Value capturing encounters significant challenges in the Digital Servitization landscape. This chapter delves into the intricate dynamics of value capturing for smart and sustainable Product-service Systems, underscoring the pivotal role of Customer Value Proposition Management as a strategic tool to alleviate these challenges. The chapter proposes an integrative, agile process model that emphasizes the importance of understanding and aligning customer needs, company capabilities, and ecosystem interaction, thereby highlighting the need for a comprehensive approach to value capture.