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Touchpoint
p-ISSN: 1868-6052
e-ISSN: 2940-2778
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Beyond Feature Sets: Orchestrating service value through product leadershipC. Aydıncan AtaberkTouchpoint. Bridging Disciplines: Service Design and Product Management 16 No. 1 (2025)https://doi.org/10.30819/touchpoint.16-1.01 pp: 6-11 2025-04-07 |
Ataberk, C.A. (2025). Beyond Feature Sets: Orchestrating service value through product leadership. Touchpoint. Bridging Disciplines: Service Design and Product Management, 16 (1), 6-11. doi:10.30819/touchpoint.16-1.01
@article{Ataberk_2025,
doi = {10.30819/touchpoint.16-1.01},
url = {https://doi.org/10.30819/touchpoint.16-1.01},
year = 2025,
publisher = {Logos Verlag Berlin},
volume = {16},
number = {1},
pages = {6-11},
author = {C. Aydıncan Ataberk},
title = {Beyond Feature Sets: Orchestrating service value through product leadership},
journal = {Touchpoint. Bridging Disciplines: Service Design and Product Management}
}
url = {https://doi.org/10.30819/touchpoint.16-1.01},
year = 2025,
publisher = {Logos Verlag Berlin},
volume = {16},
number = {1},
pages = {6-11},
author = {C. Aydıncan Ataberk},
title = {Beyond Feature Sets: Orchestrating service value through product leadership},
journal = {Touchpoint. Bridging Disciplines: Service Design and Product Management}
Abstract
The ‘Service’ in B2B SaaS reveals a fundamental misalignment. While the industry inherently delivers ongoing services, it operates using product-centric terminology – speaking of ‘product managers’, ‘product roadmaps’, and ‘product-led growth’ rather than ‘service delivery’, ‘value streams’, or ‘customer journeys’. This product-centric mindset and terminology, though well- aligned with modern development practices, often obscures the complex multi-layered relationships between enterprise software providers and their clients.
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