Are you designing '3D' experiences?

10th Sep 2021
Are You Designing '3D' Experiences?
Dr. Graham Hill

This is part of a series on 'Rethinking the Service Experience'.

Although customers embark on journeys, they are lived one interaction at a time. We should use NBAs to facilitate each interaction.

In a nutshell...

Customers embark on journeys to get help getting their jobs done. But each journey is lived one interaction at a time. Successful interactions build momentum in the journey. Unsuccessful ones destroy momentum and may even cause the customer to abandon the journey. Through advanced analytics you can identify the Next Best Actions (NBAs) that facilitate each interaction and make it more successful.

These three dimensions: Journeys, Interactions and NBAs make up the '3D Experience'.

Further details...

The three dimensions in the 3D Experience provide different perspectives on successful service experiences.

The 1st dimension, the Journey, provides a longitudinal perspective on all of the interactions that we are likely to have with the customer, that enable them to get their jobs done and the outcomes they want. This is the science and art of service design; the foundation of the service experience. We should design services so that they can be orchestrated using current journey orchestration technology. If we let technology do the heavy lifting of providing service, we can focus more of our energy on facilitating a better experience.

The 2nd dimension, the Interaction, provides a moment-in-time perspective on how we manage individual interactions with customers. Although many service designers focus on the journey, customers focus on their current interaction (and perhaps the previous one and the next one). We should design interaction so that they: help customers make progress towards the outcomes they want, are easy to progress through, provide customers with the information they need and treat customers as 'emotional humans'.

The 3rd dimension, the NBA, provides a facilitative perspective on what we can do to make interactions with customers faster, easier and in particular, better. Although NBAs are often associated with marketing, i.e. sales prompts, they don't have to be. They can also provide customers with service, e.g. through wrapping data or decision support into the interaction, support, including from partners, or indeed be completely absent.

If you want to improve the service experience, the 3D model provides three complementary perspectives to look at it in different ways.

Key takeaways...

1. Understand the customers jobs to be done and journeys they undertake to get them done. Use this to orchestrate the end-to-end journey.

2. Identify what customers want out of each interaction in the journey. Use this to optimise each interaction in the journey.

3. Use what you know about customers, their context and their behaviour to identify NBAs to facilitate better interactions.

What do you think? Are you designing 3D experiences?

#ServiceDesign #CX #RTIM #JourneyOrchestration #NBA

Original LinkedIn post:

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Dr. Graham Hill
By Dr. Graham Hill
10th Sep 2021 16:57

Further Reading:
There are dozens of articles and reports on NBAs on the Internet. Sadly, most are sales collateral from RTIM vendors looking to sell you their products and SI consultants looking to sell your their services. They are all rather superficial and unsatisfying, as befits sales collateral.
If you want to learn anything useful about the process of defining, designing, developing and delivering NBAs you have to look elsewhere.
One of the most interesting papers I have read recently was João Luís Trindade Milheiro 2019 Masters thesis on 'Next Best Action – a Data-Driven Marketing Approach' (
If you are tired of reading superficial sales collateral and want to know a little more about how to bootstrap an NBA for real, you should read his thesis. It isn't very long. It is a fascinating read.

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