Great customer experience needs a common language across disciplines to break down the silos within an organization. Service design thinking - or whatever you might call what you're doing - provides a consistent model and toolset for accomplishing this. This book gives you a comprehensive introduction to the overall design of services (actually, of any product), detailed step-by-step descriptions of all the main activities, hands-on instructions for the most important service design tools and methods, as well as many case studies of applied service design from all over the world. You'll be able to focus on your users, customers, and employees to iteratively improve their experience. You'll learn specific facilitation guidelines on how to run workshops, use all of the main service design methods, implement concepts in reality, and embed service design successfully in an organization. This book will help you to move from theory to practice as you connect experience to operations and to business success, building a customer-centric culture in your organization.