Vamos combinar: o nível e a qualidade de serviços que usufruímos aqui no Brasil, salvo raras e bem vindas exceções, é bem ruim. Cada um tem um monte de histórias que vem à mente quando questionados sobre a qualidade de serviços. Piadas prontas e tragicômicas de nossas experiências com empresas de telefonia, companhias aéreas, serviços públicos e privados nas áreas da saúde, segurança, moradia, restaurantes, estacionamentos, oficinas mecânicas… e a lista segue infinita.
E não é a toa que essas situações viram piadas. Alguma coisa nessa história tinha que nos fazer rir, não é mesmo?
O poder do intangível
Mesmo assim, segundo dados do Banco Mundial, mais de 60% do PIB no Brasil (e no mundo) acontece no setor de serviços. Se olharmos pra trás e analisarmos o avanço da economia e da produtividade do mundo, percebemos que da agricultura, a mão de obra seguiu para a indústria, da indústria para o setor de serviços e dos serviços vamos para algum outro lugar ainda misterioso. Alguns dizem que o futuro será o de empreendedorismo em massa. Mas essa resposta ainda não temos. Mas aqui na Escola Design Thinking, a gente aposta que muito desse empreendedorismo será na área de serviço mesmo.
É engraçado ver que a percepção das pessoas em relação a um serviço gira em torno do intangível. O que determina se um serviço é bom ou ruim são fatores subjetivos e muito pessoais. É por isso que serviços são em essência intangíveis. Diferente dos produtos, se um serviço não foi prestado, não é possível estocar e vender amanhã. Destas primeiras características os pesquisadores partiram e navegaram em muitas outras questões que são fundamentais para compreender as peculiaridades de se criar e gerenciar serviços realmente bons para as pessoas.
A chave dos negócios: Design e Gestão andando juntos
Que a gente precisa, e muito, de melhores serviços e de uma nova perspectiva que nos ajude a transitar neste universo complexo, não é novidade para ninguém. E essa intenção de melhorar, de criar coisas novas, é comum a todos: prestadores de serviços, executivos e empreendedores. Todos querem criar e entregar experiências de serviço incríveis para seus clientes. Alguns dizem que essa é chave dos negócios. A garantia do pote de ouro no fim do arco-íris.
É nesse cenário que a junção de duas disciplinas que normalmente seguem separadas: o design e a gestão, podem, quando pensadas em conjunto trazer resultados realmente positivos na criação de serviços inovadoras e inesquecíveis. Assim surge o conceito de Design e gestão de serviços. Entretanto, essa abordagem é ainda diferente e de certa forma novidade aqui no Brasil. O conhecimento sobre serviços, do design à gestão, está em grande parte perdido em artigos científicos, livros que não tratam diretamente do tema e em cantos de certa forma ainda difíceis de garimpar.
Design de serviços? Han? Como?
Em resumo bem resumido mesmo, o Design ajuda com o desenvolvimento do lado criativo e empático, na criação e no desenvolvimento de propostas relevantes. A Gestão ajuda com o desenvolvimento do pragmatismo e eficiência, na formatação do sistema de entrega e das políticas que mantém um serviço de alto nível rodando ao longo do tempo.Combinando estes dois universos numa perspectiva de serviços, teremos muito mais condições de melhorar este cenário tão ruim dos serviços no Brasil. E talvez as histórias de surpresa e contentamento passem a ser mais comuns do que as infinitas reclamações e chateações.
O desafio é bem grande, mas o caminho também é muito interessante. E se você se interessa por esse desafio e quer fazer parte do grupo de inovadores que vão construir experiências de serviço inesquecíveis, vai gostar de saber que na Escola Design Thinking temos um curso sobre esse assunto! Para saber mais, acesse.
Ricardo Ruffo is a born entrepreneur, educator, speaker and explorer. As a writer by passion Ricardo daydreams on how the world is changing fast and how it could be.
Ruffo is the founder and global CEO of Echos, an independent innovation lab driven by design and its business units: School of Design Thinking, helping to shape the next generation of innovators in 3 countries, Echos – Innovation Projects and Echos – Ventures. As an entrepreneur, he has impacted more than 35.000 students worldwide and led innovation projects for Google, Abbott, Faber-Castell and many more.
Specialist in innovation and design thinking, with extensions in renowned schools like MIT and Berkeley in the United States. Also expert in Social Innovation at the School of Visual Arts and Design Thinking at HPI – dSchool, in Germany.
Naturally curious, love gets ideas flying off the paper. He always tries to see things from different angles to enact better futures. In his free time, spend exploring uninhabited places around the world surfing.
