CROSS Magazine Issue 06 | Page 29

C R OSS Conference DAY 1 Tamio Arai 1 How would customers’ par ticipation enhance the value of service? In ear ly 20th centur y, only about a hundred year s ago, ever ybody thought designing product and production were complicated processes. Nowadays, the design of ser vice and the production of ser vice also have a similar phase to product design and manufacturing. The difference between product and service is the existence of customer in the service where they evaluate their own subjective idea and simultaneous inter action between the customer and the ser vice. However, it also depends on how the service is installed. The design of internet ser vice, for example, is separate and independent from ser vice customer, even though there is simultaneous interaction in the service. Do not think about service as being dynamic and complex. Generally speaking, because of the existence of customers, it creates dynamics and exceptional handlings which make ser vice rather difficult to design. So, what makes a good service? Without the existence of the customers, you will not be able to make a good service. Therefore, you need to understand customer’s behavior and activities, then enhance the concepts that customer can co-create value. Design of ser vice should be suppor ted by customers (the non-designers), in other words value co-creation must be done by customers. However, this process is not easy. Interview with 29