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Implementing the Four- Step Approach to Service Innovation Review the four steps to a successful service innovation strategy. Use a real-life example of your choice (e.g., Ikea, Zipcar) to illustrate the four steps to service innovation, elaborating on the specific actions for successful implementation in each step. Provide exemplars of service innovation companies and summarise the key service innovation priorities. Be prepared to share your answer with the class. Step 1: What jobs are customers trying to do? Partner customers to benefit from customer competence Scan customer- firm touch points for insights Align firm capabilities with customer needs Ask the right questions of customers Step 4: What resources Step 2: Are customers jobs part of a must be farger process? invested in value creation? Prioritise customer outcomes to guide service innovation Engage in Customer job mapping Capture forward looking outcomes on the jobs to be done Dissect each job and outline its larger process Step 3 W opportunities exist to get these jobs done