The article presents an approach to diagnosing constraints in the operating value chain. The presented approach is based on the requirements and recommendations of quality standards for the application of the process approach. Based on the definition of the value stream, an optimization problem is formulated: increasing the stream value of products and services through improving the properties of the main processes, taking into account the resource limitations of the organization. The method of constraint analysis is applied to the formulated optimization problem, three types of constraints of the operating value chain are considered - in terms of effectiveness, efficiency and resource intensity. Diagnostics of the restriction of the flow of value was carried out using the methodology for assessing customer satisfaction. This made it possible to formulate an integral satisfaction rating for the value chain based on the estimates of its constituent operations according to the criteria of "Importance" and "Satisfaction", as well as the "critical" parameter of the operation-restriction through the description of the process model and the formation of score scales for certain process parameters. The results of expert evaluations will help to form clusters of stakeholder's opinions, which will help in initiating and managing improvement projects. The proposed approach to the diagnosis of restrictions on the flow of value of products and services can be applied to various industries and services: construction, energy, medicine, transport logistics, etc.