Abstract
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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Toivonen, M., Holopainen, M. (2012). Including Customer Representatives in the Development of the Service Innovation ‘Model’ for an Insurance Company. In: Macaulay, L., Miles, I., Wilby, J., Tan, Y., Zhao, L., Theodoulidis, B. (eds) Case Studies in Service Innovation. Service Science: Research and Innovations in the Service Economy. Springer, New York, NY. https://doi.org/10.1007/978-1-4614-1972-3_19
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DOI: https://doi.org/10.1007/978-1-4614-1972-3_19
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