The competitive advantage of good service design

Good service design enhances the competiveness of the organization and can be seen as starting and ending with the customer.  The task of marketing is to gather information from customers, and sometimes non-customers, in order to understand and identify their needs and expectations and create a specification for the service.  This becomes a complex task involving a bringing together of many different aspects of a company’s objectives.  This specification is then used as a input to the operation which creates the service to its customers.