individuals are asked to exit into the wild” and explore examples of what they assume are good and dangerous service experiences. Ideally we intention to design service experiences initially, after which reverse engineer the offering, the contact-points, the service and even the organisation to have the ability to reliably produce the desired experience.
to contemplate how a special actor set can give improved buyer value. It focuses upon the differences between pro-ducts and providers, and has a clear user-experience focus.
in the exploratory stage; the identification of customers’ wants, motivations, expectations, the service providers’ processes and constraints, and the illustration of the customer journey,