Developing Future Services as Competitive Asset. Outlining Scenarios for a Communication Agency of 2020s
Suistoranta, Lotta (2020)
2020
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https://urn.fi/URN:NBN:fi:amk-2020060517453
https://urn.fi/URN:NBN:fi:amk-2020060517453
Tiivistelmä
The purpose of this thesis study is to develop future service offering for a communication agency and discover the changing client needs for organisational communication services in rapidly changing communicating environment. This study examines communications as a service.
The four key literature areas of this work are Future of Communications covering the concept of Antifragile Communications and Megatrends in Communication; Communication Consultancy as Profession covering the professional role and competencies of a communication consult; Service Development covering service business, customer-centricity, service strategy and Service Design and; and Future forecasting and analysing covering Future Studies and Foresight.
In this study a proposal of future vision for a service strategy is suggested for a communication consulting company adapting the theory of Antifragile Communication and Communication Megatrends by developing three scenarios for a future Communication Environment of the Clients of the Communication Agency and their Service needs in 2025. Three semi-structured interviews helped to create scenarios.
The findings show that communication of organisations is impacted by the rapidly changing communication environment and unexpectedly emerging issues. The megatrends are driving the change and the concept of Antifragile Communications is setting the objectives for successful organisational communications that is thriving in unstable environments. Communication consultant’s role in the organisation’s communication is tri-partite: Consultants act as an Intermediator, Interpreter and Creator.
The scenarios titled as “Super-Agile”, “Setback” and “Best of both Worlds”, paint a very different future of the operating environment of organisational communication and its professionals’ working context. The most anticipated futures are realistic by its content and agile in its working methods, ideal working environments for the professionals and more collaborative and interactive by its stakeholder relations.
In the communication consultancy business, the competence and suitability of consultant must be placed on top when formulating the service strategy of the agency.
The four key literature areas of this work are Future of Communications covering the concept of Antifragile Communications and Megatrends in Communication; Communication Consultancy as Profession covering the professional role and competencies of a communication consult; Service Development covering service business, customer-centricity, service strategy and Service Design and; and Future forecasting and analysing covering Future Studies and Foresight.
In this study a proposal of future vision for a service strategy is suggested for a communication consulting company adapting the theory of Antifragile Communication and Communication Megatrends by developing three scenarios for a future Communication Environment of the Clients of the Communication Agency and their Service needs in 2025. Three semi-structured interviews helped to create scenarios.
The findings show that communication of organisations is impacted by the rapidly changing communication environment and unexpectedly emerging issues. The megatrends are driving the change and the concept of Antifragile Communications is setting the objectives for successful organisational communications that is thriving in unstable environments. Communication consultant’s role in the organisation’s communication is tri-partite: Consultants act as an Intermediator, Interpreter and Creator.
The scenarios titled as “Super-Agile”, “Setback” and “Best of both Worlds”, paint a very different future of the operating environment of organisational communication and its professionals’ working context. The most anticipated futures are realistic by its content and agile in its working methods, ideal working environments for the professionals and more collaborative and interactive by its stakeholder relations.
In the communication consultancy business, the competence and suitability of consultant must be placed on top when formulating the service strategy of the agency.