Don't over think it. Services are those intangeable things we use everyday. Maybe it's the process of flying. Maybe it's getting a coffee at Philz. It can also be the process of waste management. Or what about public transportation? Each need being filled--air travel, coffee, waste disposal, and commuting--requires multiples steps from start to finish.

To fly, I have to order tickets online, checkin, get to the airport, check for ugrades, check my bag, make it to my gate, get on the plane, etc.That whole process is a system offered by airline companies, who spend billions of dollars a year trying to make the service easy, so that we'll want to buy tickets. Making services easier is design. Typically, we want our services to be efficient for both those that supply it (the airline company) and those that use it (us). What that means is that each part of the service process needs to be simple and quick for everyone involved--less pain, less money, more time. Though efficiency is the goal, don't forget that the best services are "delightful" to use. We want our users to be pleasantly surprised.