Hi Ariel: We just completed a user research study for a bank where people were more likely to use online simply because the phone banking service was hard to use, options that did not make sense, took to long to complete a goal and was not convenient.
So the takeaway -- when one service starts to lag behind in terms of service design, another channel takes over. It may not be that the alternative channel is overwhelmingly better, but if its offers a few additional ways for the customer to control their interaction and relationship with a company -- people will lean towards it. This may also interest: "Choosing the Right Channel for Communicating with Customers" -- http://www.apogeehk.com/articles/the_right_channel.html Rgds, Daniel Szuc Principal Usability Consultant Apogee Usability Asia Ltd www.apogeehk.com 'Usability in Asia' The Usability Kit - http://www.theusabilitykit.com -----Original Message----- From: [EMAIL PROTECTED] [mailto:[EMAIL PROTECTED] On Behalf Of Ariel van Spronsen Sent: Wednesday, 24 October 2007 8:34 AM To: [EMAIL PROTECTED] Subject: [IxDA Discuss] Factors in converting from on-ground to online taskaccomplishment Hi all: I'm looking for your thoughts and/or references to research or other well-founded work regarding the factors that eventually convert people from taking care of tasks on-ground to taking care of them online. I expect that some of the biggest areas in which this is relevant are shopping and banking. I realize this is a big question and there are many "it depends" answers, but but in general, for a computer-savvy audience of middle-of-life folks, my sense is that this move happens when some combination of factors is evident: - Assurance of security - Faster to do tasks online - Hours are better - Anonymity/privacy - Anything else? I am even more interested in this type of conversion when people are looking for information. When do they convert from calling someone on the phone to using an online resource (knowledge bank)? - Anonymity/privacy - don't have to feel stupid by asking their question - Get a response/answer immediately (assuming they can find the information they wanted) - Discover additional information along the way? - Anything else? I know that two very strong factors at work underneath all of these other ones are age, and comfort with computers in general. I'm not interested in discussing those ones in this case since my audience is as described above, but you guys want to talk about those factors (they certainly merit discussion) please feel free to start an offshoot thread! All the best, Ariel van Spronsen www.arielv.net ________________________________________________________________ Welcome to the Interaction Design Association (IxDA)! To post to this list ....... [EMAIL PROTECTED] Unsubscribe ................ http://gamma.ixda.org/unsubscribe List Guidelines ............ http://gamma.ixda.org/guidelines List Help .................. http://gamma.ixda.org/help ________________________________________________________________ *Come to IxDA Interaction08 | Savannah* February 8-10, 2008 in Savannah, GA, USA Register today: http://interaction08.ixda.org/ ________________________________________________________________ Welcome to the Interaction Design Association (IxDA)! To post to this list ....... [EMAIL PROTECTED] Unsubscribe ................ http://gamma.ixda.org/unsubscribe List Guidelines ............ http://gamma.ixda.org/guidelines List Help .................. http://gamma.ixda.org/help
