Digitally connected services: Improvements through customer-initiated feedback

Andrea Birch-Jensen, Ida Gremyr, Arni Halldorsson*

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

30 Citations (Scopus)


A growing number of manufacturers advances their offerings by providing digitally connected services (DCS) that require companies to revisit quality improvements based on customer feedback. This paper explores how firms use customer-initiated feedback for quality improvement of DCS. DCS entail a human-to-digital interface that enables ongoing provider-customer interaction. Based on a case study of a manufacturer that offers DCS, we conclude that the scope of improvements extends into the use phase of services, and customer-initiated feedback is both codified and personalized. In particular, systematic use of customer-initiated feedback for improving DCS requires three distinct efforts. First, channeling aims to capture feedback provided by a large number of customers through various entries into the organization. Second, processing refers to utilizing this feedback within the organization for service improvements. Third, knowledge conversion seeks to turn learning from feedback into knowledge that is dealt effectively across various functions such as quality management and customer services. In addition, research should investigate further quality improvement and customer feedback of services that are digitally configured by customers themselves.
Original languageEnglish
Peer-reviewed scientific journalEuropean Management Journal
Issue number5
Pages (from-to)814-825
Publication statusPublished - 29.03.2020
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • digitally connected services
  • improvements
  • customer-initiated feedback

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoHP: Humanitarian and societal logistics


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