Service without boundaries

A notable trend this year on the conference circuit is service design.  Experiences that go beyond a single site or app that work to not only help us get to where we want to go but started preparing for our arrival before we’ve even left. We (consumers) don’t really care about who is providing services as long as they work. The more integrated and joined up an experience the better (hopefully) it is.

This is the first example I’ve seen for things moving in that direction.

I got a promo email from Pizza Express (one that survived the cull) tying up their discount vouchers, restaurant finder and reservations into an app with PayPal bill payment option. It’s still a way off being a seamless service experience but it’s going in the right direction.

And here’s an example of service utopia: I hired a car recently, when I returned it and handed the keys back, the manager asked me to rate the service.  I gave it an 8.  Almost offended he managed to remain calm enough to ask what they could do to get to a 10, at the time I mentioned a loyalty scheme since it wasn’t the first time I’d used them but thinking about this as I left…

1. Allow me to complete all the forms online at the point of booking so I don’t have to wait when I get to the pick-up.
2. Retain that information for quicker processing next time and incentivise me through a loyalty point scheme or discounts.
3. Provide an app that interfaces with my calendar to seamlessly integrate the drop off or collection into my day.
4. Use the GPS on my phone to know when I am within a couple of minutes/miles of the car for hand over.
5. Greet me, hand me the keys, check my driver licence, digitally sign the damage check sheet so I can drive away almost immediatly.
6. Use an app to remind me of the return date/time and ask if an extension is needed.
7. Know (through said app or GPS) that I am about to drive back into the hire location and come back out to greet me.
8. Check the car as I am alighting (maybe a job for augmented reality), take the keys while I sign the return form and then automatically charge my credit card.

There’s your 10.

In essence, the user experience goes beyond the two dimensions of an interface. Apps and technology are now in place as enablers to some brilliant service level experiences. Design considerations and partnerships now need to start exploiting them through fully considered service offerings. We’ve been engaging clients in ideal customer journey work for over a year now.  If you’re not already thinking this way, start.

No comments yet.