Abstract
Design approaches and methods that are currently widely used in practice target better customer satisfaction, without focusing on customer delight. Customer delight is essential to creating differentiated or better customer experiences. While “service excellence” as an organization’s capability to achieve customer delight has standards, such as CEN/TS 16880, a standard method for designing “excellent service” has not yet been developed. This paper attempts to provide a foundation for what excellent service is toward a new standardization of designing excellent service. The co-creation aspect in excellent service is emphasized in this paper to achieve continuous customer delight. A structured model of excellent service and the concept of a co-creation environment are described. “Engaged customers and employees” and an “ecosystem of data collection and utilization” are sub elements to enhance the effectiveness of a co-creation environment, which is modeled and elaborated as a leverage mechanism to differentiate excellent service from basic service.
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Notes
- 1.
JSA standards and specifications (JSA-S), which were established by Japanese Standards Association (JSA) in June 2017, are private sector standards in a wide range of fields, including the service sector that can be developed in an agile and efficient manner with good quality, proposed by private and public organizations including companies, associations, government agencies, and academic societies.
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Acknowledgements
The authors would like to express their sincere thanks to Dr. Naohisa Yahagi (Keio University), Dr. Shun Matsuura (Keio University), and Japanese Standards Association (JSA) for the enlightening discussions.
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Hara, T., Tsuru, S., Yasui, S. (2020). Models for Designing Excellent Service Through Co-creation Environment. In: Takenaka, T., Han, S., Minami, C. (eds) Serviceology for Services. ICServ 2020. Communications in Computer and Information Science, vol 1189. Springer, Singapore. https://doi.org/10.1007/978-981-15-3118-7_5
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DOI: https://doi.org/10.1007/978-981-15-3118-7_5
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