Troubleshooting is just one way to harness user contributions for service. Hyatt Hotels and Resorts has launched an online concierge service called Yatt’it that aggregates and lets users rate travel tips posted by Hyatt’s customers and concierges. The aim is both to reduce the burden on concierges and to give travelers tailored, extensive city information in advance of their trip – and, if they’ve already arrived, without their having to wait in line.
Companies also use contribution systems to serve customers in ways that create a brand-new business. Westlaw, the legal research service, created a B2B contribution system that helps its customer base of law firms address important strategic issues. West PeerMonitor automatically aggregates anonymized financial and operating information from participating law firms. The firms access the database to see how their performance compares with that of peers and how other markets compare with their own [PDF] – data that may help a firm decide, for example, whether to expand geographically or whether a key practice area is operating efficiently. This customer service is valued so much that Westlaw charges handsomely for it.
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