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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™.
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There is a war to get clients, but the customers don’t think the war is between
companies. They think it’s against them.
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Companies are the enemy.
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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.
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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:
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“I don’t want to talk to real people”
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“Prefiero no tener que hablar con
personas”“Quieren
engañarme seguro”
“No quiero tener que hablar con nadie nunca”
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People mistrust other people. They think they are going to convince them to take services and rates they don’t need.
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They prefer the use of simulators or
consulting information by themselves.
They choose DIY.
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And if they need advice, they look for it in other people's opinions, especially friends and family.
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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?
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What if we become
their allies?
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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.
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And can we do it without being creepy?
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Friendly vs Frightening
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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.
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And don’t forget:always talk to your users.
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Thanks :)
Consuelo Puchades@CPuchadesR
www.capgemini.comAA
© All images iare under copyright or copyleft of different authors in
https://www.flickr.com/groups/starwarslego/ and LEGO® Star Wars™.