Service logic and ecosystems create value in any business, no matter the type. Dr. Javier Reynoso, a research professor in Service Administration at EGADE Business School, and Dr. Bo Edvardsson, director of the CTF-Service Research Center and vice chancellor of the University of Karlstad, debate the importance of understanding client expectations and perceptions in service, and the changes produced in different segments, businesses, industries, and regions. They also discuss “co-creation” with the client, the impact of TICs on the service experience, the globalization of services, and their potential to change society.