2. Every time you ship a package, withdraw cash from the ATM, or call your health
insurance provider, you’re experiencing a service system. Service design is
choreographing the dynamic interactions between companies and people, this cannot
only transform a company’s image but also it can improve people’s lives.
And today companies talk in terms of an even more holistic approach : customer
experience
“Customer experience is bigger than customer service in that it is full, end to end
experience. It starts when you first hear about Amazon from a friend, and ends when you
get the package in the mail and open it.”
– Jeff Bezos, Amazon CEO
4. Voting experience Chronic ailments
Tax payment Geriatric care
Employment interface Maternal health care
Patient centered hospitals
Positive behavior change
DIY health care
Government Health Care
Unorganized retailing ATM, self services
Online/ Remote retail Savings, micro insurance
Self service outlets
Information and choice
explosion
Crowd funding
Checkout experience
Retail Finance
5. Retail sector is dominated by customer experience. There are multiple
choices for a customer today and multiple mediums to access these choices
as well, this makes customer interaction and engagement an important part of
the strategy.
9. Personalization enhances experiences.
I like occasional treats and surprises.
My time and money is valuable.
My friend’s viewpoint is important for decision making.
Reputation is collateral.
I see value when I can literally see it, a tangible result.
12. Time Brand Information Sharing Cost
Location Interaction
Factors
13. Consumers use multiple channels to research, browse and shop. There
will be two main drivers for future disruption in retail commerce and both
of them are closely tied to more mobile adoption:
a) The payments process and
b) Capturing data of the consumer at the time of the purchase intent.
The biggest advantage of mobile channel is that it includes the time
dimension; it allows a two way interaction between company and
consumer at the right time.
14. Direction :
Understand inter-relationship between consumer’s retail experience and
their mobile interaction.
And use these findings to explore solutions for companies using CRM
technologies that improves customer satisfaction and enhance customer
experience at various touch-points with the company.
Notes de l'éditeur
Customer service is a part of most sectors, exploring different sectors and importance of customer service in eachDOMAINS that entail customer service as prime importance
Few questions that I associated with each domains wrt customer service to become interesting projects
Importance of customer service in retail
Understanding indian market context, key point identified : organisedvsunorganised retail, problems surrounding it. How can CRM assist businesses that are unorganised but want to enter organised sectorHow can tools like zomato, bestdeals, assist in grouping of these unorganised sectors under one banner
One can differentiate these 2 sectors in more than just the traditional definitions : Persq feet selling space, methods of purchase and sale, interaction with goods, bargain and offers etc. I found scope in converting this into research topic and understanding more about it from consumer’s view point
Probe kit addressed a few general questions to understand customer experiences with respect to retail. It asked 4 questions : memorable spending experience and what made it so nice, bad spending experience, what is value for money and most liked and valued brands. Varied answers helped to come up with following observations:
Some general inferences. It also made me understand that customers do not necessarily care about organised or unorganised retail spaces, they look for their comfort based on various factors, any space that is tailor made to suit their requirements makes it to their list of memorable experiences.
Collage technique, custom designing research kits to help people express themselves
Helped in understanding various touch points in customer journey, channels that customers use to reach out to company, their expectations and pain points. This also helped to map out a very initial opportunity map.
Working on building a research kit for further observations I found out a few key elements that can be used as parameters to understand consumers. These pivot points are characteristic decision making aspects for each consumer and I believe they shall lead me to my character profiles.Time : How much time I spend over deciding what I buy? How long do I use products? How much time will I invest when something goes wrong?Brand value : What is the value of a brand name? What makes a brand good for me?What is the relation of brand with product’s cost and quality?Knowledge Source : Who is my source of information? How do I gather data related to the product? Who’s word do I trust and why?Sharing : Do I like to tell others regarding my purchases and function problems? Who do I inform, how much? What motivates sharing?Cost : How are my purchases influenced by the cost of product? How do I compare cost to value?Location : How do I like to reach out to my product, which channels? How much and to what extent does this influence buying?Interaction : What are my touch points of interaction through the journey?
Primary learning from the first phase was diversity of methods of consumer interactionVideo: object 6:07 http://blip.tv/psfk-tv/this-platform-called-everyday-life-2048086http://www.ted.com/talks/jan_chipchase_on_our_mobile_phones.html 1:22
