Page 457 - Operations Strategy

432 case study 11 • IdeO: servIce desIgn (a)
Figure 3 Experience architecture

ONLOOKER

Information push – alerts and prompts to act

Simple bottom-line summary of accounts

action action action action action

Simple tools Information push – Customer service
and calculators goals and life
event products

Recalls Samalionis about the service design process:

‘Having had four more years of experience with service design, would we do things differ-
ently? Probably. A couple of basic steps that we do these days are experience and information
audits right at the beginning of a project. An experience audit is when we look at the various
touch-points for a particular service and audit them, both from the perspective of the user

Figure 4 Path to participation

Online credit card O er provocative content Create opportunities O er customers Equip customers to share
o er rather than a to engage customers in for customers to talk to personalised advice their Juniper experience
standard credit card Juniper’s o erings Juniper about themselves
and their needs

CONVERT TO. . . ENGAGE TO. . . LEARN TO. . . ADVISE TO. . . CELEBRATE TO. . .

refocus acquisition to decide how to o
er give product managers train and support give your customer
promote the benefits relevant content incentives to develop relationship managers branded accessories as
of an online credit card di
erential customer- to act as advisors tangible conversation
focused o
erings starters

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