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Panel Discussion: Improve Customer Experience and Create a Frictionless Experience

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Patrick Bach
Service Design at CIBC
+ 3 speakers
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About the talk

Embrace service design as a means to remove silos, place your customer within the decision-making process and consider the holistic service experience. Develop a strategy to:

Introduce and implement service design

• Create champions of service design

• Improve customer experience across multiple channels

Apply service design to improve your customers’ experience across channels and improve customer retention.

00:00 Intro

01:10 Speakers introduction/Thoughts about design

01:20 Patrick Bach

03:25 Christine Berglund

04:30 Arnaud Jammaers

06:02 Placing with a product/Where design should be

09:16 Early days of design

15:50 Challenges that you had/ Customers

21:40 Physical human digital experience in design

25:40 Integrate process in target journey from design thinking

28:20 Thanking

About speakers

Patrick Bach
Service Design at CIBC
Christine Berglund
Senior Director Data Experiences at Capital One
Arnaud Jammaers
CX & Design Leader at Mastercard
Jim Tincher
Journey Mapper-in-Chief, Customer Experience Expert at Heart of the Customer

The very best experiences are the ones that were thoughtfully designed with people in mind. As a Service Design champion, I lead a variety of strategic initiatives across organizations, each one seeking to better understand employees & customers to inform the design of great services & experiences. In addition to delivering on key strategic projects, I have over the last several years focused on skill-building and change management. I've coached and trained teams as they've made the shift towards Design lead methodologies and embraced new ways of thinking and working.

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Specializing in Design Strategy and Empathy-to-Iteration design practices. Tool Kit: Storytelling, Experience Design, Agile Software Development Methodologies, Data Visualization, Creative Direction, Team Mentoring & Management, Design Concept & Strategy, Integrated Marketing, and Illustration

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Arnaud Jammaers is Vice President of Customer Experience and Design at Mastercard, focusing on supporting the continued growth and development of the firm’s global digital products. His primary responsibilities include managing a team that co-creates, banking solutions, API approaches, and AI/IOT solutions for clients. Before joining Mastercard in 2015, Arnaud was the former Creative Director of E-TRADE. During his tenure, he had primary responsibility for leading the firm’s internal UX and design teams that supported all enterprise design projects, including E-TRADE’s advanced trading, mobile and web platforms. Prior to this role, Arnaud spent six years as Creative Director at the UX and design consultancy TandemSeven, which was recently acquired by Rightpoint. Earlier in his career, Arnaud was co-founder and creative director of New York City’s Arrow Design Studio. This independent UX design start-up serviced a wide-range of clients, including Microsoft, Reuters, Campbells, and Fiserv. He earned a BFA in Graphic Design from Rowan University. When not working at Mastercard’s Techhub in Union Square, he resides in New Jersey with his witty wife and two amazing sons.

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Jim Tincher, CCXP, is a nationally recognized customer experience expert, journey mapper, author, and speaker. His innovative CX consultancy, Heart of the Customer, helps companies of all sizes drive customer-focused change to improve loyalty and boost revenue, and his book, How Hard Is It to Be Your Customer?, is considered a must-read for CX-focused leaders.

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Well, I last panel the day here is on service design and how do we improve customer experience and create a frictionless experience. For those customers? We're going to hop right into this with this panel. I'd like to introduce the following pedalist here. First of all, Patrick brought back, the director of services Ein and CIBC. We've experienced Innovation design from consumer banking at Capital One. And lastly are no Jammers the vice president of experience design at MasterCard. So welcome everybody. Thank you. I will

let happen to a Denso but we got together before the session is that everybody designs or experience or at least there is a design experience weatherton tential or not. And so I know how do you get your organization? Let's start with that design and the importance of design. How do you can get your organization that yes, we should be very Potential by Design music. I asked you. Why you do that baby. How you guys to text you for a ride over there to directions? Why don't you introduce yourself first? And then say

how you get to organizations to adopt design. I'm going to start with Patrick. Oh, right in the hot seat. All right. So, hi everyone, I'm Patrick Bach. I am the director of service design at CIBC said. DC is one of Canada's largest. Thanks. My role in. The organization is fairly new less than three years. And I was hired a month along with a few others to build and scale a culture of service design & Design Leed problem-solving. So we sort of espouse three kind of keep colors will mixed methods research. Understanding of who, the human beings are, who are using and experiencing or

services that we're delivering the services Co creative, and very inclusive approach to design, and finally, of course, test and learn philosophy. So, I love what you said gym earlier. I think this is the starting point, which is everything is designed right at every time. Any stakeholder is in,

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February 10 - 11, 2021
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Patrick Bach
Christine Berglund
Arnaud Jammaers
Jim Tincher