Marketing and Design Thinking Tor W. Andreassen Professor Center for Service Innovation (CSI)
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Marketing and Design
ThinkingTor W. Andreassen
Professor
Center for Service Innovation (CSI)
Change # 1
Change #2
Marketing and design i two contexts
Examples
WarbyParker
The WarbyParker Experience
The IKEA effect
The goal of marketing is to create value for customers
To make everyday life easier, more convenient, more efficient
Customer Value Added.
Perceived value per unit
Variable cost per unit delivered
0
Customer value added
Source: Sexton, 2009, p 13
The goal of MKTG
Market offer
Firm valueWHAT YOU GET
Employees Services Brands
WHAT YOU DO
Customer experience
HOW CUSTOMERS FEEL
CustomerprofitabilityWHAT CUSTOMERS DO
Organization & Technology
The Holey Grail of Marketing
5C
CustomerCompany
CompetitorsContext
Collaborators
S T P
Segmentation
Targeting
Positioning
7Ps
ProductPlace
PromotionPrice
PeopleProcess
ManagementPhysical facilities
Norwegian Innovation Index modell: All banks
12
Service delivery
Relations
Service-scape
Firms’innovations
Perceivedinnovativeness
Relative attractiveness
Customerloyalty
Perceived change in
Core serviceEmotions
Chi2 = 377.62, df = 308RMSEA = 0.027NNFI = 0.99; SRMR = 0.06N=307
Evidence of marketing
Why do people pull
products or services
into their life??
MKTG does not do the job
Design and Service Profit Chain
Andreassen et al 2016
Final thoughts
• Service design thinking can reduce transaction costs
• Service design thinking can improve the market offering
• Service design thinking must continue to be developed as a field because it
has a value/paradigm of its own
• Service design thinking will (slowly) become a management capability as it
finds its way into b-schools
• Service design thinking will (slowly) become part of marketing which is in
dire need of development
• Service design thinking has probably done more good to customer value and
the philosophy of marketing than mktg has
Design thinking forces you to take care of customers
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