From Service Metrics to Experience: La Voz del Cliente at Arca Continental
Role: UX Researcher
Client: Arca Continental / NTT Data
Product: IT Service Experience (Service Desk, Field Services, Service Management)
Timeline: 2019
This study explored how users experienced IT services at Arca Continental, focusing on the gap between operational performance and user perception. While service levels met established SLAs, the research revealed that users perceived the experience as inefficient, unclear, and difficult to navigate.
Through a mixed-method research approach, including stakeholder interviews, field interviews across multiple plants, shadowing sessions, and focus groups, I examined how both users and service agents interact with the system in real-world contexts. The research also incorporated immersive on-site observation, allowing for a deeper understanding of workflows, communication patterns, and environmental factors shaping the experience.
Users described the service as functional but frustrating—interactions with the Service Desk were often perceived as slow, repetitive, and lacking resolution clarity. Many users bypassed formal processes entirely, opting instead for informal escalation through personal networks. This revealed a critical breakdown in trust, where the system was technically effective but experientially unreliable.
From the agent perspective, the research uncovered a parallel set of challenges. Through shadowing and focus groups, it became clear that agents operated under high cognitive and operational load, navigating complex tools, inconsistent communication, and user frustration in real time. These dynamics created a feedback loop where both sides of the service experience were misaligned.
The methodology was grounded in Design Thinking and service design principles, combining empathetic research with systemic analysis to understand not only individual interactions, but the broader ecosystem in which they occur
Findings & Outcomes
The research highlighted that service quality cannot be measured solely through performance metrics. While SLAs were consistently met, the perceived experience told a different story—one shaped by lack of transparency, unclear communication, and limited trust in the system.
Key insights revealed the need to redesign the service as an integrated experience rather than a series of isolated touchpoints. Users needed clearer visibility into ticket status, more intuitive interaction with tools like ServiceNow, and better communication throughout the resolution process. At the same time, agents required improved tools, standardized systems, and environments that support efficiency and well-being.
The study also identified the importance of continuous feedback loops, leading to the development of mechanisms such as on-site activations where users could share real-time perceptions and suggestions . These initiatives helped bridge the gap between measurement and experience, allowing the service to evolve based on actual user needs.
Ultimately, this work helped shift the focus from service delivery to service experience—reframing success not just as meeting metrics, but as building trust, clarity, and usability across the entire system.