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It is important to emphasize that an organization has different stakeholders (internal and external) that are part of the value co-creation process (Ramaswamy & Gouillart, 2010).
essential role in the value co-creation process.
Therefore, customer experience forms part of the value co-creation process, but it should not be considered the end goal.
Firms like yours often invest funds to grow and market your services without looking at the value co-creation process to understand how to better serve your customers to keep them engaged and eager to experience your services over and over again.
You cannot treat the problem by taking the portion that is not working and fixing only that segment without understanding the complete value co-creation process from the ever-evolving customer perspective.
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