Service design: from goods to services

Een groot deel van de populariteit van Service Design komt, volgens mij, door een fundamentele evolutie van de mensen. We komen uit een periode dat we voornamelijk materieel denken. Een product wordt ontwikkeld en gekocht door een consument. Deze consument krijgt iets tastbaars.  Kwaliteit en gebruiksvriendelijkheid waren niet altijd optimaal, maar klanten waren tevreden.

Waren. Klanten zien een product nu als de basis, een elementair deel dat gewoonweg goed moet zijn. Het product zelf wordt niet meer in vraag gesteld, het wordt verwacht. Bedrijven moeten differentiëren op vlak van service: hoe zal een bedrijf dit product aan de man brengen? Het “hoe” primeert op het “wat”.

En om dit te verwezenlijken, heb je nu eenmaal iets zéér belangrijks nodig in je productieproces, namelijk de klant. De betrokkenheid van de klant zal in grote mate bepalen hoe succesvol het product wordt bij de huidige generatie.

In het boek “How to Have your Cake, and Eat it Too” wordt het voorbeeld van een gym aangehaald. Het is een omgeving waar iedereen kan trainen en bewegen. Het product? Een ruimte met toestellen en douches.
Als je de klant centraal zal zetten, zal je merken dat een sportzaal heel confronterend kan zijn voor de beginnende sporter. Voor de eerste keer naar een sportzaal gaan, waar je van kop tot teen bekeken wordt door de “ervaringsdeskundigen” om dan af te gaan als een gieter in je eerste 5 minuten? Velen zullen deze drempel niet overwinnen. Door de indeling van de sportzaal aan te pakken, kan je meerdere doelgroepen overtuigen, zonder daarbij al te intimiderend over te komen. Het “hoe” is hierbij belangrijker geworden dan het “wat”.

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