On 5-6 October, the Cambridge Service Alliance at the University of Cambridge hosted an academic conference with key academic experts from around the world.

Experts and academics reported on their recent research developments in the field of services such as new customer experiences, service growth in product companies, smart service and service analytics, customer journeys and service research at the base of the pyramid. Interesting debates and discussions from operations, marketing and strategy converged in support for building a better world with the support of services.