Designing a service was comparatively easy twenty years ago. The competition simply didn’t exist to the extent it does these days;, consumers’ expectations were lower and if you advertised something good in a newspaper, on telly or through letterboxes, people would seek you out to get hold of what you offered.
Today the marketing tactics employed in the ninties and naughties simply won’t cut the mustard. Your marketing must keep up with whoever or whatever is setting the pace in your sector.
Customers have enormous choice for their clearly defined demands, technology means that nothing stands still for more than six months, communication is suddenly two-way, and making yourself memorable means constant interaction and dialogue. That, of course, assumes you have a distinctive idea that actually adds value in the first place.
It’s no good having an idea for a product or service that you want to provide and then finding a way to market it. That approach won't work any mroe. The whole lot needs to be conceived at the idea generation phase. Take sustainability as an example. Being seen to be be green is not something you can bolt on after the service is launched. It needs designing in from the off. So too the concepts of a social media campaign, or you’ll find yourself scrabbling around looking for things to communicate rather than coherently and congruently generating content that speaks to people who want to listen.
"Creativity consists largely of rearranging what we know in order to find out what we do not. To think creatively, we must look afresh at what we normally take for granted." George Kneller
Though the marketing challenge is in many ways greater these days, it also means that success is not dependent upon chucking loads of advertising budget at something. This is great news for smaller businesses competing with global corporates. Small but perfectly formed will win time and time again these days, because we simply don’t believe the marketing spin behind massive impersonal brands that say one thing and do the opposite. Consumers and businesses alike have more choice, and are discerning with it.
Service design approach
Department707 adopts a Service Design approach that focuses on improvement and innovation in creating valuable services. How can what you do today be made more useful, useable or desirable tomorrow, as well as efficient and effective for you? Service Design is an iterative process of exploration, creation, reflection and implementation. At its core, it is unreservedly user-centred, co-creative, interrelational, evidenced and holistic. It matters not what sector you operate in. The approach is the same, focusing on creating value for stakeholders and generating practicable memorable means of sharing that value.