Service-Dominant Logic and How It Reframes Our Business Operations

A consequence of this is that companies, organizations, and governments need to better understand the ecosystems that their customers and users inhabit and engage with. Traditional “customer journey mapping” alone is not sufficient to capture all the necessary considerations and dimensions of a digital customer journey, especially if that journey traverses a multi-supplier ecosystem. Instead, the authors recommend modeling the journey from the customer’s perspective, taking an “outside-in” as well as an “outside-out” or “ecosystem” view rather than an “inside-out” and “service provisioning” view.

• Outside-in: Identifying customer segments based upon their needs and behaviors, designing the experience around the customer persona based upon data and insight.
• Outside-out: Understanding the ecosystem in which a customer exists, the social networks, third-party sites, physical environments, and devices the customer uses and is influenced by.

The key fundamental premises of service-dominant logic and their descriptions by Vargo and Lusch. (
A high level view of a customer journey by Marc Stickdorn (
Relationships between firms and customers are not void of context but happen in ecosystems of exchange according to Vargo and Lusch. (



📈 Project Manager #InnovationManagement & #Ecosystems @LaureaUAS | ⚡️ @systemschangefi #SystemsChange | 🔥 #SystemsThinking #Complexity

Love podcasts or audiobooks? Learn on the go with our new app.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store