Manifesto Although we are living in a service society, what we mainly experience as customers is a lack of service. At the same time, we as suppliers fail to realise that inventing services can help us combat shrinking margins and merciless price wars. Like never before, there are powerful tools to reach customers, to serve them in a both flexible and efficient manner and to operate our business as clearly structured as never before – but we fail to exploit our opportunities. It is the products and not customer experience that our thinking and action continues to be focused on. The future lies ahead of us, however.