Star Alliance Crowdsources Itself

This week’s joyride is billed as the “Star Alliance Mega DO,” but as in real life, we’re spending a lot of time with Star’s member airlines and very little with Star Alliance itself. That changed a bit for the FlyerTalkers selected to participate in a workshop Tuesday afternoon at Star Alliance’s headquarters, and, members willing, may be about to change for the average flyer.

As USA Today’s Ben Mutzbaugh covered yesterday, Star executives asked Mega DOers for feedback on a conceptual iPhone app and an alliance-wide service kiosk with which a stranded traveler might pick up a phone, swap a credit card, and instantly be connected to a reservation agent with the full itinerary already in front of them. It sounded useful, but the story behind the kiosk is more interesting than the results.

At the Lufthansa dinner, I spoke with Jeremy Drury, Star’s director of alliance innovation services, who sat in on the sessions Tuesday. He explained Star was “used to working with our members’ boards; as of this year, we’re working with our members’ employees.” In a nutshell, Star is seeking to crowdsource ideas across the 400,000-strong combined workforce of its members. “We want to connect a United idea to a Japanese customer service rep,” as Drury put it.

Out of 190 ideas in the original harvest, eight or nine so far have made the cut. The kiosk is the outcome of a suggestion that began life unpromisingly as increasing the “cross-fertilization of reservation agents.” It ended up a kiosk connecting travelers to whichever Star reservation agents happen to be awake and under-utilized at that hour. “We wanted to take the kiosk out of the kiosk and put a person inside instead,” Drury said.

But more intriguing is seeing Star Alliance executives scheming to unlock the creativity of its members, and to put their ideas to work across all 27 airlines, presumably with a Star Alliance logo on the kiosk or app instead of an airline’s. Industry pundits — especially the analyst Mike Boyd — have predicted that the big three alliances may one day supersede airline brands just as the name carriers superseded the regional affiliates that comprise a good percentage of their lift.

That day may yet come, but for now “I’d like 10,000-20,000 employees talking to each other, and we’re not there yet,” Drury said. When I asked how quickly Star will move to implement these suggestions once they’ve been vetted by customers, he just shook his head. There are no timetables for anything, because “there are 27 carriers, and they all need to be convinced. And if you’d like my job, you can have it,” he joked. Still, it’s interesting to see Star Alliance taking the lead when it comes to innovation.

I’m Falling Behind…

…on sleep and on keeping current with these posts. That’s what happens when your whirlwind evening includes workshops with Lufthansa and Star Alliance (more at USA Today on that one), dinner at Lufthansa headquarters with 76 Mega DOers and executives from across Star and the Lufthansa Group, and a nightcap (one of many) at the First Class Terminal — the first (and certainly the last) time it has ever been opened to non-HON, non-first class passengers. A truly amazing, exclusive experience. Seth will hopefully toss a few photos of the latter on the Web this morning, but more detailed posts on Tuesday night’s activities will have to wait until we’ve touched down in Houston. In the meantime, I have Tattinger Rosé to drink over breakfast at the First Class Terminal. See you on the other side.

Today in the Sky flies with StarMegaDo | USATODAY.com #smd2010

Today in the Sky schedule update

Comments  9

By Ben Mutzabaugh, USA TODAY

I’m traveling this week with the “Star Mega Do,” a FlyerTalk-affiliated gathering that includes some of the most dedicated frequent-flier enthusiasts from across the globe. In this particular case, the trip is focused on the Star Alliance carriers.

Today I’m coming to you from Frankfurt, where I’ll be meeting with both Lufthansa and Star Alliance officials later today.

On Wednesday, the group changes location to Houston, where I’ll be on hand to cover the first annual Frequent Traveler Awards ceremony on Thursday. Also while I’m in Houston, I hope to get time with some of United’s executives for an update of what’s going on at United and Continental.

continued: Today in the Sky schedule update – USATODAY.com.

Get Adobe Flash player