In this research it is aimed to examine the role of innovations in services, processes and managerial practices on customer value creation. Most of the studies in the literature support that the innovation is considered as one of the most important factors that affect customer value. Nevertheless, there has been relatively little significant research focusing on these issues. The research framework developed in this study was tested by 1117 call center employees in Turkey. In this context, as a result of statistical analysis applied to the data obtained from employees in call center establishment; it's accepted that a significant relationships were found between the variables. Accordingly, innovations on services and processes affect customer value positively.