By customers, for customers: Crowd services are expanding the digital customer experience (Von Kunden für Kunden: Crowd Services als Erweiterung der Digital Customer Experience)

The “Platform Economy” is currently changing the way how work is performed. Particularly, crowdworking platforms have gained momentum during the last years. By now, they can be used by companies for a wide range of activities along their value chain. One example is the customer support that increasingly gains importance given the more and more complex end products. Based on the crowdworking platform Mila and its client and 51-percent owner Swisscom AG, we demonstrate how companies that use the crowd extend their digital interface to the customer and expand their services, generating an added value for all those involved. With its innovative approach, the crowdworking platform Mila connects the paradigm of the crowd, particularly the utilization of a variety of providers, with the principles of the On Demand- and Sharing Economy, primarily the inclusion of the customers as service “producers”. Similarly to well-known platform-based examples of the Sharing Economy such as Airbnb and Uber, the initiation of work and the customer interface is shaped in a digital way, though the work itself is then usually performed directly on site at the customer’s. Based on in-depth expert interviews with those responsible of Mila and Swisscom, we analyze this new kind of work system including the interplay of all participants. Subsequently, we show advantages and disadvantages of using crowd services and derive concrete recommendations of action for companies for the design of the digital customer interface.

Mrass, V., Peters, C. and Leimeister, J. (2017), 'By customers, for customers: Crowd services are expanding the digital customer experience (Von Kunden für Kunden: Crowd Services als Erweiterung der Digital Customer Experience)', HMD Praxis der Wirtschaftsinformatik, 54(5), pp. 821-837.

Metadata

  • Research publication, Case study-platform
  • Germany
  • Yes
  • professional services
  • On-location client-determined higher-skilled work
  • Mila
  • work organisation, platform characteristics and business model, client characteristics
  • German
  • Praxis der Wirtschaftsinformatik (Publisher)
  • Qualitative research
  • 2017
  • Subscription
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