Abstract
In this chapter, we will clarify the importance of the right service design for
offline-online business models under PSS. The chapter will also overview the main
principles of service design. Lastly, we will become familiar with specific frameworks
for driving the workflow of creating a highly customer-oriented business model
through the core ideas of service design.
Keywords: Business model, Customer-oriented service, Customer journey map, Delivery gap, Service design, Service blueprint, User persona.
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