Implementation of the co-creation approach with the customer in Iran Khodro Industrial Group to improve the customer experience

Iran Khodro Industrial Group is the largest car manufacturer in the Middle East and customer satisfaction is of great importance for this group; for this purpose, this group seeks to plan and establish an approach to improve the experience of its customers. Therefore, the purpose of this research is to implement the approach of co-creation with the customer in Iran Khodro Industrial Group to improve the customer experience. In this practical research with a qualitative approach, the method of reviewing library and archival documents, observation and interview has been used in order to collect information. Also, the main research strategy is action research, which has been repeated twice with the aim of consolidating the learning from research. The statistical population of the research is experts and managers related to the customer field in Iran Khodro Industrial Group, and judgmental sampling method has been considered for sampling. Regarding the findings of the research, it can be said; Designing and establishing a value cocreation approach encourages customers to provide timely and effective feedback to suppliers' actions, so that by promoting organizational agility, accelerating the identification and timely response to problems and related issues, the overall performance Improve the company. Based on the research findings, it can be concluded that the implementation of the joint creation approach with customers will be effective in improving the customer experience.