The expert figures whose knowledge is required for the development of the service idea. The general aptitude is to engage a broad spectrum of professionals from the very beginning: somebody from marketing, some others from branding, analytics, technology, organizational training and so on, covering the different fields involved in the service project (business, technology and social sciences).

(2008) Lucy Kimbell, Victor P. Seidel, Designing for Services - Multidisciplinary Perspectives: Proceedings from the Exploratory Project on Designing for Services in Science and Technology-based Enterprises, Saïd Business School, University of Oxford.