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Using the Wizard-of-Oz method for exploring deep customer experience preferences

Analysis and evaluation of customer experience with regard to smartphone-based vehicle telematics services for the Chinese market using the Wizard-of-Oz method
: Wei, Yiqi; Le, Nguyen Truong


Institute of Electrical and Electronics Engineers -IEEE-:
International Conference on Engineering, Technology and Innovation 2018 : ICE/ITMC 2018; Stuttgart, June 17 - 20, 2018; Conference proceedings
Piscataway, NJ: IEEE, 2018
ISBN: 978-1-5386-1468-6
ISBN: 978-1-5386-1469-3
ISBN: 978-1-5386-1470-9
International Conference on Engineering, Technology and Innovation (ICE) <24, 2018, Stuttgart>
Conference Paper
Fraunhofer IAO ()

When almost eighty percent of the senior executives from 362 companies claimed they provided an exceptional customer experience, only eight percent of their customers agreed [1]. It is challenging and necessary to evaluate customer experiences in a proper way, especially under the Chinese cultural background. This paper describes the new application of the Wizard-of-Oz method aimed at exploring deep customer experience preferences. In the following article the authors illustrate the essence of customer experience and present the overview of the Wizard-of-Oz method across the sections. Furthermore the article details the practice of the Wizard-of-Oz experiment based on a development project of smartphone-based vehicle telematics services. Finally the article analyzes the results from the Wizard-of-Oz experiment in the form of sentiment trend matrix.