Module 1: Understand How Customer Journeys are Designed

• Concept of the Customer Journey
  • Definition: Customer Journey
• Relationships Between Value Streams and Customer Journeys
• Customer Journey and Service Interaction
• Concept of Customer Journey
  • Customer Experience
  • User Experience
• Three Aspects of the Customer and User Experience
• Purpose of Identifying, Understanding, and Mastering the Customer Journey
• Stages Involved in Designing an End-to-End Customer Journey and Experience
• Stakeholder Aspirations
• Touchpoints and Service Interactions
• Mapping the Customer Journey
• Personas and Scenarios
• Customer Journey Maps
• Example of a Customer Journey Map
• Understanding the Customer Experience
• Design Thinking
• Marc Stickdorn’s Five Principles of Service Design Thinking
• Design Thinking
• Leveraging Behavioural Psychology
• Design for Different Cultures
• Measuring and Improving the Customer Journey

Module 2: How to Target Markets and Stakeholders?

Step 1: Explore

• Understanding Service Consumers and Their Needs
• Purpose of the Organisation
• The ‘Golden Circle’
• External and Internal Factors
• SWOT Analysis
• Objectives and Opportunities
• Risks and Mitigation
• Understanding Service Providers and their Offers
• Industry Standards and Reference Architectures
• Characteristics of Markets
  • Understanding Markets
  • Market Segmentation
  • Characteristic-Based Market Segmentation
  • Needs-Based Market Segmentation
  • Identifying and Analysing Service Consumers
• Marketing Activities and Techniques
  • Targeting Markets
  • Value Propositions
  • Marketplace and the Marketspace
  • Personalising and Profiling
  • Targeted Marketing
  • AIDA Model
  • Brand and Reputation
  • Sustainability and the Triple Bottom Line
  • Importance of Existing Customers

Module 3: How to Foster Stakeholder Relationships?

Step 2: Engage

• Communicating
• Cooperation and Collaboration
• Listening Modes
• Service Relationship Types
• Basic Relationship
• Cooperative Relationship
• Partnership
• Engaging and Fostering Relationships in Different Environments
• Building Service Relationships
• Service Relationship Ladder
• 5 Steps of the Service Relationship Ladder
• Creating an Environment that Allows Relational Patterns to Emerge
• Initial Engagement Tools
• Building and Sustaining Trust and Relationships
• Trust and Relationship Factors
• Three C’s Model Applied to a Service Relationship
• Three C’s Model
• How to Develop Customer Relationships?
  • Building of Trust and Relationships
  • Understanding Service Provider Capabilities
  • Understanding Customer Needs
  • Understanding Value Drivers
  • Value Drivers
  • Example of a Value Driver Framework
  • How Service, Services Interactions, Service Offerings, Products, and Resources are Related
  • Assessing Mutual Readiness and Maturity
  • Types of Maturity Assessment in the Engage Step
  • Managing Suppliers and Partners
  • Relationship Management: Service Integrator Activities
  • Supplier Management Practice

Module 4: How to Shape Demand and Define Service Offerings?

Step 3: Offer

• Managing Demand and Opportunities
• Patterns of Business Activity
• Optimising Capacity
• Capacity and Performance Management Practice
• Shaping or Smoothing Demand
• Pricing and Charging
• Building the Customer Business Case
• Building the Service Provider Business Case
• How to Collect, Specify, and Prioritise Requirements from a Diverse Range of Stakeholders?
  • Specifying and Managing Customer Requirements
  • Roles and Responsibilities
  • Managing Requirements
  • Minimum Viable Product – MVP
  • User Stories and Story Mapping
  • MoSCoW Method
  • Weighted Shortest Job First
• Methods for Designing Digital Service Experiences Based on Value-Driven, Data-Driven, and User Centred Service Design
  • Designing Service Offerings and User Experience
  • Lean Thinking
  • Agile Product and Service Development
  • User-Centred Design and Service Design Thinking
  • Service Blueprinting
  • Design for Onboarding
• Approaches for Selling and Obtaining Service Offerings
  • Selling and Obtaining Service Offerings
  • Pricing
  • Internal and External Sales
  • Business Analysis Management Practice

Module 5: How to Align Expectations and Agree Details of Services?

Step 4: Agree

• Agreeing and Planning Value Co-Creation
• Types of Service Value Drivers
• Service Interaction Method
• Inherent and Assigned Characteristics of Services
• How to Negotiate and Agree Service Utility, Warranty, and Experience?
  • From Service Consumer Needs to Agreement
  • SLA Content and Structure
  • Service Level Management Practice
  • Negotiating and Agreeing Service Utility, Warranty, and Experience

Module 6: How to Onboard and Offboard Customers and Users?

Step 5: Onboarding

• Purposes of Onboarding and Offboarding
• Onboard
  • Planning Onboarding
  • Onboarding Goals
  • Onboarding Scope
  • Examples of Consumer Resources to Onboard
  • Onboarding Customer and Users: Onboarding Actions
  • Examples of Service Provider, Service Consumer, and Supplier/Partner Onboarding Actions
  • Onboarding Control
• Ways of Relating with Users and Fostering User Relationships
  • Relating to Users and Fostering Relationships
  • Fostering Relationships with Corporate Users
  • Fostering Relationships with Individual Service Consumers
  • Providing User Engagement and Delivery Channels
  • Seamless User Journey with Omnichannel Management
  • Examples of Omnichannel Challenges that have to be Considered by Service Providers
  • Enabling Users for Services
  • Offboarding Customers and Users
  • Customer Offboarding
  • User Offboarding
  • Service Catalogue Management Practice
  • Service Desk Management Practice
• Understand How Users Can Request Services
  • On-going Service Interactions
  • Service Requests
  • Service Desk Interactions
  • When Things Go Wrong
  • Moments of Truth
  • Intelligent Disobedience
  • Customer and User Feedback
  • Challenges and Solutions for Continual Customer and User Feedback           

Module 7: How to Act Together to Ensure Continual Value Co-Creation?

Step 6: Co-Create

• Fostering a Service Mindset
• Service Mindset for Service Provision
• Methods for Triaging of User Requests
• Concept of User Communities
  • Nurturing User Communities
  • Super-Users
  • Service Requests

Module 8: How to Realise and Validate Service Value?

Step 7: Realise

• Realising Service Value in Different Settings
• Tracking, Assessing, and Evaluating Value Realisation in Different Types of Service Relationships
• Methods to Track and Monitor Service Value
  • Tracking Value Realisation
  • Tracking Performance, Output, and Outcome
  • Tracking Experience and Satisfaction
  • Tracking Service Usage
  • Assessing and Reporting Value Realisation
  • Evaluating Value Realisation and Improving Customer Journeys
  • Evaluation and Verification
  • Continual Improvement
  • Tracking, Assessing, and Evaluating Outcomes
• Charging Mechanisms
  • Charging and Billing
  • Portfolio Management
  • Drive Stakeholder Value – Conclusion