I’m in the fourth quarter of Denver’s Creators Camp

We all know that the current product to do a good job of service, but how to do the specific service is good? Where is this gripper? Smile to the user, good to the user is service? Haidilao good service, in the end is where good?

Product value

Let’s go back to the product, what is the value of the product? I read a formula in Business Reference that says the value of a product = functional value + emotional value + asset value.

Functional value is the value of what the product itself can solve. For example, steamed buns and rice have the value of solving hunger.

Emotional value is the value that users are willing to pay for certain emotions and feelings. Say you’re willing to pay someone to tip you.

Asset value is the value of the product itself. The house itself is an asset. Of course, many products have low asset value, only functional value and emotional value.

Emotional value is service value

Now the function value provided by products is more and more similar, and users tend to choose those products with “emotional value”. And the emotional value here, I understand, is service. The so-called good service is able to bring “good mood” to users. The “good emotions” mentioned here are not always positive. In some situations, users need to be sad, and negative emotions such as venting are also “good emotions”.

How do you provide emotional value to users?

There are scenarios to design user emotions. Others are based on the emotions the brand brings to the user. But I think it’s appropriate for all products to study emotions based on user experience design. We can start with the individual points of contact between the user and the product. Regardless of hardware or software, users interact with the product one by one. Every action is a point of contact. All we have to do is do touchpoint-based analytics to understand what people are looking for in the moment and then, and how can we go beyond that? We need to turn services into implemented, validated products. So how do we do that?

Service productization

Service transition steps

First of all, we need to split the point of contact between users and the product into a scene.

Secondly, analyze the needs of users in this scene (pain points, itching points, and cool points).

Again, mark the important touchpoints in each scene. Of particular interest here are the beginning, peak, and end. Nobel scholar Daniel Kahneman has done experiments that show that people’s impressions of an experience are mainly peaks and endings.

Thirdly, design unique solutions (selling points) for our products. The solution here must be standardized. Standardization means mass replication. Haidilao’s service why can’t you learn? That’s because haidilao service productized, and you just copy the surface is not good.

Finally, give meaning to the product and deliver it. For many service industries, delivery here requires training.

That customer encountered some special situation, there is no service standard product to solve. How to do?

First of all, we can perform according to the mission, vision and values of the company.

Secondly, we can empower some people to give authority within certain areas.

Matters needing attention:

  1. Even if a service becomes a standardized product, it can still be deformed when implemented. So there needs to be oversight and feedback.

  2. Services also have a cost, and don’t expect to do well at all touchpoints. Instead, do the most important things first and iterate after the service generates value.