The heart of new service design process is the service concept which is the tool to visualize the properties

of the service essence; what are the wanted outcomes? What are the desired experiences and in which way or form the service is provided? How the service is valued by the customers meaning how much customers are willing to pay for it? From these it is possible to create capability mapping which contains: Value, Form and function, experience and outcome. Creating capability mapping visualizes existing situation and the target situation or the differences between situations, times or service providers.

The service prerequisites include there major parts in the authors frames of reference that are the service concept, the service system and the service process. The service concept is identification of customers needs and how these can be satisfied. The resources needed to for the service process is called the service system. The service process is defined as a chain or chains of parallel, sequential, overlapping and/or recurrent activities, which are necessary if the service is to be put in practice. But what about other people then? The book argued that even though customers are vital, so are also the stakeholders, the management and the internal communication. It is vital that the customer knowledge goes through the whole organization. Why? Simply because that it is organizations responsibility to build up required resources and structures in order to get the service process ongoing. By using different tools presented in the book like Policy Deployment, management can implement guidelines, supervise and monitor how to deliver the new service development process sufficient. The figure below shows the seven steps of framework concerned mainly with the implementation phase, but also deals with the service design issues.