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

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.