My reflections: Was Tomáš Baťa service designer? Search for service design traces in extraordinary success in the early 20th century

Tomáš Bat'a, the legendary industrialist and founder of the world-famous shoe empire and his personality is firmly linked with the city Zlín. He was a pioneer of technology, advertising, marketing and business management. He was born on 3 April 1876 in Zlín, where his father also worked as a shoemaker. He founded with his siblings Antonín and Anna, the first shoe company, which soon went bankrupt. He did not give up and invented a lightweight canvas shoe that became popular. After visiting the USA, he introduced assembly lines and other innovations inspired by Henry Ford. By 1930, Czechoslovakia had become one of the largest exporters of shoes. Bata died in a plane crash in 1932. The company still operates in more than 70 countries.

The company was later taken over by his half-brother and later his son, Thomas II. To this day, the Bata empire is still in the family and its distinctive red logo is still visible in more than 70 countries, making it one of the largest shoe manufacturers in the world.

Tomas Bata pioneered and laid the foundations of modern business and his principles are still an inspiration to many entrepreneurs and managers today. Did he use modern methods that we know today in service design?

By studying available online resources, visiting the Museo and the Tomáš Bata Memorial in Zlín, I compared his approach with the modern methods we use for innovation and came to some surprising conclusions:

YES - Tomáš Baťa basically used Service Design methods

1. Integrated production and distribution system: Bata created a complex system that included the production, distribution and sale of shoes. He created a network of stores that were designed to provide customers with a convenient shopping experience.

Example: Bata's stores were strategically located to be easily accessible to customers and equipped with modern interiors for the convenience of shoppers.

2. Social programs for employees: Bata provided quality housing, healthcare and education for its employees, which increased their motivation and loyalty.

Example: Building entire neighborhoods of the shoe factories with modern homes for employees and their families, schools for employees' children, and on-site hospitals. This was done for employees in many countries and it is incredible list as you can see bellow:

• Zlín, Czech Republic - the headquarters of the Bata company, where the famous Bata houses for employees are located.
• Partizánske (originally Bat'aovany), Slovakia - a town founded by Tomas Bata for the employees of his shoe factory.
• Chełmek, Poland - a town built as an industrial centre with factories and housing for employees.
• Batanagar, India - the first industrial city built by Bata outside Europe, which included not only factories but also housing and other infrastructure for employees.
• Batadorp, Netherlands - a small neighbourhood near the town of Best, built for the employees of the local Bata factory.
• Möhlin, Germany - a town with residential quarters for employees, built around the local Bata factory.
• Bataville, Switzerland - a town built in what is now France, near the border with Switzerland, comprising a factory and a residential area for employees.
• Batawa, Canada - a town built during World War II in the province of Ontario for employees of the Bata factory.

YES - Great Customer Experience was placed by Tomáš Baťa 

1. Product and service quality: Bata emphasized high quality of its products and services, which ensured customer satisfaction.
Example: The introduction of strict quality controls in the production process and the use of quality materials for the production of shoes.

2. Affodability: Bata tried to produce quality shoes at affordable prices so that a wide range of customers could afford them.
Example: Innovations in the production process that led to lower costs and thus lower prices for customers.

3. Marketing innovations: Bata used modern marketing techniques to promote its products and build its brand.
Example: the use of the price trick "Bata price", where prices ended at 9 (e.g. 9.99 CZK instead of 10 CZK), which had a psychological effect and made prices more attractive to customers.

YES - Tomáš Baťa used Customer Journey Mapping principles

1. Detailed analysis of customer needs: Bata conducted regular market research and analysis to better understand his customers' needs and preferences.
Example: Collecting feedback from customers in stores and through mail to respond quickly to their requests and improve products and services. 

2. Personalizing the shopping experience: Bata stores were designed to provide a personalized experience for each customer.
Example: Staff in the stores have been trained to provide personalised advice and help customers find exactly what they need. 

Tomáš Bata's approach from my perspective practically worked according to the methodology of service design, customer journey mapping and customer experience, and I believe that thanks to this, combined with the support of his employees and the decentralized management of the company, he had global success in his work and we can inspire us in this approach.