ABSTRACT
Contemporary service environments characterized by advanced technologies augmenting customer-frontline interactions present significant changes in the working environment of service managers. The COVID-19 pandemic further transformed the way of doing business in the service industry. This chapter explicates how complex contemporary service environments can be better understood, when applying service-dominant (S-D) logic informed strategies and methodologies that promote value cocreation processes and the engagement of broad sets of actors. It points toward—what we coin Service Management 4.0—a possible future for service management that embraces human-centered technologies, smart (cyber-physical) service ecosystems, inclusive and nature-positive service. © The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG 2022.