Creativity Tools >> Improving a product or service - Reversal and SCAMPER

1 - Reversal

Improving Products and Services

Reversal is a good tool for improving a product or a service. To use it, ask the opposite of the question you want to ask, and apply the results.

Example:

Imagine that you want to improve the response of a service center. Using Reversal you would ask 'How would I reduce customer satisfaction?'. After considering this question you might give the following answers:

• Not answering the phone when customers call
• Not returning phone calls
• Have people with no product knowledge answering the phone
• Use rude staff
• Give the wrong advice

After using Reversal, you would ensure that appropriate staff members were handling incoming phone calls efficiently and pleasantly. You would set up training programs to ensure that they were giving accurate and effective advice.

Key Points:

Reversal is a good, easy process for improving products and services. You use it by asking the exact opposite of the question you want answered, and then apply the results appropriately.

2 - SCAMPER

Generating new products and services

SCAMPER is a checklist that helps you to think of changes you can make to an existing product to create a new one. You can use these changes either as direct suggestions or as starting points for lateral thinking.

Developed by Bob Eberle, the changes SCAMPER stands for are:

• S - Substitute - components, materials, people
• C - Combine - mix, combine with other assemblies or services, integrate
• A - Adapt - alter, change function, use part of another element
• M - Modify - increase or reduce in scale, change shape, modifyattributes (e.g. colour)
• P - Put to another use
• E - Eliminate - remove elements, simplify, reduce to core functionality
• R - Reverse - turn inside out or upside down, also use of Reversal.

Example:

As an example, imagine that you are a manufacturer of nuts and bolts, and you were looking for new products. SCAMPER would give you:

• Substitute - use of high tech materials for niche markets, such as high speed steel? Carbon fiber? Plastics? Glass? Non-reactive material?
• Combine - integrate nut and bolt? Bolt and washer? Bolt and spanner?
• Adapt - put Allen key or Star head on bolt? Countersink head?
• Modify - produce bolts for watches or bridges? Produce different shaped bolts (e.g. screw in plugs)? Pre-painted green bolts?
• Put to another use - bolts as hinge pins? As axles?
• Eliminate - Eliminate nuts, washers, heads, thread, etc.
• Reverse - make dies as well as bolts, make bolts that cut threads for themselves in material, etc.

Using SCAMPER here has helped you define possible new products. Many of the ideas may be impractical or may not suit the equipment used by the manufacturer. However some of these ideas could be good starting points for new products.

Key points:

SCAMPER is an acronym for Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, Reverse. This is a list of changes that you could make to existing products and services to open up new opportunities.