Improving the customer experience through the implementation of a co-creation approach with the customer with action research method

Subject Areas : Transformational Human Resources

ali tayyebi rahani ¹ , محمد رضا حسینی ² , مهدی عزیزی ³

1 - ترهانپارس شهرک فرهنگیان بوک بی 4 واحد 51
2 - ترهانپارس شهرک فرهنگیان بوک بی 4 واحد 51
3 - ترهانپارس شهرک فرهنگیان بوک بی 4 واحد 51

Received: 2023-02-06 Accepted : 2023-04-14 Published : 2023-05-20

Keywords: action research, co-creation, customer experience, co-creation with the customer,

Abstract :

Abstract Background and purpose: Iran's water and electricity equipment company is currently planning and establishing an approach to improve customer experience. The purpose of this research is to improve customer experience through designing and implementing a co-creation approach with customers with action research method in this company. Research method: This research was applied with a qualitative approach. To collect information, library and archival document review methods, observation and interviews were used. The main strategy of the research was action research, which was repeated twice in the current research process with the aim of consolidating the learning from the research. The statistical population of the research were experts and managers related to the customer field in the company. Judgmental sampling method was used for sampling. The statistical sample included 12 managers and experts involved in the field related to the research topic. Findings: The findings showed that the planning and implementation of the value co-creation approach encourages customers to provide timely and effective feedback to the suppliers' actions, so that they can accelerate the identification and timely response by promoting organizational agility. to problems and related issues, improve the performance of the whole company. Conclusion: Implementing the approach of co-creation with customers in order to improve customer experience management should be important for the managers of the organization and they should try to make it operational.