An Eye On Usability-Eye-Tracking Helps Fine-Tune AT&T’s Customer Service Site

Topics:
Usability
Tags:
AT&T Corp.,
Customer Relationship Management (CRM),
Customer Service,
Enterprise Software,
Marketing,
Product Marketing,
Quirks Marketing Research Review,
Software
Source:
Quirks Marketing Research Review

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Overview: This article tells the story of an integration of qualitative and quantitative approaches to Web site usability. Working collaboratively, usability specialists from San Diego-based EyeTracking, Inc. (ETI) and AT&T investigated how two groups of users interacted with AT&T’s Customer Service Home Page. The article is organized in three parts. The first part provides details of the study. The second part summarizes the results from the two approaches, both separately and in combination. Finally, the third part discusses the value added by this integrated approach.

(Is this item miscategorized? Does it need more tags? Let us know.)

Format: HTML | Pages: 1

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