Wyniki wyszukiwania - BazTech

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Evaluating the effectiveness of „customer journey” tools for service design in online education

Maik Artur, Osika Grażyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 172

467--485

EN

Purpose: The main purpose of this article is to describe an assessment of the effectiveness of the methods used in design thinking (DT) for service design. The analysis includes a tool that, due to the range of data used in service planning, is likely to provide reliable information for service optimization, namely the Customer Journey (CJ). Design/methodology/approach: The key source of economic value is now considered innovation and the use of technological facilities to optimise ongoing economic processes. Such an approach enforces the need to develop methods that improve the efficiency of processes related to innovation generation. DT is considered to be one of them, in which, thanks to the methodology used, innovations are developed by design in an optimal way adapted to customers. One of the tools used in DT is CJ, which is a visualised description of the logical sequence of interactions between the customer and the service occurring at each stage of contact, allowing maximum customisation of designed products or services. Methods and tools are powerful insofar as they are subjected to evaluation, so it is important to evaluate the effectiveness of a given tool by those who use it. This article presents research on the evaluation of CJ effectiveness by the online education community, given the economic importance that the industry is increasingly gaining. Survey research was used because this type of research provides tools for analysing attitudes, views, and opinions and can be used for descriptive, explanatory, and exploratory purposes. The main research objective was to determine to what extent the DT and CJ methods were used and to evaluate their effectiveness in designing services in the remote education sector. Findings: The survey showed that the surveyed group makes significant use of DT in the design of their services, in turn, among those who use DT, the vast majority are familiar with and use CJ. This may indicate, and the research confirms it, a high evaluation of CJ's effectiveness as a design tool. In addition, those who do not use CJ mainly cited lack of familiarity or lack of necessity (low complexity of the service being designed) as a reason, rather than a low effectiveness evaluation. These findings may indicate the high design potential of CJ and recommendations for its implementation. Research limitations/implications: Regardless of the results obtained, it should be borne in mind that the high evaluation examined of the effectiveness of DT and CJ remains an opinion on the subject and not an objective fact, but this is a shortcoming that applies to all survey research. It should also be emphasised that the results obtained are limited in scope; as they apply to a single industry, more general conclusions on the subject require extending the research to other sectors. Practical implications: The research conducted in this article has a very practical dimension due to the subject itself, DT and CJ as a method of action and a concrete design tool are pragmatic in nature, so determining the evaluation of their effectiveness by practitioners, because such a group was surveyed, should be considered a measurable guideline for further implementation. In the present research, the scientific goal is combined with the pragmatic goal. Social implications: Due to the fact that both DT and CJ are, by definition, aimed at maximising the matching of products or services to customers' needs, verification of their effectiveness makes it possible to assess their design potential and, in a broader perspective, to predict how much of the expected difficulties can be eliminated. Originality/value: The most significant thing about the research conducted for this article is its contribution to filling the research gap on evaluating the effectiveness of methods and tools used in the service design process, as while DT is increasingly studied and described, there is still little research on the CJ, this study is a small contribution to changing that trend.

2

Industry 4.0: selected aspects of algorithmization of work environment

Osika Grażyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 155

431--450

EN

Purpose: The aim of the article is to describe and forecast possible difficulties related to the development of cognitive technologies and the progressing of algorithmization of HRM processes as a part of Industry 4.0. Design/methodology/approach: While most of the studies to date related to the phenomenon of Industry 4.0 and Big Data are concerned with the level of efficiency of cyber-physical systems and the improvement of algorithmic tools, this study proposes a different perspective. It is an attempt to foresee the possible difficulties connected with algorithmization HRM processes, which understanding could help to "prepare" or even eliminate the harmful effects we may face which will affect decisions made in the field of the managing organizations, especially regarding human resources management, in era of Industry 4.0. Findings: The research of cognitive technologies in the broadest sense is primarily associated with a focus of thinking on their effectiveness, which can result in a one-sided view and ultimately a lack of objective assessment of that effectiveness. Therefore, conducting a parallel critical reflection seems even necessary. This reflection has the potential to lead to a more balanced assessment of what is undoubtedly "for", but also of what may be "against". The proposed point of view may contribute to a more informed use of algorithm-based cognitive technologies in the human resource management process, and thus to improve their real-world effectiveness. Social implications: The article can have an educational function, helps to develop critical thinking about cognitive technologies, and directs attention to areas of knowledge by which future skills should be extended. Originality/value: This article is addressed to all those who use algorithms and data-driven decision-making processes in HRM. Crucial in these considerations is the to draw attention to the dangers of unreflective use of technical solutions supporting HRM processes. The novelty of the proposed approach is the identification of three potential risk areas that may result in faulty HR decisions. These include the risk of "technological proof of equity", overconfidence in the objective character of algorithms and the existence of a real danger resulting from the so-called algorithm overfitting. Recognition of these difficulties ultimately contributed to real improvements in productivity by combining human performance with technology effectiveness.

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Dilemmas of social life algorithmization - technological proof of equity

Osika Grażyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2021

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z. 151

525--538

EN

Purpose: The aim of the article is to describe and forecast possible dilemmas related to the development of cognitive technologies and the progressing process of algorithmization of social life. Design/methodology/approach: Most of the current studies related to the Big Data phenomenon concern the level of efficiency improvement the algorithmic tools or protection against autonomization of machines, in this analysis a different perspective is proposed, namely - thoughtless way of using data-driven instruments, termed technological proof of equity. This study is to try to anticipate possible difficulties connected with algorithmization, which understanding could help to "prepare" or even eliminate the harmful effects we may face which will affect decisions made in the field of the social organization and managing organizations or cities etc. Findings: The proposed point of view may contribute to a more informed use of cognitive technologies, machine learning, artificial intelligence and an understanding of their impact on social life, especially unintended consequences. Social implications: The article can have an educational function, helps to develop critical thinking about cognitive technologies and directs attention to areas of knowledge by which future skills should be extended. Originality/value: The article is addressed to data scientist and all those who use algorithms and data-driven decision-making processes in their actions. Crucial in this considerations is the introduction the concept of technological proof of equity, which helps to "call" the real threat of the appearance of technologically grounded heuristic thinking and it’s social consequences.

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Social innovations as support for Industry 4.0

Osika Grażyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2019

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z. 141

289--301

EN

The main subject for consideration concentrates on the social innovation defined as a tool to support the change related to Industry 4.0. It seems obvious that the Fourth Industrial Revolution transforms social life, the Internet of things (IoT), cloud data, big data, autonomous robots, additive manufacturing, augmented reality, etc., which are listed as basic elements of Industry 4.0. It also transforms the economic sphere, especially work organisation and the labour market. Current prognoses of the possible economic and social impact of digital technology often highlight positive aspects, but we also need to predict and study possible negative consequences. In order to design a 'more satisfactory' social environment that takes into account the needs of the present, we need new ways of social functioning. It is assumed that social innovations can be treated as instruments useful for overcoming challenges posed by Industry 4.0. The analysis will be theoretical, hence such notions as social innovations, Industry 4.0 and others will be defined. This discussion will help to understand and solve future social problems.