Quotation Görnemann, Esther, Spiekermann-Hoff, Sarah. 2020. Moments of Truth with Conversational Agents. European Conference on Information Systems, Marrakech, Marokko, 15.06.2020 - 17.06.2020.


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Abstract

Moments of Truth are viewed in Marketing as the decisive moments during the customer journey that eventually shape future purchase decisions, brand loyalty and recommendations. Recently the concept has found recognition with large tech corporations that seek to influence customer experience at the earliest possible stages of system usage. Despite their importance, moments of truth have hardly been defined or conceptualized. More importantly few technology studies have actually applied it. Extending and deepening the understanding of Moments of Truth, we investigate how a customer’s truth really forms when engaging with a new technology and what we can learn from philosophy and sociology about the phenomenon. In a qualitative study with 30 Amazon Alexa users, we investigated memorable moments between users and their conversational agents. We explore the multifaceted landscape of interactions shaping a customer’s truth - interactions which play out positively or negatively because they tie specific value qualities to the agent. We also address ruptures in the customer journey – deeply unsettling Moments of Truth that can abruptly destroy a previously good relationship. We argue that gradual and incidental truth formation can deliver valuable insights for system developers and provide a new perspective for the analysis of customer journeys.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Paper presented at an academic conference or symposium
Language English
Title Moments of Truth with Conversational Agents
Event European Conference on Information Systems
Year 2020
Date 15.06.2020 - 17.06.2020
Country Morocco
Location Marrakech
URL https://ecis2020.ma/
JEL ECIS

Associations

People
Görnemann, Esther (Details)
Spiekermann-Hoff, Sarah (Details)
Organization
Institute for Information Systems and Society IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
1127 Information science (Details)
1161 Human-computer interaction (Details)
5320 Marketing (Details)
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