They say that you need to put your money where your mouth is. For a service provider, most of the action takes place in the service operations lifecycle phase. The customer always tends to remember service operations over all other phases as his interactions mostly happen in this area. The service provider also bills the maximum amount of the total contract in the operations phase. Yet, this is not the best place to put your money, although the mouth is wide open. You will find out the reasons soon enough!