Managing multiple customers – serve in different ways, different types of customers
Understanding the service concept – clarify organization’s product to customers and ensure that it can be delivered
Managing outcome and experience – manage both outcomes and experiences simultaneously; difficult to specify & control
Managing the customer – presence of the customers inside the operation as an essential part of service production process
Understanding the customer perspective – see things from outside-in, not inside-out : customers are interested in experiences, results and benefits
Managing in real time – in service there is no “undo” or “rewind” button
Coordinating different parts of the organization in delivery the service product