The project stems from the era of digital technology that could change the way organizations operate and revolutionising services. Cognitive computing considers one of these recent digital technologies that promise to automate human tasks, scaling and magnifying human capability. In particular, it uses natural language, pattern recognition and brain-emulating algorithms to augment human intelligence and provide real time advise to human experts. This research will investigate how cognitive computing could help organisation to design or enhance service? A review of IBM Watson capabilities has been presented to the Steering Committee.