McKinsey declares, "new digital upstarts are threatening the bottom lines, growth prospects, and even business models of traditional service providers. It's time for the incumbents to innovate — or be left behind. (McKinsey Insights & Publications, "Service Innovation in a Digital World", February 2015) McKinsey presents their case for three customer-driven innovation imperatives that must be approached with the same rigor, enthusiasm and intensity as product companies bring to R&D:

1. Institutionalize service innovation
2. Personalize the customer experience
3. Simplify service delivery

But how?