Innovation inExperiential Services –An Empirical View

This report examines innovation in experiential services. These are serviceswhere the focus is on the experience of the customer when interacting with theorganisation, rather than just the functional benefits following from the productsand services delivered. The report is based on a continuing research programmeon experiential services at London Business School. In particular it draws on arecent case-based study of eight design agencies and consultancies and ninesuccessful experiential service providers. The report addresses the question ofhow do experiential service providers innovate, in particular the content ofinnovation and the process of innovation including organisation for innovation.Studying innovation in experiential services facilitates wider reflection on thesubject of service innovation.[...]