View
211
Download
0
Category
Preview:
Citation preview
Users vs Companies
Consuelo Puchades
AA
© All images iare under copyright or copyleft of different authors in
https://www.flickr.com/groups/starwarslego/ and LEGO® Star Wars™.
There is a war to get clients, but the customers don’t think the war is between
companies. They think it’s against them.
Companies are the enemy.
I’ve been driving several qualitative user research with final users for the last two
years for health, insurance, banking, energy, retail and services companies.
Focus groups for five different companies.Deep interviews for three more companies.Surveys taken after user testing.Almost two hundred people.
And there’s a pattern that keeps repeating over and over again:
“I don’t want to talk to real people”
“Prefiero no tener que hablar con
personas”“Quieren
engañarme seguro”
“No quiero tener que hablar con nadie nunca”
People mistrust other people. They think they are going to convince them to take services and rates they don’t need.
They prefer the use of simulators or
consulting information by themselves.
They choose DIY.
And if they need advice, they look for it in other people's opinions, especially friends and family.
What if we use AI to deliver the information they need in a reliable way, using the tons of useful data we have to
be transparent and get their trust?
What if we become
their allies?
What if we can develop a system:
IntuitivePredictive
ExpertIntelligent
A system which the users trust because they see it as an objective opinion, who
knows them really well and talks to them like a friend.
And can we do it without being creepy?
Friendly vs Frightening
DCX and AI Challenges:
To become allies of our clients.To use data and information to give them clear value.To be friendly but respecting their privacy and limits.
And don’t forget:always talk to your users.
Thanks :)
Consuelo Puchades@CPuchadesR
mpuchade@capgemini.com
www.capgemini.comAA
© All images iare under copyright or copyleft of different authors in
https://www.flickr.com/groups/starwarslego/ and LEGO® Star Wars™.
Recommended