Before a customer interacts with a product, a relationship starts to emerge. Expectations are set before the buying decision.
When the products get into the hands of customers, this relationship continues and needs to be maintained. This combination of product and service or the service itself, in the end, represents what the customer knows about your company. Service design is a method to develop a new or to improve an existing service offering.
Service design defines all the touchpoints that customers have during, before, and after the service delivery and integrates them with your business functions.