This programme is an industry-driven service design programme for all organisations and businesses at the forefront of offering exceptional customer experiences. Apple doesn’t just develop the iPhone and Zappos doesn’t simply sell shoes. Their products are not differentiators; their services are. Companies that embrace the shift from commodities to services, and open their minds and R&D strategies to open innovation will thrive (Chesbrough H., 2014). In view of the strategic importance of ‘Services’ in our economy, this programme aims to further enhance your service level.