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One way to understand services better—and what makes them different from products—is to examine what it is that people get from services.

There are many breakdowns of the characteristics of services, some of which we will look at later in the measurement chapter. We have been developing a simple way to understand the generic types of value that services deliver to customers by cataloguing every service we have become aware of and then grouping them in relation to three core values: care, access, and response (Figure 2.7). Most services provide customers with at least one of these or, often, a mix of all three.

FIGURE 2.7 Core service offerings can be grouped into three primary spheres: care, response, and access.