Wir freuen uns, dass zwei wissenschaftliche Beiträge unseres Lehrstuhl für die Präsentation auf der International Conference on Information Systems (ICIS) 2022 angenommen wurden.

Der erste Beitrag trägt den Titel „Towards Human Digital Twins for Improving Customer Experience“. Die Publikation stellt das Ergebnis einer gemeinsamen Studie von Michel Muschkiet und Anika Nissen vom IIS-Lehrstuhl in Zusammenarbeit mit Dr. Jens Paschmann von der Marketing Area der Universität zu Köln dar.

Der zweite Beitrag entstand in Kooperation mit Robert Woroch und Dr. Gero Strobel vom Lehrstuhl für Wirtschaftsinformatik und Softwaretechnik. Der Beitrag von Robert Woroch, Dr. Gero Strobel und Tobias Wulfert trägt den Titel „Four Shades of Customer: How Value Flows in Fintech Ecosystems“.

Die ICIS 2022 findet in diesem Jahr 09.-14. Dezember in Kopenhagen (Dänemark) statt. Die diesjährige ICIS steht unter dem Motto „Digitization for the Next Generation“.

Abstract zum ersten Beitrag:

Applications of digital twin (DT) technology have gained momentum in IS research and cognate disciplines. Several studies have documented how DTs create value in contexts such as manufacturing or smart cities through virtual monitoring and decision-making. While these contexts benefit from DTs of products or production steps, this research is the first to investigate the potentials of human DTs to improve customer experience (CX) (i.e., customer twins). Drawing on a structured literature review, we derive new conceptualizations of DTs as (i) virtual mirrors that depict a physical entity and its interactions in virtual space, and (ii) virtual orchestrators which extend the virtual mirror by also simulating potential virtual interactions. These new conceptualizations, by applying them to human DTs, enable us to discuss DT’s implications to approach current CX potentials. The results of the discussion indicate that human DTs can support CX management to improve CX throughout the whole customer journey.

Abstract zum zweiten Beitrag:

The financial sector is undergoing a massive transformation, with new technology-driven players challenging established mechanisms and transforming the sector into a fast-moving market. With the gradual transition from a scale economy to a platform-driven network economy, enterprise networks are gaining strategic importance. Despite the growing interest in fintech’s, research has so far lacked a conceptualization of value creation in fintech ecosystems. Therefore, this research paper aims to analyze key players, value creation activities, and value streams based on the analysis of the business models of payment services, personal financial management, robo-advisory, peer-to-peer lending, trading, and cryptocurrency. We present a holistic value network for the fintech ecosystem based on structured literature review and analysis of 171 fintech companies. We were able to show that fintech platform orchestrates multiple market sides and that customers take four distinct roles at the center of the ecosystem when using fintech.

Weitere Informationen zur ICIS 2022 finden Sie unter icis2022.aisconferences.org.