Organisations’ growing attention to Customer Experience (CX) is mainly driven by the financial advantages it creates. Superior CX leads to higher levels of satisfaction, loyalty and advocacy, yielding higher margins and reducing sales costs. The growing adoption of NPS (Net Promoter Score) as a key metric and strategic driver is a clear consequence of this trend. This renewed attention to CX has led to a wider adoption of service design in organisations. Yet, aspects of organisational realities may hamper service design’s customer-centric approach. In that context, product management’s pragmatic take might be timely and relevant.