In the development of service innovations, ideas go through various stages of evaluation. In the first step, Customer Insights are evaluated based on
- how relevant a customer problem is,
- how many customers have specific problems and challenges, and
- whether the company has the competencies to solve these problems.
Later, factors such as the marketability of a service, the ability to implement it, the degree of problem solving (is an idea suitable to effectively solve a customer problem?) and the market potential are evaluated.
A further evaluation will take place after completion of a prototype stage (see next section). Among other things
- the acceptance of a service by customers,
- the willingness to pay and
- the possibility of successfully delivering a service are evaluated.
The different evaluation stages pursue the goal of assessing the quality of service innovation from the customer’s point of view step by step: the more concrete the service innovation becomes, the more operational the evaluation criteria become.