Working Paper Series, Department of informatics, Copenhagen Business School
Janni Nielsen, Lene Nielsen, Mikkel Jespersen and Ole Smith- Hansen
Poss On-line (Personalisation of Self-Service Solutions across On-line platforms)
Abstract: The project on Personalisation of Self-service Solutions
across On-line Platforms (POSS ON-LINE) focuses on users, clients, and
self-service solutions. It is based on the understanding that clients and
users are different and have different goals, and that self-service takes
place in different contexts, on different platforms, and within different
applications and this requires development of complementary approaches and
solutions. Traditionally the tools used to predict user behaviour build on
users leaving traces of their actions. However, new application and
developments for existing applications do not gather traces, and new ways
of profiling the user is needed. To digitalise e.g. public services such as
TOLD & SKAT to meet citizenís needs is a huge challenge because the userís
context has to be taken into account. As the tracking tools are not
sufficiently refined (1,4,14) pushing of information to users with the aim
of increasing sales, e.g. AMAZON, still leaves much to be wished for.
Despite the fact that the user profile, which the system generates, is
continuously updated through userís interaction with the system (15), e.g.
myyahoo.com. Personalised application may both service the client and the
user. The system gathers data about the user, which enables the client to
push information to the user. Personalisation enables graphic user
interface design that is personalised and relevant to the individual user
and invites the user to get access to information with less strain.
Personalisation of self-service solutions is promising and IT companies are
experiencing an increase in the clientsí demands. At the same time the
development of solutions moves within a shorter and shorter time span.
Hence the process of innovations is paced and there is an increasing need
of new ways of looking at the process of development. However, we lack
methods to predict user behaviour without having to deal with huge amounts
of data and data from both quantitativ data as well as life world
observations are required.
Keywords: None; (follow links to similar papers)
JEL-Codes: O30; (follow links to similar papers)
6 pages, September 19, 2005
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