Many companies tailor their communication and interaction with customers by segmenting them into channel usage groups. This study argues that simply focusing on channels has limited effectiveness as increasingly customers today use multiple channels, the online channel contains many different forms, and channels are increasingly blended. We have identified several search strategies that reveal how customers find their way through a multichannel landscape during the various phases of a purchase. By explaining channel usage through these “search strategies,” we propose a clear and intuitive model that will support companies developing an effective multichannel strategy.
Customer-supplier relationships are becoming more digital. However, a personal approach still seems to be a key success factor in the service journey, creating an optimal customer experience. In this research, we investigated the effects of a personal communication approach on customer experience and customer relationship. The personal touch was operationalised in two studies focusing on written forms of communication (Study 1) and spoken forms of communication (Study 2) amongst customers of an energy company. Both studies show that a personal tone of voice in customer contact results in a more positive customer experience (in terms of consumption emotions, customer satisfaction and recommendation intention). However, it does not impact the long term relationships between service provider and customers. Customers do not adjust previously built relationship norms when they are approached in a more or less personal way, as long as the chosen approach does not violate relationship norms. The research is relevant for organisations interested in the effects of a more personal approach in customer contact. The paper combines existing theories on customer experience and customer communication with the existing theories on relational models.
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Size measurement plays an essential role for micro-/nanoparticle characterization and property evaluation. Due to high costs, complex operation or resolution limit, conventional characterization techniques cannot satisfy the growing demand of routine size measurements in various industry sectors and research departments, e.g., pharmaceuticals, nanomaterials and food industry etc. Together with start-up SeeNano and other partners, we will develop a portable compact device to measure particle size based on particle-impact electrochemical sensing technology. The main task in this project is to extend the measurement range for particles with diameters ranging from 20 nm to 20 um and to validate this technology with realistic samples from various application areas. In this project a new electrode chip will be designed and fabricated. It will result in a workable prototype including new UMEs (ultra-micro electrode), showing that particle sizing can be achieved on a compact portable device with full measuring range. Following experimental testing with calibrated particles, a reliable calibration model will be built up for full range measurement. In a further step, samples from partners or potential customers will be tested on the device to evaluate the application feasibility. The results will be validated by high-resolution and mainstream sizing techniques such as scanning electron microscopy (SEM), dynamic light scattering (DLS) and Coulter counter.
De markt vraagt om steeds meer productvariëteit. Veel bedrijven realiseren productvariëteit nu met veel klant-specifiek engineeringswerk (Engineer-to-Order/EtO). Dit zet druk op alle afdelingen in het bedrijf zoals sales, engineering, productie en service. Een uitdagende manier voor deze bedrijven, om beter met het spanningsveld tussen externe en interne eisen om te gaan, is het ontwikkelen van meer configureerbare producten (lego principe}. Hiervoor is een modulaire opbouw van het product nodig waarin verschillende productonderdelen gestandaardiseerd zijn en gebruikt kunnen worden in verschillende eindproducten. Zo kan, met minder engineeringsactiviteiten, een product geconfigureerd worden (Configure-to-Order/CtO) en de klant productvariëteit worden geboden zonder alle interne druk. Voor diverse bedrijven vormen ook de mogelijkheden van Industry 4.0 en sustainabilty ambities belangrijke drivers in hun streven naar meer CtO. Het implementeren van CtO is echter niet eenvoudig. Het vraagt om aanzienlijke capaciteit, kennis en kunde op het gebied van productontwikkeling, procesontwikkeling en het veranderproces. Betrokkenheid van medewerkers uit alle belangrijke afdelingen (verkoop, engineering, productie, service etc.) is een vereiste. Mkb-bedrijven worstelen hiermee en hebben behoefte aan goede tools en technieken, zowel inhoudelijk, over de ontwikkeling van de productarchitectuur en de impact hiervan op de bedrijfsprocessen, als veranderkundig, hoe deze transitie tot stand te brengen. In dit Sia RAAK-mkb onderzoek willen wij samen met productie mkb-bedrijven, kennisinstellingen en brancheorganisaties een integrale aanpak ontwikkelen om CtO op een goede manier te implementeren. De deelnemende mkb-bedrijven hebben de duidelijke wens om dit de komende jaren te doen. Voor de specifieke casussen zullen met casestudies en interventieonderzoek aanpakken ontwikkeld worden. Studentprojecten zullen ondersteuning geven aan de verschillende interventies. Vervolgens zal systematisch case-vergelijkend onderzoek worden uitgevoerd om inzicht te krijgen in wat in welke situatie werkt. Op basis van het case-vergelijkend onderzoek worden tools en technieken ontwikkeld die enerzijds generiek zijn en anderzijds kunnen worden aangepast aan specifieke bedrijfssituaties.
On a yearly basis 120 million kg of spent coffee ground (SCG) is disposed as waste. Two partners in the project have the intension to refine the valuable compounds from this coffee residue. One of these compounds is the group of melanoidins. It is proven that these natural polymers, with polyphenols incorporated, can be applied as colourant to textiles. These colourant compounds can be extracted from the SCG. In this project an industrial feasible dye recipe for SCG extract to cotton will be developed. This twostep dye method consists of a mordanting step and a colour uptake step. Both will be optimised to colour intensity and light and wash fastness. Parameters as cycle time and energy and water consumption, will be take into account to make the dye recipe applicable for industrial standards. Chemical analysis of mordant compounds (tannins) and colourants (polyphenols) will be carried out to quantify and qualify the uptake by cotton. With the results of this project, the partners will be able to support their customers of the SCG extract with a scientific based advise about the application as a textile dye to ensure a solid market acceptance of SCG extract. With the SCG extract as a professional biobased colorant in the market, companies in textile industry will have a wider choice in using environmental friendly products. At the end, this will lead to complete biodegradable products for consumers.