The PDMA Handbook of New Product Development

7.5. Summary

This chapter has looked at the defining features of service development and outlined an effective process for the creation of breakthrough new services. While service development shares many common threads with product development, there are stark differences that call for a unique approach. In addition to the need for a staged process and continuous customer involvement, extensive testing and feedback during the prototype and launch stage and the need for comprehensive employee training are the hallmarks of a successful new services process.

Thomas D. Kuczmarski is the president of Kuczmarski & Associates, a Chicago-based consultancy specializing in new product and service innovation. He is the cofounder of the Chicago Innovation Awards, an annual event that recognizes the ten most innovative new products and services developed in the Chicago area. Mr. Kuczmarski also teaches Managing New Product Development at Northwestern University's Kellogg Graduate School of Management and is the author of numerous books, including Innovation and Managing New Products (3rd edition).

Zachary T. Johnston is a consultant at Kuczmarski & Associates. He specializes in assisting clients in strategic new product and service development and designing customer-centric branding strategies. He has extensive experience in service industries and with business-to-business companies. Mr. Johnston has been published in journals such as Marketing Management on the topics of corporate innovation ...