Constructing Effective Customer Feedback Systems – A Design Science Study Leveraging Blockchain Technology
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Organizations have to adjust to changes in the ecosystem, and customer feedback systems (CFS) provide important information to adapt products and services to changing customer preferences. However, current systems are limited to single-dimensional rating scales and are subject to self-selection biases. This work contributes design principles for CFS and implements a CFS that advances current systems by means of contextualized feedback according to specific organizational objectives. It also uses blockchain-based incentives to support CFS use. We apply Design Science Research (DSR) methodology and report on a longitudinal DSR journey considering multiple stakeholder values. We conducted expert interviews, design workshops, demonstrations, and a four-day experiment in an organizational setup, involving 132 customers of a major Swiss library. This validates the identified design principles and the implemented software artifact both qualitatively and quantitatively. Based on this evaluation, the design principles are revisited and conclusions for the construction of successful CFS are drawn. The findings of this work advance the knowledge on the design of CFS and provide a guideline to managers and decision makers for designing effective CFS.
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