CoCo is primarily designed to help service providers and customers understand their connections in the service environment, but it can also be applied to other purposes. Service providers and customers often view and experience the service through different lenses, which can lead to dissatisfaction on both sides. Both parties may have needs or obstacles related to the service that have not yet been identified. Understanding what different stakeholders consider important and what enables value creation for them can be difficult.
CoCo helps service providers identify these challenges from their own, the customer’s, and other relevant stakeholder’s perspectives, thus shaping the service environment to better meet the needs of its users.
What are the roots of CoCo?
Check out the CoCo Tool Kit and its history.
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For those interested in the topic, check out Laura Väisänen’s thesis and Hanna Voutilainen’s Master’s thesis.