A Data-Driven Design Framework for Customer Service Chatbot

Shinhee Hwang, Beomjun Kim, Keeheon Lee

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

User experience in customer service is critical. It is because customer service is what a customer first requests for a service. The service fails to satisfactory response will cause a crucial damage. Albeit business includes a chatbot for better responsiveness, customization is still necessary to fulfill the satisfaction from customer service. For customization, a designer performs qualitative research such as surveys, self-reports, interviews, and user observation to pull out key characteristics and to build personas based on the characteristics. However, a small sample size and cognitive limitation of a researcher demand more data to model persona better. Therefore, in this study, we introduce a data-driven framework for designing customer service chatbot that utilizes the past customer behavior data from clickstreams and a customer service chatbot. We apply this framework to a cartoon streaming service, Laftel. In result, we generate three types of customer service chatbots for three personas such as explorer, soft user, and hard user. In the future, we will validate our result by conducting a field experiment.

Original languageEnglish
Title of host publicationDesign, User Experience, and Usability. Design Philosophy and Theory - 8th International Conference, DUXU 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Proceedings
EditorsWentao Wang, Aaron Marcus
PublisherSpringer Verlag
Pages222-236
Number of pages15
ISBN (Print)9783030235697
DOIs
Publication statusPublished - 2019 Jan 1
Event8th International Conference on Design, User Experience, and Usability, DUXU 2019, held as part of the 21st International Conference on Human-Computer Interaction, HCI International 2019 - Orlando, United States
Duration: 2019 Jul 262019 Jul 31

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume11583 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference8th International Conference on Design, User Experience, and Usability, DUXU 2019, held as part of the 21st International Conference on Human-Computer Interaction, HCI International 2019
CountryUnited States
CityOrlando
Period19/7/2619/7/31

Fingerprint

Data-driven
Customers
Industry
Experiments
Customization
Qualitative Research
Design
Framework
Field Experiment
Small Sample Size
User Experience
Streaming
Damage
Necessary

All Science Journal Classification (ASJC) codes

  • Theoretical Computer Science
  • Computer Science(all)

Cite this

Hwang, S., Kim, B., & Lee, K. (2019). A Data-Driven Design Framework for Customer Service Chatbot. In W. Wang, & A. Marcus (Eds.), Design, User Experience, and Usability. Design Philosophy and Theory - 8th International Conference, DUXU 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Proceedings (pp. 222-236). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 11583 LNCS). Springer Verlag. https://doi.org/10.1007/978-3-030-23570-3_17
Hwang, Shinhee ; Kim, Beomjun ; Lee, Keeheon. / A Data-Driven Design Framework for Customer Service Chatbot. Design, User Experience, and Usability. Design Philosophy and Theory - 8th International Conference, DUXU 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Proceedings. editor / Wentao Wang ; Aaron Marcus. Springer Verlag, 2019. pp. 222-236 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)).
@inproceedings{117742c6f0144368b4b6ba9f7fd327a4,
title = "A Data-Driven Design Framework for Customer Service Chatbot",
abstract = "User experience in customer service is critical. It is because customer service is what a customer first requests for a service. The service fails to satisfactory response will cause a crucial damage. Albeit business includes a chatbot for better responsiveness, customization is still necessary to fulfill the satisfaction from customer service. For customization, a designer performs qualitative research such as surveys, self-reports, interviews, and user observation to pull out key characteristics and to build personas based on the characteristics. However, a small sample size and cognitive limitation of a researcher demand more data to model persona better. Therefore, in this study, we introduce a data-driven framework for designing customer service chatbot that utilizes the past customer behavior data from clickstreams and a customer service chatbot. We apply this framework to a cartoon streaming service, Laftel. In result, we generate three types of customer service chatbots for three personas such as explorer, soft user, and hard user. In the future, we will validate our result by conducting a field experiment.",
author = "Shinhee Hwang and Beomjun Kim and Keeheon Lee",
year = "2019",
month = "1",
day = "1",
doi = "10.1007/978-3-030-23570-3_17",
language = "English",
isbn = "9783030235697",
series = "Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)",
publisher = "Springer Verlag",
pages = "222--236",
editor = "Wentao Wang and Aaron Marcus",
booktitle = "Design, User Experience, and Usability. Design Philosophy and Theory - 8th International Conference, DUXU 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Proceedings",
address = "Germany",

