Technology can provide personalized service that traditionally has been offered in the form of personal interactions with front desk clerks and concierges, and even offers to improve on service in some ways, according to a study published in the Journal of Service Research.
Automated service systems and applications can personalize recommendations for users in any location as they gather both explicit and implicit user preferences by tracking navigation and recording customer choices and Internet browsing habits. The information immediately can be applied to future recommendations. This is far more thorough and effective than a human service provider who can only collect information about customer preferences through methods such as customer satisfaction forms and tracking preferences on social media.
In the future, the study's authors imagine an app that personalizes experiences through systems that integrate across all service platforms, ranging from hotels to flight booking. Some customers still prefer a "lazy, chatty conversation with a bank teller or hotel front desk clerk, but for every customer who enjoys a lazy chat, there is surely someone who wants a minimalist, information-driven experience," says study co-author Karen Joy Nomorosa.
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Abstracts Copyright © 2013 Information Inc., Bethesda, Maryland, USA
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