Judy and Chris on Rethinking Service Design
Judy Mellett from TELUS and Chris Ferguson from Bridgeable spoke about how internal teams and external consultants are transforming partnership and practice. Judy is the director of service design innovation and strategy at TELUS. Chris is the second designer from Bridgeable to present at the conference this year (after Linn Vizard from yesterday).
Judy and Chris shared a case study from TELUS about improving the worst-ranked service experience at the telecom: renewing a cellphone contract. Bridgeable collaborated with the internal design team at TELUS. Their service design effort improved their net promoter score and realized cost savings of $70 per customer.
One interesting point was the distinction between multi-channel services and omni-channel services where customers move seamlessly between channels.
Another common theme that I saw reflected in other presentations concerned the second order benefits of the service design process for the organization; beyond the solving of a discrete service design problem.
I also liked their formulation of service design as a political act. TELUS employs over 30,000 people and for this project they brought together stakeholders from 15 different parts of the organization. Many of these people had never met and few had ever heard of service design. The process facilitated opportunities for collaboration among these people; just by being in the same room.
Early on they focused on quick wins. They built operational alignment and shared metrics so that projects worked toward common goals rather than negatively impacting other departments. Key outcomes involved connecting stakeholders, improved collaboration and better engagement.
Judy and Chris acknowledged some of the same problems with agencies that others have recognized during the conference. External teams make it hard to maintain momentum once a project is handed off. Building an internal capacity helps to ensure that the design intent is respected during implementation. The internal team can shepherd the cause and aggregate value over time.
The ultimate goal for any service design integration is to deliver excellent impact for both customers and the business.