A Practical Guide for Managers in Using the Customer Experience to Assist in Data-Driven Decision Making for Co-Creative Innovations

Abstract

The term “data-driven decision making” has given rise to the possibility of using data in support of organizational decision making to change the innovative processes. Businesses co-create from the view of customer experience. This paper analyzed literature and identified how the customer experience can assist managers in data-driven decision making in the co-creative aspect of innovation. A conceptual framework was then developed to understand the data analysis processes involved and further enhanced through a rapid evidence assessment to give managers a practical guide in co-creating by focusing on the customer experience and use of technology for data analysis to drive better informed decisions in the innovation processes.