Publicerad: 2014-06-25
ISBN: 978-91-7519-280-2
ISSN: 1650-3686 (tryckt), 1650-3740 (online)
Increasingly; services are being delivered via self-services technologies; where customers interact with technology; rather than the service provider. If the technology is not accessible; these self-services are unusable. Frustration and dissatisfaction make vulnerable customers abandon tasks or refuse to use these services. This paper takes the view that such cases should not be regarded as unfortunate or irrecoverable situations; but as opportunities for inspiring new types of services; including hybrid ‘technology/person based’ ones. Such thinking moves beyond user interface and ergonomic design approaches for designing self-service technologies; to designing ‘smarter services’; supporting customers in their use of self-service technologies; as well as better quality access to people-delivered services. Paradoxically; the latter services; involving organising visits to physical locations; present greater barriers for vulnerable customers. We argue that there is potential for greater engagement in the co-creation of services that; although inspired by vulnerable stakeholders; can be of value to all.
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