quinta-feira, outubro 10, 2013

Relação e interacção fazem a diferença

Primeiro, recordar aquela afirmação "Everything is a service", depois:
"It is essential to understand that services are, at the very least, relationships between providers and customers, and more generally, that they are highly complicated networks of relationships between people inside and outside the service organization.
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Industrialization did not just lead to industrial product thinking. We argue that the industrial mode has also led to the stereotypical “faceless corporations” that are often the subject of frustration and poor experiences for service users, because the industrial mindset is usually all about efficiencies and economies of scale rather than effectiveness of the delivered service. (Moi ici: É o tal último parágrafo aqui mencionado)
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This industrial mode is inefficient and ineffective for services. As soon as we forget that people -living, feeling, emotive human beings - are involved throughout the entire chain of events, not just at the moment of use by the customer, things go wrong. (Moi ici: A diferença entre a "vending machine" e a interacção que faz emergir a co-produção e a co-criação)
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The successful businesses and public services of the future will foster a more equal and reciprocal relationship with their customers, one that recognizes the customer as a co-producer of the service.
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the main things we are trying to measure are people’s relationships to the service and to each other, not efficiency metrics. Services usually involve staff to deliver them, but many are really platforms for creating interactions between other service users.
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All types of organizations have the potential to personalize services and create huge benefits for themselves and their customers.
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Shifting attention from the masses to the individual enables radical new opportunities, and because of this fact, service design places more emphasis on qualitative over quantitative research methods.
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Marketing excels in understanding markets and how to reach them through the classic four Ps: price, promotion, product, and place. We are focusing on the fifth P, people, and how we work with people to inform the design of a service.
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Statistics are not very actionable (Moi ici: Recordar os fantasmas estatísticos, a miudagem e a menina-do-olho) for designers— we need to know the underlying reasons."
 Este é o truque para tantas empresas em tantos sectores... fazerem batota. E quando tão poucos fazem batota, fazê-la tem um retorno... impressionante!

Trechos retirados de "Service Design" de Andrew Polaine, Lavrans Løvlie, and Ben Reason

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