Good services in Germany: companies of practically all branches face this challenge.The aim: making service provision professional and innovative. Routinised processes and standardisations are often stretched to their limits due to the open and interactive action situations of services.The publication on hand offers approaches, develops guiding principles and using three case studies analyses the potential of "artistic action" for professional service provision.Using the strategy presented service providers may act innovatively and may thus achieve the best possible result in customer services.