A community-amplified crowdsourcing method utilizing the "correspondent" mode in service innovation. Lessons from qualityhunters2 of finnair and helsinki airport

Abstract

Customer integration is becoming increasingly important for innovating new or improved services. Recently, the development of ICT and especially the participatory social media platforms have created unprecedented potential for service innovation enabling the involvement of existing or potential customers in the process. From the service sector the transport and logistics industry has been found to feature a smaller share of innovative firms when compared to the other subsectors. The passenger airline industry, however, is one of the largest and most commoditized service industries. As a consumer business, it entails huge potential for customer-centric service innovation, which has gained increasing attention in the innovation management research. This research depicts a case study and lessons learned of integrating customers in air travel service development utilizing the correspondent mode in service innovation. Specifically, the case concerns the QualityHunters2 crowdsourcing initiative of Finnair and Helsinki Airport during Fall 2011. The goal of this research is to advance knowledge of crowdsourcing used in service innovation. In particular, we aim to answer whether the typical crowdsourcing process offered by many intermediaries can be improved with an online community-augmented correspondent approach. Our results are based on observations, interviews and a web survey directed at the community participants.