The progress in the field of technology is often described as massive and its development has had a great impact on the social development (Vetenskapsrådet, 2012). As a result of the digital evolution, there has been a change in the way customer and company interact (Normann, 2011). The traditional way for players to interact with each other required an interaction human to human (ibid), a mode of interaction that now can be replaced or supplemented by todays technology and often Internet-based solutions (Salomonson et al., 2013). These technological solutions, the technical interaction, are often referred to as self-service systems. These systems enables the customer to carry out the tasks previously performed by the company (Hilton and Hughes, 2013). A growing number of Swedish companies are implementing these self-service solutions, particularly in matters relating to telephony and mobility, in order to complement or replace existing support (Gustafsson, 2012). Earlier research shows that both companies and customers can benefit from the implementation of self-service systems, however there are other contributions to the field of research that paradoxically advocates that the meeting in person, the human interaction is important for the competitiveness of a company (Normann, 2011). The purpose of this thesis is to create an understanding about how customer value is created in the interaction between customers and companies in both human and technological interaction. As data collection method, this study has applied qualitative interviews in order to enhance understanding of existing phenomena. In order to help analyse the study’s results the thesis theoretical framework consists of theories concerning services, interaction, value creation, service logic and service quality linked to the discipline service management. The results of the study indicate that the creation of customer value in the interaction between customer and company occurs in the same way in human interaction and technological interaction. The factors that create customer value are expressed in different ways by human and technological interaction.