Table 2 Coding of the data Initial codes... | Emerald Publishing

Table 2

Coding of the data

Initial codes	Main themes	Subthemes
Contextual characteristics	Individual impact/societal impact/scarce resources	A need to prioritize A need to improve in all areas Creates complex setting
	Professional power	A tension in relation to customer focus A need for customer perspective
	Equality	May prevent impactful targeting
	Inflexibility	Legislation/bureaucracy Political decision-making as a friction force Horizontal silos
The subjectivity of value	Creating understanding of subjective customer needs	Regarding citizens as experts by experience The use of service design methods Conducting surveys Organizing workshops
	Cultural change of accepting subjectivity	Importance of subjectivity recognized However, developments not systemic yet Reliant on local resources
	Customer experience management more reactive than proactive	Focus on customer satisfaction surveys Data not enabling corrective actions
	Who determines the value?	Political interests add complexity Multi-level nature of subjectivity
The multidimensionality of value	Focus from single transactions to combination of services	To support varied situations of citizen more holistically Focus still too much on single transactions
	Value-based segmentation	Unique combinations of value attributes for different groups More detailed segmentation as a solution for challenges of impactful cure
	Value is also about understanding customers' sacrifices	Costs like time, energy to acquire the services Sacrifices still not sufficiently understood
	A need for service integration	Cutting across formerly separated service areas Highlighting the uniqueness of combination of value attributes
Processual nature of value	Customer goal-oriented view instead of one service encounter at the time	The importance of a holistic view Challenged by silos and lack of collaboration Silos preventing development of holistic processes
Processual nature of value	Holistic perspective demands considerable levels of control across variety of service sectors	Management of individual processes as a point of development Tensions over responsibilities Importance of service guidance
Contextuality of value	Customer value is experienced within the customer's operating and social context	Customer's context should inform value creation Requires knowledge of individual's life situation Considering daily living environment and social context
Co-created nature of value	The use of terms patient/customer	Revealing pre-assumptions of roles Customer/professional spheres “Customer” somewhat more active than “patient”
	Power of professionals impacting customer activeness	Professional power somewhat harmful for service culture Now the professional power is questioned: Knowledge more accessible to everyone
	Customers as active subjects	Customers are more demanding The goal to see customers more engaged to their own value creation process Customers as value co-creators Services provided proactively

Initial codes	Main themes	Subthemes
Contextual characteristics	Individual impact/societal impact/scarce resources	A need to prioritize A need to improve in all areas Creates complex setting
	Professional power	A tension in relation to customer focus A need for customer perspective
	Equality	May prevent impactful targeting
	Inflexibility	Legislation/bureaucracy Political decision-making as a friction force Horizontal silos
The subjectivity of value	Creating understanding of subjective customer needs	Regarding citizens as experts by experience The use of service design methods Conducting surveys Organizing workshops
	Cultural change of accepting subjectivity	Importance of subjectivity recognized However, developments not systemic yet Reliant on local resources
	Customer experience management more reactive than proactive	Focus on customer satisfaction surveys Data not enabling corrective actions
	Who determines the value?	Political interests add complexity Multi-level nature of subjectivity
The multidimensionality of value	Focus from single transactions to combination of services	To support varied situations of citizen more holistically Focus still too much on single transactions
	Value-based segmentation	Unique combinations of value attributes for different groups More detailed segmentation as a solution for challenges of impactful cure
	Value is also about understanding customers' sacrifices	Costs like time, energy to acquire the services Sacrifices still not sufficiently understood
	A need for service integration	Cutting across formerly separated service areas Highlighting the uniqueness of combination of value attributes
Processual nature of value	Customer goal-oriented view instead of one service encounter at the time	The importance of a holistic view Challenged by silos and lack of collaboration Silos preventing development of holistic processes
Processual nature of value	Holistic perspective demands considerable levels of control across variety of service sectors	Management of individual processes as a point of development Tensions over responsibilities Importance of service guidance
Contextuality of value	Customer value is experienced within the customer's operating and social context	Customer's context should inform value creation Requires knowledge of individual's life situation Considering daily living environment and social context
Co-created nature of value	The use of terms patient/customer	Revealing pre-assumptions of roles Customer/professional spheres “Customer” somewhat more active than “patient”
	Power of professionals impacting customer activeness	Professional power somewhat harmful for service culture Now the professional power is questioned: Knowledge more accessible to everyone
	Customers as active subjects	Customers are more demanding The goal to see customers more engaged to their own value creation process Customers as value co-creators Services provided proactively