Service innovation starts by viewing an organisation from a single perspective. How do its activities satisfy end user goals? This will spark radical advances such as augmenting or displacing a physical product with a subscription model or personalising an offering as a service.
Services become memorable experiences and new models change the commercial relationship between the consumer, provider and third parties.
All will transform a business, but it’s vital to consider the technical aspects of user access, billing, payment, service activation and management. Success will also depend on how new services are launched and incrementally developed – often with the help of AI systems that learn as they operate.