Service companies are more than ever faced with the challenge of linking a management approach focused on economic efficiency with sustainable customer orientation. The need for an innovative and holistic service solution for theory and practice is unmistakable. Synchronous process optimization aims to optimize service production in such a way that, against the backdrop of cost and benefit effects related to customer integration and the specific characteristics of the service from both the provider's and the customer's perspective, an optimum is achieved simultaneously. A comprehensive view of service delivery and the interpretation of customer integration as a fundamental strategic option serve as the foundation for this approach.