The promise of service orientation is that it enables an organization to prosper by delivering continuous value to customers. This prosperity is of strategic value to the organization. There is value in service orientation for both the organization and its customers. We call these two values, customer value and strategic value. When designing a service it is necessary to align both value propositions with the service building blocks. We propose to use a systemic method where whole and composite reasoning are interleaved on both the organizational and functional dimensions. We begin by producing an as-is model that describes how customer value is delivered by a set of actors and the responsibility of each actor. Improvement opportunities are identified in terms of customer value and strategic value to the organization. A to-be model is built that specifies the new interaction between actors and their new responsibilities. The method is illustrated with an example.