Marriott International have developed a website called ‘Travel Brilliantly’ that is designed to encourage its customers to submit innovative ideas to the company. The site outlines some of Marriott’s most recent innovations. Another page invites users to “co-create with us”, setting a different challenge each month. There is a page devoted to examples of the ideas submitted by customers. And finally a page from which to submit any ideas that they may have.
Not only is this a great way to get new ideas, it also supports a higher level of customer engagement, as well as provides feedback on their operations. We discuss the role that customers may play in the NPD/NSD process on page 313.