}

Hwang, S, Kim, B & Lee, K 2019, A Data-Driven Design Framework for Customer Service Chatbot. in W Wang & A Marcus (eds), Design, User Experience, and Usability. Design Philosophy and Theory - 8th International Conference, DUXU 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Proceedings. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 11583 LNCS, Springer Verlag, pp. 222-236, 8th International Conference on Design, User Experience, and Usability, DUXU 2019, held as part of the 21st International Conference on Human-Computer Interaction, HCI International 2019, Orlando, United States, 19/7/26. https://doi.org/10.1007/978-3-030-23570-3_17

A Data-Driven Design Framework for Customer Service Chatbot. / Hwang, Shinhee; Kim, Beomjun; Lee, Keeheon.

Design, User Experience, and Usability. Design Philosophy and Theory - 8th International Conference, DUXU 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Proceedings. ed. / Wentao Wang; Aaron Marcus. Springer Verlag, 2019. p. 222-236 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 11583 LNCS).

Research output: Chapter in Book/Report/Conference proceedingConference contribution

TY - GEN

T1 - A Data-Driven Design Framework for Customer Service Chatbot

AU - Hwang, Shinhee

AU - Kim, Beomjun

AU - Lee, Keeheon

PY - 2019/1/1

Y1 - 2019/1/1

N2 - User experience in customer service is critical. It is because customer service is what a customer first requests for a service. The service fails to satisfactory response will cause a crucial damage. Albeit business includes a chatbot for better responsiveness, customization is still necessary to fulfill the satisfaction from customer service. For customization, a designer performs qualitative research such as surveys, self-reports, interviews, and user observation to pull out key characteristics and to build personas based on the characteristics. However, a small sample size and cognitive limitation of a researcher demand more data to model persona better. Therefore, in this study, we introduce a data-driven framework for designing customer service chatbot that utilizes the past customer behavior data from clickstreams and a customer service chatbot. We apply this framework to a cartoon streaming service, Laftel. In result, we generate three types of customer service chatbots for three personas such as explorer, soft user, and hard user. In the future, we will validate our result by conducting a field experiment.

AB - User experience in customer service is critical. It is because customer service is what a customer first requests for a service. The service fails to satisfactory response will cause a crucial damage. Albeit business includes a chatbot for better responsiveness, customization is still necessary to fulfill the satisfaction from customer service. For customization, a designer performs qualitative research such as surveys, self-reports, interviews, and user observation to pull out key characteristics and to build personas based on the characteristics. However, a small sample size and cognitive limitation of a researcher demand more data to model persona better. Therefore, in this study, we introduce a data-driven framework for designing customer service chatbot that utilizes the past customer behavior data from clickstreams and a customer service chatbot. We apply this framework to a cartoon streaming service, Laftel. In result, we generate three types of customer service chatbots for three personas such as explorer, soft user, and hard user. In the future, we will validate our result by conducting a field experiment.

UR - http://www.scopus.com/inward/record.url?scp=85069677351&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85069677351&partnerID=8YFLogxK

U2 - 10.1007/978-3-030-23570-3_17

DO - 10.1007/978-3-030-23570-3_17

M3 - Conference contribution

AN - SCOPUS:85069677351

SN - 9783030235697

T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)

SP - 222

EP - 236

BT - Design, User Experience, and Usability. Design Philosophy and Theory - 8th International Conference, DUXU 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Proceedings

A2 - Wang, Wentao

A2 - Marcus, Aaron

PB - Springer Verlag

ER -

Hwang S, Kim B, Lee K. A Data-Driven Design Framework for Customer Service Chatbot. In Wang W, Marcus A, editors, Design, User Experience, and Usability. Design Philosophy and Theory - 8th International Conference, DUXU 2019, Held as Part of the 21st HCI International Conference, HCII 2019, Proceedings. Springer Verlag. 2019. p. 222-236. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)). https://doi.org/10.1007/978-3-030-23570-3_17