ISS 2020 Vision Future of Service Management | Page 61

Stimulation
Consumption
Reality
Delivery
Expectation
Promise
Figure 26: Non-stop user journey (Source: Deloitte, modified
by CIFS, 2016)
Consideration
Reflection
Evaluation
While service interactions will occur over a variety of mediums, they will likely incorporate
more social and emotional interfaces, and capitalize on applied behavioural science in the
design process in order to match expectations with reality. Tactfully shaping user perceptions
can generate significant additional value. As reported by McKinsey & Company:
Leading researchers have identified the major factors in customer-journey experiences
that drive customer perceptions and satisfaction levels. For example, savvy companies
can design the sequence of interactions with customers to end on a positive note.
They can merge different stages of interactions to diminish their perceived duration
and engender a feeling of progress. And they can provide simple options that give
customers a feeling of control and choice. One pilot study at a consumer-services firm
found that improvements in net-promoter scores accrued from “soft” behavioural-
psychology initiatives as well as from “hard” improvements in operations. 76
It is also important for service providers to prioritize the establishment of partnerships with
local vendors and small businesses in order to gain more robust user insights and increase
responsiveness. The relationship approach will allow service providers to better coordinate
across different touch points throughout the user journey and ultimately improve service
delivery. According to interviewed subject-matter experts, partnerships and a service
ecosystem strategy are considered winning models. 77
Increased collaboration among those in the value network will lead to greater management
over the touch points and user journey and more favourable outcomes for users. For example,
“As FM, we are not in the ‘facility business’, but more in the ‘facilitation business’, thus in the
‘enablement business’, tasked with making things easy for businesses through a wide range
of service offerings. We always have to ask the key question: What job needs to be done to
make it easier for the customer (and/or his customer)?” 77 As a result, service providers will
be responsible for developing innovative approaches to the service journey, creating positive
service moments and improving the end-to-end user experience.
76 McKinsey & Company, The CEO Guide to Customer Experience, McKinsey Quarterly, 2016.
77 Coenen, C., ISS 2020 Vision: Future of Service Management, 2016.
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