An intro to service design in hospitality

SERVICE DESIGN & TOURISMDESIGNING THE TOURISM EXPERIENCE

7 OCTOBRE 2013

UTILISACTEUR

OVERVIEW

SERVICE DESIGNING THE TOURISM EXPERIENCE

4 SEPTEMBRE 2013

COLLECTIF FIVE BY FIVE / UTILISACTEUR

/ THE TOURISM INDUSTRY ? !// DESIGNING SERVICES ? !/// THE DESIGN THINKING MINDSET BEHIND !//// THE DESIGN APPROACH !///// SERVICE DESIGN AND TOURISM, CASE STUDIES !////// SNEAK PEEK IN THE FUTURE OF THE INDUSTRY WITH JAMIE WONG,

VAYABLE FOUNDER : PEER TO PEER EXPERIENCE !/////// CO-DESIGNING THE TOURISM EXPERIENCE YOU CO-PRODUCE, TIPS !THANKS

THE TOURISM INDUSTRY

IN SHORT

7 OCTOBRE 2013

UTILISACTEUR

WORLDWIDE, ITS DIRECTLY 2.1 TRILLION US$ 101 MILLION JOBS ALL COMBINED 6.6 TRILLION US$ 260 MILLION JOBS STIMULATING SUSTAINABLE ECONOMIC GROWTH THE BEST SECTOR TO CONVERTING SPEND INTO INCOMES AND JOBS !SOURCE : WTTC, ECONOMIC IMPACT OF TRAVEL & TOURISM 2013 ANNUAL UPDATE

!

AN INDUSTRY THAT CREATES AND SELLS EXPERIENCES SERVICE DESIGN AND TOURISM STICKDORN & FRISCHHUT

‘’

‘’

TOURISM, A HOLISTIC ECOSYSTEM

THE CUSTOMERS SEE IT AS A CONTINUUM

7 OCTOBRE 2013

UTILISACTEUR

BEFORE DURING AFTER

TRIP

EXPERIENCES

BUDGET

REMEMBERING

PLANNING

BOOKING

ACCOMMODATION

ITINERARY

...

EXPERIENCING

TOURISM, A HOLISTIC ECOSYSTEM

AND THEY DO IT THEIR OWN WAY

7 OCTOBRE 2013

UTILISACTEUR

BEFORE DURING AFTER

TRIP

EXPERIENCES

BUDGET

REMEMBERING

PLANNING

BOOKING

ITINERARY

...

EXPERIENCING

ACCOMMODATION

DESIGNING SERVICES ?

PRODUCT > SERVICE > SYSTEM > EXPERIENCE

7 OCTOBRE 2013

UTILISACTEUR

SERVICE DESIGN IS A HOLISTIC APPROACH THAT CONSIDERS

THE END-TO-END SERVICE EXPERIENCE ACROSS ALL CHANNELS

AND TOUCH POINTS FROM A CUSTOMER AND ORGANISATION PERSPECTIVE".

DELOITTE

DESIGN THINKING MINDSET ?

DESIGN THINKING MODEL

7 OCTOBRE 2013

UTILISACTEUR

IDEO

DESIGN APPROACH ?

DOUBLE DIAMOND MODEL

DISCOVER DEFINE DEVELOP DELIVER

UK DESIGN COUNCIL

7 OCTOBRE 2013

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DISCOVER & DEFINE

MY SERVICE FELLOW

7 OCTOBRE 2013

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MYSERVICE FELLOW EUROPEAN TOURISM PROJECT STICKDORN DEVELOPPING AND USING AN ETHNOGRAPHY APP TO UNDERSTAND THE TOURISM EXPERIENCE FROM THE CUSTOMER POINT OF VIEW, EXPLORING THE SERVICE TOUCHPOINTS, !!!!« DEVELOP CUSTOMER CENTRED STRATEGIES DEVELOP INTERNAL PROCESS DEVELOP A SERVICE BASED MANAGEMENT APPROACH DEVELOP OMNI CHANNEL STRUCTURES DEVELOP APPROPRIATE SERVICE DESIGN TOOLS AND METHODS » P124, HTTP://WWW.SERVICEDESIGNTOURISM.COM

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DEVELOP & DELIVER

CONTINUUM

7 OCTOBRE 2013

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!CONTINUUM & HOLIDAY INN / PROTOTYPING THE EXPERIENCE AT 1/1 SCALE HTTP://CONTINUUMINNOVATION.COM/WORK/HOLIDAYINN/ VIDEO HTTP://VIMEO.COM/27453738

‘’ ‘’

DESIGN THE SILENT WELCOME PROCESS FOR GUESS EQUIPPED WITH THIS NEW TECHNOLOGY

« ALIGN THE CROSS CHANNEL CUSTOMER EXPERIENCE TO DELIVER OUR KEY VALUE, SIMPLICITY»

HOW IS THE ORGANIZATION SHAPED TO INTEGRATE THIS NEW TECHNOLOGY AND THIRD PART PLAYERS IN THE EXPERIENCE ... ?

