Assessing and improving co-creation in services: the customer-centric matrix

Abstract

Purpose

The strategy of co-creation with customers is a fast-growing topic within the academic community, which companies are trying to master. This study aims to elucidate the range of possible co-creation strategies and identify how service firms can assess and improve co-creation to reap the most benefits.

Design/methodology/approach

This study examines 13 companies from five service industries, using netnography to analyse how they approach co-creation. The firms’ co-creation strategy is analysed according to the forms of co-creation they choose and the type of activities involved in the value chain, primary, support and corporate social responsibility (CSR).

Findings

This study identifies three co-creation axes (C3) for companies: primary activities, support activities and CSR activities. Then, four levels of customer involvement (A4) are defined as follows: levels zero (await), one (advise), two (assist) and three (act). As such, this study positions firms according to the A4C3 customer-centric matrix.

Practical implications

In this co-creation benchmark, firms should use the A4C3 customer-centric matrix to understand their positions vis-à-vis competitors. This allows firms to establish an appropriate co-creation strategy for their services so that customers are the actors in their personalised service.

Originality/value

This study is the first to propose a framework through which a company can identify three types of co-creation activities (primary, secondary, CSR; C3), using it to increase co-creation and draw inspiration from other companies.

Citation

Chatmi, A., Elasri, K. and Ponsignon, F. (2023), "Assessing and improving co-creation in services: the customer-centric matrix", International Journal of Quality and Service Sciences, Vol. 15 No. 1, pp. 97-114. https://doi.org/10.1108/IJQSS-11-2021-0177