Service experiencing versus experiencing services

The chapter discusses service experiencing, that is, how service as a phenomenon is experienced as opposed to experiencing individual service interactions. Service as a phenomenon is defined as the outcome-rendering process of providing help to processes necessary and important to customers (and other stakeholders). It is demonstrated that even core products or services of high quality are poor market offerings in the case that poor handling of individual life processes or organisational work processes of customers make it difficult or problematic to use the core offering. To avoid such negative outcomes the firm’s many resources, processes and routines that may be necessary or otherwise important to the customers as well as products and service concepts at the core of offerings must be developed such that they function as service to the customers. How resources and processes are turned into service, or servificated is discussed and illustrated. The importance of a service focussed corporate language and jargon is also emphasized.