ISS 2020 Vision Future of Service Management | Page 60

• Observe: User journeys consist of a success of multiple touch points that when
taken together comprise the full user experience. Understanding this journey and
the context in which it occurs will enable service providers to better organize and
mobilize their employees around user needs.
• Shape: Designing the user experience requires shaping interactions into different
sequences, digitizing processes, reorienting organizational cultures and refining
service strategies.
• Perform: Rewiring an organization to provide leading user experiences involves
resilient Service Management and agile leaders that are able to adapt and respond
to changing user needs and requirements along the service journey.
To compete on a commoditized market, service providers need to not only deliver good
services, but excellent services in order to diversify from competitors. It will become increasingly
important to dig deep into each touch point and create innovative solutions and fine tune all
parts of the service process to reach the additional satisfaction layer. The historical feedback
culture has had its roots in complaints and learning how to prevent unhappy end-users. The
feedback culture of the future Service Management will be centred on understanding what is
missing in moving from a satisfied end-user into a very satisfied end-user and learning from
the events that created the most satisfied end-user experience.
To outperform competitors an important element is ensuring a seamless end-user journey.
Service touch points of the future will become highly embedded within the end-to-end
service experience. They will be characterized by a carefully orchestrated blend of virtual,
digital solutions that leverage things like artificial intelligence and advanced ICT and the
human touch applied at the most value-added points, both dynamic and fixed. The linear user
experience will transition towards the non-stop user journey that cycles through stimulation,
consideration, evaluation, consumption and reflection on a regular and recurring basis (see
figure 25 and 26).
Transparency is also important when moving from linear to circular. User experiences are also
no longer isolated events. Instead, the user journey is now more of a cycle, where one users
experience feeds into another users’ decision process as to whether to purchase the service in
question. 75 Service providers will be required to capture these new dynamics and design the
appropriate touch points for all stages of the service exchange – before, during and after. The
challenge here lies in coordinating with partners and others in the service value chain – who
manages what?
75 Deloitte, 2016
58
Stimulation
Consideration
Evaluation
Consumption
Reflection
Figure 25: Linear service experience
(Source: Deloitte, modified by CIFS, 2016)