Dr. Bitner will share her observations of the service management landscape and some of the most significant trends that are affecting it – illustrating challenges as well as opportunities for service designers. In her years as a service researcher, professor, and director of the Center for Services Leadership at Arizona State University, Dr. Bitner has had the opportunity to watch, listen to, and help create the current trends that are shaping service management today. She will show how the world of service management is changing dramatically through a renewed focus on service innovation, customer experience and engagement strategies, service infusion in product-centric firms, customer participation in service co-creation, and the need to tie service investments to critical metrics and the bottom line. Dr. Bitner will illustrate via examples and stories just why service designers cannot afford to ignore these trends, and how they can take advantage of them.