Utilising mobile technology to enhance customer service
Domain
Retail
Problem
Utilising mobile technology to enhance customer service in retail
Approach
There is no doubt that mobile technology has changed and continues to change and shape our lives from both a social and economic perspective. Every day as we travel through our streets we see numerous examples of people using various types of mobile technology and applications. As this area continues to develop there is a concomitant need for designers and researchers working in this area to fully understand what the future requirements of mobile technology applications and devices will be for users. Also, how to effectively evaluate these products, services and applications when they are developed or at the prototype stage of development. An example of work on methodologies and measurement undertaken by SISCM academics working in the Human Centred Design Institute (HCDI) is a project that was undertaken with the mobile phone company H3G. This work involved the development of an evaluation methodology for a new customer service system. This methodology was based on a human-centred design approach with ensured that both the organisation’s and users’ requirements were taken into consideration. This included using methods such observation to find out how customers and staff used the current version of the service and interviewing them afterwards to gain an understanding of what they liked and disliked about the current service and their ideas for improving the usability of the service.
Outcomes
The result of this was the successful validation and implementation of a new improved customer service. The success of the H3G project has led to further engagement with the following project in the following way:-
Buddi project: a small scale study to investigate individual's perception of a mobile device to help people with Altzheimers disease. The company was attracted to working with Brunel due to Brunel’s extensive experience of carrying out research work for mobile companies such as H3G and Orange.
