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Collaborative Business Design: The Fundamentals by Leon-Paul de Rouw, Brian Johnson

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2. UNDERSTANDING IT-DRIVEN SERVICE REQUIREMENTS

Don’t ever take a fence down until you know the reason it was put up.

G K Chesterton

2.1 What is a business service?

Think about any airline. BA, United, America, Easy Jet, it doesn’t matter. Now, define the service. Depending on your perspective, this service could be taking people from point A to B. Another person might add the word ‘safely’. Someone else might highlight that buying a ticket is part of that service. What about on-board catering? And we have not even started to discuss the services that begin at the airport, including the check in, baggage membership of frequent flyer clubs, etc. And, remember, the enterprise (that is, the owner of the airline) may only be in business to make money, ...

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