Awareness
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17. Sales departments work with business
and retail consultants
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Purchase tail
us&re
B
ies
enc
Engagement
ag
Ad
Awareness
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18. Research and Development (R&D) work with
design studios
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ios
stud
ign
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s
De
Purchase
Engagement
Awareness
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19. And public relations (PR) work with media
agencies
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PR
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Purchase
Engagement
Awareness
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20. Silos in companies create broken and
inconsistent experiences for the customer
Advocate
PR
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?
ios
stud
ign
Use
s
De
Purchase tail
us&re
B
ies
enc
Engagement
ag
Ad
Awareness
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21. Some companies you could say are a little
schizophrenic
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22. Wiki says:
Schizophrenia is a mental disorder characterized
by a breakdown of thought processes and by poor
emotional responsiveness.
It most commonly features auditory hallucintions,
paranoid or bizarre delusions, or disorganized
speech and thinking. It is accompanied by significant
social or occupational dysfunction.
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23. The best companies in the world do it like
this
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Purchase
Engagement
Awareness
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24. IKEA behaviour = consistency and coherency
To create a better everyday for the many people.
with their purpose consistency and coherency
IKEA behaviour =
with their purpose.
Awareness Engage Purchase Use Use more Advocate
1. Catalogue = Dreams 2. Planning = Dreaming 3. Purchase = Event 4. Use = Mine 5. Sociability = Shared experiences
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26. 358 designers That’s Peter
That’s me
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27. I’ve spent most of my career as a product and
service designer working with R&D teams
That’s me
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ios
stud
ign
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s
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Purchase
Engagement
Awareness
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28. Peter our CEO has spent most of his life in
advertising working with marketing
That’s me
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ios
stud
ign
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s
De
That’s Peter Purchase
ies
enc
Engagement
ag
Ad
Awareness
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29. We both have a deep core skill
That’s me
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ios
stud
ign
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s
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That’s Peter Purchase
ies
enc
Engagement
ag
Ad
Awareness
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30. But more importantly an empathy for each
others skill
That’s me
Advocate
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ios
stud
ign
Use
s
De
That’s Peter
Purchase
ies
enc
Engagement
ag
Ad
Awareness
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31. Designers need to work with other disciplines
on the wider customer journey
Awareness Engagement Purchase Use Use more Advocate
Advertising creative Business consultant Product & service designers PR and Media
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32. Because silos in design create broken and
inconsistent experiences for the customer
Advocate
PR
Use more
?
ios
stud
ign
Use
s
De
Purchase tail
us&re
B
ies
enc
Engagement
ag
Ad
Awareness
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34. The best agencies in the world do it like this
Awareness Engagement Purchase Use Use more Advocate
Advertising creative Business consultant Product & service designers PR and Media
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35. So don’t be a service designer...
S
35
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36. Be a T - shaped designer that just happens to
know a little bit more about services
S
36
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37. Because that’s what companies really need
37
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38. And also what will help customers fall in love
with them
38
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