Innovating for a Worse Customer Experience (Insights from United Airlines)

Commercial innovation can sometimes have a 'dark side,' particularly when innovation prioritizes the bottom line over customer service. Examples of this include the reduction of seat size and legroom in airlines, charging for hold and carry-on baggage, and ticket changes, among others. While companies spin these changes as benefits or innovations, the fact remains that they target profits more than anything else. This trend can damage a brand's authenticity when these commercial innovations are reframed as benefits, and nickel-and-diming often drives customers away. Additionally, recruiting and retaining the best innovators can be difficult when companies focus more on cost-cutting and salami-slicing than benefit-driven innovation.