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The incidental user

The incidental user. Customers as incidental users of IT in service encounters Ohad Inbar & Noam Tractinsky Ben-Gurion University ohad@ohadinbar.com www.incidentaluser.org This research was supported by Deutsche Telekom Labs in BGU. The trigger ( Lumenis One). The role of human service.

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The incidental user

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  1. The incidental user Customers as incidental users of IT in service encounters Ohad Inbar & Noam Tractinsky Ben-Gurion University ohad@ohadinbar.comwww.incidentaluser.org This research was supported by Deutsche Telekom Labs in BGU

  2. The trigger (Lumenis One)

  3. The role of human service • The traditional way of doing business • Additional issues: • Has the potential to inspire trust • Could be used to reduce uncertainty • Could assist in resolving complex issues together – to cooperate • And more • Can be achieved by sharing information with the customer

  4. Then you get to a point-of-sale • … and what you get to see is the back of a monitor… www.ifoapplestore.com http://www.flickr.com/photos/jeresig/28017657/

  5. The “Incidental User” • Definition: “A person who, usually in the context of receivingservice, is involved in the exchange of informationwith a computerized system, and who is not the principal user of the system” • Inbar, O., Tractinsky, N. 2009. The incidental user. Interactions, 16

  6. What do incidental users want? • Incidental users have interest in the information presented, gathered or processed by the system, but are limited in their ability to interact with the system, to control its operations or to verify the correctness of the data that the system processes

  7. Customer experience & IU • “The clues that make up a customer experience are everywhere, and they’re easily discerned. Anything that can be perceived or sensed — or recognized by its absence — is an experience clue. Each clue carries a message, suggesting something to the customer” • (Leonard L. Berry et al., 2002)

  8. Active vs. passive usage • Buying movie tickets – the self-service approach • The customer is the active user of the IT system – in this case choosing movie & seats

  9. Active vs. passive usage (cont.) • Box-office – the human service approach • The customer is a passive user • Information is not shared with the customer

  10. Active vs. passive usage (cont.) • Box-office – the human service approach • Sharing information with the customer can increase transparency and reduce uncertainty

  11. Supermarket • Customer’s goals: • Where the prices recorded correctly? • Did I get the discounts I was promised? • What is my total bill so far? • Very limited information is presented in this case

  12. Supermarket • A dedicated customer monitor is a step in the right direction • But customer’s control is still very limited (font size, rate of change etc.)

  13. McDonald’s • Improving the customer user experience

  14. FedEx • The basic service: deliver packages

  15. FedEx • Tracking system makes the service more transparent to the customer • (But requires more active interaction)

  16. Interaction McDonald’s: Additional output, same input FedEx: Additional output and input

  17. In-car information systems • Passengers as incidental users • Maybach passenger compartment • NY taxi Passenger Information Monitor (PIM): • GPS, infotainment

  18. Aspects of incidental usage • Interaction and Control • Interest • Familiarity/knowledge • Cooperation • The setting

  19. Summary • The phenomenon of customers being “incidental users” when receiving service • The need to improve customer satisfaction by reducing uncertainty – more information, more control • HCI is also about services, and about “passive” users of IT

  20. Future research • Exploring the boundaries of this phenomenon • Understanding the characteristics of IU • Practical issues: • How much information to present? • How to present that information?

  21. Thank you!Ohad Inbar www.incidentaluser.org

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