Customers Take Control: Redefining Service Processes for Personalized Experiences.
The article discusses how service processes are changing, allowing customers to play a more active role in creating personalized service experiences. Technology innovations are enabling new ways for service providers and customers to work together to co-create value. The focus is on designing service processes that leverage these opportunities and unlock the capabilities of both service providers and customers. The second edition includes examples of technology-enabled innovations that offer flexibility in service design and impact the value created by services.