Including Customer Representatives in the Development of the Service Innovation ‘Model’ for an Insurance Company

  • Marja Toivonen
  • Mari Holopainen
Part of the Service Science: Research and Innovations in the Service Economy book series (SSRI)


This case study describes an innovation process in which customer representatives participated. The case company is a medium-sized Finnish insurance company which has developed several individual service innovations during recent years (e.g. an online application system and decisions concerning indemnities, and a specific mapping service concerning insurance needs). Nevertheless, the company has realised that its innovation activities are still product-oriented, focusing on the development of insurance products and IT systems. Our case study describes an action research project, where the authors together with the company pursued a new type of process model for service innovation which would support the systematic implementation of a strong customer perspective. Here, we concentrate on the description of customer interaction in this work. The interaction was organised as a series of development workshops in which representatives of customers participated.


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Copyright information

© Springer Science+Business Media New York 2012

Authors and Affiliations

  • Marja Toivonen
    • 1
  • Mari Holopainen
    • 2
  1. 1.VTT Technical Research Centre of FinlandVTTFinland
  2. 2.BIT Research Centre, Aalto UniversityAaltoFinland

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