Includes index.

Why service design -- Foundations : Three critical factors in service design -- The customer story : Understanding customers better provides the basis for customer-driven service improvement and innovation -- Business impact : Designing a service around customers' needs provides a new way to address age-old business challenges -- Organizational challenge : Using customer centricity to move your organization forward -- Tools.

A guide for any organization that wants to move their customers to a more positive experience. The authors show how to transform your customer's experience and keep them engaged through the art of intentional service design.