Caller Reactions t Telephone Waiting Faculty of Industrial 来电者的反应电话等待学院工业.pptVIP

Caller Reactions to Telephone Waiting Nira Munichor With: Anat Rafaeli, Nahum Shimkin, Mor Armony and Liad Weiss Technion – Israel Institute of Technology Faculty of Industrial Engineering and Management .uk/phonewaiting.htm “Its best to make the most of whatever patience people have, rather than to have a really annoying phone waiting system that gets people upset even before theyve got to talk to the companys staff! Getting this right can keep customers happy. So, why do companies get it wrong? Why do so many companies have such an annoying badly designed telephone waiting system? Its because the people designing the phone waiting system for the company dont road-test it.” How Do We Get It Right? Basic hypothesis: There are some waiting-time fillers that can mitigate negative reactions to telephone waiting Are time fillers important vehicles for mitigating negative reactions? Intuitively, yes. Customers and service providers are physically distant and the queue is invisible. Thus customers are likely to judge the quality of service primarily according to the way their wait is filled BUT, we must scientifically support our intuition! We also want to know why… Toward Scientific Examination Method People called a lab to sign up for experiments Callers heard two phone rings and then a short introduction. Callers were randomly assigned to one of three conditions: Music; or Apologies; or Location information After waiting callers were asked for their evaluations (e.g., “To what extent did you find the wait pleasant?” ) Designing the Experiment Results Conclusions Two Mechanisms and Two Contradictory Predictions Two Mechanisms and Two Contradictory Predictions People crave a sense of progress toward desired goals Control theories of self-regulation (e.g., Carver Scheier, 1990, 1998): Behavior is regulated by the perceived distance between a desired goal and current position vis-à-vis that goal Positive reactions should accompany