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Subject:
From:
"S.Minocha" <[log in to unmask]>
Reply To:
S.Minocha
Date:
Thu, 6 May 2004 21:48:09 +0100
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Call for Workshop Participation  

Design and Evaluation of E-Commerce Environments for the Total Customer
Experience 

Conducted by the User Experience Strategy Group, Department of
Computing, The Open University, UK 

One-day workshop on 21st June, 2004 at 9:30 a.m., Michael Young
Building, The Open University, Milton Keynes, UK

The workshop is Free but pre-registration is required by Thursday, 20th
May 2004! 

A customer's experience with an E-Commerce environment extends beyond
the interaction with the Web site, including, delivery of products,
post-sales support, consumption of products and services, and so on. It
is this total experience that influences the customer's perceptions of
value and service quality, and which consequently affects customer
loyalty. 

We have developed an empirically-grounded Service Quality Toolbox. The
Service Quality Toolbox consists of the following: a customer-centred
design process for design and evaluation of E-Commerce environments; a
model of purchase and consumption of customer's behaviour; an evaluation
instrument called E-SEQUAL comprising of CRM and usability heuristics; a
generic set of customer personas; and a set of recommended techniques
for requirements elicitation and evaluation of E-Commerce environments. 

This workshop will provide an excellent opportunity for practitioners
who are working as designers, market planners or usability evaluators,
and academics with consultancy experience in E-Business to come together
and explore the potential of the Service Quality Toolbox in three areas
of E-Commerce development: marketing, design, and evaluation. 

The goal of the workshop is to initiate the transfer of our
cross-disciplinary EPSRC-funded research in HCI and
Customer-Relationship Management (CRM) into practice of E-Commerce
development. The specific aims of the workshop are to: (a) introduce the
Service Quality Toolbox to the participants in the pre-lunch session;
(b) allow the participants to explore and evaluate the toolbox in groups
in the post-lunch session and report their findings in a panel session
at the end of the day. 

Please contact Shailey Minocha, [log in to unmask], if you are
interested in participating. Your e-mails of interest should reach us by
Thursday, 20th May, 2004.

Organisers: Shailey Minocha and Liisa Dawson, User Experience Strategy
Group, The Open University, UK

Project Web site:
http://mcs.open.ac.uk/exploring_total_customer_experience/

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