Unveiling the Internal Customer Perspective on Social Media-Enabled Co-Creation for Digital Experience Enhancement in the Telecommunication Sector

This study investigates the role of social media in enhancing customers’ digital experience through customer co-creation, from the perspective of internal customers within the telecommunications sector. While social media is widely utilised for external customer engagement, there is sparse empirical evidence on how internal stakeholders leverage these platforms to facilitate co-creation and drive an exceptional digital experience. Thus, in addressing this gap, the study aims to explore internal customer perspectives and practices related to social media use for co-creation in a Malaysian telecommunications company. Employing a single case study approach, data were gathered through semi-structured, face-to-face interviews with 14 employees across key divisions within the organisation. Data were analysed using thematic analysis assisted by NVivo software, from which two dominant categories emerged: digital communication and offline customer co-creation, illustrating how customer engagement manifests across both digital and physical environments. Thematic analysis reveals that although social media is regarded as a valuable tool for real-time interaction and personalised engagement, it remains underutilised for structured co-creation due to organisational silos, insufficient training, and a lack of strategic alignment. Employees also raised concerns over data security, intellectual property, and limited customer interest, reinforcing the organisation’s continued reliance on offline methods such as focus groups and direct observation for structured collaboration. The findings underscore the need for cross-functional collaboration, targeted training, and integrated social media strategies to embed co-creation into digital experience initiatives. These insights offer practical implications for telecommunications companies seeking to enhance customer-centric innovation by strengthening internal capabilities and strategic alignment around social media use, thereby fostering more effective external engagement and collaboration. The study further suggests avenues for future research, including incorporating external customer perspectives, comparing platform-specific dynamics, and employing quantitative or longitudinal designs to examine the broader applicability of these findings across various service industries.

Social Media, Digital Experience, Customer Co-Creation, Internal Customer, Telecommunications

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