In a nutshell, the systemic nature of customer value reflects the fact that the value delivered
to the customer is dependent on more than one attribute, and possibly on more than one
firm. This means that companies operating in the world of systemic value find it hard to
succeed with the help of traditional management theories and methods. This is where the
systems-thinking perspective on customer value creation could offer valuable and insightful
ideas and tools for management. In accordance with systems thinking, the company and its
customer offerings are considered a whole and complex system, which makes it easier to
structure and manage value creation (Christopher, 2007). In this paper we view the delivery
of customer value through a systems-thinking lens, provide several real-life examples of
successful cases, and propose best practices for thinking in terms of systemic value.