服务设计思维是服务的设计和营销，可以提升客户体验以及服务提供者与客户之间的互动。如果您遇到两家彼此相邻的咖啡店，并且两家出售的咖啡完全，价格也一样，那么服务设计就是让您走进一家而不是另一家的原因。也许一加咖啡店播放音乐，而另一家不播放。也许一家接受信用卡，而另一家只接受现金。也许您更喜欢另一家的布局，或者其中一家的座位更舒适。也许其中一家的工作人员比较友好，或者会在拿铁的顶部绘制有趣的形状。所有这些细微差别都与服务设计有关。

《这就是服务型思考》将二十三位来自世界各地的作者的知识以及来自全球服务设计社区的更多在线贡献者的知识结合在一起，并分为三个部分：基础知识、工具和案例。

Service design thinking is the designing and marketing of services that improve the customer experience, and the interactions between the service providers and the customers. If you have two coffee shops right next to each other, and each sell the exact same coffee at the exact same price, service design is what makes you walk into one and not the other. Maybe one plays music and the other doesn't. Maybe one takes credit cards and the other is cash only. Maybe you like the layout of one over the other, or one has more comfortable seating. Maybe the staff at one is friendlier, or draws fun shapes on the top of their lattes. All of these nuances relate to service design.

This Is Service Design Thinking combines the knowledge of twenty-three international authors and even more online contributors from the global service design community and is divided into three sections:

 Basics: outlines service design thinking along five basic principles
 Tools: describing a variety of tools and methods used in Service Design Thinking
 Cases: vivid examples for the introduced fundamentals with real-life case studies from 5 companies that did inspiring projects within the field of Service Design

At the end, a one-

page "Customer Journey Canvas" is included, which can be used to quickly sketch any service on a single sheet of paper―capturing different stakeholder concerns: e.g. customers, front-line staff and management.