W1: The DC of Service: Japan’s Traditional Shinise Businesses

Abstract

Some traditional Japanese service businesses such as certain ryokan inns and sushi restaurants have survived and thrived for generations. What makes them so special and enduring?

In innovative service, it is essential to build up and deliver a wide range of “hidden benefits” that create and maintain brand loyalty among users. While it is the grand attractions and famous characters that pull millions every year to Disney theme parks, the actual positive experience most guests have there is also the result of many small, carefully designed “below the surface” elements that help Disney deliver fun and satisfaction. These things are hard to identify and explain but also hard to copy. This workshop highlights the hidden touch points developed by some long-established, traditional businesses in Japan (called “Shinise” in Japanese) in order to deliver the hidden benefits that result in a superior, high value customer experience that is hard for competitors to imitate.

Approach

Using ethnographic video taken in Kyoto (the ancient capital of Japan), participants will analyze the structure of several Shinise services and explore the reasons why they have delighted so many people over the years. In group discussions we will try to identify common elements to the businesses portrayed in the video. What kinds of interactions do they have with customers? How do they use timing, approach to the customer, employee attitudes and other elements to shape the delivery of their services? Then in brief small group exercises we will apply the insights gained to an online service provider that needs to improve its business.

• Gain insight into how to manage hidden touch points for designing competitive service experiences.
• Add to your tools for bridging ethnographic findings with brand loyalty

Structure

Section 1: Virtual Kyoto Tour
Watch a video of several Shinise services in Kyoto from the customer's viewpoint, and discuss the values of each touch point for the customer.

Section 2: The Secret of Shinise
Watch a video of ethnographic interviews with the employees, and find common structure among those Shinise services focusing on the hidden benefits they offer.

Section3: The Way of Service
Apply the structure to improve the business of an online service provider with operational

Target Audience

Corporate ethnographers, designers, brand managers and professional service providers who use findings from ethnographic research to design service experiences and build brand loyalty. This workshop will help participants discover how to manage hidden touch points and benefits to consistently exceed the expectations of customers in the service industry.

Organizers

Carl Kay, Hideaki Shirane, Wakako Kitamura are part of the Marketing Communication Technologies at Daishinsha. The division assists companies with human-centered research to gain a better understanding of their target customers, and designs marketing communication methods to align client business goals with customer needs.