Using customer data to personalize services - in the in-person context
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Transcript of Using customer data to personalize services - in the in-person context
Andrea FinemanCarnegie Mellon Univ. School of Design
Using customer data to personalize servicesIn the in-person context
anxious traveler
provides extra details to soothe customer’s anxiety
Some background
John ZimmermanAssociate Prof. in Human Computer
Interaction
Jodi ForlizziProf. in Human
Computer Interaction
Other applications
Service design basics
Services are..• tempora
l• invisible
purple lighting
drinks on demand
in-flight magazine
clothing/uniform
Services must be…
No silver bullet!
drinks on demand
purple lighting
My design research process
Interviews Customer Journey Map
What I learned
• Worst experience: lack of information• Best experience: being rescued from a self-inflicted mistake• Rituals lead to better overall satisfaction
My service design process: Categories
1. Employee gives customer information about something new or valuable
2. Employee helps customer make a better choice3. Acknowledgement and recovery from service breakdowns4. Recognizing the customer’s loyalty5. Service orientation
My service design process
Continuum’s life-size foam core model of a
Holiday Inn lobby
VERY EXPENSIVE!
Testing methodology
Online survey
Design Recommendations
Design RecommendationsBarista automatically knows favorite order of customer who prizes speed and efficiency
Design RecommendationsDON’T tell me about my favorite cereal when I’m in the clothing department!
Design RecommendationsHome Depot worker stops customer from buying latex primer to go with oil-based paint
Design RecommendationsHotel receptionist tells customer about nearby services she will like
Design RecommendationsCustomers DON’T CARE about their usage statistics!
Design RecommendationsEmployees like to have customer data
Opportunities for further study1. Employee gives customer information about something new or
valuable2. Employee helps customer make a better choice3. Acknowledgement and recovery from service breakdowns4. Recognizing the customer’s loyalty5. Service orientation
Opportunities for further study• Employee gives customer information about something new or
valuable popular, but only if relevant to context!• Employee helps customer make a better choice very promising,
especially when preventing mistakes• Acknowledgement and recovery from service breakdowns
uninspiring to customers and employees• Recognizing the customer’s loyalty described by respondents
as “useless”• Service orientation very popular with customers!
Andrea Fineman@andrea_dayandreafineman.com
Icon credits: NAS from Noun project