CHAPTER 4: HOW TO SHAPE DEMAND AND DEFINE SERVICE OFFERINGS
This chapter is focused on step 4 of the customer journey: offer.
The topics include:
• Methods for designing digital service experiences;
• Approaches for selling and obtaining service offerings;
• How to capture, influence and manage demand and opportunities;
• How to collect, specify and prioritise requirements; and
• How the business analysis practice can be applied to support requirement management and service design.
The offer step allows the service provider and consumer to build on their relationship to shape customer demand and service offerings. This includes qualifying, designing, selling and obtaining products and services based on value-, data- and user-driven design approaches. ...
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