Purpose: This paper outlines an approach to design customer-centred services by systematically integrating the methodologies of service science and data science. Design/Methodology/Approach: The methodological approach described in this paper combines the approaches of service science and data science. The tools and methodologies for designing services are assessed and described in relation with the concepts of the service dominant logic. The steps of the service design process are characterised by their specific problem statements. The relation of these problem statements with the potential outcomes of data science tools is investigated. To do so, we elaborate a structure of data science methodologies w.r.t. their potential for the creation of service value. The outcomes gained from data science are then systematically applied in the different phases of the service design process. Findings: Developing services with a focus on customer needs does not systematically leverage the full potential of data and analytics. On the other hand, developing services starting from the data perspective does not systematically meet the customer needs. A procedure is provided to select the appropriate analytics tools depending on the stage and problem statement of the service design process. We show how customer service benefits can be created by analytics. Research limitations/implications: Although the systematic approach for the development of data-driven service value creation has been tested with a set of practical use cases, the applicability in a wider range needs to be verified. Practical implications: Thanks to the approach shown in this paper the potential of data-based services can be realised. The paper provides a practical guidance that can be applied in service design projects. Originality/Value: The innovation of this paper is a combination of the two scientific fields service science and data science for improving service innovation. The resulting combined approach represents a new contribution to the scientific community of service science. Paper type: Research paper.
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