Service Design involves decisions aimed at finding the best possible alternatives in order to achieve the highest level of customer satisfaction. Each possible alternative has its performance indicators in terms of benefit, cost and risk. The complexity of service design is a result of the different levels of detail at which decisions must be made.

CBE’s service design method is an integrated framework capable of defining service requisites for the extended service chain, based on customer needs of the target market segment, and ensures that all contacts and transactions (the so called moment of truth) are considered at the right level of detail.