Most industries are shifting from product-orientedbusiness models towards services to step up the value chain andengage in long-term relationships with their customersthroughout the service lifecycle. Digital technologies arecontributing to servitization in many ways by creating andenabling capabilities like connectivity, IoT, data generation andassessment, etc., for new value generation, distribution, andcapture. Because value is subjective, dynamic, and changes duringthe service lifecycle, service providers need to examine closely thevalue perceptions of customers to constantly provide better valueand remain relevant with the competition. Through a consumersurvey and a longitudinal study of thirteen customers, this paperuses qualitative and quantitative assessment to identify the valuedimensions that play a major role for customers being onboardedon a digital enabled service, and also highlights how customervalue dimensions change over the course of the service lifecycle.One important finding is that change in customer value perceptiondoes not follow a pattern and is highly individual and personal.This opens a discussion regarding the need for hyperpersonalizationin successful servitization, and the role of digitaltechnologies towards the same.