The way organizations operate has changed with the start of the post-industrial era also known as the information age, the knowledge-based society, or even the service economyService economy. The phrase ‘Everything as a service’ gained much popularity over the last few decades with the shift in consumer behaviour. External factors such as globalizationGlobalization, urbanizationUrbanization, and digitalizationDigitalization have impacted the rise in the service economyService economy whereby, relationships, increasing customerCustomer touchpointsTouchpoints, co-creation, and customizationCustomization, to attract and retain customersCustomer have become essential for organizations to address.