How Finnair Socialized Customers for Service Co-Creation with Social Media

Open co-creation enables a firm to develop new solutions by working closely with online communities that include customers and other interested parties. Co-creation requires a socialization strategy that ensures community members identify with the firm’s image and engage in dialogs that are aligned with company and customer needs. There are two types of tactics for a customer socialization strategy—institutionalized, where control of the interaction remains primarily with the firm (push mode), and individualized, where by and large the customer is in charge (pull mode).