What do you mean there was "no effect?" I'm not aware of any effects.
It looks like that Service is also in the App Store. From their screen shots, the services are prefaced with WordService:
You can see an example in the App Store for their app: App Store
After installing, you should now have those text services in your Services menu. You can then add shortcuts in the Keyboard System Prefs.
Most Apple apps have a Transformations menu in the Edit menu. You can Make upper, lower, and Initial caps with those. I would stick with Word Services, but you can make Application Shortcuts for the items in the Transformations menu.
Again, in Keyboard System Prefs, Under Applications, Click the Add button on the right side pane.
Set it for All Applications
Enter the menu command exactly as they appear in the Transformation menu (separate entries for each),
- Make Upper Case
- Make Lower Case
- Capitalize
Give them a shortcut.