Figure 1 – Multicultural faces, source: http://geoffallan.blogspot.com/2009_04_01_archive.html
The cross-cultural issues in service was my first elective course with in my Service Innovation & Design MBA study; with the expectations set to provide a better understanding to cross cultural aspects of service design, and I wasn’t mistaken at all!
Coming from an background where I have lived in four countries before, visited dozen in my business and leisure trips and worked with most of the nationalities in the world in my professional life, I thought I had that good cosmopolitan mind-set that will help me to better tackle service design issues with different people coming from different background. But as I have over gone my studies in the course, I have found that cultural understanding does not come from only dealing with people from different cultures, it comes from deeply understanding the one own culture and what are the real values a person is believing in first, then trying to understand both the underground and surface levels of what others value and finding a common ground where the two cultures can meet with the minimum collision(s) possible.
Service design is all about human centered design and the human understanding, where a service is tailored to satisfy the real needs of certain stakeholder or stakeholders. But as we humans vary in our own cultures and with the global environment we are living in, Its important to understand how services can fit to match a different cultural groups and how it can be tailored to respect the values that a group of customers belief in, in a way that make the service more relevant, homecoming and familiar.
Meet… Richard Lewis!
For that, a lot of discussion has been done on what is really the definition of a culture and what does it stands for. Based on the cultural framework that I had studied which is the Richard Lewis cultural framework, Richard Lewis has drawn what is his interpretation of a culture as follows: Continue reading