Including Customer Representatives in the Development of the Service Innovation ‘Model’ for an Insurance Company
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.
- Chesbrough HW (2004) Managing open innovation. Res-Technol Manag 47(1):23–26Google Scholar
- Burger T, Holopainen M, Meiren T (2009) ServLab: The laboratory system for the design, visualization and simulation of services, in Stauss, B.: QUIS 11—Moving forward with service quality: Proceedings of the QUIS 11—Services Conference. June 11–14, 2009, Wolfsburg, Germany. Ingolstadt: Catholic University Eichstätt-Ingolstadt, Ingolstadt School of Management, 2009, 33–39Google Scholar
- Holopainen M (2007) Perspectives in understanding weak signals. COST A22 Conference, July 9–11 2007, AthensGoogle Scholar
- Toivonen M (2010) Different types of innovation processes in services and their organisational implications. In Gallouj F, Djellal F, Gallouj C (eds) The handbook of innovation and services, Edward Elgar, Cheltenham, pp 221–244Google Scholar