Innovating In Existing Services

The following service mapping exercise was designed as a way to classify the service offerings of a company both hierarchically (primary, secondary, tertiary) and in terms of tangibility (tangible, intangible).  This exercise could be used for creating a new service model or in examining an existing one.  For my purposes, participants were asked to choose a service provider and determine all of its service offerings, classify these services according to the criteria mentioned, and then look for opportunities for new service offerings.  They were prompted to ask what a service could become if it were moved inward/outward in terms of hierarchy and left/right in terms of tangibility.