How can service providers make their intangible offerings tangible and "touchable" for customers? How can customers buy more than just a pig in a poke? And how can trust be built with target groups in advance? This practical guide provides answers to these fundamental questions. Thomas Scheuer takes you step by step through all phases of the service process. For each process step, you will receive concrete recommendations for action, suggestions, tools, as well as examples of exemplary actions, as well as instructive failures and mishaps. A practical guide for managing directors, entrepreneurs, and marketing managers of service providers of all sizes and industries, as well as marketing and sales consultants. The third edition has been thoroughly revised and supplemented with the topic "The Digital Revolution and Its Impact on Service Providers.".