CHAPTER 4

Service Design

In this chapter, you will

•  Understand the purpose of the Service Design lifecycle stage

•  Recognize the five ingredients of holistic service design and the four principles of Service Design

•  Appreciate the importance of the service design package (SDP)

•  Examine in more detail the eight processes that sit in Service Design

You left Chapter 3 and the Service Strategy stage of the lifecycle with a specification for a new or changed service together with an approved business case. By now you should have a clear idea of how value is intended to be created for your customer, particularly regarding the balance between utility and warranty, in other words, between the promise that’s been made and what is needed to ensure ...

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