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Stakeholder Involvement and Co-Creation in Service Design

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Stakeholder Involvement and Co-Creation in Service Design: Customer experience management in tourism




Chih-Shiang WU and Tung-Jung SUNG


In recent years, studies have pointed out that customer experience

management (CEM) should be particularly considered in tourism service.

Different from other service industries, customer travel experience is

continuous and constructed by various stakeholders; therefore, it is crucial to

facilitate stakeholders to co-create customer experience in the development

of tourism service. Through literature review and a case study on the service

design for a type of public transportation service in tourism, this study

proposes some guidelines for effectively integrating customer experience

management and stakeholder co-creation in each stage. Firstly, in the

‘Discover’ stage, a qualitative research method should be applied to explore

the overall customer travel experience and the needs of stakeholders. In the

‘Define’ stage, organisations should focus on increasing value rather than

maximizing interest, and specify concrete value propositions to attract

stakeholders for the purpose of value co-creation. In the ‘Develop’ stage, cocreation

workshops and visualization tools can be organized to facilitate

communication and knowledge sharing between the stakeholders. Finally, in

the ’Deliver’ stage, it is important to organize a multi-discipline team and

continuously monitor the progress of co-creation.



PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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