The use of a web-based suggestion scheme to facilitate feedback toward service innovation: Lessons learned from innov@ccor in Accor

Service multinational corporations (Service MNCs) can generate new (or improved) service offerings by capitalizing on knowledge from their subsidiaries (located across the world). Knowledge from those actors are integrated and exploited through a feedback mechanism that enables collective and corrective learning. The feedback mechanism allows subsidiaries to suggest, share and articulate their experiences and knowledge, with an aim at successive improvement. However, Service MNCs have encountered difficulties to integrate and articulate knowledge and information from several subsidiaries because of different characteristics, preferences and localities of those subsidiaries. Our study, therefore, aims to propose a framework understanding the use of a virtual feedback system (a web-based suggestion scheme) embedded in learning that facilitates service innovation, and its implementation in Service MNCs. This qualitative research employed a case study approach. The case of Innov@ccor as a web-based suggestion scheme in Accor (The multinational hotel group) was examined. Top management at headquarters (HQs), Regional HQs, and affiliated hotels in different countries were interviewed. The annual reports of Accor were analyzed. The research was conducted during December 2005-April 2007 in three countries (i.e. UK, France and Thailand). We found that the virtual feedback system can generate service innovation. It enlarges a scope of corrective actions and collective learning among employees worldwide. An implementation of the virtual feedback system requires a conformance of standard operating procedures, an employee involvement, and local adaptation.