The document discusses service differentiation and developing new services. It defines service differentiation as designing meaningful differences to distinguish a company's offering from competitors. It provides examples of bases for differentiation like cost, service product, personnel, and channel. It also discusses how to discover new points of differentiation by mapping the customer's consumption chain. The document notes that new services often fail due to a lack of clear advantage over existing competition or a well-developed protocol. It outlines a new service development process involving customers, workers, and rigorous testing and commercialization.

1. Service Differentiation

4. Cost Differentiation

5. Service Product Differentiation

7. Personnel Differentiation

8. Channel Differentiation

11. Developing New Services

14. New Service Continuum RISK REWARD Style Changes New Services for Existing Markets Major Innovations

15. NEW SERVICE DEVELOPMENT PROCESS Concept Development and Evaluation Service Development and Testing Idea Generation and Screening Business Analysis Market Testing Commercialization