Purpose – This paper aims to describe the development and evaluation of a process model to transform brand strategy into service experiences during the front end of new service development (NSD). This is an important yet poorly understood transformation that occurs early in service development projects... Read »
This paper reviews one of the central areas of service design, the area of touch-point innovation. Specifically, it describes the development and use of a card-based toolkit developed in the AT-ONE project – the AT-ONE touch-point cards. These cards have been developed to assist cross-functional teams during the first phases of the New Service Development (NSD) process... Read »
In this paper we review the area of touch-point innovation in services and specifically describe the development and use of a card-based toolkit developed in the AT-ONE project – the AT-ONE touch-point cards. These cards have been developed to assist cross functional teams during the first phases of the new service development (NSD) process... Read »
This paper describes work in progress for the development of a structured process that helps cross functional development teams to bridge the gap between a company’s brand strategy and experiences for customers. The process is aimed to assist and structure the very early stages of the service development process, the fuzzy front end... Read »