Category: concept

Windows of opportunity

It was a November afternoon. I was leaving Las Vegas after teaching a class on designing services. After a last-minute meeting and lunch I arrive at the airport just in time for my flight. Without bags to check in, I get through the security checkpoint and head straight for gate D54. That’s when I notice […]

Total cost of utilization

The total cost of utilization (TCU) is the idea that customers pay over and above the price of the service.  To make use of the service, they may incur other expenses or suffer hidden fees and penalties. Or, they pay in terms of the additional time and effort for enrolling or signing up for the […]