The focus of this chapter is the customer journey, a concept which has emerged from business practice and which now commands the attention of practitioners and academics alike. The customer journey is defined as the sum total of all customer interactions with a product, brand or organization across multiple channels and touchpoints. The customer journey is still primarily a concept from business practice and is an immature field for academics. As a result, we draw upon existing literature streams which are not directly focused on the customer journey, but which deliver key insights and enable us to build understanding. Specifically, we draw upon multichannel management and services management research and demonstrate how these knowledge streams help to build understanding of the dynamics of the customer as they move along their journey. We present a detailed examination of one specific form of customer journey, the shopper journey, and assess the drivers of shopping channel choice and journey configuration. The evolution of the shopper journey from single channel, through multichannel, to omnichannel is discussed. The chapter then moves on to discuss the service journey, broadening the journey perspective from the act of shopping to the holistic experience of service consumption. The key role of the customer in co-creating value along the service journey is identified, and we note the importance of personalization and of understanding customers’ relational needs to service journey optimization. Next, we examine the role that customer journey mapping can play in helping organizations to understand and improve their customers’ current journey configurations, and in informing future service journey design. The challenges inherent in measuring the customer experience along the journey are discussed, and alternative customer journey metrics are evaluated. The chapter concludes with our reflections on the current state of knowledge and we identify future directions for customer journey research and also future challenges for business practice.
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Hoe kun je als organisatie in het publieke domein de digitale transitie zo inrichten dat deze zowel voor de organisatie als voor klanten succesvol is? Uit onderzoek blijkt dat het belangrijk is dat deze dienstverlening persoonlijk wordt. In dit artikel gaan we verder in op de uitkomsten van dit onderzoek. Ook delen we een experiment met een chatbot die een voorbereiding van het gesprek met de medewerker aanbiedt.
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Recent developments in digital technology and consumer culture have created new opportunities for retail and brand event concepts which create value by offering more than solely marketing or transactions, but rather a place where passion is shared. This chapter will define the concept of ‘fashion space’ and consumer experience, and delves into strategies for creating experiences that both align with a brand’s ethos and identity and build brand communities. It will provide insight on creating strong shared brand experiences that integrate physical and digital spaces, AR and VR. These insights can be used for consumer spaces but also for media and buyer events, runway shows, test labs and showrooms. Since its launch in 2007, international fashion brand COS has focused on creating fashion spaces that build and reinforce a COS fashion community. COS retail stores with their extraordinary architecture, both traditional and contemporary, contribute stories and facilitate intense brand experiences. Moreover, COS’ dedication to share the artistic inspirations of its people led to collaborating on interactive and multi-sensory installations which allow consumers to affectively connect to the brand’s personality and values. Thus, the brand was able to establish itself firmly in the lifestyle of its customers, facilitating and developing their aesthetics and values. This is an Accepted Manuscript of a book chapter published by Routledge/CRC Press in "Communicating Fashion Brands. Theoretical and Practical Perspectives" on 03-03-2020, available online: https://www.routledge.com/Communicating-Fashion-Brands-Theoretical-and-Practical-Perspectives/Huggard-Cope/p/book/9781138613560. LinkedIn: https://nl.linkedin.com/in/overdiek12345
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In service design projects, collaboration between design consultant and service provider can be problematic. The nature of these projects requires a high level of shared understanding and commitment, which providers may not be used to. We studied designer-provider collaboration in multiple real-life cases, in order to uncover determinants for successful collaboration. The case studies involved six service innovation projects, performed by Dutch design agencies. Independent researchers closely monitored the projects. Additional interviews with designers and providers gave insights in how both parties experienced their collaboration in the innovation projects. During data analysis, a coding scheme was created inductively. The scheme supported us in formulating 12 themes for designer-provider collaboration, amongst them four contextual determinants of shared understanding and stakeholder commitment in SD-projects. The insights from this study were then grounded in literature. Knowledge gaps were identified on themes about agreements of responsibilities, the open-endedness of an SD-process, an opportunitysearching approach, and organizational change that is required for the successful implementation of innovative service concepts.
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De binnenstad is het visitekaartje van een gemeente. De beeldvorming van een stad of dorp wordt voor een belangrijk deel bepaald door de indruk die het centrum op mensen maakt. Publieke en private partijen doen daarom hun best om de aantrekkingskracht van het centrum te vergroten. Met evenementen, met iconische kunst en architectuur, of met investeringen in de aankleding van de openbare ruimte.
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Like the professionals, design students tend to avoid the complexity of the user context, and moral issues are largely overlooked. This inspired us to explore whether we could engage design students in thinking about moral issues by exploring different ethical frameworks in their designing. As a case environment we chose smart-grid product service combinations. In this paper we first discuss the ethical frameworks of four selected philosophers’: Plato, Rousseau, Kant, & Mill. Then we will describe the student design process, the resulting four smart grid service concepts and the user insights that came from a user evaluation. We discuss how this approach allowed the students to get insights in their own ethical stance and how they allowed users to reflect on possible futures. We also discuss how these ‘probing’ concepts were used within the larger smart grid project.
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This is a case study which discusses the journey of a successful Ethiopian dairy entrepreneur. It turned out that the inclusiveness of the small holder farmer into the chain with fair incentive sharing mechainsms and guarenteed market access made her chain more efficient, reliable and profitable.
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This booklet presents the practice briefs (popular papers) of master and bachelor theses and business assignments of students at three Dutch Universities of Applied Sciences: Van Hall Larenstein (VHL), InHolland and HAS Green Academy, and Meru University of Science and Technology in Kenya. All theses and business assignments were commissioned through the researchproject entitled “Food Waste Reduction and Food Quality Living Lab (FORQLAB)” in Kenya.
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Active participation of stakeholders in health research practice is important to generate societal impact of outcomes, as innovations will more likely be implemented and disseminated in clinical practice. To foster a co-creative process, numerous frameworks and tools are available. As they originate from different professions, it is not evident that health researchers are aware of these tools, or able to select and use them in a meaningful way. This article describes the bottom-up development process of a compass and presents the final outcome. This Co-creation Impact Compass combines a well-known business model with tools from design thinking that promote active participation by all relevant stakeholders. It aims to support healthcare researchers to select helpful and valid co-creation tools for the right purpose and at the right moment. Using the Co-creation Impact Compass might increase the researchers’ understanding of the value of co-creation, and it provides help to engage stakeholders in all phases of a research project.
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Innovations are required in urban infrastructures due to the pressing needs for mitigating climate change and prevent resource depletion. In order to address the slow pace of innovation in urban systems, this paper analyses factors involved in attempts to introduce novel sanitary systems. Today new requirements are important: sanitary systems should have an optimal energy/climate performance, with recovery of resources, and with fewer emissions. Anaerobic digestion has been suggested as an alternative to current aerobic waste water treatment processes. This paper presents an overview of attempts to introduce novel anaerobic sanitation systems for domestic sanitation. The paper identifies main factors that contributed to a premature termination of such attempts. Especially smaller scale anaerobic sanitation systems will probably not be able to compete economically with traditional sewage treatment. However, anaerobic treatment has various advantages for mitigating climate change, removing persistent chemicals, and for the transition to a circular economy. The paper concludes that loss avoidance, both in the sewage system and in the waste water treatment plants, should play a key role in determining experiments that could lead to a transition in sanitation. http://dx.doi.org/10.13044/j.sdewes.d6.0214 LinkedIn: https://www.linkedin.com/in/karel-mulder-163aa96/
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