An Integrative Design Framework for New Service Development [chapter]

Eng K. Chew
2014 Lecture Notes in Business Information Processing  
Service innovation is focused on customer value creation. At its core, customer-centric service innovation in an increasingly digital world is technology-enabled, human-centered, and process-oriented. This requires a cross-disciplinary, holistic approach to new service design and development (NSD). This paper proposes a new service strategy-aligned integrative design framework for NSD. It correlates the underlying theories and principles of disparate but interrelated aspects of service design
more » ... inking: service strategy, concept, design, experience and architecture into a coherent framework for NSD, consistent with the service brand value. Application of the framework to NSD is envisioned to be iterative and holistic, accentuated on continuous organizational and customer learning. The preliminary framework's efficacy is illustrated using a simplified telecom case example.
doi:10.1007/978-3-319-07950-9_4 fatcat:ecq2s5sndzfivnsnwehtx4gpue