What is Innovation?
David J. Neff, Randal C. Moss · 2011
In recent years the term innovation has been used as a blanket to cover any iterative improvement in a product, process, or experience. At the most basic level, things are not innovative when they do not leverage new ideas, new uses for old ideas and technologies, and/or fail to deliver value to the end consumer or constituent. Using Twitter as a supply channel for unvarnished customer concerns is now a classic process innovation example. Innovation has the power to solve business challenges and re-energize corporate culture. Through examples like Comcast using social media, this chapter shows how there is a real-time window into thousands and thousands of unsolicited comments which can help organizations identify customer service failures, new business ideas, and the unmet needs of their customers. Controlled Vocabulary Terms Customer service Level; innovation; social media