Advancing Customer Feedback Systems with Blockchain

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. The work contributes design principles for CFS and implements a CFS that advances current systems by means of contextualized feedback according to specific organizational objectives. The authors apply Design Science Research (DSR) methodology and report on a longitudinal DSR journey considering multiple stakeholder values by utilizing value-sensitive design methods. They conducted expert interviews, design workshops, demonstrations, and a four-day experiment in an organizational setup, involving 132 customers of a major Swiss library. In the process, the identified design principles and the implemented software artifact were validated qualitatively and quantitatively, leading to conclusions for their efficient instantiation. The authors found that i) blockchain technology can afford four design principles of effective CFS. Also, ii) combining DSR with value-sensitive design methods explicitly provides rationale for design principles in the form of identified important values. Moreover, iii) combining DSR with value-sensitive design methods makes the construction of software artifacts more efficient it terms of design time by restricting the design space of a software artifact to those options that align with stakeholder values. The findings of this work thus extend the knowledge about the design of CFS and offer both researchers a theoretical contribution to reasoning about design principles and managers and decision makers a guide for the efficient design of software artifacts.