Information Consumer Experience: A Chilean Case Study

Costumer eXperience (CX) has been widely studied in the last decade to understand customers behavior. The analysis of CX is important for companies as it allows them to understand customer’s perceptions of the interactions (touchpoints) with their products, systems and services. At organizational level, the employees who uses information-related products, systems and/or services for their work into the organization can be seen as information consumers. Therefore, Information Consumer eXperience (ICX) may be considered as a particular case of CX, involving expectations, satisfactions and pains of information consumers inside the organization. ICX analysis the interaction between employees or departments and the organization or information providers departments, through its information products, systems and services offered. This work aims to analyze the ICX in a Chilean university, concerning three aspects: consumer’s needs, consumer’s behavior, and consumer’s experience. We identified a set of customer profiles and associated needs through interviews and surveys. We analyzed the interaction between consumers and the organization information products, systems and services, identifying 11 touchpoints. These touchpoints were used to model the consumer behavior using a Customer Journey Map (CJM) technique. Finally, we evaluate ICX based on an adapted version of SERVQUAL and interviews. The results obtained shows that the consumers of information at the Chilean university have a good experience in general, with some low and high rated evaluation items such as difficulties on information system access and data visualization mechanism respectively.