DMI Seminar - service design for business: Key methods and strategies for in-house teams
Engine are running a Design Management Institution (DMI) workshop in Amsterdam on 16 - 17th May 2011.
Leading organisations have something in common. They have responded to more informed, demanding and time-scarce consumers by innovating to help make their customers lives easier, more productive, and more enjoyable. They have recognised the need to maximize and retain the skills and talent of their employees by engaging with them and building the internal teams and capacity required to foster a culture of service and strategic service innovation. Many of them have made use of technological innovations to reduce the cost of supplying differentiated services and create value for customers.
These transitions have been made possible by a shift towards providing services, as even traditional product-based businesses are now offering a broad spectrum of innovative value-added services. This seminar is aimed at helping organisations harness that innovation, using Service Design to tackle problems, identify possible futures and develop services that increase engagement and truly connect with the customer.
During the session, we will focus on helping businesses engage Service Design as the collaborative process of improving the economic, social, and environmental value of their products and services.
Our aim is to help businesses embed an holistic Service Design approach, developing their internal capacity to assess the demand, offerings, and strategies required to deliver services across multiple touchpoints and channels over time. The seminar will explore how businesses can add value for both users and providers by improving not only factors such as ease, satisfaction and the look-and-feel of services, but also how to build and develop the systems and operational processes behind them.
The seminar will focus on developing the capacity to form the practical methods and strategies that can then be used to deliver great service experiences. Through case studies and interactive sessions we will show how to employ customer-centric approaches to innovate services, from empathic techniques to uncover what customers want, to creative and collaborative methods to develop new service propositions.
Participants will learn how to recognise and develop the internal capacity to design customer-facing service propositions, and how to use Service Design techniques to build the characteristics of a customer focused business.
What you will learn:
- Audit and spot key elements that affect service performance
- Use tools and techniques to conduct user-centered research
- Map the customer’s journey
- Engage service users in co-creation
- Communicate initial ideas and concepts to get internal buy-in
- Prototype and validate service and experience concepts to reduce risk
- Specify services to ensure consistent delivery
- Engage front line staff to deliver great service experiences
- Improve and develop new service propositions.
Who should attend:
Businesses deliver services through systems of people, products, and processes. Anybody who is involved in managing or delivering one or multiple aspects of a service system and those in commercial and new venture roles who are seeking to translate a commercial opportunity into a consumer proposition can benefit from this seminar.
Design managers, marketing executives, and internal teams responsible for customer insight and customer experience will find this workshop particularly interesting, as will those tasked with building Service Design capacity within their organisation.
Professionals in the public sector can benefit by using Service Design practice to inform policy-making process to develop services that are more meaningful and useful through engaging local partners and communities.
Date and location:
16-17 May, 2011, Felix Meritis, Amsterdam, The Netherlands
The seminar will be from 9:00 until 17:00 on Monday, and from 9:00 until 12:00 on Tuesday. This seminar will be held at Felix Meritis, Keizersgracht 324, 1016 EZ Amsterdam, The Netherlands, http://www.felix.meritis.nl, t + 31 (0)20 62 62 321. This venue does not include guest rooms.
We strongly encourage registering at least two weeks prior to the actual seminar date.
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