Purpose – Customer experience has become increasingly important for service organizations that see it as a source of sustainable competitive advantage, and for service designers, who consider it fundamental to any service design project. Design/methodology/approach – Integrating...

Purpose: Elevating the human experience (HX) through research collaborations is the purpose of this article. ServCollab facilitates and supports service research collaborations that seek to reduce human suffering and improve human well-being. Design/methodology/approach: To catalyze this...