Finnair using social media as a channel for generating and improving customer experience
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The document discusses Finnair's efforts in socializing customers for service co-creation using social media, highlighting challenges and strategies. It outlines tactics such as online community engagement and the Quality Hunters campaign to enhance customer interactions and support. Key lessons include the need for balancing structured and individualized tactics while leveraging social media tools for effective co-creation.
Finnair using social media as a channel for generating and improving customer experience
- 1. HOW FINNAIR SOCIALIZED CUSTOMERS FOR SERVICE CO-CREATION WITH SOCIAL MEDIA INFORMATION SYSTEMS CONSULTING Denize PALMIANO, Clementine RAKOTOMALALA, Aurélie POCHER, Prashanth RAMACHANDRAN, Adam PTACEK
- 2. AGENDA 1. The Challenge of Open Co-Creation with Social Media 2. Two Types of Tactics for a Customer Socialization Strategy 3. Finnair Socialization for Service Co-creation Finnair’s main challenges Enhancing Customer Support Interactions Quality Hunters Campaign – Season 1 & 2 4. Lessons learned: Overcoming the challenges of using SMTs for service co-creation 5. Debate 05/13/15
- 3. 3 The Challenge of Open Co-Creation with Social Media Open innovation New solutions offered by customers Mutual profit – reciprocical exchange of tacit knowledge Social media technologies (SMTs) Enabled crowdsourcing initiatives, innovation contests Individuals have to be socialized to identify with the firm Samsung Bad publicity for coercing Indian bloggers into acting as Samsung brands ambassadors. Firm needs socialization strategy April 2015Information Systems PRESENTATION
- 4. 4 Two Types of Tactics for a Customer Socialization Strategy Online Community Members PUSH PULL Institutionalized Tactics Individualized Tactics Structured and collective Formal relationship Defined timetable Training program or Marketing campaign Foster diversity Unique needs Opened timetables Facebook page April 2015Information Systems PRESENTATION
- 5. High fixed costs & organizational structure External disturbances Financial pressure & scarce resources Geographic advantage A compelling service proposition Target other nationalities Renew the brand Co-create new services 5April 2015Information Systems PRESENTATION Finnair’s main challenges
- 6. Encourage customers to “Feel Finnair” Launch of the Rethink Quality Campaign Customer engagement at the heart of the approach “Finnair Runway” and “Departure 2093” Blogs No promotion of dialog and input, no co-creation 6April 2015Information Systems PRESENTATION Enhancing Customer Support Interactions
- 7. Launch of FINNAIR Facebook page in 2010 24/7 Facebook Support staff rapidly responding to queries Facebook as a medium of information Individualized experiences with customers and users Enabled real time interaction with customers 7April 2015Information Systems PRESENTATION Enhancing Customer Support Interactions
- 8. Campaign to increase the boundary between Finnair and online members Extensive media coverage generating widespread interests on the campaign Widespread recruitment campaign QH’s deemed independent advisors of Finnair QH’s less likely to focus on Finnair’s goal 8April 2015Information Systems PRESENTATION Quality Hunters Campaign – Season 1
- 9. 9April 2015Information Systems PRESENTATION Quality Hunters Campaign – Season 2
- 10. 10 RESULT: Very successful in terms of co-creation April 2015Information Systems PRESENTATION GOAL: To increase customer awareness outside Finland
- 11. 11April 2015Information Systems PRESENTATION
- 12. 12 RESULT: Too early for assessment but it resulted in substantial amounts of co- creation April 2015Information Systems PRESENTATION GOAL: To identify key moments that can either make or break a journey and to seek out practical ways of improving the travel experience
- 13. 13 Focus on long-term goals even when implementing short-term initiatives Experiment with multiple SMTs Build a community and foster relational identification with followers Find the right balance between institutionalized and individualized socialization tactics Leverage external co-creation initiatives with internal changes April 2015Information Systems PRESENTATION Overcoming the challenges of using SMTs for service co-creation
- 14. 14 Companies moving towards service co-creation are embarking on a long and incremental journey, where SMTs are playing the role of an amplifier. They highlight both organizations’ strengths and weaknesses in customer/community interaction and in innovation. Therefore, deploying SMTs for service co-creation means organizations need to engage in parallel activities to leverage their strengths. 1. What are the disadvantages of co-creation? 2. What are other ways to accomplish co-creation other than through SMTs? 3. How the recruitment process should be handled by a MNC? CONCLUSION AND DEBATE
- 15. THANK YOU FOR ATTENTION