Why collaboration is the new marketing – unified collaboration centre

Collaboration is the be all and end all of human interaction.


Isn’t collaboration the essence of business?

Of course!

Or otherwise called ‘value exchange’.

And in this era of real-time media and one-to-one marketing, product personalisation and customer feedback data mining, we can take collaboration to the n’th degree.

Marketing superficially means ‘promotion’.

But true marketers with any sense of historical insight (you’ll get it in spades on my site) will understand that marketing requires understanding the needs of a profitable audience segment and delivering a satisfying (value added) service in the most preferred way (whether it be high quality or low, cheap or expensive).

As technologies progress and systems develop, the full marketing process is really about ongoing collaboration with the individual end-user.

Collaboration is the ‘new’ marketing – delivered through diligent Service Design.

Marketing Departments can be re-named as ‘Unified Collaboration Centre’s, or some such.

Service Design Thinking

My new favourite topic is Service Design Thinking for marketing.

In the Service Design reference book, This is Service Design Thinking, 5 principles are identified:

  • User centered: Services should be experienced through the customer’s eye.
  • Co-creative: All stakeholders should be included in the service design process
  • Sequencing: The service should be visualized as a sequence of interrelated actions.
  • Evidencing: Intangible services should be visualized in terms of physical artifacts.
  • Holistic: The entire environment of a service should be considered.

Isn’t that what the business world has been seeking for years?

Yes it is.

And it’s a race to the top with disruptive innovations to be expected, even if not seen, as the design will go on behind closed doors in organisations (such as Sabio).

And only new clients will know the full breadth of user centred, co-creative, sequenced, evidenced holistic service deployment that results.

From my experience, Service Design based Marketing is the crest of the wave for customer experience management and competitive differential development.

In a nutshell:

It’s good for business because it’s really good for customers.

Check out this Service Design Tools repository.

Edit May 2018: Check out Smaply for Customer Experience Mapping (from the authors of Service Design Thinking).

ScreenBoard Wall Paper

Sure, we can put the iPad on our mantle piece and have a rotating photo album… and sure, we can have a huge wide screen mounted up on the wall… but how about a giant ScreenBoard that acts as media centre screen, interactive white board screen for things like brainstorming or kanban to-do list management… plus used as a TV, Cinema or Art and Photo display area?

It can provide artistic colour filters and be voice activated to play our favourite music or YouTube playlists.

Moving, rotating, sound supported.

And when you switch it off, it completely disappears into the fabric of the wall.

See more about Service Design.

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