Hi, everyone. In this video we are going to be discussing service design. Now this is one of my favorite concepts because traditionally a lot of people look at prototyping from the standpoint of looking at hardware or an application software and prototyping that aspect, those sorts of functions. However, I like prototyping the service design aspect and the corporate operations because then you're dealing with the human element. Studies have shown that the decision-making abilities of people throughout the day get worse and worse with the more decisions that we have to make. From a service design aspect and productivity and being able to ensure that quality controls are in place. I've got very solid standard operating procedures and scripts and quantitative decision matrixes for my employees. So that as we grow and we need to scale up or down or interact with a wide range of people with all different sorts of scenarios that can come up, then they know which approach I take in that situation. As a CEO of a company, it can sometimes be a little stressful when you've got a team and you haven't taken a day off in a couple of months, and you're like, "I need to take a break." Your team will be able to have you covered if you know that they know exactly how you do things, how you want it done and they don't have all the stress of not knowing what to do under different situations with, "Well, what should I do?" Here are the standard operating procedures, here are the scripts, you'll be all right. That way you, as a CEO have accountability. You're responsible. If somebody doesn't like how an employee responded, you say, "Well, I came up with that response." Not everyone's going to like the procedures and parameters that you put in place. But it's better to be one person shot of espresso than everyone's cup of tea sometimes. That's how you identify a market niche. Service design is the activity of planning and organizing the various components of a service to improve the interaction between the service provider and the customer. When we are setting out to provide our services to different people and we're looking at the customer needs and requirements we will need to take just keep your finger on the pulse of what the customers needs are? How they evolve and change? How they do things? How those things adapt and integrate with your product and service, and whether or not you need to hit a new market. This is where service design really starts hoping because then you can run Beta tests on what the best approach is. The purpose is to design the back-end and front-end operations of a service to take into account the customer needs and the providers capabilities and limitations. By not really laying out the framework for how you're going to provide a service to a customer and integrate that with your corporate operations you're having a lot more risks with your quality controls. Also it's much harder to be able to accurately press yourself because you're not keeping track of how long something should take to do in a certain situation with different parameters or what the billable amount should be per hour because you're not tying in the overhead, or if you're having to do a lot of work with the sales team and it takes a salesperson that a 100 hours to get a contract and you're paying your sales team, not just based with a commission that needs to be factored in as well. Integrating all these components of your company is going to be critical. Same thing when you're looking at developing hardware or software. Prototyping the service side and the corporate operations is key as well because ultimately your sales team are providing a service. They're going out there and meeting people. They need to know how to overcome different challenges or objections to why they should or shouldn't buy your software tool. If I were a salesperson and somebody goes, "Well, I'm concerned about the security aspects and whether or not it will leave vulnerabilities in our network," you can say "Good question" and peace out. What are the features then on the back-end, what are the scripts that they can tie in like, "Well, we have encrypted etc. These are our cybersecurity objectives. These are the technologies we use." Then your sales people will know enough to be able to go forward and close the sale. Because there are a lot of good sales people who are great at talking to people and building relationships, but they're not closers. From a service side aspect, when looking at your software product, or your physical product, your sales people need to be able to close. That's the purpose and the salesperson who can't actually close the sale, he moves on. The goal is to be competitive, appealing, and sustainable. Also to stay relevant as times change and as communities evolve, as perspectives shift, people's different value systems aren't always completely rigid and we evolve and adapt over time. As a company, it's important that you are able to keep track of those value system so that people aren't looking at your advertisement being like ''man, that's like 100 years out of date.'' You want to stay current. Don't alienate potential markets that you could be appealing to. Features of service design, specifications, and development of processes. You can do this from a corporate perspective when you're looking at deploying, selling software or physical products. Tangible and intangible, the interaction between the human element and the technology is really useful as well. When there may be a telecommunications company getting sold that uses both hardware and software and individual human resources for providing a service. Being able to prototype these different interactions and see where the optimal outcomes are predictable, that's ideal. It's different to software product because the service contains behaviors and scripts. Prototyping the different aspects is going to be important. You can still apply the methodology to the corporate and back-end processes. Representation techniques, they're going to be critical, illustrate the system of interactions in the service. This is why we will use a user experience mapping, and we'll take a look at where things fall through the cracks. Because when I take a look at different companies processes and procedures and things are listed in bullet points, then it doesn't really show how the transition periods between these phases come into play. The transition phase is often where a lot of things will fall through the cracks and you risk some pretty rough quality controls. It's like running a relay and a baton is getting passed, the button is most likely to get dropped between the two people running that way versus somebody holding it in their hand and running straight. Those interaction points are key in you service prototyping. Growing industries for service design medical. Medical is a big one especially with the concerns associated with pandemics, and also with different populations that are growing and different needs in the community. Being able to ensure that safety, security, all these different measures are in place. A perfect example of medical concerns not being accurately prototyped for was 2020. A lot of hospitals did not have those procedures put in place for how do we deal with this? What do we do? How do we isolate different people? It was very rough in hospitals back in March 2020. Government is a big one as well. Education, how people provide services now while doing virtual learning and e-learning? Well, not everyone is in the classroom. So what is service design? It's going to be how you provide a service, interact with the customer, and ensure that you can deliver the objectives that you set for your company. Service design is especially important now because of the changes that have happened so sadly with the pandemic. Companies otherwise might've expected people can come into the office and will be able to have a meeting, that's not always going to be possible now. How do we have meetings virtually? Do we use Zoom? How do we backup data? How do we respond? How do we ensure that our employees aren't just looking at videos of cats on YouTube, and they're actually getting the work done while they're working from home? All these things tie into prototyping the service, but also prototyping the human interactions with the technologies on the back-end from a corporate operations standpoint. Thanks.
