Engaging Stakeholders in the Designing of a Service

This work aimed to contribute to the body of knowledge that explores the role of effective stakeholder engagement in the design of a service. A descriptive approach was used to propose a new process model in this study. This process model described how a standard stakeholder engagement framework could be applied with service design processes and tools towards the design of a service. Qualitative research methods were used to collect and analyse data in this study. Among other tools, service blueprint was used to explore the service touchpoints & essential issues that existed in the service offering of the partner company in this study. Further, a co-creation tool was tested and used to analyse the current states of case companies with respect to co-creation approaches in service. The use of co-creation tool resulted in the development of co-creation trees. Co-creation trees present a visual way of displaying the performance of an organisation in terms of co-creation approaches with its selected case companies. Its result can help organisations to assess their co-creation strengths and weaknesses in order to take the appropriate steps towards necessary improvement and innovation.