The impacts of integrating self-services in business processes

Information Management - Seminar Presentation

Sebastian Schrepfer

Overview

1. Introduction

2. The Integration Decision

3. Self-Services and Assistance

4. Synthesis and Summary

live slides: http://goo.gl/KjMVuW

What is a self-service?

Definition

"technological interfaces that enable customers to produce a service independent of a direct service employee involvment" 

»

Meuter, 2000

kiosk systems

web services

Why are self-services necessary?

What part of the company should the customer participate in?

What about the data quality?

Self-Service & customer

• Customers are generally in favor of self-services when they perceive:

  • Enjoyment

  • Control over the process

  • Ease of use

• Positive perception of these factors lead to acceptance

Dabholkar, 1996

Self-service & company

• Chances
  • Reduction of rising personell costs
  • Competitive advantages

• Risks

  • Unsatified customers

  • Poor Data quality

    • may even be an enterprise threat
    • produces losses of 10-25% of organization revenue

Reid & Catterall, 2005 | Chettayar, 2002 | Goffin, 2001 | Alpar, 1992

Should self-services be included in a firm's processes?

Into which processes should self-services be included?

&

Integration Decision

• Assumed goal: Maximizing the net present value (economical, mathematical decision)

• 1st step: Splitting the business process into sub-processes

Engel et al., 2015

Integration Decision

Engel et al., 2015

2nd step: Calculating the impact of every single constellation to the net present value

Engel et al., 2015

INVESTMENT EFFECT

Every initial investment made by the company to make the self-service possible

Engel et al., 2015

PROCESS EFFECT

The ongoing costs of the company to make the self-service possible

Engel et al., 2015

Acceptance & customer satisfaction based on the customers perception.

• If the customer is unhappy                     is <0
• If the customer likes it                     is >0

COSTUMER EFFECT

Integration Decision

Engel et al., 2015

INVESTMENT EFFECT

COSTUMER EFFECT

PROCESS EFFECT

Based on the three effects, the difference of the net present value can be calculated for each decision vector.

Self-Service & Assistance

• Extending the common binary self-service model with «assisted self-service»
  → Self-Service | Assisted Self-Service | Employee work
   

• Data quality as key factor of using self-services
  → With which model can data quality be maximized?

Kiel et al., 2015

Data Quality

Orr, 1998

↔

Data in database

Real world

Data Quality Dimensions

DATA QUALITY

COMPLETENESS

CURRENCY

CONSISTENCY

CORRECTNESS

Wang et al., 1995

Assisted Self-Services

Kiel et al., 2015

• Field study with kiosk systems in work agency
• In all categories, assisted self-services on kiosk systems are significantly better than self-services or employee work
• Methodological weaknesses:
  • Only completeness examined as data quality factor
  • Study was not executed on every location with the same method

Study by Kiel et al., 2015

Synthesis

• Kiel et al., 2015 showed that data quality is very important
  • poor data quality can lead to 10-20% revenue losses
• The delta net present value is therefore also depending on data quality
• Engel et al., 2015 did not consider this aspect

The Data Quality Effect

• The data quality effect                    describes the impact of data quality on net present value
• If                   is <0, the data quality decreases
• If                   is >0, the data quality increases

Summary

• More companies decide to integrate self-services

• Data quality is very important

• Wrong integration decisions can lead to drawbacks

• Economical decision model

  • Extension with data quality effect

• In kiosk systems, best to use assisted self-services

Jacobs, 2012

The impacts of integrating self-services in business processes

Information Management - Seminar Presentation

Sebastian Schrepfer