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IxDA NYC & SDN New York
Service Design in PracticeCreating a Customer-Centered Business Service Center
Copyright © 2012 NTT DATA, Inc. 2
Service providers/volunteers
Attendees/customers Communications
Planning and orchestrating…
… to create an effective service experience
People
Processes
Objects
Space Information
Technology
Infrastructure
Communications
Time
Moment location
Copyright © 2012 NTT DATA, Inc. 3
Creating a Customer-Centered Business Service Center
Case Study:
• Centralizing business services for all ~100K employees
• Mandated to be “customer-centered” and design the ideal state!!!!!!!!!!!!!
• Priority: business case approval
• Customers = employees employees = customers
Iterative
Adaptable
Tangible
1
2
3
Copyright © 2012 NTT DATA, Inc. 4
Current State Service Model: Customer Served as Service Hub
Discovery1
Copyright © 2012 NTT DATA, Inc. 5
Insights & Concepting2
Copyright © 2012 NTT DATA, Inc. 6
Design Principles
Insights & Concepting2
Copyright © 2012 NTT DATA, Inc. 7
Danke!
Laura KellerDirector of Strategy, Experience Design, NTT Data
Twitter: @servicedesignLK
