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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