Using Customer Segmentation to Build a Hybrid Recommendation Model

Camacho, P., de Almeida, A., & António, N. (2021). Using Customer Segmentation to Build a Hybrid Recommendation Model. In J. V. de Carvalho, P. Liberato, Á. Rocha, & A. Peña (Eds.), Advances in Tourism, Technology and Systems - Selected Papers from ICOTTS20 (pp. 299-308). (Smart Innovation, Systems and Technologies; Vol. 208). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-981-33-4256-9_27The growing trend in leisure tourism has been closely followed by the number of hospitality services. Nowadays, customers are more sophisticated and demand a personalized and simplified experience, which is commonly achieved through the use of technological means for anticipating customer behavior. Thus, the ability to predict a customer’s willingness to buy is also a growing trend in hospitality businesses to reach more customers and consolidate existing ones. The acquisition of a transfer service through website reservation generates data that can be used to perform customer segmentation and enable recommendations for other products or services to a customer, like recreation experiences. This work uses data from a Portuguese private transfer company to understand how its private transfer business customers can be segmented and how to predict their behavior to enhance services cross-selling. Information extracted from the data acquired with the private transfer reservations is used to train a model to predict customer willingness to buy, and based on it, offer leisure services to customers. For that, a hybrid classifier was trained to offer recommendations to a customer when he/she is booking a transfer. The model employs a two-phase process: first, a binary classifier asserts if the customer who’s buying the transfer would eventually buy a service experience. In that case, a multi-class model decides what should be the most likely experience to be recommended.authorsversionpublishe

Service Interaction Flow Analysis Technique for Service Personalization

Abstract Service interaction flows are difficult to capture, analyze, outline, and represent for research and design purposes. We examine how variation of personalized service flows in technology-mediated service interaction can be modeled and analyzed to provide information on how service personalization could support interaction. We have analyzed service interaction cases in a context of technology-mediated car rental service. With the analysis technique we propose, inspired by Interaction Analysis method, we were able to capture and model the situational service interaction. Our contribution regarding technology-mediated service interaction design is twofold: First, with the increased understanding on the role of personalization in managing variation in technology-mediated service interaction, our study contributes to designing service management information systems and human-computer interfaces that support personalized service interaction flows. Second, we provide a new analysis technique for situated interaction analysis, particularly when the aim is to understand personalization in service interaction flows

Specifying the design for customer learning in the mixed reality experience

Peer reviewe

An Integrative Design Framework for New Service Development

Service innovation is focused on customer value creation. At its core, customer-centric service innovation in an increasingly digital world is technology-enabled, human-centered, and process-oriented. This requires a cross-disciplinary, holistic approach to new service design and development (NSD). This paper proposes a new service strategy-aligned integrative design framework for NSD. It correlates the underlying theories and principles of disparate but interrelated aspects of service design thinking: service strategy, concept, design, experience and architecture into a coherent framework for NSD, consistent with the service brand value. Application of the framework to NSD is envisioned to be iterative and holistic, accentuated on continuous organizational and customer learning. The preliminary framework's efficacy is illustrated using a simplified telecom case example. © Springer International Publishing Switzerland 2014

Multi-factor service design: identification and consideration of multiple factors of the service in its design process

Service design is a multidisciplinary area that helps innovate services by bringing new ideas to customers through a design-thinking approach. Services are affected by multiple factors, which should be considered in designing services. In this paper, we propose the multi-factor service design (MFSD) method, which helps consider the multi-factor nature of service in the service design process. The MFSD method has been developed through and used in five service design studies with industry and government. The method addresses the multi-factor nature of service for systematic service design by providing the following guidelines: (1) identify key factors that affect the customer value creation of the service in question (in short, value creation factors), (2) define the design space of the service based on the value creation factors, and (3) design services and represent them based on the factors. We provide real stories and examples from the five service design studies to illustrate the MFSD method and demonstrate its utility. This study will contribute to the design of modern complex services that are affected by varied factors

An Evaluation of Florida\u27s Zika Response Using the WHO Health Systems Framework: Can We Apply These Lessons to COVID-19?

OBJECTIVES: From 2016 to 2018 Florida documented 1471 cases of Zika virus, 299 of which were pregnant women (Florida Department of Health, https://www.floridahealth.gov/diseases-and-conditions/mosquito-bornediseases/surveillance.html , 2019a). Florida\u27s response required unprecedented rapid and continuous cross-sector communication, adaptation, and coordination. Zika tested public health systems in new ways, particularly for maternal child health populations. The systems are now being challenged again, as the Coronavirus COVID-19 pandemic spreads throughout Florida. This qualitative journey mapping evaluation of Florida\u27s response focused on care for pregnant women and families with infants exposed to Zika virus. METHODS: Fifteen focus groups and interviews were conducted with 33 public health and healthcare workers who managed outbreak response, case investigations, and patient care in south Florida. Data were thematically analyzed, and the results were framed by the World Health Organization\u27s (WHO) Healthcare Systems Framework of six building blocks: health service delivery, health workforce, health information systems, access to essential medicines, financing, and leadership and governance (World Health Organization, https://www.who.int/healthsystems/strategy/everybodys_business.pdf , 2007, https://www.who.int/healthinfo/systems/monitoring/en/ , 2010). RESULTS: Results highlighted coordination of resources, essential services and treatment, data collection, communication among public health and healthcare systems, and dissemination of information. Community education, testing accuracy and turnaround time, financing, and continuity of health services were areas of need, and there was room for improvement in all indicator areas. CONCLUSIONS: The WHO Framework encapsulated important infrastructure and process factors relevant to the Florida Zika response as well as future epidemics. In this context, similarities, differences, and implications for the Coronavirus COVID-19 pandemic response are discussed. SIGNIFICANCE: During infectious disease outbreaks, public health systems work in concert with multiple national, state, and local health, communication, and environmental systems to prevent spread and to mitigate morbidity and mortality. Much was learned from the 2015 Zika pandemic. These lessons should be applied to address the much larger COVID-19 pandemic. The WHO Building Blocks of Health Systems provides a framework for planning, action, and evaluation

Customer experience: A design approach and supporting platform

The purpose of the research is to develop an intelligent system able to support the design and management of a Customer Experience (CX) strategy based on the emotions tracked in real time at the different touchpoints in a store. The system aim is to make the shopping experience responsive to the customers’ emotional state and behaviour and to suggest successful product/service design guidelines and customer experience (CX) management strategies whose implementation may affect current and future purchases. In this particular, the present paper focuses on the description of the integrate approach developed to design the overall CX and on the emotional recognition tools to elaborate the rich-data captured by a network of optical and audio sensors distributed within the sho