Value - where, how, who, when

"The fact that customers and firms have different value-creating processes implies value is created in different domains and is no longer entirely in the firm’s control. Managers are increasingly aware of the need to understand customers’ roles in firms’ activities, such as those evident in service process blueprinting or customer journeys. The increasing roles of customer participation amplifies the need tounderstanding how customers orchestrate value.
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Rather than the components of a service being absolute, they are treated as relative to alternative services and evaluated against an individual reference point. In other words, aspects beyond the exchange, product, service or interaction may constitute value as experienced by the customer. Sometimes value elements are invisible to the firm and independent of the firm. Moreover, value is not only inherent in the offering itself but also in elements only indirectly related to a specific service provider. In other words, customer value can be conceptualized as including both customer-defined and relativistic aspects with value-adding or value-decreasing characteristics.
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Where is value created? Researchers suggest that value is formed in three domains: in the company’s world through value-in-exchange; through co-creation through customer-company interactions, that is, joint value creation; and in the customers’ world through value-in-use, otherwise known as independent value creation. Value arises in customers’ internal and external contexts based on both individual and collective elements. Hence, value is not only based on customers’ experiences with provider-created elements but can emerge outside the domain of the service provider in the customer’s world. We will now turn to a discussion of how value is created, who creates value, and when value created.
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How is value created? As mentioned, value is seen as inherent in the interaction between the customer and provider, but value also emerges through interactions with other customers. Recognizing the impact of other customers on value formation, we acknowledge that value is created based on individual and communal experiences.
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Who creates value? Value co-creation research highlights the important contributions of the customer to the value creation process. Recently there has been a shift away from dyadic value creation to a focus on networks and systems, to the interaction among multiple actors, and more recently to ecosystems. Despite this, practitioner and researcher attention to communal and networked value is low. The lack of attention to the communal influence of customers on value is problematic, as different forms of communities increasingly network and link customers and customer-to-customer interactions are increasingly relevant sources of value.
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When is value created? Classic service research focuses on service encounters which implies that value is created solely within the service interaction. In contrast, a relationship marketing perspective emphasizes a longer timeframe that includes both before and after purchase. Irrespective of these differences in length, the underlying backdrop is the customers’ experience of the time of the service process. More recently, a broader notion of time has been called for that includes consideration of the past, present, and the future of the customer, not just the service process. Accepting that value is created not only in the interaction between the customer and the provider (and service system) extends the time-frame of value to the cumulated reality as experienced by the customer."

Trechos retirados de "Strategies for creating value through individual and collective customer experiences" de Kristina Heinonen, Colin Campbell e Sarah Lord Ferguson, publicado por Business Horizons 2018.