Category Archives: Customer Experiences

The Design Trifecta

Recent research from the Design Council and other sources indicat that 51% of service design projects do not get implemented.

Design groups can fall into the trap of telling business  high level strategic stories using overly complex assets that present a nirvana.

They do not get implemented because they lack testing with users, fail to add value to the business and are not implementable.

In terms of innovation, teams need to understand if they defending, differentiating or disrupting and set strategy accordingly.  By combining service design thinking and business science in a participatory design process projects stand a better chance of success.

Clients do not need high level, ethereal and glossy design concepts. They need a trifecta of creative know-how, business acumen and implementation. In design thinking  this is the minimal viable product desirable, viable,  feasible and usable!

Open-Text Feedback

Veikkaus the Finnish lottery, betting, and online gaming company has over 2.2 million regular customers. Veikkaus use the Etuma Feedback Categorizer (EFC) to analyse open-text feedback from multiple feedback channels such as contact centres, web forms, and surveys. EFC provides key decision making information for the continuous development of customer services, products, and marketing campaigns.

Using open-text feedback to identify topics, key words and analyse feedback supports ‘conversations’ with customers. Conversations are part of timely customer feedback, enable companies to engage with trending issues, concerns and opportunities while supporting authentic dialogue that builds trust. Authentic conversations impacts and builds brand equity.

Please read the Etuma case study here.