Value Blueprint and Service Design Space for Facilitating Value Creation

A new operational perspective on fundamental concepts related to customers, service, and value differs from servicedominant logic in its approach to service systems, value creation, value co-creation, service interactions, value facilitation, and value constellations. This perspective leads to two new tools for supporting service system design: 1) A “value blueprint” uses a swimlane representation to identify where value creation occurs, recognizing that parts of value creation may occur long after service providers have produced their contributions to customer value. 2) A multidimensional design space for value facilitation identifies design dimensions that can be used for characterizing current or proposed approaches to value facilitation by service systems. This operational approach to service concepts shows a direction for developing new tools and methods based on facilitating value creation by customers. It also complements the way service-dominant logic emphasizes the nature of competition and economic exchange.