Page 295 - The Design Thinking Playbook

How can we raise the service experience to a new level by means of the technological
transformation?
Big data
In saturated markets, the customer experience is a major point of differentiation in terms of customer Digitization
loyalty. The aim is for the customer to remember the interaction between the company and customers as a AI
positive point of differentiation and develop a preference for the brand. Service Technological
The technological transformation creates new opportunities to shape this differentiating experience in a experience transformation . . .
more targeted way. Companies today have access to a huge amount of data that is created in interactions
with customers, in processes, and with objects equipped with sensors.
Big data analytics makes it possible to process these large amounts of data and recognize patterns. The DESIGN THINKING
insights thus gained not only help us to understand the nature of the interaction between the company
and the customer better and thus further develop the customer experience in general; they also enable us
more and more to create an individual, differentiating service experience in the interaction with individual
customers. NEXT LEVEL
The developments in the area of machine learning allow us to penetrate areas in the service experience SERVICE EXPERIENCE
that were hitherto inaccessible on account of limiting factors such as finite human capital. Tasks previously
performed by humans (e.g., in the customer dialog) can now (partially) be transferred to machines, which
opens up the opportunity to scale new service models and implement them cost-efficiently.
The digital design thinking methods presented in this book help to design the “next-level service
experience.”
SWEET
What new opportunities arise from using artificial intelligence in customer interaction?
high SPOT
With artificial intelligence (AI), we can finally open up the sweet spot of customer interaction: for many
customers, a unique and personalized experience. In the past, an extraordinary service experience could be
offered only to a selected group of customers. The great masses were denied this service experience on
account of the high costs. All we could do was to present a rather limited service experience to the great Service experience
masses, which then rarely left a lasting or differentiating impression. With the use of artificial intelligence,
we are able today to create a personalized, high-quality service experience—and for a large number of
customer groups (sweet spot), to boot. Hence service orientation can penetrate areas now that were low
economically not viable before. Digitization allows for the realization of so-called artificial assisted service Amount of customers
models, which were too expensive to be performed by people up to now. Companies that know how to take few many
advantage of this competitive technology advantage can become new leaders in the service area.

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