Band-aid strategies for pleasing customers isn't enough to differentiate your business—it needs to be designed for service from the ground up.

In today's interview with Patricia O'Connell we discover the importance of service design in businesses that compete today. Patricia shares her journey of discovery in the field of service design and the inspiration behind Woo, Wow, and Win, a guide to service design, strategy, and the art of customer delight. Patricia currently serves as the President of Aerten Consulting, in New York City.