The development of eHealth and AAL (Ambient Assisted Living) services with the aim to reduce the complexity of living environments for the elderly often does not lead to the desired results on the market. The design of an eHealth/AAL specific framework for continuous New Service Development is presented in this paper. Our research addresses this challenge with a new Service Excellence Model (SEM) and outlines the benefits of this specific approach. The research is based on the data of the DALIA project (Assistant for DAily LIfe Activities at Home) and the PenAAL project (Performance Measurement Index for AAL solutions), parts of which the projects were the classification of relevant business dimensions and the development of a related scoring tool for continuous benchmarking and improvement.