Enhancing the Customer Experience through Service Innovation Design

Create more value and discover new ways to retain your customers


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This program is part of the following certificate:

Continuing Education

This class is eligible for the following continuing education credits:

Ohio CPA 8 CPE


Questions about finding the right program, corporate packages, or planning your visit? We're here to help.

216.368.6413 or 800.736.6403

In the rapidly advancing digital age and knowledge economy, service innovation emerges as a powerful way of transforming the way organizations engage with customers. Through service innovation, organizations create deliberate and thoughtful experiences using carefully arranged tangible and intangible resources. Although service is not a new concept, it is becoming the primary means for creating value as the economy moves away from material goods. Enhancing experience-based service is critical for most organizations.

In this hands-on design workshop, participants will take part in a simulation and learn key principles of service innovations and how the design inquiry methodology can be effectively used to uncover these opportunities. Participants can apply the methods and principles covered in the program to both consumer and industrial markets, as well as for internal service innovations.

Instructor Date and Time Location  
Youngjin Yoo, Ph.D.   Thursday, May 1 from 9 a.m. to 4:30 p.m.
Cleveland, OH Add to Cart

Youngjin Yoo, Ph.D.  
Date and Time:
Thursday, May 1 from 9 a.m. to 4:30 p.m.
Cleveland, OH
Add to Cart


  • Opportunities for service innovations
  • The design inquiry method
  • Various analytical tools for design inquiry including service safari, contextual interviews, cultural probes, mobile ethnography, stakeholder map, persona, customer journey map, storyboarding, and customer lifecycle maps.

Learning Outcomes

As a result of attending this program, participants will:

  • Learn how to plan and execute design inquiry
  • Learn how to systematically identify opportunities for service innovations
  • Discover how to conceptualize a service innovation design opportunity that is compelling and strategic
  • Tools to uncover the nature of relations among people, between people and things, between people and activities, and between people and organizations, across different times and locations

Who Should Attend

Managers in the areas of marketing and strategy innovation, IT and organization change. Especially valuable to those working or consulting for manufacturing companies. Pairs or groups of managers from the same company should attend together for maximum benefit.


Individual Participants: $645
Package Pricing: 1 class day per participant

Available Discounts


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Weatherhead School of Management
Case Western Reserve University

10900 Euclid Avenue
Cleveland, Ohio 44106-7235 USA