The lecture time-slot was devoted to introducing you to the concept of Bitner’s “servicescapes”.
Here to refresh you memory are the main points from the presentation.
The presentation follows the Britner article that was circulated by email and posted here on the blog earlier this week.
So at the conclusion of this week you have now been introduced to the two major conceptual ideas that shape the unit. You have briefly met Pine & Gilmore and been introduced to their concept of the Experience economy. Bitner & Servicescapes advance the concept of the “Stage’ that P&G describe. we are beginning to put together a very complex picture. Experiences and the space they inhabit. Initially students have traditional found the concepts seemingly easy to understand. It is only when they begun to engage with the concepts at a deeper level the complex emerges.
So while we have moved quickly there is much to still do.
There is stuff to be going on with (there will be heaps more too as the vUWS gurus work their magic and rid the site of the trolls & gremlins that currently seem to live there).
Check out your groups, think about the first assignment and all those fun places you can go to build that all important experience capital – so see you next week in the workshop where we explore how to have fun, learn some stuff about experience and get a Koala stamp on your assignment. 😉
Had dinner in a local pub last night. A chalk board out the front proudly announced a new chef and revised menu. What another new chef? This pub must have had 6 or so new chefs in the last 12 months. Anyway…
Not just a new chef but they have had the interior designers in to create/revamp the dinning room. This started me thinking about Servicescapes. As you should be aware by now a major component of the unit is looking at Servicescapes and their contribution to the overall experience. How does the physical environment set the scene for the experience? What and how does the form and function of the Servicescape contibute. How does it help scape the guest employee interaction?
Assignment one is focused on helping to build experience capital. As part of a planned learning excursion students are asked to go exploring businesses operating in the experience economy. Having started to read Pine & Gilmore it is time to match theory with practice. These learning excursions are a chance and start to analyse the various offerings. Is there a sense of theatre, how are the senses engaged or is there an educational component.
Once you start looking you begin to notice elements of the experience economy almost everywhere.
Everywhere? Well maybe not quite but…
Here is some photos of the new Coles East Village supermarket in Zetland.
There are many elements of the experience economy on display.
Engaging the senses? A coffee perhaps?
Sound? There is the Coles radio 😊
So is there theatre?
Dry aged beef maturing, colourful display of fruit and veg and then the deli counter.
Surely shopping cannot be an educational experience? Well?
Or travel the world learning about food. Maybe bring a little home….
As for the staff being actors on a stage Coles brochure pictured above highlights a butcher and fruitier. My favourite was just outside Coles at the butcher in the centre – performing on a purpose built stage.
As for other experiences in the centre, watch dumplings being made, take time out in one of the coffee shops or my favourite….
Tim found this advert for an event organisation – look at what they are trying to sell.
Creative and engaging ideas for your meetings and events
“The Secret Cocktail party”
“Poetic. Underground. Old with a modern edge”
An industrial space, whose previous incarnations include a railway coal store, a music hall and an eighteenth century theatre…The perfect atmosphere to celebrate a “clandestine” cocktail party. This unique venue transformed into an authentic “Gin Palace”. Guests will be provided with a secret password to access to the event and a “tasting” passport. The challenge? Stop at the different themed cocktails stations, taste fine and unique gin cocktails inspired by exotic flavours from the world and collect as many stamps as you can. Old fashioned smoking lounges will be also set up in the space, giving it an old world feel with a modern edge.
Well it is that time of year again…… The red carpet is out, the stars are out and about. Yes it is the Oscars.
With all the talk of stars it is worth looking at our own film of the year starring the legendary Dr Timmy. This year nominated in a range of categories including best Servicescape.
For the fashionistas you will see that Tim has gone with the retro theme and has chosen a 2012 Vietnam tour shirt. This mixture of memorabilia and shameless product placement for the tour should be noted.
This article was published in The Conversation it describes the link between facility design and the customer experience in the health care sector. I found the article not only for what it argues but also for the relevance to material and approach we are adopting in this unit. We need to constantly look outside our own domain, learn the lessons and then apply our knowledge in new realms. The article also points toward the relevance of the material you are studying to a wide variety of employment opportunities.
