A transformation that takes place in complex environments demands the engagement of different types of stakeholders from different organizations and domains, which impact the whole service management that integrates both the organization and the customer. Service management is not only for micro and meso processes. It need also to meet global challenges of complexity and wicked problems. In this chapter, we go back to the roots of service management with a societal aspect; to serve someone with the insight that business and ethics are intertwined and cannot be separated. The main focus is to highlight on using service management for going from firm-centric to a broader sustainable stakeholder view, and societal perspective for business societal transformation.