Meeting with prof. Antonella Caru’, from Bocconi university, with some questions about service design - crea news - CREA International - italian retail design

Meeting with prof. Antonella Caru’, from Bocconi university, with some questions about service design

How can service design feed business? How can it be a success’ implementation?

Service design concerns design of services and it’s a difficult activity because of immateriality and procedural nature that characterize them. Service design rotates around the brand identity: the design of all elements of the service should be directed to the creation of brand identity. Following this aspect, a fundamental component is given by the environment, by the structures where service is provided, which must be functional to service delivery and to customer participation, but also help to create and and simultaneously convey the brand's service. The context in which the service is delivered has a strong impact on the brand and, on one side is the element of identity par excellence, on the other is the field that most directly contributes to the generation of customer experience: this may contribute significantly to the success of a service concept.

Have you got any considerable company case to bring as model?

A first example that comes to my mind is the one of “Apple Stores”, characterized by a modern interior design, charming, apparently simple but extremely aimed to details, with an optimal balance between functional aspects and emotional accessibility to the service. Another example is “Abercrombie”, very connotated, which divides consumers between those who hate it and those who love it, but that is an important element of identity for the brand. Very interesting in my opinion is “Eataly”, an innovative concept, masterfully developed following elements of originality focused on a concept of authenticity. I would also mention, among high emotional innovative designsCheBanca!, as expression of change in marketing strategies in retail banking field. It must be said that the contexts are not only physical, but can also be virtual: the websites linked to a brand (for example Mini, Fiat 500, or Nutella), are created to welcome people into a virtual experience

What are the main reasons that led you to call Crea International as company testimony to run your workshop?

A distinctive feature of our Master of Science in Marketing Management is the constant interaction with business: we deal with various themes searching for integration and comparison between theoretical and managerial aspects. In this case, facing servicescape’s aspect in Services Marketing course I wanted to engage a company who were skilled in service design activity: I asked about, I looked at your website and I called you, discovering with pleasure that we share the sensitivity to these issues, with a lecture marked by different and complementary skills.

Meeting with prof. Antonella Caru’, from Bocconi university, with some questions about service design - crea news - CREA International - italian retail design