Emotional Engineering Service Development
In an age of increasing complexity, diversification and change, customers expect services that cater to their needs and to their tastes. Emotional Engineering describes how their expectations can be satisfied and managed throughout the product life cycle,
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Shuichi Fukuda Editor
Emotional Engineering Service Development
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Shuichi Fukuda, PhD [email protected] [email protected]
ISBN 978-1-84996-422-7 e-ISBN 978-1-84996-423-4 DOI 10.1007/978-1-84996-423-4 Springer London Dordrecht Heidelberg New York British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library © Springer-Verlag London Limited 2011 Instron is a registered trademark of Instron, Coronation Road, High Wycombe, Bucks HP12 3SY, UK, www.instron.co.uk Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms of licences issued by the Copyright Licensing Agency. Enquiries concerning reproduction outside those terms should be sent to the publishers. The use of registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant laws and regulations and therefore free for general use. The publisher makes no representation, express or implied, with regard to the accuracy of the information contained in this book and cannot accept any legal responsibility or liability for any errors or omissions that may be made. Cover design: eStudioCalamar, Girona/Berlin Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
Preface
Engineering is often thought to be very rational. But when we look way back into history, human beings made tools without the benefit of too much knowledge and experience. Instead, they were driven by their desire to explore new worlds by developing new tools. Indeed, Homo faber is the essence of engineering. We design and manufacture our products to develop new experiences. Engineering is more than just providing conveniences. If we remember that engineering started with emotion, it does not come as a surprise when we stop to consider the role of emotion in engineering. The twenty-first century is an open world. In the twentieth century, technological advancements took place in relatively predictable directions, which meant we had enough knowledge and experience to make decisions. But today society is expanding rapidly, taking us beyond our traditional knowledge and experience. With such uncertainty, we need to look to our emotions to provide us with a sense of direction and a sense of balance, or what Aristotle described as “common sense”. If emotion is interpreted in the sense of its original meaning, it is very much active, because it means to “move out”, which comes from the Latin words e = ex = out, and movere (motion). It should also be noted that the word “motivation” has the same origin. In fact, emotion motivates our actions. It will take you higher and provide
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