Download as PDF, PPTX
Uploaded byErik Roscam Abbing
Design your business
The document discusses the importance of designing business touch points to enhance customer experiences, using IKEA and a small B2B firm as examples. It emphasizes that value is derived from the total experience across all interactions, shaped by a cohesive brand vision. Key strategies for implementation include understanding the customer journey, adopting a multidisciplinary approach, and ensuring alignment with the brand's guiding vision.
More Related Content
![Where to Buy LinkedIn Accounts_ [12 Best Sites] (3).pdf](https://cdn.slidesharecdn.com/ss_thumbnails/wheretobuylinkedinaccounts12bestsites3-251124162550-95b6ddfa-thumbnail.jpg?width=640&height=640&fit=bounds)
![Where to Buy LinkedIn Accounts_ [12 Best Sites] (2).pdf](https://cdn.slidesharecdn.com/ss_thumbnails/wheretobuylinkedinaccounts12bestsites2-251124191348-c246988b-thumbnail.jpg?width=640&height=640&fit=bounds)
Design your business
- 1. design your business designingtouch points to strengthen experiences design your business | 22 june 2010 | Erik Roscam Abbing
- 3. zilver is acreative consultant for brand driven product and service innovation and design management
- 4. working for andwith international clients in b2b en b2c industries
- 5. today: design your business:two examples designing experiences > the customer journey > multidisciplinair design > design based on a central vision tips for implementation
- 6. design your business: example1
- 20. conclusion ikea case: we(like to) spend money at ikea
- 21. conclusion ikea case: becausewe have a certain image of ikea
- 22. conclusion ikea case: thatmatches our taste or preferences
- 23. conclusion ikea case: thisimage was shaped by all our experiences with ikea
- 24. conclusion ikea case: theseexperiences take place through touch points
- 25. conclusion ikea case: allthese touch points have been designed
- 26. conclusion ikea case: designis much more than styling products
- 27. conclusion ikea case: design=creatingrelevant and valuable interactions
- 28. or, to putit differently: € =image =sum of experiences =sum of touch points =design
- 29. 23 billion! (forbes Magazine 2010) “yes”, you’ll say; “easy when you’re rich like Ingvar….”
- 30. but that’s confusingthe chicken with the egg
- 31. design your business: example 2
- 32. nlisis is asmall B2B high tech firm that did the same as ikea, but than via a low-budget route see also http://www.designmanagementeurope.com/site/webfiles/DMEA2008%20Posters/FirstTime_Nlisis.pdf
- 38.
- 39. people don’t thinkin isolated experiences
- 40. let alone inisolated design disciplines
- 41. they derive valueand meaning from the total experience
- 42. the product the service the advertising the showroom the store the clothing the truck the brochure the website the user’s manual the receptionist the packaging etcetra
- 43. today’s question: how doyou design that total experience?
- 44. the answer isthreefold: 1: on the basis of the customer journey 2: multidisciplinary 3: baced on a guiding vision
- 45. 1. the customerjourney
- 63.
- 64.
- 65.
- 66.
- 67.
- 68.
- 69.
- 71. 3. based ona guiding vision
- 72. what connects alltouch points is the relationship between the company and the customer
- 73. this relationship isbased on a shared vision: the brand.
- 74. the brand isthe source for touch point harmony and consistency in the experience
- 75. one last tip: adaptyour advice to the sort of company you’re working with, not every company is ready for the full monty:
- 76. step1: designing touchpoints
- 77. step 2: connectingtouch points, multidisciplinary design
- 78. step 3: basingtouch point design on a central vision