Redefining the Customer Service Relationship Through Blockchain

Blockchain is an emerging technology that may fundamentally alter the way in which customers and companies interact. However, there is still uncertainty toward use cases in the distinct aspects of customer service. In this research, we draw on the Customer Service Life Cycle framework to conceptually understand how blockchain technology can reshape the various stages of the customer service relationship. We perform a multiple-case-study analysis on blockchain functionalities and challenges to abstract how blockchain technologies can enhance the customer service relationship. The findings highlight benefits and challenges of blockchain technologies during the requirements, acquisition, ownership, and retirement stages across industries.