Social Media Approach on Customer Co-Creation of Innovation on Service Telecommunication

Social media is recognized as a tool that allows organizations to engage their customers to openly participate in an online and virtual communication. Customer co-creation signifies social collaboration process between customers and producers, provided by an organization to innovate new and existing service or product development. The objective of this paper is to discuss the approach in using social media on customer co-creation in service telecommunication. This is important as social media is bridging the gap between the telecommunication service providers and its customers that may lead to unpredictable outcome beyond the capacity of the Telco alone; discovery of new ideas, insights and innovation of services. In order to achieve the objective, a qualitative approach was conducted among the staff of a selected telecommunication company (Telco) using semi-structured interviews. Ultimately, the findings may result in understanding and proposing a balanced approach serving the Telco co-creation activities using social media whilst overcoming the risk and limitation of social media as a co-creation tool.