Why Tide Dry Cleaners saved my sanity—and probably my marriage
Laundry anxiety is a useful way into service strategy: customers value clean clothes, but also time, confidence and the relief of getting a difficult job done.
From product attributes to personal goals
Understanding the chain between what a service offers and why it matters.
Customer-centred service starts with a specific customer
Convenience, quality and trust matter differently to different people. A useful service strategy connects the feature, the audience and the value they receive.