The role of embodied conversational agents in financial services applications and customer segmentation via the pecuniary questionnaire

• Main Author: Matthews, A.
• Published: University of Edinburgh 2009
• Subjects: 381
• Online Access: http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.657450

This work takes a psychological perspective on HCI and the user-centred nature of the user interfaces and systems under investigation. The research presented here provides empirical evidence or the thesis that Embodied Conversational Agents (ECAs) represent a highly effective tool for human-computer interactions in future financial services applications, particularly when their product portrays match the pecuniary traits of the customer. ECAs can provide a personal and effective platform for everyday banking enquiries whilst utilising and realising an effective customer targeting tool. A practical metric is presented with which financial institutions can segment customers and predict which products certain groups would be likely to consider purchasing by assessing consumer’s pecuniary attitudes and behaviours. Companies can utilise data derived from such metrics to strengthen the customer-company relationship and to increase customer satisfaction, thereby improving the processes for recruiting, retaining and maintaining customers.