Echos School of Design Thinking - Terms and Conditions
This website at www.schoolofdesignthinking.echos.cc (Site) is a website where you can browse, select and enroll in educational and innovation knowledge courses (Courses) advertised on the Site from Echos Innovation Lab Pty Ltd ABN 65 617 491 424 (Echos, us or we).
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Capitalised terms used are defined in these terms and conditions.
In these terms:
“GST” has the meaning it has in the A New Tax System (Goods and Services Tax) Act 1999 (Cth)
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Our business and the purpose of collection
We are in the business of providing educational and innovation knowledge courses (Courses). We collect personal information primarily to provide the Courses to you (Purpose).
In particular, we collect your personal information so that we can carry out the following actions:
to provide you with the Courses and any other products, services and information that you have requested from us;
to communicate with you, including about the Courses, products, services and events which might interest you;
to provide you with information or advice;
process payments by you to us for our services;
to create accounts, tax invoices or receipts;
to provide your personal information to third parties that assist us in providing and/or delivering the Courses or other goods or services you or they have requested;
to consider and respond to feedback from you;
to comply with laws or regulations or to comply with any directions given by regulators or authorities.
We may disclose additional purposes for collection of your personal information in collection statements at the point of collection.
Personal information we collect
When used in this policy, “personal information” has the meaning given to that term in the Privacy Act 1988 (Cth). We may collect the following types of personal information from you:
residential or business address;
financial and payment information;
age and date of birth;
businesses you operate; and
your personal preferences, thoughts, ideas, goals and opinions.
Sensitive information is information about you that reveals your racial or ethnic origin, political opinions, religious or philosophical beliefs or affiliations, membership of a professional or trade association, membership of a trade union, details of health, disability, sexual orientation or criminal record.
It is our policy to only collect your sensitive information where it is reasonably necessary for our functions or activities and either you have consented or we are required or authorised under law to do so.
How we collect your personal information
Collection of your personal information can occur through the following interactions:
when you communicate with us directly (by email, in person, telephone, direct mail or any other means);
when we interact with you during the Courses or in relation to any other products or services; and/or
when you visit our website and social media pages, or access or contribute to digital platforms and applications managed by us (Online Platforms).
We may use temporary (session) cookies or permanent cookies when you access our Online Platforms. This allows us to recognise your browser and track the web pages you have visited.
You can switch off cookies by adjusting the settings on your web browser.
How we hold your personal information
We may hold your personal information in either electronic or hard copy form.
If you provide information to us electronically we retain this information in our computer systems and databases. If you provide information to us in hard copy (paper) this information is normally retained in our files and a copy is made to our electronic files.
We use industry standard security measures to safeguard and protect your information.
If we are unable to collect your personal information
If we are unable to collect your personal information, some or all of the following may occur:
we may be unable to provide the Courses or other products and services to you;
we may be unable to communicate with you to provide information about the Courses or other products or services that you have procured from us, or may intend to procure in the future;
we may be unable to tailor the content of our marketing communications to suit your preferences;
your experience when interacting with us may be delayed or not as efficient as you may expect.
Disclosure of your personal information
Your personal information may be disclosed in connection with any Purpose to any of the following:
our employees, contractors or service providers, to the extent reasonably necessary to fulfil our obligations to you;
our business advisors, including lawyers, accountants or other professional service providers, to the extent reasonably required;
suppliers, clients and other third parties with whom we have commercial relationships, for business, payment processing, delivery, marketing and related purposes;
if required by law, to any person authorised by such law.
Overseas disclosure of personal information
We may disclose your personal information to third parties and service providers located overseas in connection with any Purpose, including to overseas cloud computing hosts. We take reasonable steps to ensure that the overseas recipients of your personal information do not breach the privacy obligations relating to your personal information.
We may contact you with direct marketing communications and information about Courses or other products or services offered by us or our partners via telephone, email, SMS, or regular mail.
If you have indicated a preference for a method of communication, we will endeavour to use that method wherever practical to do so.
You may opt out of receiving marketing communications at any time by responding via the channel in which you received the marketing communication, or by contacting us (see contact information below). You can unsubscribe from emails by clicking the unsubscribe link on the footer of the email communication you have received.
How you may access your information
You may access your personal information held by Echos by making a request to us.
Email: email@example.comCorrection of your personal information
If you would like us to update or amend your personal information, please contact us and we will make the requested amendments.
We may ask you to verify your identity to ensure that personal information we hold is not improperly accessed.
If you feel your privacy has been breached, please contact us using the contact information above setting out the circumstances and reasons for your complaint.
Presença GlobalA Escola de Design Thinking é uma iniciativa da Echos, um laboratório de inovação.
Telefone 1300 502 006
ABN 65 617 491 424
Rua Baluarte, 672
Telefone +55 11 3476 2300