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Assignment 2- Intangible Markets and Customer Relationships

After our Pecha Kuchas each student was given different "themes" in service marketing to research and dissect. Since services are intangible companies have to take a different approach to marketing and maintaing them. They are selling selling experiences not physic products. Customers have to understand and trust the service even though its not physically in front of them. This creates a few strategic marking hurdles. Based off of these ideas my "theme" went as so...:

"Understanding consumer behavior lies at the heart marketing. How can service providers attract retain and grow the right customers?" This question can be answered by looking at the coffee industry. Coffee beans and Lattes are sold and marketed two completely different ways even though they are both essentially … coffee. Savannah College of Art and Design graduate student Lindsay Vetell explains it through her graph, as seen above.

"This table explains that commodities are the most basic materials on the market- this example illustrates raw coffee beans. Because commodities are generally interchangeable and compete solely on price, additional value can be added—and charged for—through some sort of processing to make the consumer’s life easier. In the coffee example, this could be through roasting and grinding the raw coffee beans to eliminate this step for the consumer. Moving further up the competitive value chain is service delivery. This stage involves the delivery of processed goods; in the example of coffee, it might be a gas station serving coffee by the cup—this is where most retail currently falls. Lastly, by providing an experience for the consumer, a company is able to provide the most differentiated product from its competitors—and the price reflects that. Think Starbucks. At a gas station you might pay $1.50 for a large coffee, whereas at Starbucks you are paying for the brand experience at $3.75." In a nutshell-and redirected back to the "theme"- by understanding the schedule/behaviors of average Americans, companies such as Starbucks were able to take coffee beans, the commodity, and create a time saving, delicious, coveted "experience" (buying a Latte). After creating the initial service Starbucks has been able to retain customers but constantly bringing new promotional items, loyalty programs, and additional experiences such as in-house charity and musical programs.

#SERV325 Fall2014 #TaylorHester

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Internet of Things- Pecha Kucha

During the first week of 325 we were given a list of different "technologies" to research and present to the class- Pecha Kucha style. I chose to research the Internet of Things since it is something that has always seemed really vague to me. It turns out that the Internet of Things (IOT), though complex as a whole, is actually very simple when broken down to its basic components. The IOT is the interconnectivity and communication between "things" (Products, microchipped organisms, etc) and devices, both automated and manually controlled. This "connection" can be achieved through several platforms but I focused on RFID chips. These are microscopic to dime sized chips that can be placed in/on almost any product or thing. They send little radio frequency "pings" back to their main computer and can be programed to collect a wide variety of data. A common use for this is tracking devices. For example, if you lose your phone its location is pinged back to your tracking software from the RFID chip embedded inside it. A more bizarre example is how modern day ranchers track the health of their cattle. Cows can have a RFID chip injected under their skin. Once implanted the chip can detect body temperature and several other factors that help the rancher determine if the cow is sick, pregnant, etc. To summarized, the Internet of Things is the communication and interconnectivity of devices- "things"- through several facets, such as RFID chips.

#TaylorHester #SERV325 Fall2014

Co-Creation Session 2

After days of planning class 311 and the Office of Student Involvement had their second co-creation session on Monday. Having gathered data and insights from the staff members, happenings, and physical space of the office the students object for this session was to confirm the insights they had a get the ball rolling on coming up with actual solutions. This time the meeting took place at the student's class room in Gulfstream. The regular staff members of the OSI, Lamar the building manager, and Bernardo from SCAD's design group were able to attend. The students were excited to have Bernardo from SCAD's Design Group at the meeting. They were able to ask him about structural issues and interior design solutions. The meeting started off with a small ice breaker. The class asked questions and the attendees had to place their tokens on a chart labeled with "Strongly agree, agree, disagree, and strongly disagree." This ice breaker lead the way into the actual content of the meeting where students asked about real problems in the office and had the members "agree or disagree." The attendees were then asked to participate in "crazy 8s" This was an exercise where the staff members were given a limited amount of time to come up with 8 crazy solutions for the office. After the exercise staff members were paired with students to put more life into their crazy ideas. Overall, it was an informative and productive co-creation session. The students are excited to take the solutions and inspiration they were given and create new ideas for the Office of Student Involvement.

#serv311 winter2014 #Taylor Hester #scad service design

Co-Creation Session 1

Project Reo

311 Our class met with the Office of Student Involvement at the SCAD student center to discuss the key factors of the reorganization(Project REO) and design of their office. During the meeting we discussed:

Stakeholders

Key Goals and Motivating Factors

Constraints

The meeting consisted of fun/informative icebreakers and techniques such as stakeholder maps and a SWOT analysis. During the meeting I took comprehensive notes on what everyone had to say about their experiences in the office and how each organization within the space came together to form the team as a whole.

#serv311 winter2014 #Taylor Hester

Social Innovation

Social Challenges Within Savannah:

Panhandling vs. Hunger

Homelessness:

Tent Cities

Misuse of Public Areas

Panhandling:

Begging for money

Scamming/Harassment

Homelessness is caused by and creates several different factors. One of these factors is panhandling. Some homeless persons choose to panhandle in order to obtain money so they can buy “food”. Even though people passing by sometimes feel compelled to give them donations, it has been suggested that they should instead either:

A.) Give them food instead of money

or

B.) Give them information to local Food Pantries and Missions.

These two options help deter scams and empower the person in need.

Savannah has over 26 Food Pantries/Services.

One of these is:

Loaves & Fishes is a local, yet national food bank that caters to the needs of the hungry, both with and without homes. Knowing that many people in need do not own any sort of vehicle, they will deliver to safe addresses.

Beneficiaries:

Focal Job- Improve life-style

Key Needs- Shelter, Food, Support

Related Jobs- Find security, stability

Executors:

Focal Job- Help feed the hungry

Key Needs- Stable Hours, Funds

Related Jobs- Professional and moral development.

Overseers:

Focal Jobs- Improve local community

Key Needs- Infrastructure and volunteers

Related Jobs-Help keep people off the street.

Constraints:

Unawareness

Apathy

Funds Available

Hours Available

Supplies Available

#serv311 winter2014