Here is my presentation from Service Design Breakfast that we have been organizing in Helsinki with Aalto University and punch of fellow companies.
The summary is pretty much that no service concept survives its first contact with people. Service design is done too much in the back-stage: in meeting rooms, workshops and design studios with post-its and customer journey maps. Instead of that we should do much more real co-design and actually do it on the front-stage: experiment with people in as real context as possible and as early as possible. With services it’s not about good ideas, it’s about right problems and finding the keys to change behavior.