SERVICE DESIGN

THE SCOPE ?

7 OCTOBRE 2013

UTILISACTEUR

TOUCHPOINTS SERVICE CHOREGRAPHY CHANNELS PROCESS ORGANIZATION

CUSTOMER EXPERIENCE CHECK IN

BOOKING CONFIRMATION

BOOKING ENJOY THE ROOM

WELCOME DESK

EXAMPLE, HOSPITALITY...

WELCOME GUEST FOLLOWING THE WELCOME GUIDE

« ALIGN THE CROSS CHANNEL CUSTOMER EXPERIENCE TO DELIVER OUR KEY VALUE, SIMPLICITY»

HOW IS THE ORGANIZATION SHAPED TO DELIVER THE EXPERIENCE ? STAFF TRAINING ... HOW IS THIS CUSTOMER EXPERIENCE A VECTOR OF COMPETITIVITY AND DIFFERENCIATION ?

SERVICE DESIGN

THE SCOPE ?

7 OCTOBRE 2013

UTILISACTEUR

TOUCHPOINTS SERVICE CHOREGRAPHY CHANNELS PROCESS ORGANIZATION

CUSTOMER EXPERIENCE CHECK INBOOKING ENJOY THE ROOM

EXAMPLE, HOSPITALITY...

BOOKING CONFIRMATION

WELCOME DESK

« ALIGN THE CROSS CHANNEL CUSTOMER EXPERIENCE TO DELIVER OUR KEY VALUE, SIMPLICITY»

SERVICE DESIGN

THE SCOPE ?

7 OCTOBRE 2013

UTILISACTEUR

TOUCHPOINTS SERVICE CHOREGRAPHY CHANNELS PROCESS ORGANIZATION

CUSTOMER EXPERIENCE 24/24 CONCIERGE SERVICE

WELCOME DESK

EXAMPLE, HOSPITALITY...

image source : screenshot, www.starwoodhotels.com/Whotels

SERVICE DESIGN

THE SCOPE ?

7 OCTOBRE 2013

UTILISACTEUR

TOUCHPOINTS SERVICE CHOREGRAPHY CHANNELS PROCESS ORGANIZATION

CUSTOMER EXPERIENCE ALL IN MY POCKET

EXAMPLE, HOSPITALITY...

https://www.hubhotels.co.uk/

PEER2PEER TOURISM

INTERVIEW, VAYABLE FOUNDER, JAMIE WONG

OCTOBER, 7TH 2013

UINFOSHARE

// SHAPING THE FUTURE OF TOURISM, PEER 2 PEER TOURISM AND EXPERIENCES, JAMIE WONG, FOUNDER, VAYABLE.COM

CO-DESIGN NOW !CODESIGNING THE EXPERIENCE, AN EXAMPLE IN THE HEALTHCARE INDUSTRY

7 OCTOBRE 2013

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VIZUALIZING, PROTOTYPING, IMPLEMENTING... !NATIONAL HEALTH SERVICE, JULIA SCHAEPER, PARTICIPATIVE CUSTOMER JOURNEY MAPS CO-CREATED BY STAFF IN HOSPITALS / HTTP://VIMEO.COM/26370645

SERVICE DESIGN

KEY SKILLS

7 OCTOBRE 2013

UTILISACTEUR

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VIZUALIZE / CREATING SHARED LANGUAGES SCENARIZE / BEING A STORYTELLER PROTOTYPE / GIVING LIFE TO STORIES IMPLEMENT / DECISION MAKING TOOLS, DELIVERABLES, ROI

READINGS !

TO DIVE DEEPER

7 OCTOBRE 2013

UTILISACTEUR

SERVICE DESIGN TOOLS TOOLS AND METHODS HTTP://SERVICEDESIGNTOOLS.ORG/

THIS IS SERVICE DESIGN THINKING MARC STICKDORN HTTP://WWW.TISDT.COM

SERVICE DESIGN & TOURISM STICKDORN/ FRISCHHUT HARD COVER HTTP://WWW.AMAZON.COM/SERVICE-DESIGN- TOURISM-MARC-STICKDORN/DP/3848216302

THANKS !@tallecchristoph

www.utilisacteur.fr / www.uinfoshare.com christophe.tallec@utilisacteur.fr

http://www.linkedin.com/pub/christophe-tallec/11/700/594 !

7 OCTOBRE 2013

UTILISACTEUR

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