Babies, not burgers: why we need better-designed labour wards
I recently visited a new McDonald’s outlet on the northern fringes of Sydney. What I found inside left me gawping in astonishment: soft lighting, views of nature, a mixture of private and communal spaces, adaptable furnishings, excellent way-finding, warm colours, natural materials, positive distractions!
Everywhere I looked I saw evidence-based design features that, when translated to the hospital environment, have been shown to improve experiences and outcomes for users. But this was a McDonald’s store… so why did it feel better designed for low-risk maternity care than most hospitals?
In the maternity care setting, the childbearing woman is the primary consumer. And from a health perspective, the optimal experience and outcome for most women is a normal birth – without medical intervention.
But despite this, medical intervention is at an all-time high in this country, with caesarean sections now accounting for 33% of all births.
About 97% of Australian women give birth in conventional hospital labour ward rooms. These rooms are commonly designed with a narrow bed as the focal point, contain multiple pieces of medical equipment and display a clinical aesthetic.
According to a Cochrane Review, women who labour in conventional birth rooms are more likely to experience interventions including caesarean section. Women who labour in alternately designed, or ambient, rooms use less epidural pain relief, have fewer medical interventions and a higher chance of having a normal birth.
Women have reported that the birth environment is a key factor in how easy or hard it is to give birth. Remarkably, one UK study found that simply obscuring medical equipment from view with a painted screen, shortened the duration of labour by two hours and reduced requests for epidural pain relief by 7%.
Although the reasons that underlie birth outcomes are complex, design is likely to play a role. This is partly because the designed environment has widely acknowledged effects on human neurobiology. The complex hormonal system that controls labour is disrupted when part of the brain called the neocortex is stimulated.
A range of environmental factors can stimulate the neocortex including bright lights, loud noises, unknown people and places that are perceived as hostile or frightening. By adapting the design of hospital birth rooms to minimise these factors, we give women a better chance of achieving a normal birth and optimal health outcomes.
Spaces for an optimal experience
Maternity care providers are now implementing strategies to increase the normal birth rate and decrease caesarean sections. The NSW Health policy directive Towards Normal Birth, for instance, states that all women giving birth in hospital should have access to an environment that “is conducive to facilitating/promoting normal birth.”
This is reinforced in the Australasian Health Facility Guidelines for maternity units. They state that birth rooms should be designed so that “women may use them much as they would use their own homes”. The guidelines clarify that the bed should not be the focal point of the room and a calm, private, ambient space is the ideal.
The cost of refurbishing or rebuilding maternity units to reflect these guidelines is perceived as a barrier to the provision birth rooms that support optimal outcomes. However, many design features that facilitate normal birth such as wall-mounted bars, benches of various heights, birth stools and inflatable birth pools can be added to existing birth rooms without major alterations to architecture or infrastructure.
Simple changes to enhance ambience can be made by altering colour, lighting and room layout. These changes may ultimately reduce health expenditure by lowering the number of costly interventions performed during labour and birth.
Designing for health
Over the past 30 years, research into the field of evidence-based design has significantly altered how we think about the design and function of health-care facilities. Coupled with advances in neuroscience, cellular biology and epigenetics, a clear message has emerged that the designed environment has measurable therapeutic and practical benefits.
Innovative, evidence-based hospital birth room design has been incorporated into a handful of new maternity units around the country, such as the Centenary Hospital for Women and Children in the ACT and at the (yet-to-open) Royal North Shore Hospital in Sydney. In these units, rooms incorporate the needs of healthy, active women while still providing safe emergency options.
These units show that normal birth and unexpected outcomes can be catered for in the same space by implementing thoughtful design. Hopefully these advances inspire further change around the country. Let’s face it: if you can get good design when you’re having a burger, you should really be able to get it when you’re having a baby.
Athena Hammond is a graduate student at the University of Technology, Sydney (UTS) and is the recipient of a scholarship administered through an ARC Discovery Grant on the Birth Unit Design Project at UTS.