Today’s customers are more knowledgeable than ever before, and they are talking to each other - so customer satisfaction is more important than it has ever been. Services and products merge into multi-channel ecosystems in which genuine relationships with both customers and stakeholders are crucial for an authentic brand experience, transforming customers into brand ambassadors. Only an in-depth and holistic understanding of customers and their environment can create offerings that provide meaningful value and make a real difference on the bottom line. Service design thinking can provide this understanding.